Omori Co., Ltd. will open EDITed JAPAN SHINJUKU on Friday, 18 September 2026 on the first floor of Shinjuku Marui Annex. The shop sells regional sweets from all 47 prefectures of Japan one piece at a time, so a visitor can try something as a personal snack before it becomes a gift for someone else. For the first 13 days, customers who spend 1,200 yen (tax included) or more can receive a Tokyo souvenir caramel, while stocks last, limited to the first 100 people each day.
From your own snack to someone else's souvenir
Omori already runs retail shops at Tokyo Station and other major stations and airports. On the shop floor, staff kept hearing the same pattern: most local sweets are boxed and sold as something you give away. Japan has plenty of them, from long-loved classics to hyper-local snacks and oddities people want to tell a friend about. What was missing was a way to eat them first, casually, as your own snack.
EDITed JAPAN is built around that gap. Regional sweets from all 47 prefectures are lined up in single-serve sizes, sold from one piece. You can try one today, compare a few, or taste again a sweet you already know. The idea is that once the sweets leave the gift box, each one starts telling its own story. Find a favourite.
The concept is “editing the local.” The shop selects not only sweets but also regional seasonings, furikake, curry, ramen, rice accompaniments, housewares and tableware. The same shelves can feed a solo snack, a weeknight table, or a gift.
The path the company describes is simple. Start with one piece that looks interesting. If it tastes good, you want to tell someone. Because you have eaten it yourself, you can recommend it with confidence. What began as your snack becomes someone else's souvenir. The shop exists to make that meeting happen.
More than 100 sweets and six shop floors
The lineup has more than 100 curated regional sweets. The ones named so far are Eitaro Sohonpo's Meidai Kintsuba, Yamada-ya's Toryo-gashi, Beika Momonoya's Momo-chan okaki senbei, and Kyoto Kiyosen's Uji chocolate.
The shop is organised around six ideas.
One by One turns a regional snack that was always “over there” into your snack. Sweets gathered from across Japan are sold in eat-up sizes from a single piece. “I'll try this one today” is the intended pace.
On the Table changes an ordinary meal with a small add-on. Besides sweets, the selection includes regional seasonings, furikake, curry, ramen and rice accompaniments. Adding one of them to a familiar table is meant to bring a travel mood or a new taste into the week.
Daily Delights collects cute housewares, tableware and stationery that make snack time feel more cared-for. They work as a treat for yourself or a small gift tucked next to sweets.
Re Edited is the gift that starts from something you already like. You pick a favourite sweet, then wrap it using furoshiki, pasteboard boxes, stickers, snack bags and other packing materials so the souvenir looks like yours.
Souvenir Box packs the story of this town and that town into a box. Alongside single pieces, the shop also stocks boxed classics: original Shinjuku souvenirs from the store, selected regional meika, and items that work for visitors from overseas.
New Face Best Season keeps the floor changing with the seasons. Alongside staples, seasonal and limited items rotate in so a return visit can still turn up something new. Reunions with sweets you know and first meetings with sweets you do not: the shop's line is that some Japanese flavours only appear at that time, in that season, in that place.
Opening gift and press access
From Friday 18 September through Wednesday 30 September 2026, a 13-day window, the first 100 customers each day who spend 1,200 yen including tax or more receive one piece of the Tokyo souvenir “CARAMEL MEISTER original.” It ends when stock runs out.
The shop welcomes press. Interviews, in-store photography, product photography and coverage of the new format are available on request through Omori's media contact.
Omori was founded on 25 November 1958. Representative director is Masaki Omori. Head office: 1-749-2 Saiwai-cho, Saiwai-ku, Kawasaki, Kanagawa. Phone: 044-540-3311. Company site: kk-omori.com.
Practical Details
Shop: EDITed JAPAN SHINJUKU
Opens: Friday, 18 September 2026
Hours: 11:00–20:00
Closed: Follows the Shinjuku Marui Annex calendar
Opening offer: 18–30 September 2026, first 100 customers each day, 1,200 yen (tax included) or more: one CARAMEL MEISTER original (while stocks last)
Address: 1F Shinjuku Marui Annex, 3-1-26 Shinjuku, Shinjuku-ku, Tokyo 160-0002
Nearest station: Shinjuku Station (JR, Tokyo Metro, Toei, Odakyu, Keio). Marui Annex sits on the Shinjuku-sanchome side
Instagram: EDITed JAPAN
Operator: Omori Co., Ltd. (Kawasaki, Kanagawa; Masaki Omori)
Company site: kk-omori.com
Announcement: Omori shop opening notice
