JR Omiya Station's 'ecute Omiya / Omiya North' Celebrates Peak Season for Fresh Chili Peppers! Rare 'Domestic Chilies' Feature in 18 Exclusive Spicy Summer Gourmet Items — Expanded Chili Pepper Festival 'Jūshoku no Shigeki' Returns This Year!

JR East Japan Cross Station Development Company (Headquarters: Shibuya-ku, Tokyo; Company President: Yoshiake Shira) announces the return of its gourmet festival 'Jūshoku no Shigeki' (Ten Colors of Stimulus) at its station-based commercial facilities 'ecute Omiya' and 'Omiya North' from Tuesday, July 21 to Sunday, August 2, 2024. The event will feature chili peppers from 'Jūshoku Tōgarashi Farm' in Saitama Prefecture.

Now in its second year, the festival has significantly scaled up, featuring more than 11 types of chili peppers—surpassing last year’s count—and offering a total of 18 exclusive items. This marks the second collaboration with 'Jūshoku Tōgarashi Farm,' known for its strict no-pesticide, no-chemical-fertilizer cultivation practices. In addition to dried chilies, the festival introduces rare 'domestic fresh green chili peppers' (※1), which are seldom seen in such variety on the market. This year’s highlight is the diverse range of spice levels. Alongside fiery dishes like chili-packed Taiwanese ramen, new 'chili x chocolate' desserts make their debut. These include chocolate financiers made with the fruity and aromatic 'Scotch Bonnet' chili, and fondant chocolates offering three distinct spice levels for comparison—introducing exciting new flavor experiences. Also notable are dishes like stuffed and fried 'Ushikaku Tōgarashi,' showcasing the robust umami unique to fresh chili peppers.

Domestic chili pepper self-sufficiency in Japan is less than 10% (※2), making domestically grown chilies a rare and luxurious ingredient. The lineup, designed to highlight the natural umami of the chilies—not just heat—caters to both spice enthusiasts and those who typically avoid spicy food. Why not kick off your summer with these vibrant, locally sourced spicy delicacies?

(※1) Fresh green chili peppers may be subject to changes due to weather-related growth and supply conditions. (※2) While there is no official self-sufficiency rate published for chili peppers alone, comparisons between the Ministry of Finance’s annual import data (approximately 14,000 tons) and the Ministry of Agriculture, Forestry and Fisheries’ domestic shipment survey (around 150–200 tons annually) suggest that domestic supply accounts for only 1–2% of total volume (less than 10%), based on supply-demand balance.

≫ Official Website of 'ecute Omiya'

≫ Official Website of 'ecute Omiya North'

11 Types of Saitama-Grown Chilies Used! 18 Spicy Gourmet and Dessert Items Unveiled!

In collaboration once again with 'Jūshoku Tōgarashi Farm' in Saitama City, Saitama Prefecture, ete Omiya and Omiya North will launch an array of appealing spicy sweets and delicacies made with locally grown Saitama chili peppers. The harvest season for fresh green chili peppers runs from late June to around November. Freshly harvested chilies from this year will be used in select dishes, with all 18 exclusive items available only at ete Omiya and Omiya North!

● List of Chili Peppers Used This Year

※ PDF data available at the end

(※1) Fresh green chili peppers may be subject to changes due to weather-related growth and supply conditions.

(※3) Spice levels are based on data from the producer (Jūshoku Tōgarashi Farm) and reflect the inherent spiciness of each chili variety. Final spiciness in developed products may vary significantly depending on the amount used and cooking methods. Even milder varieties can become extremely spicy if used in large quantities.

Topic.1 Must-Try for Spice Lovers! Intense 'Fiery' Dishes

NEW Exclusive to ete Omiya North

Extra-Spicy Taiwanese Ramen with Dried Jalapeño – ¥980 (Dine-in Only)

/ Omiya Yokochō Local Gourmet Court (ete Omiya North)

【Dried】 Jalapeño used

A fiery twist on Taiwanese ramen, enhanced with dried jalapeño. The special minced meat, flavored with garlic and chili, delivers a sharp, addictive kick. The vibrant red color stimulates the appetite, while the intense heat is perfectly balanced by the sweetness of vegetables and the richness of the broth. Despite its name, Taiwanese ramen actually originated in Nagoya. This version adds a new layer of excitement—an essential experience for spice lovers.

Extra-Spicy Taiwanese Ramen with Dried Jalapeño – ¥980 (Dine-in Only) / Omiya Yokochō Local Gourmet Court (ete Omiya North)

Exclusive to ete Omiya

Spicy-Flavor Three-Breed Pork Cutlet – ¥750 per pack / Hirata Farm (ete Omiya)

【Dried】 Jalapeño used

The popular 'Spicy-Flavor Three-Breed Pork Loin Cutlet' returns this year with even more heat. Hirata Farm’s 'Kome Sodachi Pork,' raised on Japanese rice, is known for its melt-in-the-mouth fat and natural sweetness. This year, the cutlet is generously coated with a special spicy-flavor powder made with jalapeño and finished with an extra sprinkle of chili pepper, intensifying the heat. A bold dish where rich pork umami meets relentless spiciness—perfect for heat seekers.

Spicy-Flavor Three-Breed Pork Cutlet – ¥750 per pack / Hirata Farm (ete Omiya)

NEW Exclusive to ete Omiya

Extra-Spicy Meat Pie – ¥290 per piece / PIE mania (ete Omiya)

【Dried】 Kogane Tōgarashi used

Featuring 'Kogane Tōgarashi,' known for its sharp, cutting heat, this pie combines the bold chili flavor with a rich meat filling, all wrapped in a flaky, buttery crust. The perfect harmony of intense spice and savory pastry. An irresistible adult treat for when you crave something bold.

Extra-Spicy Meat Pie – ¥290 per piece / PIE mania (ete Omiya)

Topic.2 A New Sensory Experience! 'Chili x Chocolate' Desserts with a Spicy Kick

NEW Exclusive to ete Omiya

Ko, Financier Chilichoco (3 pieces) – ¥631 per box / Saitama Flour Shop Tsumugiya (ete Omiya)

【Dried】 Scotch Bonnet used

A new creation combining 'Ko, Financier Chocolat,' made with 100% Saitama-grown wheat, with 'Scotch Bonnet' chili from Saitama. The flavorful wheat base and baton chocolate texture are elevated by the fruity aroma and gentle, lingering warmth unique to Scotch Bonnet. A sophisticated dessert where sweetness and spice blend harmoniously, offering a complex and mature taste experience.

Ko, Financier Chilichoco (3 pieces) – ¥631 per box / Saitama Flour Shop Tsumugiya (ete Omiya)

NEW Exclusive to ete Omiya North

Fondant au Chocolat – ¥1,404 per box (3 spice levels × 2 pieces each) / Nasu Jersey Mariage (ete Omiya North)

【Dried】 Scotch Bonnet used

Fondant chocolates infused with 'Scotch Bonnet,' known for its fruity heat despite its intensity. The chili’s sharp kick enhances the deep richness and sweetness of the chocolate. Available in three chili concentrations: 0.5%, 1%, and 2%. Experience the evolving, unknown flavors with each level.