MIDETTE is your one-stop goods and promotion shop for the best of Fukushima Prefecture. Conveniently located in the center of Tokyo, it offers everything from fresh produce and traditional products, to an amazing selection of Japanese sake. Unlike the other two Fukushima antenna shops in Tokyo, this huge store focuses less on tourism and more on introducing regional specialty products. The effect is a surprisingly fun cultural and shopping experience.
Loosely translated as “Come and See”, MIDETTE really has it all. Most obvious is the abundance of food products. Fukushima is a foodie’s paradise. Fukushima is the third largest prefecture, divided into coastal, plains, and mountainous regions. This results in a myriad variety of food products: fruits, vegetables, marine products, noodles, rice, and beef--to name a few. Produce is fresh, so can be enjoyed now or later. Refrigerated products tend to tempt local housewives. The traveler can pick up some prepackaged goods like instant ramen, honey, or sake. Fukushima’s sake is famous, having won consecutive gold medals in the last FIVE Annual Japan Sake Awards. The store offers an extensive range. With so many to choose from, it is advised to try the 500 yen tasting set or consult staff before you make a decision.
Also very popular are the arts and crafts. There are many kitchen or dining items, such as gorgeous lacquered cups, detailed tea utensils, and useful Aizu table mats. On the other hand, there are also folk crafts such as kokeshi dolls from the Tsuchiyu and Nakanosawa hot spring regions, or charming akabeko head-bobbing cows.
The back of the store is the dining and event area. The restaurant serves up different menus weekly as visiting restaurants from Fukushima borrow the facility to serve up mouthwatering delicacies like Kitakata Ramen. Cultural demonstrations include watching master chefs make Fukushima soba or sweets by hand. You can even participate in some cooking classes occasionally. Popular past events include “Fukushima Beer Night”, painting horse designs on pottery and indoor strawberry picking. The full schedule can be found on the MIDETTE website. Do stop by the in-store bar next to the kitchen for a shopping break. Enjoy your drink leisurely while feeling a sense of pride in realizing every single store purchase is helping the farmers, fishermen, citizens, and businesses still suffering from misinformation regarding safety of Fukushima products.
As a resident of Tohoku and employee working in Fukushima, I personally also wish to thank you for your support and understanding.
