Queues form multiple times a day, waves of people lining up at the cash registers. You might think it's a trendy sweet treat or a limited-time event, but it's not something special; it's the same line of people waiting every day to get their hands on Joan's freshly baked bread. Joan, a bakery that was founded in Ginza Mitsukoshi and is now a familiar sight at Mitsukoshi department stores across the country, is a thriving store where queues are commonplace.

In this article, we'll explore why it has continued to fascinate people for 37 years, and the appeal of this new shop that has just opened in its birthplace, Ginza Mitsukoshi.

A bakery created by Laurent Johan, the "artisan of the dawn," and Donq, the bakery that popularized French bread in Japan.

The first Johan store opened in 1983 at Ginza Mitsukoshi. At the time, Ginza Mitsukoshi was undergoing renovations, and Donq, the original Kobe-based bakery that had opened there, decided to launch a new brand. Searching for a talented Parisian baker to partner with, they consulted with Raymond Calvel, a professor at the French National School of Flour Milling who first introduced French bread to Japan. He was introduced to Laurent Johan.

Laurent Johan
Johan began his training as a baker at the age of 13, and in 1942, at the age of 27, opened his own shop in Montparnasse, Paris. At the time, bread prices were controlled in France, and because there was a price cap, inferior bread was sold that had been made using low-quality ingredients or cutting corners in the manufacturing process in order to make a profit. Even in such circumstances, Johan's shop, which continued to bake good bread with a focus on quality, was loved by Parisians and remained a popular favorite for 56 years.


Mr. Joan was known as the "dawn craftsman" because he worked from 3am to bake an average of 1,000kg (approximately 3,000 loaves) of bread per day. He was honest, hardworking, and pure. Inheriting Mr. Joan's artisan spirit, Donq partnered with him to create the Japanese version of "Joan."

A pioneer of “in-store bakeries” that always have freshly baked bread on hand

This is a photo of Joan at the Mitsukoshi Ginza store when it first opened. While “in-store bakeries,” with in-store kitchens and always freshly baked breads, are commonplace today, they were a groundbreaking initiative at the time. With the slogan “Joan Creates World Breads,” the bakery offered traditional French breads and other European breads, garnering attention as an innovative bakery that promotes the joy and culture of global cuisine.

The extensive menu is unique to Joan in Japan and perfectly fits the Ginza district, where cultures from around the world intersect. Three years after opening, the bread selection grew to approximately 200, and the freshly baked flavor and wide variety of breads gained popularity and attracted a growing fan base. People carrying Joan's deep green bags filled the streets of Ginza, earning it the nickname "Joan phenomenon." Apparently, customers even asked for another bag, demonstrating the extent of the craze. "Freshly baked bread" and "wide variety" remain Joan's appeal to this day. While it may seem simple, it's a value that can only be achieved through the daily efforts and hard work of our artisans. That's why Joan didn't end as a passing fad, but established itself as a bakery standard and spread to Mitsukoshi department stores nationwide.

An environment where artisans can freely demonstrate their skills and creativity

At Joan in Ginza Mitsukoshi, lines form multiple times a day. "Ginza Chocolate Bread" and "Corn Bread" are brought to the entrance as soon as they are baked, and a special line forms for them, and they disappear in an instant. The most popular item, "Corn Bread," is baked at a rate of about 1,000 per day, but it is surprising that it is almost sold out every day.

The most popular item is "Corn Bread" (large: 1 piece, 152 yen including tax, small: 1 piece, 87 yen including tax)
"Ginza Chocolate Bread" (1 piece, 432 yen including tax), a Ginza Mitsukoshi exclusive

In addition to its "freshly baked" and "wide variety," the excitement of constantly discovering new breads created by artisans showcasing their skill and creativity is one of the reasons why "Joan" has continued to be loved throughout the ages. If you're visiting Mitsukoshi, be sure to experience the joy of visiting the store.

Petits fours sold by weight have become a new Ginza specialty.
What is the new concept shop, "Marche du Petit Four Joan"?

*Photo is for illustrative purposes only.
Did you know about the new concept shop that opened in Ginza Mitsukoshi, the birthplace of "Joan," in March?

It's called "Marche du Petit Four Joan." At this shop, you can buy freshly baked petit fours, such as mini-sized croissants, kouign amann, and cheesecake, by weight. Petit fours are easier to carry and more approachable than fresh sweets, making them a great snack for a special occasion, or as a gift or present.

Specialty Breads from "Joan" & "Marche du Petit Four Joan"

Ginza Mitsukoshi Exclusive Joan's "Ginza Chocolate Bread" (¥432 per piece, tax included)
Joan's "Ginza Chocolate Bread" is made with fluffy, moist bread dough rolled in chocolate and baked. Its generous chocolate filling and heavy weight make it the ultimate chocolate bread. The sweet aroma that wafts through the air after baking is exceptional. This Ginza Mitsukoshi specialty has many repeat customers.

[SHOP INFO]
Ginza Mitsukoshi Main Building B2F / Bread & Coffee
Quantity for sale: Limit 2 items per customer per transaction
Sales method: Sales times are (1) when the store opens, (2) from 1:00 PM, (3) from 4:00 PM, and (4) from 6:00 PM. For sales after 1:00 PM, numbered tickets will be distributed in-store 45 minutes before sales start.



Ginza Mitsukoshi Exclusive: Joan's "GINZA Sale" (¥195 per piece, tax included)
Also available exclusively at Ginza Mitsukoshi. This meal bread is filled with mashed potatoes, topped with butter and baked to perfection, and garnished with rock salt. The salty butter and rock salt create an exquisite harmony with the mellow mashed potatoes and bread. It's also very filling. It's so delicious you'll soon become addicted.

【SHOP INFO】
■ Ginza Mitsukoshi Main Building B2F / Bread & Coffee



※Photo is for illustrative purposes only.
"I want to enjoy a little bit of every delicious thing," "I love the special feeling of freshly baked food," "It has to be authentic, made with carefully selected ingredients." The petit fours from Joan's new shop, Marché du Petit Four Joan, introduced earlier, are sure to satisfy the "snack cravings" of such indulgent adults.

They always offer around six types of petit fours, sold by weight. The three products exclusive to Ginza Mitsukoshi are a mini version of Petit Couigny Aman, a traditional Brittany pastry; Galette Grutonne, a sable pastry with a crunchy texture and rich butter flavor; and Petit Gateau Fromage, a cheesecake with a deep flavor made with French cream cheese.

Ginza Mitsukoshi Exclusive Marché du Petit Four Joan "Petit Couign Amann" (411 yen per 100g, tax included)
Ginza Mitsukoshi Exclusive Marché du Petit Four Joan "Galette Grutonne" (411 yen per 100g, tax included)
Ginza Mitsukoshi Exclusive Marché du Petit Four Joan "Petit Gateau Fromage" (¥411 per 100g, tax included)
[SHOP INFO]
Ginza Mitsukoshi Main Building B2F / Bread & Coffee

[FLOOR GUIDE]
Click here for details on Ginza Mitsukoshi Main Building B2F

https://youtu.be/4T02bWmudxs
The long-loved "Joan" and its sister brand, the new Marché du Petit Four Joan, are both great options to check out.


Please note that this product information is current as of the publication date and may not be available. Product information may also be subject to revision or change without notice.
Please forgive us if the item is out of stock.
The photo is for illustrative purposes only.