Hokkaido Local Cheese Expo Returns!

Hokuren Agricultural Cooperative Federation will hold "Hokkaido Local Cheese Expo 2020" to promote the appeal of Hokkaido-produced natural cheese, or "Hokkaido local cheese," for four days from Thursday, February 13th to Sunday, February 16th, at "Omotesando Hills Main Building B3F Space O" in Shibuya-ku, Tokyo.

The popular "Hokkaido Local Cheese Select 5 Tasting" will be held again this year for just 500 yen. Last year's event was a great success, and this year, with an expected attendance of around 10,000 visitors, the venue has been expanded. Furthermore, as the event coincides with Valentine's Day, "cheese soft serve" and "Valentine's gifts" will be introduced for the first time. Why not visit "Hokkaido Local Cheese Expo 2020," Tokyo's largest cheese event, where you can experience the deliciousness and fun of Hokkaido local cheese while chatting with producers from dairy manufacturers and cheese studios?

With growing health consciousness and increased demand for at-home drinking, consumers have more opportunities to enjoy natural cheese, and the cheese boom is gaining momentum. Recently, cheese has also become popular among younger demographics, drawing more attention to natural cheese than ever before. Precisely because the "cheese fever" is so high, Hokkaido's cheese producers will gather in Tokyo's Omotesando with their proud cheeses to provide an opportunity for many people across Japan to experience and choose the appeal of "Hokkaido local cheese." In its second year, the event's concept is "Discover More About the Joy of Cheese," with various content themed around "Meet," "Learn," "Taste," and "Compare." We hope you enjoy the enhanced "Hokkaido Local Cheese Expo 2020."

■ "Hokkaido Local Cheese Select 5 Tasting" to Discover Your Favorite Cheese
The "Select 5 Tasting" allows you to choose and compare five types of Hokkaido local cheese that pique your interest. This popular event, which was a great success last year, can be enjoyed for 500 yen. This year, the number of selectable cheeses has been expanded from 40 types from 40 companies to 45 types from 45 companies! With five categories available – "Fresh," "Hard/Semi-Hard," "Blue," "White Mold," and "Pasta Filata" – we recommend trying all types. It's enjoyable whether you're alone or with friends.
* "Hokkaido Local Cheese Select 5 Tasting" is 500 yen (tax included).
* The 45 types of cheese can be previewed on the special website.

■ A Must-See for Sweets Lovers! Cheese Soft Serve Makes Its Debut at Hokkaido Local Cheese Expo!?
Cheese soft serve, made with a luxurious amount of Hokkaido-produced natural cheese, is set to debut at the Hokkaido Local Cheese Expo! Will its fresh and rich flavor, available only here, be irresistible? This is a must-try for dessert enthusiasts.

Content to Experience "Cheese is Fun!" Further Enhanced

■ Approximately 320 Varieties of Hokkaido Local Cheese for Sale! Purchase Directly with Advice from Producers.

The number of Hokkaido local cheeses for sale has increased from the previous event to approximately 320 varieties. Why not find your perfect cheese while chatting directly with representatives from the studios and manufacturers from Hokkaido? Of course, you can also purchase cheeses you enjoyed during the "Select 5 Tasting." Popular cheeses may sell out, so we recommend arriving early! Don't miss this valuable opportunity to discover Hokkaido local cheeses you've never encountered before.

■ This Valentine's Day, Choose Hokkaido Local Cheese.
As the event is held around Valentine's Day, several "Valentine's gift" cheeses will be available, including original "Hokkaido Local Cheese Expo" products. These are recommended as gifts for those who don't have a sweet tooth, as souvenirs for your home, or as a treat for yourself.

■ Irresistible for Wine Lovers! Pairings with Hokkaido Wines and Recommendations for Complementary Drinks.
Wine, beer, and soft drinks will be sold at the venue. The selection of Hokkaido wines, in particular, has been expanded from last year, allowing you to enjoy pairings with Hokkaido local cheese.
(Age verification may be required when serving alcohol.)

