Sweet Co., Ltd. will open its fourth store, "Nakamata Isetan Shinjuku Store," on October 5, 2022, on the first basement floor of the main building of Isetan Shinjuku, where the Japanese sweets section will undergo a second refresh opening in the fall of 2022. This will be Nakamata's first permanent store in Tokyo.


Since opening its flagship store in Maebashi City, Gunma Prefecture in 2018, Nakamata is a Japanese sweets brand that has adopted the vision of "increasing harmony" and has offered "harmonious sweets" such as "Maebashi Dorayaki Fluffy Wanuki," which has been a hot topic on television and social media. Currently, the company has two permanent stores in Maebashi City, Gunma Prefecture, and one in Nagoya City, Aichi Prefecture, but the new Nakamata Isetan Shinjuku store will be its first permanent store in Tokyo.



Isetan Shinjuku is currently undergoing a phased refresh of its Japanese confectionery area, "The Taste of Sweetness, the Way of Tea," on the first basement floor of the main building, and this store will open in conjunction with the second phase of the refresh opening, which is currently underway. In addition to popular and classic sweets, Isetan Shinjuku will also offer products exclusive to the store.


〈Menu〉 *Partial list



Maebashi Dorayaki Fuwa Fuwa Wanuki (Anko Cream/Milk Cream/Red Bean Paste, etc.)


"Fuwa Fuwa Wanuki" is named after the "Wanuki" (ring-shaped) dorayaki emblem of Maebashi City, Gunma Prefecture, with the hope that it will become a Japanese confectionery representative of Maebashi City, Gunma Prefecture. The dorayaki dough is filled with plenty of meringue and then carefully baked by artisans one by one, resulting in a blissfully fluffy texture. Enjoy a moment of peace in your daily life with our homemade bean paste made from 100% Hokkaido red beans and carefully selected seasonal fruits.


[Isetan Shinjuku Store Exclusive] Maebashi Dorayaki Fuwa Fuwa Wanuki Special An Butter


Since its introduction last year, the "An Butter" has become the most popular of the many "Fuwa Fuwa Wanuki" desserts, and now it has been updated to a special version that can only be enjoyed at this location. While they have previously offered handmade salted butter that has been carefully selected to complement their handmade bean paste made with Hokkaido azuki beans, this time they are using a generous amount of Calpis Co., Ltd.'s "Special Selection Butter," which is produced in limited quantities by Calpis. Come and enjoy the marriage of the fluffy, "blissful" dorayaki dough with the luxurious richness of this "Special Selection" butter, also known as the "phantom butter," in Tokyo.


【Seasonal Limited Edition】Maebashi Dorayaki Fluffy Wanuki Choguri


"Choguri" will be available exclusively at Isetan Shinjuku store during the autumn and winter. This year, we have returned to our roots of "enjoying the harmony of flavorful Japanese chestnuts and fluffy dorayaki dough" with a simple composition that fully brings out the appeal of the ingredients. An overflowing amount of squeezed Japanese chestnut cream, large chestnuts with their skins, and a secret flavor of red bean paste are sandwiched between fluffy dough. In other words, it is the "ultimate Japanese Mont Blanc" created by a Japanese confectionery artisan. With one bite, the bursting aroma and deep flavor of Japanese chestnuts fills your mouth. We promise to offer a luxurious experience that will delight chestnut lovers in the beautiful Japanese autumn.


[Seasonal Limited Edition] Maebashi Dorayaki Fluffy Wanuki Shine Muscat


We also offer the long-awaited autumn fruits every year. Yamanashi Prefecture's Shine Muscat, also known as the king of grapes and the green jewel, has a thin, crisp skin and is above all sweet and juicy. It also has a rich fragrance. Enjoy beautifully sliced, large Shine Muscat grapes and a special cream that is just as appealing, served with fluffy Norayaki dough.


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"Wamochi" is named after the "Wanuki" symbol, the city emblem of Maebashi City, Gunma Prefecture, and the desire to "possess harmony." The gently sweet bean paste is wrapped in a chewy dough made from a blend of glutinous rice flour. Its fragrant and elegant flavor pairs perfectly with tea, coffee, and even black tea. It's also popular as a gift or a greeting.


Hon-warabimochi Puru Shizuku


"Puru Shizuku" is an authentic warabimochi made with real bracken flour, inspired by the dripping water from the zelkova tree, Maebashi's "city tree." We offer three flavors: "Earl Grey," which incorporates Western elements into the traditional Japanese sweet, "warabimochi," as well as "Jasmine" and "Matcha." Enjoy the bouncy, chewy, and juicy texture and the unprecedented blend of Japanese and Western flavors and aromas.


