Muscle Mart, an experiential pop-up convenience store staffed by muscular attendants in aprons, is set to open for two days only in Shibuya, Tokyo. The event runs on March 28 (Saturday) and 29 (Sunday), 2026, from 11:00 AM to 5:00 PM, and is organized by JA Zen-Noh (National Federation of Agricultural Cooperative Associations) as an initiative to raise awareness of skim milk (non-fat dry milk) and encourage its everyday use. Planned by Kayac, the event builds on the success of the 2024 "Muscle Bakery" pop-up, evolving it into a full convenience store concept.
The premise is straightforward: visitors can experience skim milk's nutritional value and versatility through seven interactive stations, all while being enthusiastically served by muscular staff wearing nothing above the waist except a "Muscle Mart" apron. Upon entering, guests are greeted with a spirited "Irasshaimacho!" ("Welcome, Macho!"), setting the tone for the energetic two-day event.
7 Muscle Experiences at Muscle Mart
1. Muscle ATM
Input your weight, age, gender, and exercise habits, and this ATM prints out a "transaction receipt" showing your daily protein needs. The receipt also lists recommended products from the store tailored to your results — described humorously as building up "savings of muscle" (chokin / 貯筋).
2. Muscle Self-Register
Choose a meal you want to eat, and this self-checkout register displays how much protein your body still needs. Scan a skim milk-containing product, and it shows how the gap can be filled. Combined with the Muscle ATM results, visitors can check whether they are on track with their daily protein intake.
3. Macho Lottery
For every ¥500 of purchases, visitors can draw a lottery for a photo opportunity with one of the muscular staff. Prizes include poses such as being "princess-carried" or sitting on a "macho sofa" — a muscular staff member's lap.
4. Muscle & Skim Milk Specialty Magazine (Free Paper)
A free magazine called "Muscle Mart Magazine" is distributed to all visitors. It features skim milk basics, recipe ideas devised by food/eat designer Shizirina Arai, including unexpected combinations like "Mokomoko Shake" (skim milk mixed with cola) and skim milk added to seafood-flavored cup ramen for a richer, milkier flavor.
5. Free Muscle-Shaped Bread and Skim Milk Drinks from Muscular Staff
At the register, visitors receive free muscle-shaped bread made with skim milk — three varieties are available. Additionally, a limited quantity of "NON FAT MILK PROTEIN" — a protein drink made with domestic non-fat dry milk, from Be-Legend Protein by RealStyle — is available to sample.
One per person; available while supplies last.
Maru Macho (Cream)
A cream bread filled with skim milk cream.
Hone Boot
A hot dog bread loaded with calcium-rich skim milk and a sausage. Bold in appearance but soft in texture.
Mr. Salty
A salt bread shaped after the pose of a legendary bodybuilder. A strong visual with a gentle, understated flavor.
NON FAT MILK PROTEIN
A protein drink made primarily from domestic non-fat dry milk. Available in Milk Cocoa, Banana Au Lait, and Vanilla flavors.
6. 15+ Products for Sale, from Skim Milk Foods to Apparel
The store sells a wide range of products, from skim milk-infused beverages, snacks, and foods to T-shirts and other apparel made with skim milk woven into the fabric.
Who Are the Muscular Attendants?
The staff working the floor are members of ALLOUT, a nationwide muscular performance group that also featured in the previous Muscle Bakery event. With more than 500 muscular members across Japan, ALLOUT uses their physiques to liven up events and promote fitness culture. At Muscle Mart, they wear the store's original apron — nothing else above the waist — and deliver energetic, entertaining service throughout the event.
Background: Skim Milk Inventory at Record High
The event comes in response to a growing surplus of skim milk in Japan. According to J-Milk, skim milk inventory at the end of fiscal year 2025 (March 2026) is expected to reach approximately 82,800 tons — roughly 59% higher than the previous year and well above the 50,000-ton level generally considered high. While butter demand has held relatively steady on the back of popular baked goods and sweets, skim milk consumption has not kept pace, leaving dairy farmers in a difficult position.
Muscle Mart aims to bring attention to skim milk's functional qualities — high protein, low fat — in an accessible and entertaining format, helping to create more opportunities for people to incorporate it into their daily lives.
Event Details
| Item | Details |
|---|---|
| Event Name | Muscle Mart |
| Dates | March 28 (Sat) and 29 (Sun), 2026, 11:00 AM to 5:00 PM |
| Venue | SPACE D9 GALLERY STUDIO, 8-2 Shinsen-cho, Shibuya-ku, Tokyo 150-0045, Kamisen Building 1F |
| Admission | Free |
| Access | 2-minute walk from Keio Inokashira Line Shinsen Station; 10-minute walk from JR Shibuya Station |
