Matsuzakaya Shizuoka Zenkoku Gourmet Fair: 551 Horai, Beef Tongue and Prices

If you live in or near Shizuoka, the 8th floor of Matsuzakaya Shizuoka becomes a nationwide food court this week. The Zenkoku Gourmet Fair (全国グルメ博) runs for seven days, from Wednesday, October 28 to Tuesday, November 3, 2026. Shops come from all over Japan, from Hokkaido to Okinawa, and a few of them are appearing at this store for the first time.

The main draw is 551 Horai from Osaka, which makes its pork buns by hand at the venue. Other highlights include Sendai beef tongue bento, Hakata motsunabe, Edomae tamagoyaki from Tsukiji and a chestnut-heavy sweets lineup for autumn. Below are the shops and tax-included prices from the announcement, plus what to check before you go.

Dates, venue and the basics

Source: Daimaru Matsuzakaya Department Stores press release (PR TIMES, October 24, 2026). All prices below include tax.

551 Horai: the stall everyone lines up for

Osaka’s 551 Horai is billed as the biggest attraction of the fair, and the organizer notes it draws long queues every time. The pork buns are made by hand at the venue, so you get them freshly steamed. The filling is pork with sweet onion inside a soft, fluffy dough. Shumai and grilled gyoza are also on sale.

Chestnut and sweet potato sweets

Autumn in Japan means chestnuts and sweet potatoes, and three shops lean into that.

Monte Branco from Osaka brings a seasonal chestnut Mont Blanc with a smooth texture and gentle sweetness. It also sells a Mont Blanc soft-serve that pairs cold ice cream with chestnut flavor. The announcement gives no price for the soft-serve.

From Nagano, Shinshu Sato no Kuri Kobo (信州里の栗工房) makes Kuri Gonomi with chestnuts grown in Shinshu. It is soft and crumbly, with the natural sweetness of the chestnut.

Hachimitsu to Satsumaimo Kobo (はちみつとさつまいも工房) from Osaka coats sweet potatoes in honey and sells them frozen, so you can take them home and enjoy them later.

First-time shops and regional specialties

Two shops are joining Matsuzakaya Shizuoka for the first time. One is IGATTI, an apple pie specialist from Kanagawa that has never sold at this store before.

The pie has a crisp, toasty crust wrapped around sweet and tart apple. It works as a small gift or with afternoon tea.

The other newcomer is Tanaka Kamaboko Honten (田中蒲鉾本店) from Ehime, with hand-pressed jakoten, a fried fish cake that is a local dish of Ehime. You can eat it as is or warm it up.

From Okinawa, Mozukimu (もずキム) mixes Okinawan mozuku seaweed with kimchi seasoning. It goes well with rice or drinks.

Meat dishes and bento

Meat lovers have five stops, from Sendai beef tongue to Nagoya chicken wings. The bento work as lunch on the spot. The motsunabe, roast beef and chicken wings are better suited to dinner at home.

Rikyu grills thick slices of beef tongue until fragrant. The Matsusaka beef kalbi bento is all about rich, sweet fat over rice. Furaibo’s wings are fried crisp and glazed in a sweet and savory sauce with a peppery kick, a Nagoya classic.

The bakery corner and when bread arrives

Three shops cover bread and egg sandwiches. Tsukiji Marutake (築地 丸武) puts its dashi-rich Edomae tamagoyaki in a sandwich and also sells whole rolls. Ginza Kimuraya (銀座木村屋總本店) brings its sakadane anpan in five flavors: sakura, ogura (red bean), poppy seed, uguisu (green pea) and white bean.

Tips for planning your visit

• Check hours first. The announcement does not give opening hours for the fair, and the last day is a public holiday. Look at Matsuzakaya Shizuoka’s own information before you head out.
• Plan around the bread. If you want the Tamade Kimuraya or Ginza Kimuraya items, arriving a little after 10–11 a.m. makes more sense than arriving at opening.
• Expect a queue at 551 Horai. The organizer itself calls it the stall with the longest lines, so leave time for it.
• Bring a cool bag for take-home items. The honey sweet potatoes are sold frozen, and the motsunabe and roast beef are meant for the table at home.
• Pay in a way that earns points. A food fair haul adds up quickly. If you do not have a Japanese credit card yet, our guide to credit cards in Japan for foreigners covers which one to get first. For more ways to stack points on everyday spending, see our beginner’s guide to point sites.

Looking for more limited-time food news? We also covered KFC Japan’s new Original Chicken Burgers and the Starbucks Japan × Pokémon drinks and merch.

FAQ

Q. When and where is the Zenkoku Gourmet Fair held?

From Wednesday, October 28 to Tuesday, November 3, 2026 (a public holiday), in the Grand Event Hall on the 8th floor of the Main Building at Matsuzakaya Shizuoka.

Q. Is there an admission fee?

The announcement does not mention admission or opening hours, so please check with Matsuzakaya Shizuoka before you go.

Q. How much is the 551 Horai B set?

The recommended B set with 6 pork buns, 10 shumai and 15 grilled gyoza is 3,110 yen including tax.

Q. When does the bread arrive?

Bakery items go on sale as soon as they arrive. Deliveries are expected after opening, between about 10 and 11 a.m.

Q. Which shops are new to Matsuzakaya Shizuoka?

The announcement lists IGATTI, an apple pie specialist from Kanagawa, and Tanaka Kamaboko Honten from Ehime as first-time shops.

Q. Can I take sweets home frozen?

Yes. The honey sweet potatoes from Hachimitsu to Satsumaimo Kobo are sold frozen in 210 g packs at 1,480 yen each including tax.

Information as of October 27, 2026, based on the organizer’s press release. Shops, items and prices may change, so please check the latest details with the store.