A special White Day event is heading to Shibuya Stream on March 14, 2026 (Saturday). "Giga Milk −White Day−" is a free, one-day event organized as part of the "Nippon Yell Project Council," a joint initiative by JA Zennoh (Japan Agricultural Cooperatives) and food and beverage manufacturers to promote domestic agricultural products — in 2026, with a focus on Hokkaido dairy farming.
On the event floor, a giant milk carton measuring approximately 12 meters in length will be displayed as trompe-l'œil trick art, visually representing the 8,000 liters of milk a single cow can produce in one year. When photographed from the designated angle, the carton appears to burst dramatically out of the ground. There will also be a "Back Hug from a Cow" photo spot for a quirky, memorable shot, and in keeping with White Day's date of "3.14," a total of 314 liters of Hokkaido milk will be distributed free of charge to approximately 600 visitors.
Spring break is one of the periods when milk consumption drops most significantly, as school milk programs are suspended. This event aims to put "giving or drinking milk" on the table as a new White Day gift idea, supporting dairy farmers while encouraging broader consumption of dairy products.
The "Nippon Yell Project" — Supporting Hokkaido Dairy Farming
The "Nippon Yell Project Council" is an initiative led by JA Zennoh in cooperation with manufacturers and distributors, with the concept of "sending cheers to Japan's produce and farmers across all 47 prefectures." Since launching in January 2023, the project has reached its seventh edition, and 2026's theme is "Supporting Hokkaido Dairy Farming – Expanding Milk and Dairy Product Consumption."
"Giga Milk −White Day−" takes place just ahead of spring break, when school-based milk consumption drops sharply. The 12-meter giant milk carton — the centerpiece of the event — represents a cow's full year of milk production, drawing attention to the daily work of dairy farmers and the scale of what goes into every carton.
Event Highlights
1. 12-Meter Giant Milk Carton Trick Art
A floor-painted trompe-l'œil depicting a milk carton equivalent to a cow's annual milk output. Photograph it from the designated spot, and the carton appears to pop up off the ground in a striking visual.
2. White Day Special Cup — "Gyu-nyu" Revealed
About 314 liters (approximately 600 servings) of Hokkaido milk are available for free in honor of the date "3.14." The cups feature a cow-spot heart design, and when milk is poured in, the Japanese word "ぎゅうにゅう" (gyu-nyu / milk) appears — a playful, heartwarming touch for White Day.
3. "Back Hug from a Cow" Photo Spot
A photo spot where visitors can experience a cozy cow back hug — slightly surreal, but full of warmth. A perfect White Day memory for couples and families alike.
4. "Know Your Milk" Exhibition and Milk Quiz
An educational corner showcasing the daily lives of dairy farmers and the facts behind raw milk. The quiz helps visitors connect more closely with the stories behind their everyday glass of milk.
Event Details
| Event Name | Giga Milk −White Day− |
| Date & Time | March 14, 2026 (Saturday), 11:00 AM–5:00 PM |
| Venue | Shibuya Stream Inari Bridge Plaza (3-21-3 Shibuya, Shibuya-ku, Tokyo, 150-0002) |
| Admission | Free |
| Access | Direct connection from Tokyu Toyoko/Den-en-toshi Line, Hanzomon/Fukutoshin Line "Shibuya Station Exit C2" / Direct connection from JR Yamanote/Saikyo/Shonan Shinjuku Line "Shibuya Station New South Exit" |
