Celebrating 10 Years of Hokkaido Shinkansen and 15 Years of Tohoku Shinkansen! NewDays "Hokkaido Fair 2026" - This Year Includes Aomori!

JR East Cross Station Company Retail Company (Location: Shibuya-ku, Tokyo / Company President: Toru Takahashi) will hold its popular "Hokkaido Fair" at its "NewDays" and "NewDays KIOSK" stores from Tuesday, July 7 to Monday, July 27.

This year, to commemorate the 10th anniversary of the Hokkaido Shinkansen opening and the 15th anniversary of the Tohoku Shinkansen full line opening, we will release limited-edition fair products inspired by Hokkaido Shinkansen, its surrounding areas of Hakodate in Hokkaido, and Aomori Prefecture, including onigiri and bento boxes made with Hokkaido ingredients and Aomori's premium rice, "Seiten no Hekireki"! We will also sell approximately 220 items, including collaborations with JR Hokkaido's IC card character "Kitaca's Ezo Momonga," which was popular last year, and popular local convenience store "Secoma" products from Hokkaido.

During the "Hokkaido Fair," customers who apply using the ID from receipts of 700 yen (tax included) or more, including at least one fair-対象 product, will be entered into a drawing for prizes related to railways and Hokkaido/Aomori in the "Hokkaido to Aomori: Full of Charm! Present Campaign."

* "Kitaca" is a registered trademark of Hokkaido Railway Company.

[Overview]

Event Period

Tuesday, July 7, 2026 - Monday, July 27, 2026

Participating Stores

All NewDays and NewDays KIOSK stores

Special Website

Hokkaido Fair Special Website (Scheduled to be released on July 2)

Featured Recommended Products

1. Products related to Hokkaido Shinkansen and its surrounding areas of Hakodate in Hokkaido and Aomori Prefecture 2. Collaboration products with JR Hokkaido IC card character "Kitaca's Ezo Momonga" 3. Collaboration products with Hokkaido's local convenience store "Secoma" and popular Secoma original products

Campaigns During the Period

1. "Hokkaido to Aomori: Full of Charm! Present Campaign" where you can apply with the ID issued from receipts of 700 yen (tax included) or more, including at least one fair-対象 product. 2. A campaign on the NewDays app where you can get coupons by purchasing fair-対象 products.

[Recommended Products]

1. Products related to Hokkaido Shinkansen and its surrounding areas of Hakodate in Hokkaido and Aomori Prefecture

"Seiten no Hekireki" from Aomori Prefecture is a variety born in Aomori with slightly large, firm grains, a good balance of stickiness and clean finish, and an elegant sweetness.

*Available in the Tokyo metropolitan area and at stations in Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, Iwate, and Niigata.

Ikura Honzen® Soy Sauce Marinated and Hokkaido Kelp Dashi Rice Onigiri (Using Seiten no Hekireki from Aomori Prefecture) Released July 7 Price: 315 yen

Generous portions of ikura (salmon roe) marinated in soy sauce are wrapped in dashi rice cooked with Hokkaido kelp. Seiten no Hekireki from Aomori Prefecture is used for a limited time.

*Available in the Tokyo metropolitan area and in Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, and Iwate.

Hokkaido Shinkansen 10th Anniversary Bento Box (Using Seiten no Hekireki from Aomori Prefecture) Released July 7 Price: 698 yen

Celebrating the 10th anniversary of the Hokkaido Shinkansen! This bento box allows you to savor Hokkaido and Aomori, featuring Hokkaido croquettes, Hokkaido kelp-cured pollock roe, and Seiten no Hekireki from Aomori Prefecture.

"GOTO KEN" was founded in 1879 and is Hokkaido's oldest Western restaurant.

Supervised by GOTO KEN Fluffy Mochi Tiramisu Released July 7 Price: 205 yen

Supervised by Hakodate's long-established restaurant "GOTO KEN" in Hokkaido. We've created a fluffy mochi dough filled with a special cream inspired by GOTO KEN's popular "Tiramisu."

Supervised by GOTO KEN Loin Cutlet Hakodate Curry Tortilla Released July 7 Price: 415 yen

Supervised by Hakodate's long-established restaurant "GOTO KEN" in Hokkaido. This tortilla combines our special curry sauce with a loin cutlet.

"Misuzu Coffee" was founded as Suzuki Shoten in 1932 and is Hokkaido's oldest long-established coffee shop.

