On Friday, October 2, Saturday, October 3, and Sunday, October 4, the market-style festival “YES GOOD MARKET 2026” (hereinafter “YGM 2026”) was held at Okazaki Park in Kyoto City.
Okazaki Park is a popular relaxation spot for both Kyoto residents and tourists, surrounded by Heian Jingu Shrine, the ROHM Theatre Kyoto, and the Kyocera Museum of Art. It is characterized by a space that is quintessentially Kyoto, where the park and Jingu-dori Avenue blend seamlessly, and one of the park’s charms is how easy it is to stroll around the grounds.
To this very spot—which generated tremendous excitement during “YGM 2024”—apparel brands with unique styles, select shops, and popular restaurants from across the country have once again gathered this year.
The pre-festival event on the eve of the first day and the second day were blessed with absolutely perfect weather. Long lines formed in front of the main gate even before the venue opened, and in the blink of an eye, the grounds were packed with people, people, people…!
First, I browsed the apparel and merchandise area. In addition to “LOFTMAN,” a select shop with locations in Kyoto, Osaka, and Tokyo, and “IMA:ZINE,” a cultural hub in Nakatsu, Osaka, the event featured the Italian sports brand 〈LOTTO〉, 〈FREITAG〉—over 50 shops set up booths this year.
The “YGM” Official Shop sold collaborative merchandise with popular brands as well as original items featuring the “YGM” logo, and by the latter half of the event, “SOLD OUT” signs were popping up here and there. We also saw visitors already sporting some of these items.
Next, let’s head to the food area to grab a bite. The highlight, without a doubt, is the official food lineup curated by Shibuya-based “Sakai Shokai.” Start by raising a toast with draft beer featuring the “YGM” logo and fried potatoes topped with aonori and sansho pepper. And you definitely can’t miss the freshly baked stone-oven pizza from “Ollie,” a standing bar in Kego, Fukuoka.
The line was for the “Chillmatic” burger. This signature dish combines a patty made from coarsely ground beef aged for 90 days—grilled over extremely high heat to retain its juiciness—with house-made Wagyu beef pastrami. Paired with a brioche bun that’s crispy on the outside and fluffy on the inside, the combination not only complements the flavors perfectly but also lets the rich, savory taste truly shine through.
Even in the flea market area at the very back of the main gate, crowds had already gathered early in the morning! Haruki Ishiguro, a freelance director well-known to Fuinam readers, and Hirokazu Kanahara, brand director of *Crinkle Crinkle Crinkle*, were also running booths there, drawing particularly large crowds.
In addition, numerous creators and shops—including model Minori Nakada, the editorial team of the web media outlet “PERK magazine,” and the popular salon “GOOD THING”—participated, all of whom resonated with the concept of “passing on connections” by infusing their products with the stories and sentiments behind them. Although it was the first edition of the event, every booth drew large crowds, creating a lively atmosphere.
Unfortunately, it rained all day on Sunday, the final day, but the crowd never let up, and the estimated total attendance over the three-day event was approximately 35,000 people! The event closed on a high note, marking its most successful edition to date. On social media, people shared their souvenirs, snapshots, and photos of the booths, reminiscing about the experience. I’m already looking forward to seeing which city will let us experience this vibrant atmosphere next year.
Text & Edit: Akiko Maeda
