[Sayama City, Saitama] Publication of 'Machi to Hito to' Vol. 2: Shinsayama Key Figures Share the Charm of Shinsayama Market

In March 2026, the Sayama City Tourism Association (3-22-8 Irumagawa) published the guidebook 'Machi to Hito to' (Town and People) Vol. 2. This booklet documents the changes over the past four years since the first volume (published in 2022) regarding the 'Shinsayama Market' and 'Shinsayama Mural' initiatives, which have been promoted since 2019 by the Shinsayama North Exit Shopping District Association, a recipient of the Small and Medium Enterprise Agency's '30 Vibrant Shopping Districts (2021)' award. The booklet aims to foster pride and attachment to the Shinsayama region among those who live and gather there.

The content includes a roundtable discussion on the market's charm featuring four key figures (market expert Mio Suzuki, Shinsayama North Exit Shopping District Association Chairman Hiroaki Taguchi, Shinsayama Club Secretariat Miyuki Yoshikawa, and Mr. Oka of the Sayama City Commercial Tourism Division), interviews with vendors, and introductions to new shops that have opened around Shinsayama Station. The content is designed to make readers want to visit the Shinsayama Market and enjoy their time there.

The booklet is distributed at the Shinsayama Market, held on the second Sunday (Nov-Apr, except Jan) or second Saturday (May-Oct, except Aug) at the Shinsayama North Exit shopping district, as well as at various local shops and the Shinsayama Community Center (2-17-1 Shinsayama).

Vendors and performers who have been involved in the market share its appeal, and business owners explain their commitment to their products and services, as well as their reasons for choosing to open in Shinsayama. Six shops are featured, including 'HAZY LABO,' a craft beer brewery specializing in HAZY IPA, which is rare in Japan, and 'Teuchi Soba TARO,' which gained popularity in the Shinjuku Line's first 'Hen-ai Soba' campaign.

Booklet Overview:
Format: A5, full color, 24 pages
Copies: 1,000
Distribution: Shinsayama Market venue (on event days only), Shinsayama North Exit shopping street shops, and Shinsayama Community Center.
Publisher: Sayama City Tourism Association (March 2026).

Shinsayama Market is not just a one-off event but a market as an extension of daily life, held monthly (except Jan/Aug). Upcoming dates include June 13 and July 11, 2026, from 16:00 to 20:00 (cancelled in case of rain; summer sessions are night markets).