On Saturday, March 28th and Sunday, March 29th, 2026, an unprecedented convenience store will appear in Shibuya, Tokyo—the city where Japan’s latest trends converge. Its name: “Muscle Mart.” This event was designed to support dairy farmers across Japan and promote the health benefits of skim milk (non-fat dry milk). The most striking feature is the muscular staff in aprons greeting guests with the shout, “Irasshai-macho!” (Welcome, macho!).
This project is operated through a collaboration between JA Zen-Noh (National Federation of Agricultural Cooperative Associations) and Kayak Inc. It aims to propose “sustainable health habits” that support consumer health while addressing challenges faced by the Japanese dairy industry.
7 Interactive Contents to Learn About Muscles and Nutrition at “Muscle Mart”
Muscle Mart offers seven different experiences where you can check your health status while having fun.
1. Check Your “Muscle Savings” at the “Muscle ATM”
The “Muscle ATM” installed in the store doesn’t dispense cash; instead, it’s a device that calculates the amount of protein you need. By entering your weight, age, and exercise habits, it outputs a “Transaction Statement (Receipt)” detailing the exact amount of protein you should consume daily. This receipt also lists recommended products available in the store to support efficient muscle building (muscle savings).
2. Visualize Your Deficiencies with the “Muscle Self-Checkout”
When you select the items you want to eat, a monitor displays the amount of protein you are missing to reach your ideal physique. By scanning products containing skim milk, you can visually learn how to supplement those missing nutrients.
3. Special Commemorative Photos! “Macho Lottery”
Customers who spend 500 yen (approx. $3.40) or more in the store can try the “Macho Lottery,” a popular style of drawing in Japan. Winners can take a commemorative photo with the muscular staff. You can take Polaroid (instant) photos in exciting poses, such as being carried “princess-style” or sitting on a “Macho Sofa” (the staff’s muscular laps).
4. Learn Skim Milk Life Hacks in “Muscle Mart Magazine”
Visitors will receive a free magazine. It introduces surprising recipes, such as the “Moko Moko Shake” made by mixing skim milk and cola, and “secret tricks” like adding skim milk to cup noodles.
5. Free Distribution of Muscle-Shaped Bread and Protein Drinks
At the register, three types of “Muscle-Shaped Bread” made with skim milk will be distributed for free. You can also sample the protein drink “NON FAT MILK PROTEIN.”
Limit one per person. Quantities are limited.
Marumacho (Cream Bread)
A bun filled with rich cream made from skim milk. It is characterized by its gentle sweetness and depth of flavor.
Honeboot (Sausage Bread)
A sausage roll with skim milk kneaded into the dough to boost calcium content. While it looks “big-boned” (Honebuto), the texture is very soft.
Mr. Salty (Salt Bread)
A salted bread roll shaped to replicate a legendary bodybuilder’s pose. The saltiness enhances the sweetness of the skim milk.
6. Protein Drink Sampling
“NON FAT MILK PROTEIN” is a milk protein primarily made from domestic non-fat dry milk. You can enjoy three flavors: Milk Cocoa, Banana Au Lait, and Vanilla.
7. Sale of Limited-Edition Skim Milk Products
Image is for illustrative purposes.
The merchandise corner will sell over 15 types of limited-edition items, including not only snacks and foods containing skim milk but also “Apparel T-shirts” made using skim milk fibers.
Served by the Muscular Gentleman Group “ALLOUT”
The event will be energized by members of “ALLOUT,” a muscle performance group active throughout Japan. Their motto is “Muscles will save the world!” and they provide energetic service. Dressed in aprons over their bare chests, they will give their full support to guests’ health habits.
The Serious Background Facing the Japanese Dairy Industry
Source: https://www.j-milk.jp/gyokai/jukyu/h4ogb4000000l2z2-att/a1770452869056.pdf 🇯🇵
Behind this unique event lies a serious problem facing the Japanese dairy industry. Currently, skim milk inventory in Japan is surging and is expected to reach approximately 82,800 tons (about 182.54 million pounds) by the end of March 2026. This significantly exceeds the appropriate level of 50,000 tons (about 110.23 million pounds).
While skim milk has excellent nutritional value—being high in protein and low in fat—its use in general households is not well known. Muscle Mart is a challenging project aimed at helping people rediscover the value of skim milk through entertainment.
Event Overview and Access Information
Be sure to visit this “power spot” appearing in the Shinsen area of Shibuya, Tokyo.
- Event Name: Muscle Mart
- Date & Time: March 28th (Sat) & 29th (Sun), 2026, 11:00 AM – 5:00 PM
- Venue: SPACE D9 GALLERY STUDIO
- Address: 8-2 Shinsen-cho, Shibuya-ku, Tokyo, Shinsen Bldg. 1F 🇯🇵
- Admission: Free
- Access: 2-minute walk from Shinsen Station (Keio Inokashira Line), 10-minute walk from Shibuya Station (JR)
Experience a special two days where Japan’s convenient “Konbini” culture fuses with well-trained muscles.
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