【Seasonal Limited Edition】Japanese Verrine: Grape, Orange, and Fig Fromage


These cup sweets are created by Japanese confectioners using their Japanese sensibilities and techniques to suit the season and what is in season. This dessert uses a generous amount of three seasonal fruits: grapes, oranges, and figs. The refreshing sweetness of the fruit is matched with the richness of the mascarpone mousse, creating an exquisite balance.


【Seasonal Limited Edition】Japanese Verrine: Japanese Chestnut Mont Blanc and Soy Milk Kudzu Manju


These cup sweets are created by Japanese confectioners using their Japanese sensibilities and techniques to suit the season and what is in season. The main layer is Mont Blanc cream made with the autumn flavor of Japanese chestnuts, and it consists of three layers, including fresh cream and matcha yokan. The moderate sweetness spreads throughout your mouth.


【Seasonal Limited Edition】Japanese Verrine Coffee Yokan Tiramisu


A cup sweet created by a Japanese confectioner using his Japanese sensibilities and techniques to suit the season and what is in season. While savoring the "tiramisu" of cocoa powder and mascarpone mousse, as you continue eating you can enjoy the rich Japanese flavors of gentle coffee agar, red bean paste, and coffee mizu yokan.


Wakanure


Wakanure is a popular confectionery born from a collaboration between Japanese and French cuisine. Supervised by Uehara Koichi, owner and chef of the French restaurant LIEN, which is often featured in the media, the traditional French canelé has been refined to suit Japanese tastes, resulting in a unique chewy texture. The distinctive aroma of canelé makes it the perfect pairing with coffee or alcohol.


Kotane Bean Confectionery


"Kotane Bean Confectionery" is popular not only as a tea snack but also as a companion to alcohol. The name comes from "Mebuku," the urban development vision of Maebashi City, Gunma Prefecture, where Nakamata originated, and was chosen with the hope that these small grains would become the "seeds" that will help the city sprout even more in the future. These bean confectionery, made with large peanuts and broad beans in a variety of flavors, is perfect not only as a tea snack but also as a companion to alcoholic beverages such as sake and wine. The packaging design, featuring a can-like form and graphics inspired by each flavor, has also been well-received, winning the Top Award Asia, given to outstanding packaging design in Asia. It has also been selected for the "Business Gift Selection," which certifies trustworthy gifts selected by secretaries who are specialists in gift selection.

*Availability is limited for each type.
*Subject to change without notice.


〈Isetan Shinjuku Store Information〉
Nakamata Isetan Shinjuku Store
Opening date: Wednesday, October 5, 2022
Address: Isetan Shinjuku Store, Main Building B1F, 3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022
Business hours: 10:00-20:00
Inquiries: 03-3352-1111 (Isetan Shinjuku Store main number)
Closed: Same as Isetan Shinjuku Store

▼Announcement in "FOODIE", a media outlet published by the Isetan Mitsukoshi Group
https://mi-journey.jp/foodie/82580/

▼Nakamata Isetan Shinjuku Store official Instagram has been launched
https://www.instagram.com/nakamata.isetanshinjuku/

▼Nakamata Isetan Shinjuku Store Official Facebook page has been launched
https://www.facebook.com/nakamata.isetanshinjuku/

〈Store list〉
https://www.nkmt.jp/about/

Maebashi Main Store (2-7-21 Chiyoda-cho, Maebashi City, Gunma Prefecture)
Power Mall Maebashi Minami Store (64-7 Shinbori-cho, Maebashi City, Gunma Prefecture)
Nagoya Noh Theater Hōsa Store (1-1-1 Sannomaru, Naka-ku, Nagoya City, Aichi Prefecture)
Isetan Shinjuku Store (3-14-1 Shinjuku, Shinjuku-ku, Tokyo) *Scheduled to open on Wednesday, October 5, 2022

Nakamata Official online store: https://www.nkmt.jp/
Nakamata official SNS and other information: https://lit.link/nakamata/

Sweet Co., Ltd.
Founded in 2020 with the vision of "making the world sweet," the company was founded from Nanirani Co., Ltd., a design consulting firm in Shibuya Ward, Tokyo. Originating in Maebashi City, Gunma Prefecture, Nakamata operates two Japanese confectionery brands: Nakamata, which aims to "increase harmony" and explore new possibilities in Japanese confectionery; and Kasho Hana Kikyo, which has its roots in Owari Nagoya dating back approximately 400 years and aims to "rediscover Japanese beauty."