Celebrate the wheat harvest with freshly harvested, freshly ground wheat food! The food event “Mugi Fest” that draws long lines in Tokyo and Fukuoka will finally be held for the first time on November 24th (Sunday) in Hokkaido, the home of wheat.
NPO Shinmugi Collection Press release: November 13, 2024 Celebrate the wheat harvest with freshly harvested, freshly ground wheat food! The food event “Mugi Fest” that draws long lines in Tokyo and Fukuoka will finally be held for the first time on November 24th (Sunday) in Hokkaido, the home of wheat. “Mugi Festival 2024 in HOKKAIDO” will be co-hosted with “Hokkaido Food Film Festival” at Odori Bisse, Sapporo The NPO Shinmugi Collection (Headquarters: Urawa Ward, Saitama City, Representative: Hiroaki Ikeda, hereinafter referred to as “Shinmugi Collection”) will hold the food event “Mugi Festival 2024 in HOKKAIDO” to celebrate this year’s wheat harvest on November 24, 2024. On Sunday, the event will be held in collaboration with the Hokkaido Film Festival at Odori Bisse, a commercial facility adjacent to Odori Park. Famous bread, sweets, and pizza shops from all over Hokkaido, Honshu, and Kyushu are gathering! We will be selling special barley food that can only be eaten on this day!
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-737ffcc2a79dc0c59c7e75c526f0de52-1920×1080.jpg
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-c1232b6c779128238d44b8c2658a3492-1010×617.png Bread from Fukuoka’s long-lined store “Panstock” is also on sale That famous bakery is coming too! The procession event from Tokyo and Fukuoka has landed in Sapporo! “Mugi Fest” is Japan’s premier wheat food event with new wheat collection. Wheat artisans (cooks at bakeries, ramen shops, pizza shops, Western confectionery shops, etc.), wheat farmers, flour milling companies, and distributors taste freshly harvested Japanese wheat (new wheat), It is held with the purpose of giving thanks for the blessings. It has been held every summer and fall in Tokyo and Fukuoka since 2017, and is a popular food event that usually sells out. In 2024, it was held in Fukuoka/Tenjin and Tokyo/Shibuya, creating a huge sensation! Finally, we finally landed in Hokkaido, Japan’s largest wheat-producing region! Famous bread shops known only to those in the know are gathered not only from Hokkaido but also from Honshu and Kyushu! “Mugi Fes 2024 in HOKKAIDO” will feature a variety of “new wheat foods” that can only be eaten at the venue.
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-411d97de2144a5e11fee59a04aec6224-3008×2000.jpg Wheat field of Hokkaido wheat “Haruyutaka” (Ebetsu) What is “new wheat”? Freshly harvested/freshly ground wheat. Wheat that has only been ground for two months can be called “new wheat.” All products sold at “Mugi Fes” are made with domestically produced “new wheat”. Don’t miss out on seasonal limited edition items that can only be enjoyed for a short period of time. Celebrate the wheat harvest by eating “new wheat food” made with fresh wheat delivered from the wheat fields of Hokkaido. [Event Overview] Event name: “Wheat Festival 2024 in HOKKAIDO × Hokkaido Food Film Festival” Event period: Sunday, November 24, 2024 10:00 OPEN / 17:00 CLOSE Venue: Odori Bisse, 2nd basement floor and 1st floor (Hokuyo Odori Center, 3-7 Odori Nishi, Chuo-ku, Sapporo, Hokkaido) [Directly connected to Odori Station on the Sapporo Municipal Subway Namboku Line/Tozai Line/Toho Line] Admission fee: Free Sponsored by: NPO Shinmugi Collection mugikore.net Co-host: Hokkaido Food Film Festival foodfilm.jp Sponsored by: Agri System Co., Ltd., Ebetsu Seifun Co., Ltd., Maeda Agricultural Foods Co., Ltd. Maruhon Sesame Oil (Takemoto Yushi Co., Ltd.) / Simbino Java Tea Straight (Otsuka Foods Co., Ltd.) Mugifes official website: mugifes.jp Featured project! Hokkaido new wheat bread sales event
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-f074513c9251737e7959da4bb1586ead-1567×1045.jpg Wheat Festival 2024 in TOKYO The famous restaurant you’ve been wanting to try is now available in Hokkaido for the first time! A large gathering of famous shops recommended by Shinmugi Collection chairman and bread writer Ikeda. In addition to famous shops in Hokkaido such as Masuya Shoten (Obihiro), popular shops such as “Pan Stock” (Fukuoka), which has long lines every day, “365 Days” (Tokyo), and “Bluff Bakery” (Yokohama), which are popular on TV, A large collection of breads you’ve always wanted to try. Special sales include breads made with new Hokkaido wheat harvested this year, as well as sweets and pizza. The lineup lives up to its reputation as “Japan’s premier wheat food event.” Stores participating in the bread sales event
