Mitsukoshi Isetan: Discovering the Charms of Japan's Local Specialties and Techniques, Yet Unknown. think good Spring 2026 "Cultural Inheritance and Innovation / Co-creation with Local Communities"

This country still holds unknown values.

The Mitsukoshi Isetan Group will launch its "think good" Spring campaign in April 2026.

This campaign will introduce the unique charms of various regions of Japan, including their proud cultures, technologies, and specialty products, under the themes of "Co-creation with Local Communities," which connects people and regions, and "Cultural Inheritance and Innovation," which connects people and culture.

We will offer a wide range of items, from food to apparel and lifestyle goods, that embody the regional charms we wish to preserve for the future, and items that connect people to the inheritance of culture and technology, creating opportunities for discovery in stores.

Enjoy a special spring at Mitsukoshi Isetan, where you can encounter the value of unseen regions through shopping in our stores.

Isetan Shinjuku Store Isetan Shinjuku Store will focus on two initiatives: "Cultural Inheritance and Innovation" and "Co-creation with Local Communities," selecting and introducing a wide range of items from food to apparel, accessories, and lifestyle goods. From Isetan Shinjuku Store, we will deliver encounters that lead to the revitalization of cultures and technologies not only in Japan but also globally, and local communities.

＜Tommasi＞ Amarone della Valpolicella 11,000 yen (Red/Made in Italy/750ml) Preserving the traditional production methods of Veneto A family-run winery that faithfully adheres to the traditional "Appassimento" method for Amarone and ages it in traditional Slavonian oak barrels, thus preserving regional traditions. To concentrate the fruit flavors, the grapes are carefully air-dried, and the aging period in barrels and bottles is meticulously divided for each cuvée, allowing for long maturation. This craftsmanship cannot be achieved through mass production. At the same time, the producer also incorporates "innovation" to improve tradition, such as enhancing temperature and humidity control and grape selection processes to maintain stable quality.

Grand Cave Wine Promotion ▪️April 8 (Wed) - April 14 (Tue), 2026 ▪️Isetan Shinjuku Store Main Building B1F Grand Cave

Nihombashi Mitsukoshi Main Store Nihombashi Mitsukoshi Main Store will select and introduce a wide range of items that embody the regional charms we wish to preserve for the future. We have gathered playful goods and experiences that combine the long-honed techniques from various parts of Japan with modern essence, such as sweets baked by long-established Japanese confectionery stores using local ingredients, and colorful shirts made of Yoryu-ori fabric.

＜Tokushima Prefecture/Kashipo DAIJU＞ Cookie Can DAIJU (Small) 1,761 yen (8 types, 16 pieces) The "Kayuan" shop always offers approximately 450 types of famous sweets from all 47 prefectures of Japan. This time, we will highlight "Japanese-hearted sweets" from among those that are rooted in their regions, preserving tradition while continuing to evolve, such as cookies and madeleines made with local ingredients, and charmingly designed sweets.

Famous Japanese sweets that continue to evolve with the times ▪️April 1 (Wed) - April 30 (Thu), 2026 ▪️Nihombashi Mitsukoshi Main Store Main Building B1F Japanese Confectionery/Kayuan

Ginza Mitsukoshi Ginza Mitsukoshi will select a wide range of items focusing on Japanese culture and technology, under the theme of "Inheriting Japanese Culture." We will introduce traditional techniques that we want to pass down to future generations, among other diverse perspectives. A collection of items carefully chosen from Ginza Mitsukoshi's unique viewpoint will be available.

Left image: Kyoto Nishijin-ori Kobukusa 18,700 yen Right image: Echizen Kizuki Washi Ippitsusen (25 sheets) 23,650 yen Valuable traditional crafts for everyday life A pop-up event "Yō no Bi (Beauty in Use) showcased in Made in Japan," curated by food space producer Ayaka Toguchi, will be held. The Kobukusa (small tea ceremony cloth) uses carefully selected obi (sashes) from Kyoto's traditional craft "Nishijin-ori." Round obi, which are rarely used today, have been transformed into easy-to-use Kobukusa. The delicate and gorgeous patterns can be enjoyed with different expressions on both sides. Besides tea ceremony, please use them as interior items to decorate your living space, such as placemats for incense burners or single flower vases. The Ippitsusen (letter pad) introduces "Kizuki Washi," a handmade paper by skilled artisans of Echizen Washi, one of Japan's three great traditional papers, in an original size. The cypress box of the Ippitsusen can also be reused as a "lidded container" for dry sweets, etc.

Made in Japan: Beauty in Use ▪️April 8 (Wed) - April 21 (Tue), 2026 [Last day ends at 6:00 PM] ▪️Ginza Mitsukoshi Main Building 7F Promotion/Japan Edition

【Campaign Period and Participating Stores】 April 8 (Wed) - April 21 (Tue), 2026 *Start and end dates vary depending on the project. ▪️Isetan Shinjuku Store Main Building / Men's Building, all floors ▪️Nihombashi Mitsukoshi Main Store Main Building / New Building, all floors ▪️Ginza Mitsukoshi Main Building / New Building, all floors ▪️Isetan Tachikawa Store, all floors ▪️Isetan Urawa Store, all floors ▪️Mitsukoshi Isetan Group branch and local stores

*All prices include tax. *Some images are for illustration purposes. *Drinking alcohol by persons under 20 years of age is prohibited by law.