Hokuriku Food Fair at Matsuzakaya Ueno: What to Try

Seafood bento to take home, sushi served on Wajima lacquerware, or a sit-down meal of soba and tempura: the Hokuriku Four-Prefecture Fair (北陸４県物産展) brings food and crafts from Ishikawa, Niigata, Fukui and Toyama to Matsuzakaya Ueno (松坂屋上野店) from November 5 to 10, 2026.

Your best visiting day depends on what you want. Opening day has a limited castella offer, while newly landed Kano and Kobako crab are scheduled to go on sale from November 7. Several bento and eat-in dishes also have daily limits.

Read the official fair announcement for the original product information.

Dates and practical details

The final-day eat-in closing time is not a stated closing time for the entire fair. If you are planning an afternoon meal, check the store’s current schedule before leaving.

For another type of outing, our Asoview attraction campaign guide covers a separate leisure offer; check its dates and conditions independently.

Four seafood bento to compare

The headline bento selection gives each prefecture a different seafood focus. Choose by the ingredient you most want to try, then check the daily allocation.

White shrimp and nodoguro: a mixed seafood option

Kaga Nishizen combines white shrimp and nodoguro with a gold-powder garnish. It is one of the fair’s dishes prepared on site, with 50 portions available each day.

Sado shrimp and salmon in one bowl

Echigo no Shiosai Daisho is a first-time exhibitor at this fair. Its bowl pairs Sado nanban shrimp with Sado salmon, and the daily allocation is 20 meals.

Crab over sushi rice

Ichinomatsu’s crab sushi keeps the focus on crab meat spread over vinegared rice. This is another option limited to 20 meals per day.

Hand-pressed trout sushi

Maruryuan’s version combines trout, lightly sweetened sushi rice and bamboo leaves, finished by hand-pressing. The announcement does not give a daily quantity limit.

Eat-in soba, sushi and sake

Hegi soba with seafood tempura

Kojimaya Sohonten (小嶋屋総本店) offers seafood-tempura hegi soba (海鮮天へぎそば) for ¥2,640 per serving, limited to 30 servings daily. The noodles use funori seaweed as a binder, giving them a smooth surface and distinctive bite. The shop stone-mills its selected buckwheat in-house.

Sushi served on Wajima lacquerware

Kanazawa Tamazushi (金澤玉寿司) serves its Kanazawa nigiri set (金沢握り) on Wajima lacquerware for ¥2,530 per person. This pairs a meal with a piece of the region’s craft tradition. Remember the counter’s 3:00–4:00 p.m. service break when choosing your visiting time.

A standing sake-tasting bar

Yoshikawa Toji no Sato (よしかわ杜氏の郷) offers tasting sets of three Niigata sake varieties at a standing bar.

The announcement restricts drinking to those aged 20 or over and prohibits drinking before driving a car, motorcycle or bicycle. Sets may sell out.

Fresh-season crab starts later than the fair

November 5 is the fair’s opening day, but November 7 is the planned start for the newly landed crab. Following the November 6 crab-season opening, Ishikawa vendor Kadojima Teichi (鹿渡島定置) plans to bring Kano and Kobako crab directly from the area where they are caught.

Weather and other circumstances may change the arrival schedule. If fresh-season crab is your main reason for visiting, confirm availability before travelling.

Complimentary crab soup: keep your receipts

The first 20 qualifying shoppers each day who purchase at least ¥3,240 including tax in fair merchandise can receive one cup of crab soup. Same-day receipts can be combined; receipts from other days do not qualify. The offer ends when supplies run out.

The soup is the kind Kadojima Teichi served during emergency meal services after the Noto Peninsula earthquake. Treat it as a limited extra with a qualifying purchase, rather than something every visitor will receive.

Limited specials and other regional food

For a smaller food budget, the fair also lists lower-priced bento, ham and an opening-day sweet. These have their own quantity limits.

Beyond the headline seafood bento

There are also cooked meals, snacks and sweets to consider. The table below keeps the announced portions and limits together so you can compare them without assuming everything is sold in the same serving size.

The fair also includes regional sake, tea, delicacies, crafts and miscellaneous goods. For separate food ideas elsewhere, see our guides to KFC Japan’s Original Chicken Burgers and the Starbucks Japan × Pokémon collaboration. Neither is part of this fair.

Frequently asked questions

When is the Hokuriku fair at Matsuzakaya Ueno?

It runs from November 5 to November 10, 2026. The announcement does not specify regular opening hours or the event floor.

When can I buy the new-season Kano and Kobako crab?

Sales are scheduled to begin on November 7, 2026. Weather and other circumstances may change the schedule.

How do I qualify for the complimentary crab soup?

Purchase at least ¥3,240 including tax in fair merchandise. Same-day receipts can be combined. The offer is limited to the first 20 qualifying shoppers each day and ends when supplies run out.

What time does the eat-in area close on the final day?

On November 10, the eat-in area closes at 4:00 p.m., with last orders at 3:30 p.m.

Is admission free?

The announcement does not state whether an admission fee applies. Confirm admission arrangements with Matsuzakaya Ueno before visiting.

Choose your day around your priority: November 5 for the limited castella offer, November 7 onward for the planned fresh-season crab arrivals, or a visit during eat-in service for soba and sushi. Check the official announcement and its availability notes before making a special trip.