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-9bd952e236f16884509b5f507fd93e1e-801×513.png Odori Bisse, the venue [Part 1 10:00 – 13:00] ●Bread shop (Yoichi) ●PIZZERIA DEL CAPITANO (Sapporo) ●sweet hearts NAMPO (Sapporo) ●Sandwich and wine Melancholy Thursday (Sapporo) ●Ebetsu Seifun (Ebetsu) with bread stock (Fukuoka) x Bluff Bakery (Yokohama) [Part 2 14:00 – 17:00] ● Masuya Shoten (Obihiro) ● Kano Baking (Obihiro) ● Bread Studio Rupa (Tsubetsu) ● Maeda Nosan (Honbetsu) with 365 days (Tokyo) × Kanel Bread (Tochigi/Nasu) “New sensation Yakisoba bread” by Sapporo’s famous shop “Ramen Q” and other breads available only on this day! Sapporo’s famous ramen shop Japanese Ramen Noodle Lab Q has collaborated with PIZZERIA DEL CAPITANO (Sapporo) and Sandwich and Wine Melancholy Thursday (Sapporo) to create a “new sensation yakisoba bread” “new barley yakisoba pizza sandwich” and ” “New Barley Yakisoba Sand” (tentative name) will be sold only at the venue. Sweet Hearts NAMPO (Sapporo), the leader in Hokkaido wheat sweets, has developed a “confectionery shop’s sweet bread” packed with pastry chef’s skills!In addition, all of the breads from famous shops are also available in versions made using new wheat.You can only enjoy it for a short time. Please enjoy the unique new wheat bread and collaboration bread. There will also be tastings of new wheat bread and gifts! An experiential event where you can see, hear, taste, and enjoy wheat! Learn the deliciousness of Hokkaido wheat by tasting it on the spot! A “Taste Experience” booth will be set up where you can sample and compare two different types of Hokkaido-produced new barley baguettes for free. The baguette is made by Panyorutono, a famous shop in Otaru. By comparing the tastes of each variety, you can experience the deliciousness of Hokkaido wheat for yourself. Wheat producers and flour milling companies also visited the venue and communicated with customers through sales. This is a day where you can get to know the people who support Hokkaido’s food and get to know Hokkaido wheat more closely, thinking, “This is what this person’s wheat tastes like!”
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-a927dd5cac962b497552aa123e4eeef4-350×350.png Experience the uniqueness of Hokkaido wheat by comparing two types of baguette Hokkaido new wheat taste experience by Panyorutono (Otaru) x Simbino Java Tea Straight
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-73e9be30d9e83feba97c86824f5baef7-511×340.png Latest bread trend “Loblo” (by Pandurandonne) We sampled two types of baguettes made from 100% wheat: New Mugi Kitano Kaori (Ebetsu Seifun) and Maeda Sanchi’s New Mugi Harukirari (Maeda Nosan Foods). When you try the sample, you will receive Simbino Java Tea Straight (Otsuka Foods), which will make your next bite even more delicious. You can understand clearly by comparing them. Characteristics depending on the breed. Enjoy the unique taste of Hokkaido wheat while drinking Java tea. Hokkaido rye Lobro tasting by Pain de Randonnée (Asahikawa) x Agrisystem (Tokachi/Memuro) We will sample Danish rye bread “Lobro”, which is currently trending in the bread scene. We use organic whole grain rye flour from Tokachi (Agri System). You’ll be surprised at the unexpected deliciousness of rye, which you thought was difficult to eat. Learn about wheat and enjoy it! A Hokkaido wheat talk show will be held with a variety of guests! Wheat and rye that you may know but don’t know! The world of wheat is full of mystery and fun. A talk show will be held at the venue on the 1st floor to help people learn about Hokkaido wheat. The guests are wheat producers and bread makers. A special guest from Denmark also attended. Please listen to some interesting and informative stories about wheat. “What’s amazing about Hokkaido wheat! ~Opening talk~” 11: 00 – 11:30 Shigeo Maeda (NPO New Mugi Collection Vice Chairman/Maeda Agricultural Foods) Madoka Morimoto (NPO Shinmugi Collection Hokkaido Branch/Director of Atelier Tablier)
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-c44d98115910d67336694efb31324f84-3900×2600.jpg Moderator: Hiroaki Ikeda (Chairman of NPO Shinmugi Collection) Hokkaido wheat is familiar to people in Hokkaido. But it’s actually very delicious and very dramatic. Shinmugi Collection Hokkaido branch will talk about the significance of spreading the appeal of Hokkaido wheat through new wheat. Location: Odori Bisse 1F “Reviving with rye bread! Agriculture and health in Hokkaido” 11:30 – 12:30 *Includes Roblo tasting of “Pandurandone” Hidetaku Ito (Agrisystem) Mitsuhiro Iba (Iba Farm) Sachiko Kuramoto (Researcher of Danish rye bread “Lobro”) Akiko Fukui (Pandurandone) It’s a trump card for spreading the word organic, and it’s full of ingredients that are beneficial to your health, such as dietary fiber. A talk on the theme of “rye,” which is currently attracting attention. Attendees will be introduced to Danish rye bread “Lobro”, which is currently a trending bread, while tasting it. Its deliciousness will completely change any preconceptions you have about rye bread. Location: Odori Bisse 1F
