Shinoya is a small shop run by Shino-chan, a husband who runs businesses utilizing the rich resources of the Echizen coast, such as "Echizen Coast Shino Salt Factory," "Sea and Mountain Eggs," and "Ama-shin," and his wife Ellie, a former stylist who designs fields according to her sensibilities at "Eri Farm," and runs the fabric goods brand "Market Ellie," where she sews with care. They enjoy a life of farming in good weather and sewing in bad weather.

They deliver "people," "things," and "events" that are connected to things they grow, harvest, and make themselves.

And now, these "people," "things," and "events" surrounded by the rich sea and mountains of the Echizen coast are coming to Nakameguro SUT!

A two-day pop-up "Shinoya Marche" will be held!

[Examples of things Shinoya makes]
◎Echizen Coast Shino Salt Factory
They make salt on the Echizen coast in Fukui City. The salt produced by boiling the crystal-clear, abundant seawater over a wood fire fueled by thinned mountain timber and discarded materials from vacant houses is a crystallization of the Echizen coast itself.

◎Umitateyama Tamago (Sea-Fed Mountain Eggs)
Healthy chickens raised on the mountainside by the sea of the Echizen coast lay fresh and delicious eggs.

◎Eribata (Eri Field)
Pesticide-free vegetables blessed by the bounty of the sea and mountains. We started farming in this area in 2020. Eribata grows vegetables on a mountaintop overlooking the sea.

◎Miharashi Rice Store Hyakusho no Kome (Hundred Smiles Rice)
Rice grown in a place with beautiful views of the seaside. Grown with pure water drawn from a famous local waterfall and bathed in mineral-rich sea breeze, this Koshihikari rice is sweet and glossy.

◎Market Ellie
Working in the fields when it's sunny, sewing when it rains... Before we knew it, we were living that kind of life. About vegetables, about fabrics. I hope to spread awareness of all the good things about it.