Ume Experience Specialty Store "Choya" Launches Online Sales of Carefully Selected Ume Products from Across Japan Starting May 11 (Monday)

CHOYA shops Inc. (Headquarters: Habikino City, Osaka Prefecture; President: Kentaro Suga) announced that its Ume Experience Specialty Store "Choya" (hereinafter "Choya") will begin online sales of "Choya Ume Select" starting May 11 (Monday). This selection of ume products, curated from various regions across Japan, proposes a "life with ume" and is being launched online following the successful pre-sales at physical stores. With the theme of "A life with ume, delivered anywhere in Japan," Choya aims to further promote efforts to inherit Japanese ume culture through "Choya Ume Select." ■ A life with ume, gently coloring daily scenes ■ The theme of online sales is "A life with ume, delivered anywhere in Japan." "Choya Ume Select," which began pre-sales in stores on February 18, had an unexpectedly strong start, with monthly sales reaching 1.5 times the sales plan. Furthermore, in response to multiple inquiries from customers who purchased the products asking to "purchase online as well," online sales are now being launched. ■ "Choya Ume Select" launched as a new initiative for ume culture inheritance Choya's purpose is to pass on Japanese ume culture to the next generation. Choya has been working to create new value for ume, primarily through hands-on ume liqueur and syrup making experiences. By expanding "Choya Ume Select," a selection of carefully sourced products related to ume from various regions across Japan, not only in stores but also online, Choya will deliver the charm of ume to even more people. ■ What is "Choya Ume Select"? Under the slogan "Ume, always in my life," Choya's Ume Concierges visit production areas and manufacturing sites, selecting products not only for their deliciousness but also based on the following five criteria: 1. Commitment to domestic ume 2. Utilizing the individuality of ume ripeness and varieties 3. Natural ume flavor without acidulants or artificial flavors 4. Incorporating the passion of producers and regions 5. Design and price suitable for both home use and gifts Women in their 30s to 50s who enjoy seasonal and cultural changes, value careful choices, resonate with natural and high-quality items, and enjoy sharing experiences and insights with others. ■ Product pages where you can choose while reading the producers' stories, connected by Ume Concierges To ensure that customers can find "the ume that suits them" online, just as they would in stores, Ume Concierges carefully convey the stories embedded in each ume product. With respect for the producers, the product pages allow customers to feel the background, individuality, and taste differences as if reading a story, enabling confident online selection. ■ Comment from Ume Concierge, Nakawo Kiou "Visiting the producers, I was deeply moved by the dedication and sincere attitude embedded in each product. The taste and stories created with time and effort, which cannot be born from mass production. I want to convey to more people that 'there are ume products handled with such care.' I hope to connect the producers' passion to the next generation and propose options that allow people to freely enjoy the charm of ume." ■ "Choya Ume Select" Product Lineup (※For details, please see the online shop product page) 1. Teratani Farm: Shiso-scented Nanko Ume 250g (1,200 yen) Umeboshi made with Nanko ume, valuing the original taste of ume with simple ingredients. With 6% salt content (1/3 of normal), the aroma of shiso gently spreads. A dish loved by a wide range of generations with a lingering taste that makes you "want to eat it every day." 2. Teratani Farm: Honey Nanko Ume 250g (1,200 yen) Gentle-sweet Nanko ume, where the mellow sweetness of honey stands out. Easy-to-understand and safe ingredients, a popular product also chosen for gifts. For those seeking "something a little better" unique to "Choya Ume Select." 3. Choya Foods: Ripe Ume Syrup 265g (1,620 yen) A luxurious syrup that captures the fresh aroma and color of "tree-ripened" Nanko ume, which is rarely available on the market, by quick-freezing it. Free from acidulants, artificial flavors, and colorings, this bottle allows you to enjoy ume drinks at home. 4. Kumagawa Artisans: Green Ume Puree 110g (1,080 yen) Beautiful translucent jade color.