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-035be29fc37890c691c20eab8100e1c4-500×563.png Wheat Festival in TOKYO “Wheat Festival” results that caused huge lines in Tokyo and Fukuoka ▼2020-2021 Sold online / Many products sell out within minutes / Recorded 55,000 site visits in 5 months ▼2022 “New Mugi Marche in FUKUOKA” will be held at Panstock Tenjin store on September 5th (Monday). Sold out on the same day. “Mugi Festival in TOKYO” will be held for 3 days on September 17th (Saturday), 18th (Sunday), and 19th (Monday/holiday). Collaboration with J-WAVE presents INSPIRETOKYO, almost sold out all day long. At the National Yoyogi Stadium Market Area in Shibuya, Tokyo, we served bread, ramen, pizza, udon, okonomiyaki, and other foods made from the wheat harvested that year, and the event was a great success with
approximately 3,500 visitors. ▼2023 “Mugi Festival in FUKUOKA” will be held at Panstock Tenjin store on September 18th (Monday). Sold out on the same day. October 1st (Sunday) “Mugi Festival in TOKYO” will be held at 3×3 Lab Future in Marunouchi, Tokyo. Tickets sold out on the same day. We served bread, ramen, pizza, and other foods made from wheat harvested that year, and the event was a great success with approximately 1,200 people visiting. ▼2024 “Mugi Festival in FUKUOKA” will be held on Monday, September 16th (holiday) at Panstock Tenjin store. Sold out on the same day. “Mugi Festival in TOKYO” will be held on September 29th (Tuesday) at Sakuraatage in Shibuya, Tokyo. We served bread, ramen, pizza, and other foods made from the wheat harvested that year, and the event was a great success with
approximately 3,000 visitors.
https://prcdn.freetls.fastly.net/release_image/118671/8/118671-8-0b4469fed2f5d0a343858320c8e5dfce-3900×3900.png About Hokkaido Film Festival A festival of food and movies that is delicious to watch and fun to eat. An unprecedented food and movie festival begins in Sapporo, Hokkaido. Watch good movies and enjoy delicious food. A festival where you can enjoy the charm of Hokkaido’s food and movies. Let’s experience together the joy that can only be found through movies. Date: November 22nd (Friday), 23rd (Saturday), 24th (Sunday), 2024 Venue: Higashi 1-chome Theater Facility United Cinema Sapporo TOHO Cinemas Susukino Satsugeki The Royal Park Canvas Sapporo Odori Park and others Sponsored by: Sapporo/Hokkaido Food Film Festival Executive Committee (Creative Office Q, Hokkaido Shimbun, Sapporo City) HP: https://foodfilm.jp About NPO Shinmugi Collection We are an organization (collection) of artisans involved in wheat, including producers, restaurants, distributors, and flour milling companies from all over the country. We are working on sustainable craft food from a “local” perspective. Wheat is grown all over Japan, surprisingly close to you. You can go see the fields right away, connect with the producers face-to-face, and feel their vitality. Through new wheat, we convey the joy and wonder of making food by hand from wheat. Our aim is to contribute to a sustainable future for people, food, and agriculture through new wheat. We want to raise awareness of climate change, abandoned farmland, declining
agricultural populations, local economies, and the health of people who eat and work, and use wheat to solve these problems. Let’s think about familiar foods together as friends who sit around the same dining table called “community.” Please click here to download logos and photos that can be used for announcements.
https://drive.google.com/drive/folders/1_FyhvNPAi2yIBvFAGgmX5RX5VkEqUZnA?usp=share_link [Corporate overview] Corporate name: NPO Shinmugi Collection Head office location: C-112, 5-10-22 Kishi-cho, Urawa-ku, Saitama City, Saitama Prefecture Chairman: Hiroaki Ikeda (Bread Lab) Business details: Popularization of domestic wheat (manufacture and sale of foods such as bread and agricultural products such as wheat, educational activities such as holding seminars and symposiums, tours to fields, etc., hosting and managing the event “Mugi Festival”, etc.) Established: 2015 (became an NPO in 2016) HP: mugikore.net