JR Omiya Station 'Ecute Omiya / Omiya North' SDGs Fair 'Tsunagu Mirai ~A Step into the Future from Ecute~' Deliciously Reducing Waste Loss and Promoting Local Production for Local Consumption, with a Swag Making Experience to Enjoy the Beauty of Fresh Flowers to Dried.

*Image is for illustration purposes.

JR East Cross Station Development Company (Headquarters: Shibuya-ku, Tokyo; Company President: Yoshiaki Shirata) will hold an SDGs fair, 'Tsunagu Mirai ~A Step into the Future from Ecute~,' at its operated in-station commercial facilities, Ecute Omiya / Omiya North, from Monday, May 25th to Sunday, June 14th.

This will be the third time that Ecute Omiya / Omiya North has held an SDGs-themed fair. This year, in conjunction with 'World Environment Day' on Friday, June 5th, the fair evolves from a stage of 'knowing' about the shops' initiatives to a fair where customers can 'experience' them together. The highlights are a swag making workshop where you can enjoy the transformation into dried flowers, and a lineup of 22 items, including 3 new products exclusive to Ecute Omiya / Omiya North, where delicious and fun choices lead to SDGs. A new limited product that upcycles a by-product of butter making and combines it with Saitama Prefecture's brand strawberry 'Amarin,' and a baked confection that rescues 'tree-ripened peaches' that are too soft to transport, are examples of delicious choices that lead to 'waste reduction.' Furthermore, we will also introduce 'local production for local consumption' initiatives using Fukaya leeks, Saitama-grown komatsuna, and local seasonings. Why not contribute to the future through simple actions of 'eating deliciously and participating joyfully'?

Additionally, at Ecute Ueno and Nippori, as the 13th installment of the regional revitalization support project 'Jinomono LOVER,' a 'Fukushima Sake and Fermentation LOVER' POP UP SHOP will be held. On Saturday, June 20th, a talk show by sake journalist Tomomi Seki and a Fukushima sake brewery will be held at Ecute Ueno. Please pay attention to Ecute, which is full of fairs and events.

≫'Ecute Omiya' Official Website

≫'Ecute Omiya North' Official Website

Topic.1 Ecute Omiya / Omiya North 'Tsunagu Mirai ~A Step into the Future from Ecute~'

① 'Food' initiatives that lead to 'waste reduction' and 'upcycling'

We will introduce upcycled products using offcuts that cannot be shipped, ingredients that do not circulate in the market, and unused fish, as well as non-standard products that cannot be sold as regular items due to irregular shapes but have the same taste.

12. Responsible Consumption and Production 13. Climate Action 14. Life Below Water

NEW Ecute Omiya Exclusive *Opens Friday, May 8th

Amarin's Very Berry Butter Sand 1 box (4 pieces) 1,296 yen

/ Itoko no Fruit Butter Sand (Ecute Omiya)

'Itoko no Butter' was born from the desire to upcycle 'skim milk,' a by-product of butter making. A limited edition product combining the essence of 'Itoko no Butter' with the new product 'Very Berry Butter Sand' and Saitama's brand strawberry 'Amarin' is now available. It's a taste that is kind to both the earth and the producers, where the smooth milk jam and the rich sweetness of the oozing 'Amarin' resonate.

Amarin's Very Berry Butter Sand 1 box (4 pieces) 1,296 yen / Itoko no Fruit Butter Sand (Ecute Omiya)

NEW Limited Time

FRUTTIMO Tree-Ripened Peach 6 pieces 1 box 1,512 yen

/ C3 (Ecute Omiya)

Upcycling 'tree-ripened peaches,' which are too soft to transport, into a baked confection. The rare 'most delicious moment,' which could not be sold in the market and could only be consumed at the production site, has been turned into a puree with advanced processing technology. With our unique 'post-injection moist manufacturing method,' the puree is carefully injected into the dough immediately after baking, so the fresh aroma and taste of ripe peaches spread with every bite.

FRUTTIMO Tree-Ripened Peach 6 pieces 1 box 1,512 yen / C3 (Ecute Omiya)

NEW Ecute Omiya Exclusive

Imperfect Salted Caramel Pound Cake 1 piece 1,300 yen

/ Hikawa no Mori YAKUMO (Ecute Omiya)

A moist pound cake where the moderate saltiness of Himalayan rock salt enhances the deep richness of caramel. Products that became non-standard due to irregular shapes are offered at a special price (half price) for a limited time and in limited quantities. Why not add a luxurious moment to your daily life with a 'smart choice' that is considerate of the environment?

*Limited quantity: 10 per day

Imperfect Salted Caramel Pound Cake 1 piece 1,300 yen / Hikawa no Mori YAKUMO (Ecute Omiya)

Silk Cake - Saitama's Amarin 1 piece 1,080 yen

/ Saitama Konamon-ya Tsumugiya (Ecute Omiya)

The moist and smooth 'Silk Cake' created by the long-established flour wholesaler 'Tsumugiya,' founded in the first year of the Taisho era, luxuriously uses Saitama's brand strawberry 'Amarin.' Due to size or scratches, it is used as a fruit product.