Happoen
La France, which has the No. 1 market share nationwide, is now available! Yamagata Prefecture pop-up showroom “Yamagata Furusato Discovery” will be held at Shirokanedai “MuSuBu” in Tokyo, full of the charm of Yamagata’s “food” such as imoni tasting gozen. There will also be a corner to compare local sake and wine in Yamagata Prefecture, as well as displays and sales of recommended products from hometown tax return gifts!
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Happoen Exchange Content Produce Co., Ltd. (Representative Director: Yoshinori Inoue, Tokyo, hereinafter referred to as “Happoen”) is a comprehensive production company, Happoen Co., Ltd. (Representative Director and President: Yoshinori Inoue, Minato-ku, Tokyo, hereinafter referred to as “Happoen”) Minato City (hereinafter referred to as “Happoen Exchange Content Producer”) collaborates with local governments in each region of Japan to revitalize exchanges centered on food in order to realize “the creation of new exchanges from local food culture.” We produce content. At the pop-up showroom “MuSuBu” in Shirokanedai, we have held more than 150 weekly pop-up events to hone and rediscover the charm of the region.
From Wednesday, December 13th to Sunday, December 17th, 2023, the company will be holding a pop-up showroom called “Yamagata Furusato Discovery,” which will deliver the charms of Yamagata Prefecture, at “MuSuBu” under the sponsorship of ANA Akindo Co., Ltd. This event will be held. In addition to tasting and selling various types of pears produced in Yamagata Prefecture, we will be offering an “Imoni Gozen” where chef MuSuBu will taste and compare imoni from each region, and we will be displaying and selling hometown tax return gifts to fully experience the charm of Yamagata’s food. Please enjoy it. Enjoy 5 days of deliciously enjoying the charms of Yamagata. [Image 1
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Yamagata Prefecture is surrounded by mountains, the Mogami River flows through it, and the land is rich in abundance. Yamagata Prefecture is steeped in history and tradition, with deep-rooted gratitude for the blessings of nature and a deep respect for tradition. Yamagata Prefecture is full of delicious seafood and mountain delicacies made with love by local residents, and a food culture that has been passed down from generation to generation. I am.
The pop-up showroom “MuSuBu” operated by Happoen Exchange Content Produce will be opening “Yamagata Furusato Discovery”, a pop-up showroom that will deliver the charm of Yamagata, from Wednesday, December 13, 2023 to December 17, 2023 ( It will be held for all 5 days (Sunday).
In addition to sampling and selling a variety of pears produced in Yamagata Prefecture, we will also be offering event-limited original sweets made with plenty of La France produced in Yamagata Prefecture, as well as a set meal to compare the tastes of Yamagata’s beloved local gourmet “Imoni”. In addition, there will be a corner where you can sample local sake and wine from Yamagata Prefecture, allowing you to fully enjoy Yamagata gourmet food. There will also be an exhibition and sale of many famous items created by the local culture rooted in Yamagata, and a quiz contest will be held by ANA Group flight attendants who are involved in Yamagata’s PR activities as “ANA SHONAI BLUE Ambassadors.” Please enjoy 5 days of deliciously enjoying the charms of Yamagata.
[Yamagata Prefecture Pop-up Showroom “Yamagata Furusato Discovery” Event Details]
Date: December 13th (Wednesday) – December 17th (Sunday), 2023 Time: 11:00-18:00
Location: HAPPO-EN URBAN SQUARE 1st and 2nd floor, 4-9-19
Shirokanedai, Minato-ku, Tokyo
U R L: https://www.happo-en.com/musubu/
Sponsor: ANA Akind Co., Ltd.
Planning and operation: Happoen Co., Ltd. Exchange content production Contents: Tasting and sales of various types of pears from Yamagata Prefecture, offering a tasting set meal of imoni and La France sweets from Yamagata Prefecture (event-limited menu), sake and wine comparison corner, display and sale of famous products, ANA SHONAI Quiz competition by BLUE Ambassadors, etc.
[“Yamagata Furusato Discovery” Featured Content]
1. -Gourmet-Taste and compare the local gourmet “Imoni”! Original sweets created by Chef MuSuBu using La France from Yamagata Prefecture are also available.
Speaking of Yamagata’s local gourmet food, it is “Imoni”. This time, we will be presenting the “Imoni Gozen” created by Chef Happoen MuSuBu, where you can taste and compare two types of imoni with different flavors depending on the region. We also offer sweets made with plenty of La France from Yamagata Prefecture, which boasts the No. 1 market share nationwide. Please enjoy the event-limited menu packed with the charm of Yamagata’s food.
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■Imoni tasting set [Inland style vs. Shonai style] … 1,800 yen (tax included) *Drink included
In the fall, Yamagata has a tradition of gathering around a hot pot on the riverbank and having “Imoni-kai” with family and friends. The local gourmet “Imoni” has different flavors depending on the region. Incorporating these characteristics, we have prepared an “Imoni Gozen” where you can taste and compare two types: “Inland style” with a soy sauce base and beef added, and “Shonai style” with a miso base and pork added. Please enjoy the menu jointly developed with Shunmi Izutsu, a popular restaurant in Sakata City, where you can enjoy plenty of Shonai ingredients.
[Menu contents]
・Inland style: Soy sauce style (using domestic beef belly)
・Shonai style: Miso style (using domestic pork)
・Green salad ・Edible chrysanthemum “Mottenoho” with plum meat ・Yamagata prefecture famous sweets ・Rice ・Drink of your choice [Image 3
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■Belle Hélène from La France from Yamagata Prefecture Warm chocolate sauce…800 yen (tax included)
Drink set 1,000 yen (tax included)
Belle Hélène is a dessert made by simmering a whole La France from Yamagata prefecture in syrup and then pouring melted chocolate on top. Enjoy a dish that matches La France and rich chocolate.
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■La France tarte au poir from Yamagata Prefecture…550 yen (tax included) Drink set 750 yen (tax included) *Takeout available
This tart is made by baking La France from Yamagata Prefecture on top of almond cream, allowing you to enjoy the rich aroma of La France because of its simplicity. This is a recommended item for tea time.
2. -Tasting/Sales-La France, which boasts the No. 1 market share nationwide, is now available! Enjoy the juicy taste of the season Yamagata Prefecture ranks number one in Japan in terms of pear production, accounting for over 60% of the country’s total production. Among them, “La France” is also called the “Queen of Fruits” due to its fine flesh, juicy juice, aromatic aroma, and delicious taste. In order to deliver the seasonal deliciousness of La France pears, which are at their peak shipping season in November and December, this event will introduce not only La France pears, but also different varieties of pears such as El Dorado and Silver Bell. You can also enjoy tasting in the store, so please enjoy the current seasonal taste that Yamagata Prefecture is proud of.
3. -Display/Sale-A full lineup of Yamagata’s famous products! Displaying and selling popular hometown tax return gifts
We will display and sell a variety of delicious products recommended by Yamagata Prefecture, which are popular as hometown tax return gifts. Please enjoy the opportunity to encounter the masterpieces produced in Yamagata Prefecture while staying in Tokyo.
[“ANA’s Hometown Tax” official website: https://furusato.ana.co.jp/] Four. – Kakuuchi – Drink and compare local sake and wine in the prefecture! Kaku-uchi corner where you can find your favorite sake During the event period, we will have a square corner where you can enjoy carefully selected sake and wine from sake breweries and wineries in Yamagata Prefecture, including Tohoku Meijo, Sakata Sake Brewery, and Pino Collina. Enjoy tasting and comparing a variety of famous sakes created from our passion and commitment to sake brewing, taking advantage of the rich nature.
[Event overview]
・Holding date: December 13th (Wednesday) – December 17th (Sunday) ・Time: 11:00-17:30
・Participation fee: 300 yen (tax included) per cup / 800 yen (tax included) for a set of 3 cups of your choice
Five. -Introduction-ANA SHONAI BLUE Ambassador will share the charms of Yamagata Prefecture that will make you want to visit!
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*ANA SHONAI BLUE Ambassador
ANA SHONAI BLUE Ambassador is one of the regional revitalization projects undertaken by ANA Akindo Co., Ltd., which was established in April 2021 with the aim of achieving “sampo yoshi” for the region, customers, and the ANA Group. Five of the ANA Group’s approximately 8,000 flight attendants volunteered to move to Yamagata Prefecture and are working on activities to promote the charm of the region. In this event, such an ANA SHONAI BLUE Ambassador will visit the store and hold a quiz competition where he will talk directly to you and introduce you to the charms of Shonai. We also have participation prizes waiting for you. Listen to the voices of people who have moved there, and experience the charms of Yamagata Prefecture that are still unknown to you.
[Yamagata new discovery by ANA SHONAI BLUE Ambassador! Quiz tournament] ・Date: December 14th (Thursday) -Tsuruoka area-
December 15th (Friday) -Shinjo area-
December 17th (Sun) -Zao area-
・Time: 15:00~ / 16:00~
・Participation fee: Free
About the pop-up showroom “MuSuBu”
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On Friday, August 28, 2020, Happoen opened a pop-up showroom on Shirokanedai Platinum Street, Minato Ward. Operated by Happoen Exchange Content Produce Co., Ltd., a subsidiary of Happoen, we develop unique content and produce variable pop-up events that move people and things to the region, and we also develop services for people and food. We aim to create community content centered on , create a community through the fusion of online and real life, and create a new hub of activity and interaction on Platinum Street. Address: HAPPO-EN URBAN SQUARE 1st floor & 2nd floor, 4-9-19 Shirokanedai, Minato-ku, Tokyo
Phone: 03-6456-2030
URL: https://www.happo-en.com/musubu/
MAIL: musubu@happo-en.com
About Happoen Exchange Content Production Co., Ltd.
Established under the umbrella of Happoen Co., Ltd., we are a company that produces content that stimulates interaction with a focus on food. In order to realize “creating new exchanges from local food culture,” we collaborate with local governments in each region of Japan to develop menus that utilize local ingredients, branding, create graphic designs and PR videos, and produce PR events. We provide one-stop production from everything to operations and hospitality. MuSuBu, a pop-up showroom operated in Shirokanedai, Tokyo, serves as a place for interaction that will bring new excitement to Shirokanedai Platinum Street by refining the charms of each region.We will present tourist content from each region, mainly focusing on food. We are transmitting from the metropolitan area. [Produced by Happoen Exchange Contents Co., Ltd.]
https://happo-en-contents.co.jp/
About comprehensive production company Happoen
Located in Shirokanedai, Tokyo, we have a vast Japanese garden that has been around since the Edo period.We are a “general production company” that develops multifaceted businesses such as wedding and banquet business, promotion of MICE business, and regional promotion. Under the purpose of “Making Japan beautiful,” we aim to transmit the charms of Japan to the world while preserving its history and culture, and create a new market of “exchange culture creation” that goes beyond Shirokane.
[Happoen] https://www.happo-en.com/
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