Prefectural "antenna shops" are retail stores that specialize in food and other products from a specific Japanese prefecture or city. Set up by local governments and located in Tokyo and other major cities, they are meant to promote an appreciation of regional foods and crafts, and encourage tourism.

Typical items for sale at antenna shops include sake and shochu, fresh produce and fruit juices, pickles, rice, miso paste and frozen seafood, plus unusual local specialties. Many shops from sake-producing regions offer an excellent selection of labels from small, independent breweries that might be hard to find elsewhere in Tokyo.

Some shops also sell pottery and local handicrafts, while others are limited to food and drink. A number of antenna shops have restaurants or cafes attached to them; these range from inexpensive noodle shops to full-fledged restaurants serving local dishes with freshly imported ingredients. And for some reason, a surprisingly large number of antenna shops sell soft-serve ice cream.