RAILCROSS: Receive a box of omiyage with JR-EAST’s new cross-border venture

Japan’s largest railway company is launching a pilot programme for RAILCROSS—a brand-new souvenir box subscription service that is part of its new cross-border e-commerce venture. For the uninitiated, apart from operating many of Eastern Japan’s most frequented train lines, East Japan Railway Company (JR East) is also known for its development of in-station commercial facilities known as Ekinaka (エキナカ), cooperating with thousands of tenants to introduce exclusive seasonal and regional products that can only be bought at JR Stations for those who ride with JR East, which are typically sold only at their respective cities and travel destinations.

Akin to the days where travellers to Japan would buy omiyage (お土産 souvenirs) in their trips to Japan back home for their family and friends, RAILCROSS wishes to deliver local Japanese products, travel information, and makers’ stories that can only be found in Japan, right to your doorstep. With a new theme and region featured every month, there is always something new to look forward to in every RAIL CROSS box.

2022 February’s Omiyage Box: LOVERS IN HOKKAIDO. Each box will be priced at $50. (Image credit: JR East)

To kickstart the pilot programme of RAIL CROSS, the first box is themed "Lovers in Hokkaido", which features products from Hokkaido (北海道)—Japan's northernmost region. In this box, customers can expect to receive an assortment of different Hokkaido omiyage (お土産 souvenirs), including the very popular Shiroi Koibito (白い恋人). Following the theme of the box, it is curated with hopes that it will be shared amongst loved ones, be it between sweet lovers or friends with a soft spot for sweets.

Alongside Shiroi Koibito, customers will also be receiving other local favourites such as Hokkaido Yubari Melon Bite-size Jelly (北海道産夕張メロンひとくちゼリー), Toukibi Chocolate Milk Chocolate Flavour (とうきびチョコ ミルクチョコ), and Shiokara Hoshichatta (塩辛干しちゃった). For many of these items, it is the first time that they are being introduced into Singapore.

RAILCROSS: Hokkaido Omiyage Box
Sale period: 24 January–17 February 2022 (Limited quantities available)
Price: S$50

The logo. (Image credit: JR East)

RAILCROSS’s logo depicts two motifs that portray the values of JR East’s new initiative: a train and two takara musubi. While the former represents JR East’s establishment as first and foremost a railway company, the two takara musubi (宝結び Treasure Knot)—a motif which resembles the shape of the decorative knot used to wrap sacred objects and valuable treasures since ancient times in Japan—symbolises good fortune and wishes for eternal prosperity, longevity, and happiness.

Visual of the box. (Image credit: JR East)

The texts and motifs are enclosed in railway tracks to bring about the element of rail travel. While the gold colour accentuates feelings of richness and excellence, a traditional Japanese colour, koi ai (濃藍), is used throughout to convey the authenticity of the Japanese products in the box. 

With the pilot programme underway, eager customers can visit JAPAN RAIL CAFE to have a look at the sample of the boxes and items available in early February. Pre-order sales are limited to 100 boxes.

RAILCROSS: Hokkaido Omiyage Box
Sale period: 24 January–17 February 2022 (Limited quantities available)
Price: S$50
 

Header image credit: JR East