A five-day event celebrating Fukushima's sake culture is set to take place at the "Square Zero" event space inside JR Tokyo Station's B1 gate from April 9 (Thursday) to April 13 (Monday), 2026. Titled "Horoyoi, Fukushima" (meaning "Pleasantly Tipsy, Fukushima"), the event lets visitors virtually tour six Fukushima sake breweries through manga and a stamp rally, while also sampling and purchasing authentic local sake and regional specialty products.
Fukushima is one of Japan's premier sake-producing regions — it won the most gold awards at the National New Sake Competition for nine consecutive years (2014–2022) and reclaimed the top spot again in 2025 with 16 gold-medal brands.
Explore Six Sake Breweries via Manga and Stamp Rally
Book-shaped three-dimensional objects are placed throughout the venue, each containing manga stories about one of the six breweries. Reading through them offers a virtual brewery tour experience, providing background on how each sake is crafted. Visitors can also collect stamps from all six breweries and receive one of seven exclusive original stickers as a gift.
Participating Breweries: Yamatogawa Shuzo, Eisen Shuzo, Kinsuisho Shuzo, Yazawa Shuzo, Homare Shuzo, Okunomatsu Shuzo
Find Your Favorite Sake at the "Fukushima BAR"
The Fukushima BAR offers sake sampling from all six participating breweries. In addition to sake, Fukushima craft beer and peach juice are also available. Choose from the following options:
- All 6 varieties sampler (30cc × 6 cups): ¥1,210 (tax included)
- Your choice of 3 varieties (30cc × 3 cups): ¥660 (tax included)
- Single cup (90cc): ¥660 (tax included)
Let Fate Decide with the "Akabeko Yabusame" and "Sake Bottle Roulette"
Not sure which sake to try? Two free original games are on hand to help. In the "Akabeko Yabusame" game, visitors throw darts to select a sake; in the "Sake Bottle Roulette," a spinning wheel determines the pick. Both games are free of charge and provide a fun way to discover a new favorite.
Stock Up at the "Fukushima Direct Market" / Fukushima MEGURIP
The market section stocks sake from the Fukushima BAR alongside rare local sake typically only available within Fukushima Prefecture, as well as carefully selected regional specialty products and souvenirs. Highlights include Kaden Yubeshi (a traditional wagashi sweet), Aizu horse sashimi, and grilled egoma gyoza — all great accompaniments for sake.
Event Details
| Event Name | "Horoyoi, Fukushima" |
| Dates | April 9 (Thu) – April 13 (Mon), 2026 (5 days) |
| Hours | 10:00 AM – 8:00 PM Opening day (Apr 9): Opens at 1:00 PM (Fukushima BAR opens at 2:00 PM) Last day (Apr 13): Closes at 5:00 PM |
| Venue | Square Zero, inside JR Tokyo Station B1 Gate event space |
| Content | Fukushima sake, craft beer, and other beverages; Fukushima specialty products and souvenir sales; Manga exhibition and stamp rally experience featuring six sake breweries |
| Participating Breweries | Yamatogawa Shuzo, Eisen Shuzo, Kinsuisho Shuzo, Yazawa Shuzo, Homare Shuzo, Okunomatsu Shuzo |
This event is also part of the "Fukushima Destination Campaign" (April 1 – June 30, 2026) and the "Fukushima MEGURIP" initiative, which promote regional tourism throughout Fukushima Prefecture.
