Isetan Mitsukoshi Holdings holds an event dubbed “Japan Senses” to communicate the charms and beauty of Japanese culture. Until Aug 19 at Isetan Shinjuku, Nihonbashi Mitsukoshi and Ginza Mitsukoshi.

It is the third time for the event to take place. The theme this year is “have fun with Japan” and centers on playful spirits and humor. Japanese festivals, which have been enjoyed for over four centuries from the Edo period, are introduced along with the latest technology used by creators, designers and craftsmen.

At Isetan Shinjuku, Japanese technology, materials and processing are introduced through products and events. A festival featuring fashion brands: mastermind JAPAN, mina perhonen, Anna Sui and others is currently being held. Also, collaboration sandals by TATAMI (luxury line from 240-year old German shoes brand Birkenstock) and popular Japanese brands (such as White Mountaineering and N.HOOLYWOOD) are being sold at Isetan Men’s.

At Nihonbashi Mitsukoshi, Japanese traditions are fused with modern sensibilities. At Ginza Mitsukoshi, items incorporating Japanese traditions and technology that are created by global designers are featured.

“Japanese traditions, culture and skills are highly acclaimed throughout the world. Unfortunately, due to the shift of production bases to other countries, these Japanese qualities are not being communicated properly. At Isetan Mitsukoshi, we help to bring together the creators (the source of items) and the users (customers). We will continue promoting such activities,” explains a CSR rep of the company.

The company has been selected by the Japanese Ministry of Economy, Trade and Industry to promote the Cool Japan project for this year. In Feb 2014, the company will host events in New York to present Japanese food, fashion, art and design.