Nihombashi Mitsukoshi Main Store O-chugen Gift Center Opens June 3 (Wednesday)! O-chugen Becomes a 'Reason' – A New Habit Spreading with 'It's O-chugen' – Towards a Gift-Giving Style Free from Convention

Amidst rising prices and diversifying values, gift culture is transforming from formality to free communication. In the midst of saving fatigue, people are casually choosing and giving slightly luxurious items they wouldn't normally reach for, precisely because it's a gift—and the recipient can even be oneself. At Nihombashi Mitsukoshi Main Store, the unit price for 'home use' O-chugen gifts has surpassed the previous year, indicating a growing awareness of enjoying gifts for oneself.

Nihombashi Mitsukoshi Main Store redefines 'O-chugen' not as a seasonal custom, but as an opportunity to enjoy gift-giving. Breaking free from the traditional framework of 'fixed times and fixed recipients,' it proposes a new habit of freely giving to anyone, any number of times, with the simple phrase, 'Because it's O-chugen.' For example, trying a product one was curious about halfway through the year, and giving it with gratitude and appreciation—this lighthearted way of enjoying gifts is the style of the future.

In 2026, combining unique plans such as 100 types of paid drink tastings, re-editing traditions, and signed uniforms officially recognized by players in celebration of the globally exciting soccer year, the act of giving will evolve into a more everyday and enriching experience.

Experiential Gifts that Create a 'Reason for Giving' – Adventurous Staples, Over 100 Types of Paid Drink Tastings

This year's Mitsukoshi Isetan O-chugen expands its drink selection by approximately 1.3 times compared to the previous year. At Nihombashi Mitsukoshi Main Store, a project titled 'Summer Drinks – Fruits, Coffee, and Sometimes Alcohol' will be held from June 3 (Wednesday) to June 22 (Monday), offering over 100 types of paid tastings.

Proposing 'adventurous staples' with a focus on ingredients and production methods within the standard O-chugen drink category. By allowing givers to taste and choose, they can deliver the joy of 'unknown deliciousness' to the recipients.

<Nihombashi Sembikiya Sohonten> Harvest Blessing Premium Juice 3-bottle set 10,260 yen

A moment of supreme bliss, savoring the discerning eye of a long-established fruit store.

The reliable discerning eye unique to a long-established store creates a special cup. 100% straight juice made from fruits carefully selected by Sembikiya Sohonten, founded in 1834, spreads a rich fruity flavor with every sip. Including 'La France,' special cups crowned with 'premium' are available. This slightly luxurious time connects to the joy of choosing a gift.

<Nihombashi Sembikiya Sohonten> Harvest Blessing Premium Juice 3-bottle set 10,260 yen

<KEY COFFEE> Ice-Aged Coffee Liquid Gift 3,240 yen <Aomori Itayanagi Town Apple Work> 'Ripe' Apple Juice Set 4,860 yen

Left: A clear cup brought out by ice-aging.

A satisfying gift that allows you to choose while enjoying the difference in taste. KEY COFFEE's ice-aged coffee, made by aging green beans at temperatures below 0℃ without freezing. A set of 'Toarco Toraja' with a soft acidity and rich sweet flavor, and 'French Roast' with a fragrant bitterness, in liquid form. The time spent thinking about the recipient's preferences while choosing is also one of the joys of giving.

<KEY COFFEE> Ice-Aged Coffee Liquid Gift 3,240 yen

Right: Straightforward deliciousness from the apple village.

Apple juice that encapsulates the commitment to ingredients and production methods. Made from eating apples ripened on the tree, processed and sealed while fresh to prevent oxidation, bringing out the fruit's original flavor. A cup that conveys the producer's careful work is perfect for a heartfelt gift.

<Aomori Itayanagi Town Apple Work> 'Ripe' Apple Juice Set 4,860 yen

Gifts Connecting to the Future – Re-editing Tradition to Fit Modern Life

Traditional ingredients such as fermented foods and local dishes are newly proposed to fit modern life and social concerns. For example, a lineup of gifts that convey sustainability and regionality, such as fermented foods made from local ingredients and environmentally friendly processed products. By delivering not only the taste but also the story of the producers and the regional background, these gifts deepen the 'reason for giving.'

<Shunka Shunka Kyorakudo> Muscat Warabi Annin 4,666 yen

Layered deliciousness, topped with fragrant grapes.

A carefully crafted dessert where the charms of each ingredient overlap. Shunka Shunka Kyorakudo's 'Muscat Warabi Annin' is a dish that layers smooth almond tofu with Miyakojima brown sugar warabi mochi and Muscat of Alexandria. The balance of texture and sweetness is adjusted to enhance the unique characteristics of each. The time spent savoring the background and layers of the ingredients deepens its value as a special gift.

<Shunka Shunka Kyorakudo> Muscat Warabi Annin

4,666 yen

<Asakusa Imahan> Kuroge Wagyu Sukiyaki 2-type Burger Set 6,480 yen <Mitsukoshi Isetan The Food> 4-type Pizza Set 5,400 yen

Left: A new form of sukiyaki created by a long-established store's craftsmanship.

The inherited taste, in a modern form. Keywords: