If you want to taste food from every corner of Japan without leaving Tokyo, mark November 20 to 22 on your calendar. The Nippon Zenkoku Bussanten 2026 (ニッポン全国物産展2026), a large fair of regional food and local products, takes over the exhibition halls at Sunshine City in Ikebukuro. You can walk in for free and pay only for what you eat and buy.
- Dates: Friday, November 20 to Sunday, November 22, 2026
- Hours: 10:00–19:00 (the last day closes at 18:00)
- Venue: Sunshine City Exhibition Halls A and B, Ikebukuro
- Admission: free
- Payment: every booth takes major cashless payments (QR-code payments excepted)
What this fair is
The fair is organized by the Zenkoku Shokokai Rengokai (全国商工会連合会), the national federation of shokokai. Shokokai are public bodies set up under Japan’s Shokokai Act, mostly in towns and villages, and they support local businesses. That is why the exhibitors here are small regional producers and shops rather than big chains.
The event has a long history. It started in 1987 as the first Nippon Zenkoku Muraokoshi-ten, a village revitalization show, and has carried its current name since 2009. The 2026 edition is the 38th.
Last year about 84,000 people came, and 197 exhibitors took part. This year more than 200 exhibitors from all 47 prefectures are expected, along with original products made only for this fair.
Dates, hours and getting there
| Event | Nippon Zenkoku Bussanten 2026 |
|---|---|
| Dates | November 20 (Fri) to November 22 (Sun), 2026 |
| Hours | 10:00–19:00 Last day: 10:00–18:00 |
| Venue | Ikebukuro Sunshine City, Exhibition Halls A and B 3-1 Higashi-Ikebukuro, Toshima-ku, Tokyo |
| Admission | Free |
| Organizer | Zenkoku Shokokai Rengokai |
Three stations are within walking distance:
| Station | Line | On foot |
|---|---|---|
| Higashi-Ikebukuro | Tokyo Metro Yurakucho Line | About 3 min |
| Higashi-Ikebukuro 4-chome stop | Toden Arakawa Line (tram) | About 4 min |
| Ikebukuro | JR and Tokyo Metro | About 8 min |
The regional food court
The centerpiece is the prefecture food court, the To-Do-Fu-Ken Gotochi Food Court (都道府県ご当地フードコート), billed by the organizer as one of the largest food courts in Japan. Booths serve soul food that people actually eat back home, from budget-friendly snacks to carefully made specialties.
The fun part is how you choose. Craving something from Hokkaido? Curious about a region you have never visited? You can pick by mood and move from one prefecture to the next in a single afternoon. Many booths also offer samples or cook in front of you, so you can chat with the producers while you shop.
Sake alley and drink stand
Sake fans should head to the Sake-zuki Yokocho (酒ズキ横丁), a popular corner that comes back every year. For 2026 it is bigger, with more food exhibitors whose dishes are meant to go with a drink.
Next to it, the Drink Stand gathers beverages that reflect each region. Pairing a local drink with a snack from the same area is a good way to explore the hall.
Sweets and the new tasting corner
The Sweets Select corner features exhibitors who made it into the hall of fame of the fair’s past snack rankings, so expect desserts with a strong local character.
New this year is Hitokuchi Select (ひとくちセレクト), a planned paid-tasting corner where you can try small portions of popular sweets. It suits anyone who would rather sample several kinds than commit to one big box.
The recovery market
A special corner called Mirai e Tsunagu Fukko Marche (未来へつなぐ復興マルシェ) highlights regions still rebuilding after disasters. 2026 marks 15 years since the Great East Japan Earthquake, 10 years since the 2016 Kumamoto earthquakes and 2 years since the 2024 Noto Peninsula earthquake. Areas hit by more recent earthquakes in Kumamoto are included too.
Products and businesses connected to these areas are on sale, so buying here is a simple way to support them. If you would like to go a step further and visit, there is also a discounted flight and hotel package to Kyushu on JAL aimed at supporting recovery.
Ambassador and guest talk shows
Each day of the fair has a talk show with a different guest, all speaking about the fair and its theme. The official ambassador is Tsukasa Hiryu, a former star male-role performer of the Takarazuka Revue’s Flower Troupe.
| Name | Role at the fair | Background |
|---|---|---|
| Tsukasa Hiryu | Official ambassador | Former Takarazuka Revue Flower Troupe male-role star |
| Ai Kusaba | Daily guest | Actress, former HKT48 member |
| Sara | Daily guest | Actress |
| Shizu Nagase | Daily guest | 2026 Miss SAKE Grand Prix |
| Tochinoshin | Daily guest | Former ozeki sumo wrestler |
Which guest appears on which day has not been announced yet. The organizer says the schedule will come in a later release, so check the official website before you plan your visit around a particular guest.
How to pay at the booths
Good news for anyone who rarely carries cash: for the first time, every booth accepts cashless payment. The organizer says major cashless methods are supported, with one exception. QR-code payments are not included, so do not plan on scanning a code with your phone app at the till.
That makes a credit card the easiest option. If you are still looking for one, our guide on which credit card foreigners in Japan should get first walks through the choices, and the Rakuten Card sign-up guide explains the referral bonus for one of the most common picks.
Tips before you go
- Watch the Sunday closing time. The fair ends at 18:00 on November 22, an hour earlier than the first two days.
- Check the talk show schedule. Guests change daily and the line-up by day is still to come on the official site.
- Plan your food budget. Entry is free, but food, drinks, sweets tastings and goods are all paid.
- Liked a product? Many regions also send local specialties as thank-you gifts through hometown tax donations. See what changed in furusato nozei this October.
Looking for more free days out? Our guides to the Shibaura Canal Festival and the Musashino Art University Festival cover other events this autumn.
FAQ
- Q. Is admission free?
- Yes. Entry to the hall is free. You pay only for the food, drinks and goods you buy.
- Q. What are the opening hours?
- 10:00 to 19:00 on November 20 and 21, and 10:00 to 18:00 on the last day, November 22.
- Q. Can I pay by card?
- Yes. For the first time, every booth accepts major cashless payments. QR-code payments are the exception.
- Q. Which station is closest?
- Higashi-Ikebukuro Station on the Tokyo Metro Yurakucho Line, about a 3-minute walk. Ikebukuro Station is about 8 minutes on foot.
- Q. When are the guest talk shows?
- The daily schedule has not been announced yet. Check the official website for the update.
Official website: all-nippon.jp / Press release: PR TIMES