Ecute Omiya and Omiya North — the in-station shopping facilities inside JR Omiya Station operated by JR East Cross Station Development Company (headquartered in Shibuya, Tokyo; head: Yoshiaki Shirota) — are once again hosting a chili pepper gourmet fair featuring peppers from Saitama grower 十色とうがらしファーム. Running from Tuesday, July 21 through Sunday, August 2, the fair is called "十色の刺激."
Now in its second year, the fair has scaled up significantly: it uses 11 varieties of chili pepper — more than last year — across a full lineup of 18 dishes exclusive to Ecute Omiya and Omiya North. The collaboration with 十色とうがらしファーム, which grows its peppers without pesticides or chemical fertilizers throughout the cultivation period, also enters its second year. Beyond dried chili peppers, the lineup is packed with new dishes using rare fresh domestic green chili peppers — a variety not often found in such abundance on the market. This year's biggest highlight is the wide range of spice levels on offer. Alongside extra-hot dishes such as a Taiwan ramen loaded with chili peppers, new "chili x chocolate" sweets bring a spicy accent for the first time, including a chocolate financier made with the fragrant, fruity Scotch bonnet pepper, and a fondant chocolat that lets you compare three levels of heat. Also worth trying are dishes that showcase the bold flavor unique to fresh chili peppers, such as a deep-fried dish stuffed with meat and large gyuzuno togarashi peppers.
Domestic chili peppers make up less than 10% of the market, making them a rare and "luxurious" ingredient. Beyond just heat, the lineup highlights the bold, natural umami of the peppers themselves, making it enjoyable not only for extreme-spice fans but also for those who don't usually go for spicy food. It's a fitting way to kick off summer with a vibrant, locally sourced lineup of spicy, flavorful dishes.
Ecute Omiya North official site
11 Varieties of Saitama-Grown Chili Peppers, 18 Spicy Gourmet Dishes and Sweets
Ecute Omiya and Omiya North are once again collaborating with 十色とうがらしファーム, a chili pepper grower based in Saitama City, Saitama Prefecture, for a lineup of spicy sweets and deli items made with Saitama-grown chili peppers. Fresh green chili peppers are harvested from late June through around November, and this year's lineup even includes dishes made with peppers harvested just this season. In total, 18 dishes exclusive to Ecute Omiya and Omiya North are available.
Chili Peppers Used in This Year's Fair
Fresh green chili peppers may need to be substituted depending on weather-related growing and supply conditions. Spice levels shown are based on data from the grower, 十色とうがらしファーム, and reflect the heat of each chili variety on its own — the heat of the finished dishes below can vary significantly depending on how much chili is used and how it's prepared, so even a mild variety can become fiery if used generously.
Topic 1: A Must for Spice Lovers — Intensely Hot Dishes
NEW — Ecute Omiya North Exclusive
乾燥ハラペーニョ入り激辛台湾ラーメン — ¥980 (eat-in only) / 全国ご当地グルメコート 大宮横丁 (Ecute Omiya North)
Dried jalapeño used
This extra-hot bowl combines Taiwan ramen with jalapeño peppers. The specially seasoned ground meat, packed with garlic and chili, delivers a vivid kick that's hard to stop eating once you start. The vibrant red color is appetite-inducing, and beneath the intense heat, the sweetness of the vegetables and the richness of the broth come together beautifully. Despite the name, Taiwan ramen actually originated in Nagoya. With an added layer of unfamiliar heat, this is a deep, must-try flavor for spice lovers.
Ecute Omiya Exclusive
辛ウマ三元豚とんかつ — 1 pack — ¥750 / 平田牧場 (Ecute Omiya)
Dried jalapeño used
Last year's popular spicy-umami sangen pork loin katsu returns this year pushed even further in heat. 平田牧場's "こめ育ち豚" pork, raised on Japanese rice, is known for its rich, melt-in-the-mouth fat and natural sweetness. This tonkatsu is generously coated in a special spicy-umami powder made with jalapeño, and this year a finishing dusting of chili pepper takes the heat even further. It's a dish for serious spice fans, balancing the pork's deep umami with an unrelenting kick.
