The retail store aims to seeing the consumers' reaction of the new products being sold by the manufacturers on a test basis. It is referred to in this way of bearing an antenna role to collect consumer information.

For the expansion of the distribution and transmission of information of Fukushima's prefectural products, on Thursday, August 10th, 2006 in Ito-Yokado's Kasai Store in Tokyo, the "Fukushima Marketplace" permanent antenna shop was established.

The Fukushima Marketplace is adjacent to Ito-Yokado's food product area and measures about 24 tsubos. The shop sells agricultural and marine products, incudling seasonal peachres and various kinds of vegetables, etc., local brands of sake and seasonings, sweets and confectioneries and processed foods. Also, the famous dharma doll which rises up when placed down and "Akabeko" (red cow) and such small folk craft items, the display and sales of goods of about 240 entrepreneurs within the prefecture and about 1000 items.

The location of the Fukushima Marketplace is, as follows: