ENGAWA Inc., a leading cross-border marketing firm, announced today the launch of “West by West: Golden Route to West Japan Pop-up Store,” a limited-time event showcasing the culinary and cultural charms of Fukuoka City and Western Japan.
The event will run from February 20 through March 5, 2026, at ENGAWA ASAKUSA, the company’s select shop and community hub located in the heart of Tokyo’s historic Asakusa district.
Exploring the “West Golden Route”
As inbound tourism to Japan surges, international visitors are looking beyond the country’s most famous destinations. This is where the “West Golden Route” comes in. Unlike the traditional “Golden Route,” which connects Tokyo, Mount Fuji, Kyoto, and Osaka, this new corridor extends west of Osaka through the Setouchi, San’in, and Kyushu regions. It offers travelers a deeper, more diverse experience of Japanese culture, food, and regionality.
This pop-up event gathers carefully selected specialties from 19 municipalities along this route, creating a space in Asakusa where visitors can virtually “travel” through Western Japan.
Curated Regional Products
The store will feature products from 22 brands, highlighting the craftsmanship and flavors of the region. Highlights include:
- Kokura-ori Small Furoshiki & Folding Fans (Fukuoka): Kokura-ori is a traditional textile historically used for samurai hakama (trousers). It’s known for its strength and beauty.
- Smoked oysters in olive oil (Hiroshima): A delicacy that highlights the rich umami flavor of Setouchi oysters.
- Other Specialties: Kibi-dango (millet dumplings) from Okayama, Yame Matcha Chocolate Crunch (Fukuoka), and cashew nuts from Kobe (Hyogo).
Exclusive Cafe Experience
During the event, the in-store cafe will have a special menu allowing guests to sample the food culture of Fukuoka and Hakata:
- Hakata uiro and Fukuoka Yame tea Set: A pairing of uiro (a steamed cake with a chewy texture and elegant sweetness) with premium tea from Fukuoka.
- Fukuoka craft sake (LIBROM Craft Sake Brewery) flight: A tasting set featuring innovative sake brewed with herbs, fruits, and spices, served with Hakata-style appetizers.
Event Overview
- Event Name: West by West: Golden Route to West Japan Pop-Up store
- Dates: February 20 (Fri) – March 5 (Thu), 2026
- Venue: ENGAWA ASAKUSA (1F Fujita Bldg., 2-1-16 Asakusa, Taito-ku, Tokyo) ● Organizer: Fukuoka City
About ENGAWA ASAKUSA
Opened on October 19, 2025, ENGAWA ASAKUSA is a concept store located just three minutes from Asakusa Station and two minutes from Senso-ji Temple. With the philosophy of “a base for communicating Japanese beauty and ideas to the world and the future,” it houses a select shop with over 400 items and a cafe/bar supervised by tea farmers from Saga Prefecture.