Misuzu Coffee Cream & Whip Released July 14 Price: 160 yen

Supervised by Hakodate Misuzu Coffee, a long-established coffee shop in Hakodate, Hokkaido. This cream bun features a lightly sweet dough filled with coffee cream, topped with sliced almonds and whipped cream. Enjoy the original cream made with coffee extracted from carefully selected beans.

Supervised by Misuzu Coffee: Coffee Cake Released July 14 Price: 175 yen

Supervised by Hakodate Misuzu Coffee, a long-established coffee shop in Hakodate, Hokkaido. This cake is baked with Misuzu Coffee's original blend of medium-dark roast coffee beans ground into powder and kneaded into the dough. Enjoy the rich aroma and bitter taste of the coffee beans in this adult-oriented cake.

2. Collaboration products with JR Hokkaido IC card character "Kitaca's Ezo Momonga"

*Available in the Tokyo metropolitan area and at stations in Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, Iwate, and Niigata.

Sugo-Oni: Generous Salmon Sushi (with Pine Nut Tartar Sauce) Released July 7 Price: 390 yen

A "Sugo-Oni" (super onigiri) that lets you enjoy plenty of salmon. Vinegared rice is topped with marinated salmon, salmon harasu, chopped salmon, and a tartar sauce with pine nuts for a delightful texture. Enjoy a salmon bowl easily in one hand.

Nuts are a favorite food of Ezo Flying Squirrels.

White Dorayaki: Raisin Butter (Kitaca's Ezo Momonga) Released July 7 Price: 268 yen

A collaboration sweet with Kitaca. This dorayaki features a white dough stamped with "Kitaca's Ezo Momonga," filled with butter and raisins.

Kitaca x Choju-Giga July 7 Release Smartphone Sticker 440 yen Acrylic Keyholder 660 yen

Collaboration products between Kitaca and "Choju-Giga," said to be Japan's oldest manga. These are a smartphone sticker and acrylic keyholder printed with a picture scroll-style design of animals from Choju-Giga interacting with Kitaca.

Click here for a list of "Kitaca x Choju-Giga" sales locations.

3. Collaboration products with Hokkaido's local convenience store "Secoma" and popular Secoma original products

Secoma Co., Ltd. and our company concluded a "Regional Revitalization Agreement" in 2023.

By leveraging our respective management resources and networks, we will continue and expand our collaborations and initiatives to contribute to regional revitalization, working together to revitalize Hokkaido and the East Japan regions, which are our business foundations, through the discovery and utilization of local products and joint sales, thereby cooperating in the creation of sustainable regions.

We will be selling 32 products during this "Hokkaido Fair."

1 Newtas products developed using raw materials sourced from the Secoma Group

Featuring Jingisukan

*Available in the Tokyo metropolitan area and at stations in Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, Iwate, and Niigata.

Jingisukan Onigiri Released July 14 Price: 248 yen

Jingisukan, popular at Secoma, made into an onigiri.

*Available in the Tokyo metropolitan area and in Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, and Iwate.

Jingisukan Bento Released July 7 Price: 630 yen

Inspired by Secoma's popular Jingisukan bento.

Using milk from Toyotomi Town, Hokkaido

Omochi Milk Released July 14 Price: 145 yen

Baked with milk cream and mochi filling made from milk from Toyotomi Town, Hokkaido. You can enjoy the gentle flavor of milk from Toyotomi Town, Hokkaido, also used in Secoma's original products.

Using milk from Toyotomi Town, Hokkaido, and Hokkaido melon juice

Hokkaido Melon Monaka Now Available Price: 220 yen

A melon monaka that lets you enjoy the deliciousness of ingredients like Hokkaido melon juice and milk from Toyotomi Town, Hokkaido, both used in Secoma's original products.

Using Hokkaido Salmon

Salmon Jerky Black Pepper Released July 14 Price: 370 yen

Secoma collaboration product! Made from high-quality Hokkaido salmon, deboned, filleted, dried, and cut into easy-to-eat pieces. A delicious snack with the stimulating kick of black pepper.

Using Hokkaido Strawberries and Tokachi Wine

Hokkaido Strawberry and Tokachi Wine Sour 350ml Released July 7 Price: 209 yen

A sweet sour made with a combination of Hokkaido strawberries and red wine from Tokachi Wine.

