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Time Out says

Bread, bread and more bread is on the menu at this extended weekend festival, which will see a good 40 shops that usually boast queues around the block move shop and present their wares on the sixth floor of Isetan Shinjuku. In addition to Kanto representatives, Kansai bakeries and even a few international favourites will be there to tempt you with their fragrant breads. A particular focus is Kobe, which is known as a veritable hub for baked goods: the city will be represented in the form of different local chefs appearing on each day, giving you the chance to savour treats you can usually only get in Kobe itself. With the menus changing every day, there's enough to keep bread-lovers coming back for another slice. 

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