Hokka Hokka Tei Holds First Experiential Exhibition in Soka City, Saitama, its Founding Location! 50th Anniversary "What is a Bento? Exhibition" to be Held from July 24 (Friday)!

ZorZ (Zoars), the Gen Z-focused project of Hokka Hokka Tei General Headquarters Co., Ltd. (Headquarters: Osaka City, Osaka, Representative Director, Chairman and President: Tatsuya Aoki), a pioneer in the take-out bento business, will hold its first experiential exhibition, "What is a Bento? Exhibition," in Soka City, Saitama, its founding location, to commemorate the 50th anniversary of Hokka Hokka Tei's founding in June 2026. The exhibition will be held from Friday, July 24, 2026, to Thursday, August 6, 2026. This exhibition is being held as part of the Trial Sounding*1 initiative undertaken by the Asset Utilization Division of the General Policy Department of Soka City.

The "What is a Bento? Exhibition" will feature exhibits that allow visitors to see, touch, and participate, showcasing Hokka Hokka Tei from various angles, including an anatomical diagram of the iconic original "Nori Bento" and the original font "Hokka Font" created for the 50th anniversary.

Gen Z-focused Project "ZorZ" Planning: Hokka Hokka Tei's First Experiential Exhibition "What is a Bento? Exhibition"

Background of the Project's Implementation

The founder who opened the first Hokka Hokka Tei store in Soka City, Saitama, was 26 years old at the time, which would be considered Gen Z today. Following in the footsteps of that founder, our company has launched the "ZorZ" project to empower today's Gen Z to shape the future of Hokka Hokka Tei. To date, we have continued to pursue new approaches targeting young people, such as selling sauna meals developed in collaboration with "Yunoisen Soka Health Center," a "sacred place for saunas" in Soka City, Saitama, and producing original music videos aimed at conveying the appeal of fried foods in new ways to Gen Z.

Now, as we approach our 50th anniversary on June 6, 2026, with young people increasingly moving away from bentos and the diversification of food options, we are returning to the fundamental question: "What is a bento?" This joint public-private initiative was realized through the convergence of ZorZ's desire to implement new initiatives for Gen Z from the founding location and Soka City Hall's efforts to explore new ideas for utilizing its spaces through Trial Sounding.

About the "What is a Bento? Exhibition"

This exhibition will multifacetedly express the appeal of "warm, handmade bentos" that Hokka Hokka Tei has been committed to since its founding. Through exhibits that allow visitors to see, touch, and participate, we aim to create a space where we can contemplate the value of bentos and Hokka Hokka Tei together with our visitors. Whether you are familiar with Hokka Hokka Tei or not, you are sure to discover fresh surprises and new aspects, so please visit Soka City Hall.

About the "What is a Bento? Exhibition"

▼ Exhibition Examples

● "Original Nori Bento" Anatomy Exhibition

Explore the dedication packed into our most popular and enduring menu item, the "Nori Bento," since its inception. Enjoy the "Original Nori Bento" with its ingredients' appeal visually presented in a pop style.

● "Hokka Font" Exhibition and Experience

We will introduce the behind-the-scenes story of the creation of "Hokka Font," Hokka Hokka Tei's original font produced for our 50th anniversary, and offer multiple interactive content, including the "Hokka Slot" where you can touch and play.

Exhibition Image

● "Future Bento" Corner

This corner, developed with ideas from Soka City Hall staff, expresses the concept of "What might future bentos look like!?" It also features photo spots, creating a space that will make you want to share it on social media.

Comments from Staff

- From the "ZorZ" members of Hokka Hokka Tei General Headquarters Co., Ltd.'s Gen Z-focused project

We are very pleased to be able to hold this exhibition in Soka City, our founding location, in this milestone 50th anniversary year. Currently, there are no Hokka Hokka Tei stores in Soka City. However, we wanted to express the history we have built over 50 years in a new, unconventional way, starting from this place, our origin.

We hope that both those who have loved Hokka Hokka Tei until now and those who are not yet familiar with us will feel a different kind of excitement and appeal than they usually associate with Hokka Hokka Tei. Please come and visit the space filled with our passion and the ideas of the Soka City Hall staff!

- From the person in charge, Asset Utilization Division, General Policy Department, Soka City

We are delighted to have had the opportunity to collaborate with Hokka Hokka Tei, a company with ties to our city, and to bring this project to fruition. Our city is implementing "City Hall Trial Sounding," an initiative to develop the city hall into a familiar and accessible "community veranda" for citizens and users, and to explore new possibilities for the utilization of public spaces. Through this initiative, we have seen coffee and bento sales, food truck appearances, markets, and yoga sessions held at the city hall, expanding the circle of liveliness within the building.

We believe that the "What is a Bento? Exhibition" hosted by Hokka Hokka Tei will contribute to further creating vibrancy at the city hall and raising awareness of this initiative. We have also contributed to the planning, so please visit the city hall and see for yourself how the city hall is changing.

*1 City Hall Trial Sounding HP: https://www.city.soka.saitama.jp/cont/s1211/content/PAGE000000000000083273.html

▼ Related Links

Soka City Asset Utilization Division Instagram: https://www.instagram.com/sokacity_shikatsu/

Event Outline

- Event Name: Hokka Hokka Tei 50th Anniversary Special Exhibition "What is a Bento? Exhibition"

- Period: Friday, July 24, 2026 - Thursday, August 6, 2026

- Hours: 8:30 - 17:00 (Includes Saturdays and Sundays)

- Venue: Soka City Hall Main Building 1st Floor Veranda Space

(1-1-1 Takasago, Soka City, Saitama Prefecture)

- Admission Fee: Free

- Organizers: Hokka Hokka Tei General Headquarters Co., Ltd. / ZorZ Project

- Cooperation: Asset Utilization Division, General Policy Department, Soka City

Surrounding Map

About the Gen Z-focused Project "ZorZ"

A Gen Z-focused project aimed at creating new brand value that resonates with Gen Z. Through this exhibition, we aim to add "fun" as a new experiential value to the existing values of "deliciousness" and "handmade."

ZorZ Official HP: https://www.hokkahokka-tei.jp/zorz

ZorZ Official Instagram: https://www.instagram.com/zorz_hokka

Gen Z-focused Project "ZorZ"

About Hokka Hokka Tei General Headquarters Co., Ltd.

The gentle steam rising from fluffy, freshly cooked rice. That is the word "Hokka Hokka." A place where you can always feel at ease when you stop by, and take comfort home with you. Hokka Hokka Tei aims to be "the kitchen of your town."

Hokka Hokka Tei opened its first store in Soka City, Saitama, in 1976, and will celebrate its 50th anniversary in June 2026. While continuing to focus on "handmade in-store," we will continue to deliver bentos filled with "deliciousness, fun, and sincerity" to everyone.

Currently, our company operates businesses that create a rich tomorrow across 714 stores nationwide. We will continue to offer a variety of menus and promotions that customers can enjoy.

〈Company Profile〉

Representative Director, Chairman and President: Tatsuya Aoki

Head Office Location: 3-10 Tsurunocho, Kita-ku, Osaka City

Business Activities: Take-out bentos, delivery bentos

HP: https://www.hokkahokka-tei.jp/

Hokka Hokka Tei

〈Hokka Hokka Tei Official SNS〉

- Instagram: https://www.instagram.com/hokkahokka_tei/

- X: https://x.com/HokkahokkaP

- YouTube: https://www.youtube.com/@hokkahokkateihxy