NEW — Ecute Omiya Exclusive
激辛ミートパイ — 1 piece — ¥290 / PIE mania (Ecute Omiya)
Dried kogane togarashi (golden chili pepper) used
This new meat pie generously combines kogane togarashi peppers, known for their sharp, clean heat, with a meat filling packed with umami, all wrapped in a generous, flaky pie crust. It's the ultimate combination of fiery heat and the pie's savory aroma — an irresistible, grown-up spicy pie.
Topic 2: A New Kind of Flavor — Sweets with a Spicy Chili x Chocolate Twist
NEW — Ecute Omiya Exclusive
こ、ふぃなんしぇ チリショコラ3入 — 1 box (3 pieces) — ¥631 / 埼玉粉問屋 つむぎや (Ecute Omiya)
Dried Scotch bonnet used
This new item pairs the 100%-Saitama-wheat "こ、ふぃなんしぇ ショコラ" with Saitama-grown Scotch bonnet peppers. The wheat-rich texture of the batter and the chocolate baton inside are layered with the Scotch bonnet's signature bright, fruity aroma and a gentle heat that builds slowly. Sweetness and spice blend together beautifully in this deep, grown-up sweet.
NEW — Ecute Omiya North Exclusive
フォンダンショコラ — 1 box (3 heat levels x 2 pieces each) — ¥1,404 / 那須ジャージーマリアージュ (Ecute Omiya North)
Dried Scotch bonnet used
This fondant chocolat pairs rich chocolate with Scotch bonnet peppers, which are extremely hot yet have a distinctly fruity heat. The chili's sharp kick vividly brings out the chocolate's deep richness and sweetness. It comes in three chili concentrations — 0.5%, 1%, and 2% — so you can enjoy the shifting flavor as the heat builds at each stage.
NEW — Ecute Omiya Exclusive
店内手仕込みたっぷり唐揚げ丼 — 1 serving — ¥990 / フーズステージ キタノ フォア (Ecute Omiya)
Fresh field-grown Padrón pepper used
A hearty rice bowl piled high with juicy domestic fried chicken karaage prepared fresh in-store. It's paired with a nozawana-wasabi tartar sauce for a pleasant kick and field-grown green Padrón peppers, whose gentle, umami-rich heat gives the chicken's flavor a refreshing lift. Limited to 4 servings per day.
NEW — Ecute Omiya Exclusive
生唐辛子使用チリチキンサンド — 1 pack — ¥777 (takeout), ¥792 (eat-in) / サンドイッチカフェ おいしいメルヘン。 (Ecute Omiya)
Fresh green serrano pepper used
This sandwich pairs juicy chicken tatsuta-age with fresh green serrano peppers, known for their bright, fresh heat. Coated in a special spicy-umami chili sauce, this hearty new sandwich delivers a spicy flavor to blow away the summer heat.
NEW — Ecute Omiya Exclusive
牛角とうがらしの肉詰め揚げ — 1 pack — ¥648 / ビッグオーブン (Ecute Omiya)
Fresh gyuzuno togarashi (ox-horn chili pepper) used
Large gyuzuno togarashi peppers are generously stuffed with a specially blended chicken mince and deep-fried in a light, fluffy batter. The juicy sweetness of the meat pairs well with the chili's sharp heat, making it a great side dish or a perfect pairing with drinks. The ideal balance of spice and sweetness is sure to whet your appetite.
NEW — Ecute Omiya Exclusive
チーズタッカルビいなり — 1 piece — ¥280 / いなりすし専門店 豆狸 (Ecute Omiya)
Dried Scotch bonnet used
This new item from an inari sushi specialty shop tops two pieces of juicy chicken coated in a spicy dakgalbi sauce with a rich cheese sauce and fiery Scotch bonnet peppers. The sweetness of the inari's fried tofu pocket pairs perfectly with the addictive, punchy heat.
