JR East Cross Station Company Retail Company (Location: Shibuya-ku, Tokyo / Company President: Toru Takahashi) will hold its popular "Hokkaido Fair" at its "NewDays" and "NewDays KIOSK" stores from Tuesday, July 7 to Monday, July 27. This year, to commemorate the 10th anniversary of the Hokkaido Shinkansen opening and the 15th anniversary of the Tohoku Shinkansen full line opening, we will release limited-edition fair products inspired by Hokkaido Shinkansen, its surrounding areas of Hakodate in Hokkaido, and Aomori Prefecture, including onigiri and bento boxes made with Hokkaido ingredients and Aomori's premium rice, "Seiten no Hekireki"! We will also sell approximately 220 items, including collaborations with JR Hokkaido's IC card character "Kitaca's Ezo Momonga," which was popular last year, and popular local convenience store "Secoma" products from Hokkaido. During the "Hokkaido Fair," customers who apply using the ID from receipts of 700 yen (tax included) or more, including at least one fair-対象 product, will be entered into a drawing for prizes related to railways and Hokkaido/Aomori in the "Hokkaido to Aomori: Full of Charm! Present Campaign." * "Kitaca" is a registered trademark of Hokkaido Railway Company. [Overview] Event Period Tuesday, July 7, 2026 - Monday, July 27, 2026 Participating Stores All NewDays and NewDays KIOSK stores Special Website Hokkaido Fair Special Website (Scheduled to be released on July 2) Featured Recommended Products 1. Products related to Hokkaido Shinkansen and its surrounding areas of Hakodate in Hokkaido and Aomori Prefecture 2. Collaboration products with JR Hokkaido IC card character "Kitaca's Ezo Momonga" 3. Collaboration products with Hokkaido's local convenience store "Secoma" and popular Secoma original products Campaigns During the Period 1. "Hokkaido to Aomori: Full of Charm! Present Campaign" where you can apply with the ID issued from receipts of 700 yen (tax included) or more, including at least one fair-対象 product.