Matsuya's Regional Co-creation: Sakata City, Yamagata Prefecture 'Minatomachi Sakata no Kasafuku®'

A 2026 New Year's promotion developed as part of the "Regional Co-creation" initiative promoted by Matsuya Ginza. Nomura Medias was responsible for the exhibition composition, design, planning, production, and construction of the spatial presentation themed around "Kasafuku," a traditional craft from Sakata City, Yamagata Prefecture.

 

The wishes and auspicious meanings embedded in Kasafuku were organized into seven themes: six wishes—"Good Luck/Warding off Evil," "Health/Longevity," "Academics/Work," "Matchmaking," "Prayer for Safety," and "Bountiful Harvest"—plus a Matsuya Ginza original theme. We composed the ornaments according to each theme and deployed them in show windows and interior decorations. By utilizing the splendor of the cascading ornaments, we created a New Year's space where one can feel both traditional Japanese culture and the blessings of the New Year.