What this is
Atrevío Jamón Car is a pop-up shop event at Tokyo Midtown showcasing premium Spanish jamón — dry-cured Iberian ham considered one of the finest delicacies in the world. Atrevío is a specialist purveyor of authentic Spanish cured meats, bringing the flavors of the Iberian Peninsula directly to Tokyo. The event offers visitors a rare chance to sample and purchase high-quality jamón without traveling to Spain or seeking out a specialty import store. For food lovers in Tokyo, pop-ups like this are a welcome opportunity to explore European charcuterie culture in a curated, accessible setting.
Who should go
This event is ideal for food enthusiasts, expats missing European flavors, and curious foodies eager to explore premium imported delicacies. Fans of Spanish cuisine or anyone who has traveled to Spain and fallen in love with jamón will find this a nostalgic and satisfying experience. It also suits gift-shoppers looking for a sophisticated, gourmet souvenir or treat. Arrive early in the day as premium jamón products at pop-up events tend to sell out quickly.
Good to know
Tokyo Midtown is a high-end retail and dining complex in Roppongi, easily accessible via Roppongi Station with a direct underground connection. As a pop-up shop rather than a ticketed event, entry is free to browse — purchases will be the main cost. Bring cash as well as cards, since smaller pop-up vendors in Japan sometimes have limited card payment options. Premium jamón can be expensive, so set a budget in advance if you plan to buy. The pop-up is likely to be compact, so visit on a weekday or early in the morning to avoid crowds.
This event was sourced and translated from Japanese by What's On Japan. Details may change — verify with the official source before attending.