NEW — Ecute Omiya Exclusive
ピリ辛シューマイ — 6 pieces — ¥816 / PAOPAO (Ecute Omiya)
Dried Korean chili pepper used
This new "spicy shumai" is hand-wrapped one by one in-store by skilled staff. Ground chili powder is kneaded into the juicy filling, and a coarsely ground chili pepper tops it off. Using Korean chili pepper in two different forms creates a pleasant, tingling heat that harmonizes with the meat's umami.
NEW — Ecute Omiya Exclusive
プルコギとキムチの辛口キンパ — 1 pack — ¥950 / ハンビジェ デリ (Ecute Omiya)
Fresh green Pusa Jwala pepper used
This new kimbap uses Saitama-grown green Pusa Jwala peppers. Although the variety is normally known for its strong heat, careful blending here makes it mild and full of umami, so even children can enjoy it easily. The sweetness of the bulgogi and the fresh heat of the green chili shine through in this dish.
NEW — Ecute Omiya Exclusive
万願寺唐辛子と一口揚げかま — 1 set — ¥700 / てとて (Ecute Omiya)
Fresh Manganji chili pepper used
This easy set pairs thick, tender, mild Manganji chili peppers with bite-sized "もろこしボール" (a mini version of the popular corn fritter "もろこし揚") and squid shumai loved at the Tsukiji flagship store. Its gentle flavor makes it approachable even for those who aren't fond of spice, and it's a great addition to the table or a perfect match for a summer evening drink.
NEW — Ecute Omiya Exclusive
赤い悪魔の明太ぱん — 1 piece — ¥400 (takeout/eat-in) / サザコーヒー (Ecute Omiya)
Dried Scotch bonnet used
A chewy, vivid-red koppepan roll is filled with a special spicy mentaiko (cod roe) cream made with Scotch bonnet peppers. From the very first bite, the deep umami of the mentaiko and a bold, lingering heat come through — a limited-time item that also pairs perfectly with coffee.
NEW — Ecute Omiya North Exclusive
辛さマシマシめんたいこ — from ¥99 per piece (¥381 per 100g) / ミニヨン (Ecute Omiya North)
Dried Korean chili pepper, Scotch bonnet, and kogane togarashi used
A limited-time new take on the popular mentaiko croissant adds three varieties of Saitama-grown chili pepper. The signature crisp-yet-fluffy dough, the rich umami of the mentaiko, and a sharp heat come together in perfect harmony. The addictive combination of buttery richness and spice is sold by weight, so you can choose your preferred amount. On sale through Friday, July 31.
Ecute Omiya Exclusive
青唐辛子とレモングラスのタルタル — 1 pack — ¥160 / 濃厚卵のごちソース タルタルファクトリー by塚田農場 (Ecute Omiya)
Fresh green Pusa Jwala pepper used
This ethnic-style tartar sauce combines green Pusa Jwala peppers, known for their clean, sharp heat, with refreshingly cool lemongrass. Its lingering fresh heat and aroma also pair wonderfully with karaage. (The photo shows a serving suggestion; karaage is not included with this product.)
Ecute Omiya Exclusive
八房醤油のピリ辛漬け丼 — 1 serving — ¥1,480 / サカナバッカ (Ecute Omiya)
Fresh Yatsubusa chili pepper used
This marinated rice bowl uses fresh Yatsubusa (Hachifusa) chili peppers, a variety long used in shichimi spice blends. The fragrant, specially made condiments pair beautifully with fatty white fish, making for a spicy bowl you won't be able to put down.
About 十色とうがらしファーム
There are more than 3,000 chili pepper varieties worldwide, and the deeper you look, the more fascinating they become. Under the slogan "Let's make Saitama the sacred ground of extreme spice," 十色とうがらしファーム is an agricultural corporation founded in 2021 that grows around 50 varieties of chili peppers from around the world, ranging from Guinness-record-level scorchers to varieties with zero heat.