Using Hokkaido Red Meat Melon Juice

Shimizuya Melon Pan Hokkaido Red Meat Melon Cream Released July 7 Price: 318 yen

A melon pan filled with special cream made from Hokkaido red meat melon juice. The gentle flavor of the melon juice cream, also used in Secoma's original products, pairs perfectly with the melon pan dough.

*Available in the Tokyo metropolitan area and at stations in Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, Iwate, and Niigata.

Chewy Large Crepe Melon Mousse Released July 14 Price: 358 yen

A large crepe filled with melon mousse made from Hokkaido red meat melon juice. The gentle flavor of the "Melon Mousse" made with melon juice, also used in Secoma's original products, pairs perfectly with the chewy crepe dough.

2 Newtas products inspired by Secoma products

*Available in the Tokyo metropolitan area and at stations in Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, Iwate, and Niigata.

Hand-Rolled Wasabi Flavored Seaweed Salmon Yam-Wasabi Onigiri (Using Hokkaido Mountain Wasabi) Released July 7 Price: 225 yen

A hand-rolled onigiri combining roughly chopped salmon and salmon tataki with a sauce containing Hokkaido mountain wasabi. Enjoy the refreshing aroma and sharp spiciness of mountain wasabi.

Using Hokkaido Mountain Wasabi Grilled Onigiri Dashi Chazuke: Salmon Released July 7 Price: 430 yen

Grilled onigiri and Hokkaido mountain wasabi are combined in a Japanese-style dashi broth.

*Available in the Tokyo metropolitan area and in Shizuoka, Nagano, Miyagi, Fukushima, Yamagata, and Iwate.

Stone-Baked Parisian Sandwich Pastrami Pork (Using Hokkaido Mountain Wasabi) Released July 7 Price: 435 yen

The combination of mountain wasabi mayonnaise sauce and pastrami pork is excellent.

Eat with Hokkaido Mountain Wasabi and Tororo! Silken Tofu Pouch Released July 7 Price: 315 yen

Silken tofu pouch served with dashi-flavored tororo (grated yam), topped with bonito flakes and spicy mountain wasabi.

*All prices include tax.

*All images are for illustrative purposes only.

*Some products may not be available at certain stores.

[Campaigns During the Period]

1. Hokkaido to Aomori: Full of Charm! Present Campaign

Apply via the QR code®/URL printed on receipts issued for purchases of 700 yen (tax included) or more, including at least one "Hokkaido Fair"対象 product, at NewDays/NewDays KIOSK during the fair period. Each receipt ID counts as one entry.

For details, please check the special website.

*QR code® is a registered trademark of DENSO WAVE INCORPORATED.

*Some products are excluded from the 700 yen (tax included) purchase requirement. *When free exchanges, discounts, or reductions are applied to products, the total amount after these adjustments will be the対象 amount.

Receipt ID Issuance Period

Tuesday, July 7, 2026 - Monday, July 27, 2026

Application Deadline

Tuesday, July 28, 2026

Prizes

- Railway Course: 5 winners

- Kitaca Course: 5 winners

- Hokkaido Course: 50 winners

- Aomori Course: 50 winners

2. NewDays App Campaign

During the fair period, purchase "Hokkaido Fair"対象 products with Suica or PASMO registered in the NewDays app to earn one stamp per product. Collect 4 stamps to exchange for a 10% discount coupon for your next purchase. The coupon is valid for 7 days from issuance.

For details, please check the NewDays app.

*"Suica" is a registered trademark of East Japan Railway Company. *"PASMO" is a registered trademark of PASMO Co., Ltd. *Pre-registration as a NewDays app member and registration of your Suica/PASMO ID number in the app are required. *Some products are excluded from the 10% discount coupon.

About Newtas

About NewDays

What is NewDays?

NewDays is a convenience store operated by JR East Cross Station Company Retail Company. With the theme "Always close by, on your way there and back," we offer attractive products and services that fit into your daily life (morning, noon, and night). We support our customers' daily lives with a unique selection of items, including our new original product brand "Newtas."

Average Daily Sales of NewDays: 782,000 yen (as of the end of March 2026)

- Operating hours: 14 hours or more per day

- Sales floor area: 30m2 or more, less than 250m2

*Based on standards used in the Census of Commerce.

Expanding Outside Stations!

NewDays, the quintessential in-station convenience store, is expanding outside stations!