The food floor "Hoppe Town" at Matsuzakaya Ueno store is running a series of weekly pop-up events throughout March, with a packed lineup of debut brands and seasonal specialties. Spring 2025 brings an impressive roster of first-time appearances, including cherry blossom-themed sweets from tamayose and the highly anticipated bento from Sanpi Ryoron. Also making its first appearance at Hoppe Town is Hakobiyun, a service that delivers freshly made East Japan specialties by bullet train and limited express trains—arriving daily with rotating selections.
Here is a look at the 20 brands featured across the month.
March 4 (Wed) to March 10 (Tue)
Sugamo Togenuki Fukujuan – Shio Mame Daifuku (5-piece set) ¥2,140 / 1F Japanese & Western Confectionery Event Space
A chewy mochi filled with red bean paste and salted beans—a classic taste from Sugamo.
MON CREVE – Pistachio Langues de Chat (7 pieces) ¥1,188 / (14 pieces) ¥2,376 / 1F Japanese & Western Confectionery Event Space
※ Available through March 17 (Tue)
A langues de chat cookie with pistachio paste and powder baked into the dough, sandwiching white chocolate.
March 11 (Wed) to March 17 (Tue)
Ryugi – Bimi Kyushin Premium Bento (1 serving) ¥2,160 / B1F Hoppe Town Event Hall
A premium bento loaded with three types of crab including hanasaki crab, plus ten varieties of seafood such as salmon roe, sea urchin, shrimp, and tuna.
tamayose – Fukiyose Sweet Can SAKURA (1 can) ¥2,700 / 1F Japanese & Western Confectionery Event Space ※First appearance
A traditional fukiyose assortment filled with spring flavors: sakura wasanbon, edamame, sakura cloud confection, and sakura arare rice crackers.
MAME KOTARO – Black Sesame Tofu Bean Snack (1 piece) ¥540 / 1F Japanese & Western Confectionery Event Space ※First appearance
A charming bean-snack world featuring the little dog character KOTARO. The selection includes bean snacks and cute tin cookies.
Hakobiyun / B1F Hoppe Town Event Hall
※ Arrival times may be delayed or deliveries may not arrive due to weather or transportation conditions.
Freshly made specialties from East Japan—including items from Saichi no Ohagi and Fukuda Pan—arrive daily by bullet train and limited express, with a rotating lineup each day.
GONNA DAYS – 10-Vegetable Volume Salad Regular (1 serving) ¥1,382 / Half (1 serving) ¥734 / B1F Hoppe Town Event Hall
A colorful, hearty salad featuring 10 kinds of Western vegetables from the brand's own farm. The original Japanese seaweed dressing adds a distinctive finishing touch.
March 18 (Wed) to March 24 (Tue)
caica – Florentine Chocolate Sandwich (4 pieces) ¥1,296 / 1F Japanese & Western Confectionery Event Space ※First appearance
A new take on florentine featuring three distinct layers: caramelized almond tuile, rich gianduja chocolate, and a crumbly streusel that melts on the palate.
Kanmidokoro Nagomi – Ohagi (1 piece) ¥324 / 1F Oedo Shinmachi Event Space
A lightly sweetened ohagi with a pronounced red bean flavor. The kind that has you reaching for another before you know it.
Kakinohasushi Honpo Tanaka – Kakinohasushi (1 box, mackerel ×3, salmon ×2, sea bream ×2, 7 pieces total) ¥1,404 / B1F Subway Exit Event Space
An assortment of kakinoha sushi featuring mackerel, salmon, and sea bream wrapped in persimmon leaves, each with its own distinct flavor.
Nakatsugawa Wagashi-ten Matsuba – Kuri Kinton (1 box, 6 pieces) ¥1,976 / 1F Japanese & Western Confectionery Event Space
※ Available through March 31 (Tue)
A fluffy chestnut kinton with a harmonious balance of chestnut aroma and refined sweetness.
Takoyaki Hasshoten Osaka Tamade Aizuya – Original Takoyaki Small Box (12 pieces) ¥700 / B1F Hoppe Town Event Space
The original takoyaki from the shop credited with inventing the dish. The batter itself is seasoned, so no sauce is used—and they're said to be just as good cold.
Niku no Takasago – Takasago Tokyo Yakibuta (per 100g) ¥697 / B1F Hoppe Town Event Hall
A handcrafted roasted pork with a secret marinade that draws out the meat's natural umami, tender even when cooled.
March 25 (Wed) to March 31 (Tue)
Tokyo Senbei – Senbei Sand (Bitter Caramel) (5 pieces) ¥1,296 / 1F Japanese & Western Confectionery Event Space ※First appearance
A carefully calibrated bitter and aromatic caramel cream sandwiched between crispy senbei crackers.
Sanpi Ryoron – Gyū no Tororo Sukiyaki Bento (1 serving) ¥1,740 / B1F Hoppe Town Event Hall ※First appearance
A bento that offers a glimpse into the omakase course at Sanpi Ryoron, bringing the restaurant's signature style to a takeaway format.
Kushikatsu Momen – Kushikatsu Assortment (1 set) ¥1,500 / B1F Hoppe Town Event Hall
Osaka-style kushikatsu featuring seafood, meat, and vegetables fried to a crispy golden finish.
Kantaya – Maguro Sushi (1 serving) ¥2,160 / B1F Hoppe Town Event Hall
Tuna raised in natural surroundings, presented as both nigiri and rolls with generous portions.
Nihonbashi Tendon Tenmusu Kaneko Hannosuke – Edomae Tendon Bento (1 serving) ¥1,650 / B1F Subway Exit Event Space
Centered on the concept of "Kaneko Hannosuke at home," the lineup includes three popular tendon varieties as well as limited-quantity tenmusu rice balls and prawn tempura pressed sushi.
Takagiya Shinise – Kusa Dango (12 pieces) ¥900 / 1F Oedo Shinmachi Event Space
Made with Koshihikari rice freshly milled each day, young mugwort shoots, and Hokkaido-grown azuki beans, these dango are finished with a subtle, refined sweetness.
All prices are tax-inclusive.
For more information on Hoppe Town events, visit the Matsuzakaya Ueno store official website or follow the official Instagram.
