TenTen will open its first-ever directly-operated store, the “TenTen Popup Store,” on Saturday, April 5, 2025.
At the “TenTen Popup Store,” customers can directly purchase a variety of food products that leverage the rich resources of the satoyama (traditional Japanese agricultural landscapes), including free-range fertilized eggs from hens raised within the local village and game meat. The store will also feature exclusive items and aims to serve as a new hub connecting the local community with consumers.

This directly-operated store will be open exclusively on Saturdays. Alongside the brand’s signature fresh fertilized eggs and game meat, it will offer unique products that promote local resource circulation and can only be experienced here, such as original mayonnaise made with these eggs.

■ Store Concept
“The Value of the Essential (So no Kachi)”
At TenTen, we champion the “Value of the Essential” (So no Kachi) – a satoyama philosophy that focuses on maximizing the inherent strengths of natural materials and enhancing their value through human skill and craftsmanship. The store’s interior utilizes local natural materials such as earth, stone, wood, paper, and iron, creating a space that embodies the rich satoyama lifestyle of Nishiawakura Village.