A Passion for Saitama
The farm was founded by three women who came to farming from entirely different careers. They grow their peppers in Saitama City's Minuma Tambo, an approximately 1,260-hectare stretch of farmland close to the greater Tokyo metropolitan area. The representative has ties to Saitama, and all three share the same goal: passing on this rich environment to the next generation, and the generation after that. To that end, they strictly avoid using any pesticides or chemical fertilizers throughout cultivation. Japan's chili pepper self-sufficiency rate is said to be under 10%. With a bold dream of one day fostering cultural exchange between Saitama and countries around the world through chili peppers, the farm practices agriculture rooted in its community and its future.
A Flavor Built Around "Bringing Out the Ingredient's Bold, Natural Umami"
Customers have said that the farm's carefully grown domestic chili peppers offer more than just heat — they let you "feel the ingredient's own bold, natural umami" more clearly. Beyond safety and peace of mind, the farm hopes people will experience the deep, rich flavor that comes from chili peppers grown in fertile soil so close to the Tokyo metropolitan area.
Chili pepper farming also requires a surge of manpower during the harvest season. Believing that agriculture depends on strong ties with the community, and wanting to "create a place where all kinds of people can play an active role," the farm partners with a local welfare organization for everything from harvesting and inspection to packing and delivery — an approach known as "agriculture-welfare collaboration," built on a spirit of mutual support.
Thoughts on the Second Year of the Collaboration with Ecute Omiya and Omiya North
For this summer's second-year collaboration, even more shops than last year took part in developing new dishes, resulting in a wide range of flavors. The farm hopes visitors will enjoy the diverse tastes on offer — not just the heat, but the rich aromas and umami the peppers bring out. Aiming to make people excited that "summer means chili pepper season," the farm and its partner shops continue working together to share the appeal of chili peppers.
Topic 4 (Bonus): Beyond 十色とうがらしファーム — An Unconventional Spicy-Sweet Cream Puff
The dishes introduced so far all use chili peppers from 十色とうがらしファーム, but as a bonus, this section introduces one more addictively sweet-and-spicy treat made with chili peppers from a different supplier.
NEW — Ecute Omiya Exclusive
唐辛子シュー — 1 piece — ¥430 / 氷川の杜YAKUMO (Ecute Omiya)
Dried jalapeño, bhut jolokia, habanero, Chinese chili pepper, and Indian chili pepper used
This new limited-edition cream puff blends five carefully selected chili pepper varieties from around the world, sprinkled on top as a finishing accent, for a "sweet and spicy" treat with a whole new sensation. Inside a choux pastry baked fragrantly with Hokkaido wheat is a generous, house-made diplomat cream combining vanilla-scented custard with Hokkaido fresh cream. The sharp kick of chili pepper brings out the cream's rich sweetness even more.
Topic 5: Get an Original Sticker
Customers who spend ¥1,080 (tax included) or more in a single purchase — including at least one fair item — at participating shops in Ecute Omiya and Omiya North will receive an original sticker while supplies last.
Giveaway period: Tuesday, July 21 – Sunday, August 2 (while supplies last)
Participating facilities: Ecute Omiya and Omiya North
Participating shops:
Ecute Omiya: 平田牧場, PIE mania, いなりすし専門店 豆狸, ハンビジェ デリ, 濃厚卵のごちソース タルタルファクトリー by塚田農場, てとて, フーズステージ キタノ フォア, PAOPAO, ビッグオーブン, かにとまぐろのクラクラ, サカナバッカ, サンドイッチカフェ おいしいメルヘン。, サザコーヒー, 埼玉粉問屋 つむぎや, 氷川の杜YAKUMO, and ゐざさ茶屋
Ecute Omiya North: 全国ご当地グルメコート 大宮横丁, 那須ジャージーマリアージュ, and ミニヨン
How to receive one: Purchase fair items totaling ¥1,080 (tax included) or more in a single transaction at a participating shop. Limited to one sticker per customer per transaction.
