Sogo Yokohama’s annual sweet potato fair, Imohaku (芋博), is back for its eighth edition. Roasted sweet potato specialists and sweet potato dessert shops from around Japan have gathered on the 8th floor, and as of October 7, 2026 the fair is already under way. It runs until Monday, October 12.
This guide covers the dates, the venue and a full list of example items and prices from the official press release, so you can decide what to try before you go.
- Dates: Saturday, October 3 to Monday, October 12, 2026 (a public holiday)
- Venue: Sogo Yokohama, 8th floor event hall
- Last day: the hall closes at 6 pm
- Shops: 31 in total
- Prices: all tax-inclusive
- Admission: not mentioned in the press release
What Imohaku is
Imohaku is a food fair held every autumn at Sogo Yokohama, built entirely around sweet potatoes. With yakiimo (roasted sweet potato) more popular than ever, this year’s lineup brings together roasted sweet potato specialists and well-known sweet potato dessert shops from across the country.
The range runs from fluffy, floury potatoes to dense, syrupy ones. Beyond plain roasted sweet potatoes, you’ll find Mont Blanc, sweet potato cakes, crepes and savory dishes, plus a small corner of chestnut sweets.
The release says the photos are for illustration only, and that some products use ingredients sourced from outside the region or from overseas.
Dates, hours and venue
| Event | The 8th Imohaku (第８回 芋博) |
|---|---|
| Dates | Sat, Oct 3 to Mon, Oct 12, 2026 (public holiday) |
| Hours | Closes at 6 pm on Oct 12. Hours for other days are not in the release; check Sogo Yokohama’s official information. |
| Venue | Sogo Yokohama, 8th floor event hall |
| Shops | 31 |
| Admission | Not stated in the release |
| Organizer | Sogo & Seibu Co., Ltd. |
Note the earlier closing time on the final day. If you’re aiming for the holiday on October 12, plan to arrive with plenty of time before 6 pm.
Roasted sweet potatoes worth a look
Plain roasted sweet potatoes are the heart of the fair, and several stalls roast them on site.
- Kobe Imoya Shinomoto (神戸芋屋 志のもと), Hyogo: sweet potatoes slow-roasted in a low-temperature oven until sticky and sweet. Small ¥675, medium ¥783, made on site.
- OIMO cafe, Saitama: a premium Kawagoe roasted sweet potato called Kuri Kaguya, known for its fluffy texture and high sugar content. ¥357 per 100 g, made on site.
- Yosshi no Oimoyasan (よっしーのお芋屋さん。), Nagano: roasted White Sweet, a variety rarely grown in Japan. From ¥540 each, made on site.
Some roasted sweet potatoes are sold by weight, so the final price depends on the size of the one you pick.
Sweets, drinks and savory picks
If you’d rather have dessert, these items from the release stand out.
&potato® (Gunma) offers a brûlée scone soft serve piled high with honey-sweet potato, aiming for a crisp top and a juicy, syrupy bite. ¥1,000, made on site.
Yakiimo-dokoro DoCo? Nibankan (やきいも処ＤｏＣｏ？弐番館), Yamagata makes the OIMO Berry Brûlée Crepe, where caramelized brûlée meets sweet potato and tart strawberry. ¥1,500, made on site.
Yakiimo Sweets Hokkori Imo (焼き芋スイーツほっこり芋), Chiba pairs rich Italian mascarpone with chunky pieces of roasted sweet potato in a tiramisu. ¥800.
Imo Mont Blanc Nouen Koubou (芋Mont Blanc農園工房), Kagoshima uses sweet potatoes grown in volcanic soil for a Mont Blanc that melts in your mouth. A box of 4 is ¥1,450.
For something to sip, 芋福堂 (Saitama) sells a drinkable roasted sweet potato served with chips on top. ¥1,000, made on site.
Chomitsu Yakiimo pukupuku (超蜜やきいもpukupuku), Tokyo offers a two-flavor Imogawayaki set: crisp, fluffy cakes branded with the character も, filled with Silk Sweet and Fukumurasaki sweet potato paste. 2 pieces for ¥750, made on site. Only 50 sets are sold each day.
Savory options are on the list too, such as a roasted sweet potato WAGYU curry bread from oimo lab. and a sweet potato tartar rice bowl from HATAKE DELI. The full list is below.
All 31 shops and example prices
These are the example items listed in the press release, one per shop. Prices include tax. Shop names are given in Japanese as in the release, and items marked “on site” are made fresh at the stall.
| Shop (prefecture) | Example item | Price |
|---|---|---|
| ＆potato® (Gunma) | Brûlée scone soft serve packed with honey-sweet potato (on site) | ¥1,000 |
| 神戸芋屋 志のもと (Hyogo) | Roasted sweet potato Mitsu Haruka (on site) | S ¥675 M ¥783 |
| やきいも処ＤｏＣｏ？弐番館 (Yamagata) | OIMO Berry Brûlée Crepe (on site) | ¥1,500 |
| 焼き芋スイーツほっこり芋 (Chiba) | Chunky roasted sweet potato tiramisu | ¥800 |
| 芋Mont Blanc農園工房 (Kagoshima) | Sweet potato Mont Blanc Horoyuki 2026 Sumikiri, box of 4 | ¥1,450 |
| ＯＩＭＯ cafe (Saitama) | Kawagoe premium roasted sweet potato Kuri Kaguya (on site) | ¥357 per 100 g |
| よっしーのお芋屋さん。 (Nagano) | Roasted White Sweet sweet potato, 1 piece (on site) | From ¥540 |
| 芋福堂 (Saitama) | Drinkable roasted sweet potato with chips (on site) | ¥1,000 |
| 超蜜やきいもpukupuku (Tokyo) | Imogawayaki two-flavor set, 2 pieces; 50 sets per day (on site) | ¥750 |
| 芋屋 蜜の月 倉敷本店 (Okayama) | Annou sweet potato canelés, 7 pieces | ¥1,296 |
| 生スイートポテト専門店 OIMO (Tokyo) | Fresh sweet potato cakes: plain, brûlée, purple sweet potato, matcha; box of 4 | ¥1,520 |
| HATAKE DELI (Yamagata) | Imo Imo Tartar rice bowl (on site) | ¥1,200 |
| 蔵出し焼き芋かいつか (Ibaraki) | Fried Beni Tenshi sweet potato, fermented butter flavor, about 110 g (on site) | ¥501 |
| oimo lab. (Kanagawa) | Roasted sweet potato WAGYU curry bread | ¥972 |
| おいもやさん興伸 (Tokyo) | Candied sweet potato Daigaku-imo Miyabi, 250 g (on site) | ¥1,100 |
| フレンチモンスター (Tokushima) | Naruto Kintoki cream sandwich, box of 2 | ¥497 |
| 会津串鶴 (Fukushima) | Imo-kenpi sweet potato chips (on site) | ¥918 per 100 g |
| ナガシマファミリーファーム (Chiba) | Millefeuimo semi-dried sweet potato | ¥380 |
| 芋こ (Okayama) | Freshly piped Mont Blanc: Beni Azuma or Ayamurasaki, or chestnut | ¥680 each Chestnut ¥900 |
| BREAD＆WINE (Kanagawa) | Poi Glazed, a fluffy taro bread | ¥605 |
| 芋の上松蔵 (Tokyo) | Imo-kenpi candied sweet potato sticks (on site) | ¥540 per 100 g |
| Minamiya Factory (Hokkaido) | Fried potatoes, ume-shiso flavor (on site) | ¥594 per 100 g |
| 蜜匠 ココ アメンドロ (Tokyo) | Amendoro Petit, Annou sweet potato, 30 g | ¥864 |
| 手作りチップス専門店 だんらん (Kanagawa) | Sweet potato chips, plain, 100 g bag | ¥981 |
| あい然 (Hokkaido) | Raw Destroyer potatoes from Hokkaido | ¥65 per 100 g |
| 芋と野菜 (Kyoto) | Extra-honeyed sweet potato cake | ¥962 |
| カルビープラス (Tokyo) | Potericko salad, about 85 g (on site) | ¥440 |
| 芋蔵金時 (Tokushima) | Naruto Kintoki sweet potato cake, chilled, about 80 g | ¥700 |
| 四万十ドラマ (Kochi) | Shimanto Premier Mont Blanc (chestnut) | ¥1,080 |
| 松葉 (Gifu) | Kuri kinton chestnut sweets, 3 pieces | ¥1,001 |
| IMOKURIEMON (Kumamoto) | Roasted chestnuts, 180 g bag | ¥1,080 |
Prices are as listed in the press release published on October 2, 2026, and may change at the venue.
Tips for your visit
- Go early for limited items. The pukupuku Imogawayaki set is capped at 50 sets a day, so later visitors may miss it.
- Check the closing time. The release only confirms the 6 pm close on October 12. For the other days, check Sogo Yokohama’s official information.
- Watch for prices by weight. Several roasted sweet potatoes, chips and imo-kenpi are priced per 100 g, so the total depends on how much you buy.
- Payment methods are not listed. If you’re still deciding which card to carry for department store shopping, see our guide to credit cards for foreigners in Japan.
Looking for more autumn outings? Students’ art festivals are coming up, such as the Musashino Art University Festival, and our Ghibli Park exhibition guide covers the Yokosuka venue, which is also in Kanagawa. For another seasonal treat, check the Starbucks Japan × Pokémon collaboration, and if you want to warm up after a day out, the Tokyo sento ¥300 coupon is worth a look.
FAQ
- When and where is Imohaku 2026?
- It runs from Saturday, October 3 to Monday, October 12, 2026 (a public holiday), in the 8th floor event hall at Sogo Yokohama. On the last day, the hall closes at 6 pm.
- Is there an admission fee?
- The press release doesn’t mention one. Check Sogo Yokohama’s official information before you go.
- How many shops are taking part?
- 31 shops in total, including roasted sweet potato specialists, sweet potato dessert shops and stalls selling savory food.
- What are the opening hours?
- The release only gives the 6 pm closing time on October 12. For the other days, check Sogo Yokohama’s official information.
- Are any items limited?
- The two-flavor Imogawayaki set from Chomitsu Yakiimo pukupuku is limited to 50 sets per day.
- Do the listed prices include tax?
- Yes. All prices in the release include tax. Some items are sold by weight and priced per 100 g.
Source: Sogo & Seibu press release on PR TIMES (October 2, 2026)