NEWoMan SHINJUKU is marking its 10th anniversary with two major celebrations launching in spring 2026: NEW YAMI-ICHI, a fashion festival, and NEW JUBILEE, a food festival. The two events highlight the pillars that have defined the shopping complex — fashion and food — and aim to send new cultural energy out from Shinjuku.
NEW YAMI-ICHI: Reimagining the Postwar Market Spirit through Fashion
NEW YAMI-ICHI takes the postwar concept of the "yami-ichi" (black market) and reinterprets it for today — positioning the flea market as a place where people's energy and creativity intersect. The festival invites visitors to discover a fresh way to enjoy fashion in Shinjuku, drawing on the bottom-up power that gave rise to vibrant street cultures.
NEWoMan SHINJUKU's First Fashion Flea Market: "NEW YAMIICHI-場-"
As the highlight of NEW YAMI-ICHI, NEWoMan SHINJUKU is holding its very first fashion flea market, "NEW YAMIICHI-場-", for three days only: March 27 (Fri.) to 29 (Sun.), 2026.
The event reflects a generational shift among younger consumers who value individuality and authentic self-expression over mainstream trends. Stepping outside the usual framework of a commercial facility, the market shines a spotlight on Tokyo's diverse domestic fashion scene.
Popular influencers from the fashion flea market app pickyou will be joined by first-time open-call vendors selected through a public recruitment process, bringing together approximately 40 vendors in total. The mix of influencers, creators, and public participants creates a space where different styles and values from across Tokyo intersect.
NEW YAMIICHI-場- Details
| Dates | March 27 (Fri.) – March 29 (Sun.), 2026 |
| Hours | 12:00 PM – 7:00 PM (final day until 5:00 PM) |
| Location | NEWoMan SHINJUKU Main Entrance (outside JR Shinjuku Station Mirai-na Tower Gate) |
| Admission | Free |
Participating Influencers: 星野りよん, Nagi, 空 みれい, Hitomi, Rico, 松本優, 渡邉 菜ノ葉, Damani Wilson, 麗 結, Haruma Matsumoto, Hazuki, 柚希, haruka, Kotori, mihara mai, SUZU, はるかじ, かわいみおん, 𝘒𝘈𝘖𝘙𝘐, ﾆｼﾙﾙ, 寺西 慧悟, u_uauaaa, uta, Kaito Tachibana, CHISA, 弘中 亮太, SUZU
Two Contrasting Worlds: The Anniversary Main Visuals
The main visuals for NEW YAMI-ICHI and NEW JUBILEE depict two contrasting worlds, giving the 10th anniversary a layered visual expression.
For NEW YAMI-ICHI, photographer Toshio Ohno — known for his work across fashion and music photography — captured the raw energy and creativity of the original yami-ichi spirit. The resulting images balance the chaotic vitality of a bustling market with a sense of festivity that stands in contrast to the word "darkness."
For NEW JUBILEE, bright colors and a vibrant tone convey the celebration of a decade and anticipation for what comes next. A food stylist was brought in to feature actual cakes and baked goods sold at NEWoMan SHINJUKU's shops, grounding the "food festival" concept in a tangible reality.
The visuals are on display throughout the facility — at entrance windows, on a large-scale art wall stretching 10 meters, and across various in-store communication materials — becoming part of Shinjuku's street scenery.
The anniversary campaign also includes a staff styling feature called "NEWoMagazine", coordinating outfits for in-store staff and producing accompanying visuals.
NEW JUBILEE: A Food Festival Starting in April
From April, NEW JUBILEE launches as a food-focused celebration. Themed around "jubilee," it features 10th anniversary limited products and special menus across shops inside NEWoMan SHINJUKU — including festive sweets and seasonal dishes exclusive to this period.
Fan Voting: "Oshi Gourmet General Election"
During NEW JUBILEE, NEWoMan SHINJUKU is hosting the "Oshi Gourmet General Election" — a customer-participation campaign where visitors vote for their favorite item sold at the facility's sweets and deli shops. Voting is done through the LUMINE official app "ONE LUMINE," and the results will crown NEWoMan SHINJUKU's most popular gourmet pick.
Voters will be entered into a lottery with a chance to win experiential prizes, including invitations to the rooftop beer garden "THE MED TERRACE."
Voting Campaign Details
| Voting Period | April 1 (Wed.) – April 30 (Thu.), 2026 |
| How to Vote | LUMINE official app "ONE LUMINE" |
To vote, download the "ONE LUMINE" app, register NEWoMan SHINJUKU under "My Favorite LUMINE," then check details under "Event Applications."
