Starts Publishing Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: 関根赴治), publisher of the magazine Oz Magazine and operator of the website OZmall, is teaming up with Yaesu-ing — a group formed by the companies and organizations that run seven commercial facilities in Tokyo Station's Yaesu area — for a treasure hunt event called Yaesu no Takarasagashi (Treasure Hunt in Yaesu), running from Wednesday, September 16 to Tuesday, October 13, 2026.
The event brings together seven facilities that normally operate independently. Each facility, above ground and below, hosts one riddle apiece, creating a route that lets visitors move seamlessly around the whole area. The idea is to shift visitor flow away from single-destination trips and toward routes that wind through the entire Yaesu area, extending how long visitors stay and encouraging foot traffic and cross-visits between the participating facilities.
Official character Toto takes on the role of a detective to guide participants through the event, walking the streets of Yaesu while solving seven riddles in a friendly, easy-to-follow story. The event welcomes friends, families, and solo participants alike.
Event details: https://huntersvillage.jp/quest/yaesutakara2026
About "Yaesu-ing"
Combining "Yaesu" with "-ing," as in "now, in progress," Yaesu-ing is a team formed by the companies and organizations that run commercial facilities in the Yaesu area — the same seven groups behind this event — with the goal of raising the profile of the Tokyo Station Yaesu area. The team plans and runs events that cross facility boundaries to help energize the Yaesu area as a single neighborhood. TOFROM YAESU TOWER joins as a member for the first time with this event, bringing Yaesu-ing's membership to seven companies. The group plans to keep adding participating organizations as it continues bringing the Yaesu area to life.
This marks the fourth year running that Yaesu-ing has put on an event.
Event Overview
Event Name: Yaesu no Takarasagashi (Treasure Hunt in Yaesu)
Dates: Wednesday, September 16 to Tuesday, October 13, 2026
Location: 7 facilities around Tokyo Station's Yaesu area
Hours: Follows each facility's business hours
Admission: Free
Organizers: Daimaru Matsuzakaya Department Stores Co., Ltd.; Yaesu Chikagai Co., Ltd.; Tokyo Station Development Co., Ltd.; Tokyo Midtown Management Co., Ltd.; JR East Cross Station Development Company; Tokyo Station City Operating Council (a general incorporated association); Tokyo Tatemono Co., Ltd.
Planning & Production: Starts Publishing; タカラッシュ
Illustration: ますこえり
Search the Streets of Yaesu for 7 Treasure Boxes
Official character Toto serves as the guide. Participants join Toto in searching for treasure boxes hidden around Tokyo Station's Yaesu area.
The story
One day, Toto stopped by Oz, a cafe and light-meals spot Toto frequents.
"Should I have pudding today, or maybe pancakes?"
Toto pushed open the door in a cheerful mood, only to find the cafe empty.
No staff, no regulars — just silence.
Sitting down at the counter, Toto found a letter addressed "A Challenge for Toto."
It turned out to be a treasure hunt everyone prepared together.
If Toto can solve seven riddles hidden around Yaesu, a neighborhood Toto knows well, a treasure that will make Toto happy is waiting to be found.
"Don't underestimate my nose!" Will Toto manage to find the treasure?
Come along and help Toto with the treasure hunt.
How to Participate
Treasure hunt participation steps
Pick up a booklet from one of the distribution locations.
Solve the riddles printed in the booklet. There is one riddle per facility, seven in total (each of the seven facilities hides its own treasure box).
Solving a riddle reveals where that facility's treasure box is hidden — search for it on site.
Find the treasure box and you've cleared it! Report the keyword found in the treasure box using the QR code in the booklet.
A smartphone with internet access is required to participate.
Booklet distribution locations
Around the Tokyo Station ticket gates and concourse; Daimaru Tokyo store, 1st floor, next to the information desk; various locations inside Tokyo Midtown Yaesu; TOFROM YAESU TOWER, 1st floor, next to the information desk; GRANSTA YAESU basement 1st floor pamphlet rack (next to Yaesu Book Center and two other locations); Tokyo Station Ichibangai basement 1st floor, near the facility map; Yaechika, next to the information desk.
Prizes
A drawing for 70 winners among those who find and report a treasure box
You can enter with as few as 4 keywords — report all 7 and your odds of winning double!
Hotel Metropolitan Marunouchi's Dining&Bar TENQOO lunch main dish set: 5 sets for 10 people
GRANSTA YAESU / GRANSTA YAEKITA / グランアージュ shopping and dining vouchers worth ¥5,000 (five ¥1,000 vouchers): 10 winners
Tokyo Midtown Yaesu common shopping vouchers worth ¥5,000 (five ¥1,000 vouchers): 10 winners
Tokyo Okashi Land's four permanent stores at Tokyo Station Ichibangai, an assortment of popular items: 10 winners
Daimaru Tokyo store's store-exclusive sweets set (worth approximately ¥5,000): 10 winners
Yaechika shopping and dining vouchers worth ¥5,000 (ten ¥500 vouchers): 10 winners
TOFROM YAESU TOWER's Nihonbashi Restaurant and Food Service Association dining vouchers worth ¥5,000 (five ¥1,000 vouchers): 10 winners
