The "Hoppetown" food floor at Matsuzakaya Ueno is running a series of weekly pop-up events throughout July, with a different lineup of popular shops appearing each week. Among the highlights are well-known Tokyo brands 船橋屋 (Funabashiya), 舟和 (Funawa), and 亀十 (Kamejuu), as well as special eel bento editions timed to Doyo no Ushi Day (July 26). Whether you're looking for a summer souvenir, a gift, or a treat for yourself, the rotating selection covers everything from traditional Japanese sweets to seasonal fruit desserts and hearty bento boxes.
All prices are tax-inclusive.
July 1–7 (Selected Items Extended to July 11 or July 14)
巣鴨 とげぬき福寿庵 (Sugamo Togenuki Fukujuan) — Salted Azuki Bean Daifuku (5-pack): ¥2,140
Venue: 1F お江戸新町イベントスペース (available until July 11)
A beloved Sugamo specialty — chewy mochi filled with salted azuki beans, best enjoyed fresh as-is.
船橋屋 (Funabashiya) — Kuzumochi (Small Box, 24 Pieces): ¥900
Venue: 1F 和洋菓子イベントスペース
Made from wheat starch fermented with lactic acid bacteria for 450 days, each piece is checked by hand for texture. A long-established Tokyo classic with a distinctly springy bite.
ベルジェ・レコルテ (Berger Recolte) — Mango Pudding (10-pack): ¥1,026
Venue: 1F 和洋菓子イベントスペース (available until July 14)
Small cups capturing the intensity of fully ripened mango. A concentrated burst of fruity richness with every spoonful.
うなぎ割烹 みかわ三水亭 (Unagi Kappo Mikawa Sansuitei) — Unagimabu-shi (1 serving): ¥3,564
Venue: B1F ほっぺタウン催事場
Eel sourced from Mikawa Isshiki, grilled over charcoal by a skilled artisan, and served hitsumabushi-style with dashi broth, nori seaweed, and wasabi.
July 8–14 (Selected Items on Different Dates)
舟和 (Funawa) — Imo Yokan & Anko Dama Set (2 imo yokan + 6 anko dama, 8-piece box): ¥972
Venue: 1F 和洋菓子イベントスペース
A combination set pairing Funawa's signature sweet potato yokan with six varieties of anko dama (small sweet bean confections), showcasing the quality of the ingredients.
松井老舗 (Matsui Shinise) — Gosangyaki Nagasaki Hojun Kasutera (5 slices): ¥1,620
Venue: B1F 地下鉄連絡口イベントスペース
A traditionally crafted Nagasaki castella made using the time-honored "gosangyaki" method — a rich, handmade confection that cannot be mass-produced.
空とぶからあげ (Soratobu Karaage) — Chicken Wings (5-piece): ¥1,485
Venue: B1F ほっぺタウン催事場
Juicy chicken wings coated in the shop's original sweet-spicy sauce — the kind that keeps you coming back.
歌津小太郎 (Utatsu Kotaro) — Utatsu Nigiri (1 serving): ¥2,430
Venue: B1F ほっぺタウン催事場(available until July 21)
A lavish assortment of hand-pressed sushi featuring natural tuna, tekka uramaki (reverse roll), sea urchin, and salmon roe.
吉祥吉 (Kisshoukichi) — Kobe Beef Yakiniku & Steak Bento (1 box): ¥2,268
Venue: B1F ほっぺタウン催事場
A bento showcasing the natural flavor of authentic Kobe beef. The lean meat delivers deep, satisfying umami.
(Note: 亀十 (Kamejuu) dorayaki — ¥430 each — will be available at 1F お江戸新町イベントスペース from July 12 to 18. The signature oversized, fluffy dorayaki is a beloved Tokyo souvenir with a queue-worthy reputation.)
July 15–21 (Selected Items on Different Dates)
メープルハウス (Maple House) — Whole Fig Roll Cake (1 roll): ¥2,700
Venue: 1F 和洋菓子イベントスペース
Three whole in-season figs rolled into a single luxurious sponge cake. The elegant natural sweetness of the fruit pairs beautifully with the light, fluffy texture.
甘味処 なごみ (Kanmidokoro Nagomi) — Hyuganatsu Warabi Mochi (1 piece): ¥270
Venue: 1F 和洋菓子イベントスペース
Chewy warabi mochi made with hyuganatsu citrus — the fragrant aroma, gentle sweetness, and candied peel are all woven right in.
キモズハワイ (Kimo's Hawaii) — Hawaiian Malasada with Custard Cream (1 piece): ¥431
Venue: 1F お江戸新町イベントスペース (available July 19–28)
Pillowy, chewy Hawaiian-style malasada filled with rich custard cream. An addictive combination of fluffy dough and smooth filling.
大徳寺 さいき家 (Daitokuji Saikiya) — Mackerel Sushi & Dashimaki Bento (1 box): ¥1,512
Venue: B1F ほっぺタウン催事場 (available until July 24)
A bento centered on the shop's signature dashimaki tamago (dashi-flavored rolled egg), paired with mackerel sushi. A comforting taste of Kyoto.
July 22–28
ての字 (Tenoji) — Unaju Bento (Large, 1 box): ¥3,672
Venue: B1F ほっぺタウン催事場 (available July 25–26 only)
Fresh eel sourced from major domestic production regions, grilled with meticulous care and seasoning by experienced hands.
登亭 (Noboritei) — Special Unaju Bento (1 box): ¥3,300
Venue: B1F ほっぺタウン催事場 (available July 25–26 only)
Rare Shimanto eel from Kochi Prefecture, offered at an accessible price point without compromising on quality.
勘太屋 (Kantaya) — Maguro Sushi (1 serving): ¥2,592
Venue: B1F ほっぺタウン催事場
A generous tuna sushi assortment — both nigiri and rolls — made with naturally raised tuna. Hearty portions are part of the appeal.
マミーズ・アン・スリール (Mamie's-en-Sourire) — Apple Pie (1 slice): ¥925
Venue: 1F 和洋菓子イベントスペース
The shop's signature apple pie: house-made custard topped generously with chunky apple pieces, all with a restrained sweetness.
July 23 – August 4
河合薬業 (Kawai Yakugyo) — Liver Oil Drops (300-piece can): ¥3,000
Venue: 1F お江戸新町イベントスペース
A chewable jelly-style supplement that can be taken without water — a long-beloved health candy with a familiar nostalgic flavor.
瀬戸内チーズケーキ (Setouchi Cheesecake) — Basque Cheesecake (1 piece): from ¥600
Venue: 1F 和洋菓子イベントスペース
A Basque-style cheesecake made with carefully selected ingredients from the Setouchi region. Rich in flavor with a clean, refreshing finish.
ベノア (Benois) — Assorted Scones (1 piece): from ¥302
Venue: 1F 和洋菓子イベントスペース
Scones baked with traditional techniques — an ideal partner for tea. Best enjoyed with clotted cream or jam.
椀屋 (Wanya) — Northern Shellfish Bento (1 box): ¥3,078
Venue: B1F ほっぺタウン催事場
A seafood bento featuring seven kinds of shellfish, including red and white scallops and Ezo abalone. A showcase of the bounty from northern Japan's waters.
Event Details
Venue: Matsuzakaya Ueno
- 1F Event Spaces (お江戸新町イベントスペース / 和洋菓子イベントスペース)
- B1F ほっぺタウン催事場 / 地下鉄連絡口イベントスペース
