"Don't Stop Noto's Sake! x Royal Holdings": Joint "Hokuriku Fair" to be Held at Approximately 200 Royal Host Stores Nationwide
camo Inc. and Royal Holdings Co., Ltd. will jointly hold a "Hokuriku Fair" at approximately 200 Royal Host stores nationwide starting in December 2026 as part of efforts to support reconstruction following the Noto Peninsula Earthquake. The fair will feature pairings of sake from four Noto breweries with dishes utilizing Hokuriku ingredients.
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- 📰 Published: May 25, 2026 at 21:03
- 🔍 Collected: May 25, 2026 at 12:31
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camo Inc. and Royal Holdings Co., Ltd. are pleased to announce the joint launch of the "Hokuriku Fair" at approximately 200 Royal Host stores nationwide, starting in December 2026, as part of recovery support efforts following the Noto Peninsula Earthquake. This fair focuses on dishes highlighting Hokuriku ingredients, paired with offerings from Royal Host’s grand menu. Customers are invited to enjoy the pairing of these dishes with sake from four breweries in the Noto region.
This initiative was announced at the "Noto Multi-Sector Dialogue" organized by the Japan Association of Corporate Executives (Keizai Doyukai) held at Noto Airport on May 23, 2026. It marks the beginning of a continuous partnership intended to provide comprehensive support for the reconstruction of sales channels for Noto's sake breweries.
1. Background of the Initiative
Two years after the earthquake, sake breweries in the Noto region are still facing structural challenges, including the transition to a phase of being "forgotten" as attention wanes, short-term cash flow shortages, and difficulties in drawing up long-term reconstruction plans. Consequently, some breweries have been forced to close or relocate.
Since the disaster, camo has been supporting breweries through the "Don't Stop Noto's Sake!" project. Through discussions with Royal Holdings, a new initiative to continuously support Noto's food culture through the dining sector is now launching. This fair represents a move to support reconstruction across short, medium, and long-term time horizons.
2. Overview of the Hokuriku Fair
Period: December 2026 – February 2027 (planned)
Participating Locations: Approximately 200 Royal Host stores nationwide (excluding some)
Participating Breweries: Tsuruno Shuzo (Noto Town), Hiyoshi Shuzo (Wajima City), Shirafuji Shuzo (Wajima City), Matsunami Shuzo (Noto Town)
Product Specifications: 180ml small bottles / exclusive fair labels / for dine-in only
3. Media Announcement in November 2026
A media launch event will be held in November 2026 at a Royal Host store in Tokyo ahead of the fair. Details will be provided in late September 2026.
This initiative was announced at the "Noto Multi-Sector Dialogue" organized by the Japan Association of Corporate Executives (Keizai Doyukai) held at Noto Airport on May 23, 2026. It marks the beginning of a continuous partnership intended to provide comprehensive support for the reconstruction of sales channels for Noto's sake breweries.
1. Background of the Initiative
Two years after the earthquake, sake breweries in the Noto region are still facing structural challenges, including the transition to a phase of being "forgotten" as attention wanes, short-term cash flow shortages, and difficulties in drawing up long-term reconstruction plans. Consequently, some breweries have been forced to close or relocate.
Since the disaster, camo has been supporting breweries through the "Don't Stop Noto's Sake!" project. Through discussions with Royal Holdings, a new initiative to continuously support Noto's food culture through the dining sector is now launching. This fair represents a move to support reconstruction across short, medium, and long-term time horizons.
2. Overview of the Hokuriku Fair
Period: December 2026 – February 2027 (planned)
Participating Locations: Approximately 200 Royal Host stores nationwide (excluding some)
Participating Breweries: Tsuruno Shuzo (Noto Town), Hiyoshi Shuzo (Wajima City), Shirafuji Shuzo (Wajima City), Matsunami Shuzo (Noto Town)
Product Specifications: 180ml small bottles / exclusive fair labels / for dine-in only
3. Media Announcement in November 2026
A media launch event will be held in November 2026 at a Royal Host store in Tokyo ahead of the fair. Details will be provided in late September 2026.
FAQ
ロイヤルホストで開催される「北陸フェア」の目的は何ですか？
令和6年能登半島地震で被災した能登地域の酒蔵に対し、県外の大都市圏での販路機会を創出することによる、持続的な復興支援が目的です。
北陸フェアはいつ、どこで開催されますか？
2026年12月から2027年2月までの期間（予定）、全国のロイヤルホスト約200店舗にて開催されます。
フェアに参加する能登の酒蔵はどこですか？
鶴野酒造店（能登町）、日吉酒造店（輪島市）、白藤酒造店（輪島市）、松波酒造（能登町）の4蔵が参加します。
どのような商品が提供されますか？
camo制作のフェア専用ラベルが貼られた180mlの小瓶で、店内飲食限定の日本酒が提供されます。
この取り組みのきっかけは何ですか？
2026年5月23日に能登空港で開催された経済同友会の「のとマルチセクター・ダイアローグ」での対話がきっかけとなり、半年で全国展開の事業合意に至りました。