■ The Venue Expands from B3F Space O to the "Grand Staircase"!
The iconic grand staircase of Omotesando Hills has been expanded to become part of the Hokkaido Local Cheese Expo venue. With the venue enlarged from last year's bustling event, more visitors can now enjoy Hokkaido local cheese at their leisure.

■ Visitors Vote for No. 1 in "Hokkaido Local Cheese Selection 2020"
During the event, "Hokkaido Local Cheese Selection" will be held, where visitors vote for their favorite cheese from the "Hokkaido Local Cheese Select 5 Tasting." The winning cheeses, from Grand Prix to Bronze, will be awarded on the final day of the event and announced on the "Hokkaido Local Cheese Expo" special website.

■ Stage Content to Deliver the Appeal of Hokkaido Local Cheese – Hear What You Can't Elsewhere.
The event will feature producer stages where dairy manufacturers and studios promote their proud cheeses, a talk stage with MILK LAND HOKKAIDO Ambassador Erika Mayumi, and appearances by Akira Tajima, Editor-in-Chief of "Hanako" magazine, and four members from the community "Hana Collabo" who have popular food columns (Noriko Murata: Curry / Yuki Hanai: Bread / Mariko Kojima: Western Liquor / Hiina Ito: Japanese Sake)! We hope you enjoy the stage content that will make Hokkaido local cheese even more delicious.
※ For stage schedules and details, please visit the special website (https://jicheese.com/)).

■ What is Hokkaido Local Cheese?
Hokkaido's natural cheese production has a history of about half a century. Through the tradition passed down from pioneers, combined with the ingenuity of producers and cheesemaking that utilizes the climate and soil of each region, Hokkaido's natural cheese has evolved in diverse ways and now receives global acclaim. This is "Hokkaido local cheese" – the new wave that can be called the third wave of natural cheese.

■ Erika Mayumi, "Milk Land Hokkaido Ambassador," Will Also Appear!
Erika Mayumi, an actress active in dramas and variety shows and a "Milk Land Hokkaido Ambassador," will appear at "Hokkaido Local Cheese Expo 2020" again this year. She will further liven up the enhanced Hokkaido Local Cheese Expo 2020!

■ "Hokkaido Local Cheese Menu 2020" Held in Conjunction with "Hokkaido Local Cheese Expo 2020"!
Omotesando Hills, the venue for the Hokkaido Local Cheese Expo, will host "Hokkaido Local Cheese Menu" from January 24th to February 16th, following last year's highly successful event, at seven participating restaurants. This fair is a collaborative project with the "Hokkaido Local Cheese Expo 2020" to celebrate its occurrence. To allow visitors to fully savor the unique appeal of "Hokkaido local cheese," new menus have been devised, different from last year's offerings.

Unique dishes include a creamy gratin combining shirako and camembert, a crispy German pizza allowing you to enjoy seven kinds of cheese at once, and a set menu featuring fried oysters and "persimmon fries" – fried persimmons paired with cheese. Enjoy a variety of menus that fully showcase the charm of "Hokkaido local cheese." We invite you to savor these unique cheese dishes, available only at Omotesando Hills.

《Omotesando Hills Exclusive》
7 "Hokkaido Local Cheese Menu 2020" Dishes to Savor Exquisite Cheeses
【Period】
January 24 (Fri) - February 16 (Sun)
* All dishes limited to 15 servings per day.
* Prices include tax.

"Hokkaido Local Cheese Expo 2020" Overview
Dates: Thursday, February 13, 2020 - Sunday, February 16, 2020
Hours:
February 13 (Thu): 4:00 PM - 8:00 PM
February 14 (Fri): 11:00 AM - 8:00 PM
February 15 (Sat): 11:00 AM - 8:00 PM
February 16 (Sun): 11:00 AM - 6:00 PM
Admission: Free
Venue: Omotesando Hills Main Building B3F Space O
4-12-10 Jingumae, Shibuya-ku, Tokyo, Omotesando Hills Main Building B3F
Organizer: Hokuren Agricultural Cooperative Federation
Sponsorship: Organization for Livestock and Poultry Industry Promotion (FY2019 Support Project for Enhancing Competitiveness of Domestic Cheese)
Cooperation: Hokkaido Milk Promotion Association