Limited-Time Debut: Hokkaido's Seasonal Delicacy Unveiled in Shibuya – Morimoto's 'Haskap Jewelry' Makes First Appearance at Tokyu Food Show Edge, Shibuya Scramble Square

Morimoto Co., Ltd. (Headquarters: Chitose City, Hokkaido; President and CEO: Shinji Morimoto), a company that connects the bounty of the land, producers, and customers through delicious treats, is launching a special seasonal pop-up shop themed around 'haskap'—a fruit primarily grown in Hokkaido and cherished by connoisseurs. The pop-up store will open for the first time at Tokyu Food Show Edge in Shibuya Scramble Square from Thursday, July 23, 2026 (Reiwa 8) to Wednesday, July 29, 2026.

Morimoto Official Website ▶ https://www.haskapp.co.jp

A Yearly Celebration: Sharing the Freshness of Harvested Fruit

Founded 77 years ago in the vast and rugged landscapes of Hokkaido, Morimoto has continuously created sweets and bread, delivering the charm of Hokkaido through locally inspired ideas. Since 1978 (Showa 53), the company has sold 'Haskap Jewelry,' an original butter sandwich made with locally grown haskap berries found near its headquarters.

In 2018 (Heisei 30), Morimoto launched the seasonal 'Haskap Jewelry Nouveau,' allowing customers to enjoy freshly harvested haskap berries from different regions each year—like a 'nouveau' wine. This unique annual experience has been well-received by customers in Hokkaido and across Japan. This year, the short summer harvest season of haskap in Hokkaido will be celebrated as a special 'opening season' for more people to experience.

*Haskap jam and butter cream sandwiched between thin butter cookies, edged with chocolate.

Two Nouveau Treats Unveiled This Summer

### <Supervised by Mr. Yoshinori Yamaguchi, Yamaguchi Farm Haskap Farm, Atsuma Town>

Limited quantity, summer-only, new product

Haskap Marble Nouveau – 3 pieces, 1,650 yen (tax included) ※Refrigeration required, consumption by date: 3 days

The popular 'Marble Butter Sandwich' series, previously praised in spring 2026 for its 'Strawberry × Haskap' blend, returns with a refreshing summer twist.

### <Key Features>

- Cake-like flavor with a marbled blend of 'dairy × haskap' as the highlight.

The bright acidity and clean aftertaste of fresh haskap berries are marbled with Hokkaido butter cream, creating new flavor combinations with every bite. To deliver the harvest as quickly as possible, the berries are used whole, not processed into jam.

- Black cocoa cookies enhance the flavor of haskap and butter.

The marbled cream, designed to express the purest taste of seasonal haskap and butter, is sandwiched between black cocoa cookies, resulting in a harmonious and balanced flavor profile.

Sales times: (1) 10:00– (2) 16:30–

*Purchase limits may apply. Please understand in advance.

### <Haskap berries harvested in July from three different regions>

Limited quantity, summer-only

Haskap Jewelry Nouveau – 6 pieces, 2,500 yen (tax included) ※Refrigeration required, best before: 30 days

A once-a-year 'Haskap Jewelry' filled with special meaning from producers. Haskap berries grown in Chitose, Atsuma, and Furano—each with unique terroir—are made into jams and offered as an assorted set with three distinct flavors.

6 pieces included

[Event Overview]

- Brand: Morimoto

- Venue: Tokyu Food Show Edge (1st floor, Shibuya Scramble Square Shops & Restaurants)

- Address: 2-24-12 Shibuya, Shibuya City, Tokyo

- Period: Thursday, July 23, 2026 (Reiwa 8) to Wednesday, July 29, 2026

- Opening Hours: 10:00–21:00

Customer inquiries: Morimoto Customer Service Center 0120-24-4181 (Mon–Fri, 9:00–17:00)

[Terroir Shapes Flavor: Climate and Soil Create Unique Tastes]

Hokkaido’s winter can drop to -20°C or even -30°C, a harsh season of endurance. Amid this severity, haskap berries grow in quiet stillness, slowly storing energy before ripening into purple fruit during the brief summer. The intense acidity and deep aftertaste of this small fruit embody the resilient life force forged by nature’s extreme conditions.

The peak season for haskap is only a few short weeks each summer. Sunlight, rainfall, snowmelt timing, and regional terroir all influence the acidity, aroma, and aftertaste, resulting in subtle variations each year. These uniquely grown haskap berries are carefully hand-picked by producers, ensuring that no two years—or two regions—taste exactly the same.

*Image is for illustrative purposes only

[What is 'Haskap'?]

A small, purple fruit cultivated in cold regions. In Hokkaido, wild haskap plants have been carefully nurtured and spread across various areas. Known for its sweet-tart flavor, some varieties are particularly tart. Due to their soft texture, the fruits are frozen immediately after harvest. Often enjoyed as sweets or jams, haskap has become a beloved local souvenir from Hokkaido.

Additionally, since 2021 (Reiwa 3), July 7 has been officially designated as 'Haskap Day'.

Morimoto: Living with Hokkaido

For over 75 years since its founding in Hokkaido, Morimoto has connected the land’s bounty, producers, and customers through deliciousness. As a company rooted in Hokkaido, it develops and sells a variety of sweets and bread using Hokkaido’s finest ingredients, delivering them directly to producers and customers.

The store interior, featuring Hokkaido-grown wood, is characterized by warm wooden textures and a glass façade (Chitose Main Store).