Furuya Ryokan Limited Partnership, which operates Furuya Ryokan, Atami's oldest hot spring inn, founded in 1806, is expanding into the sweets business. To that end, the company established Modest Smile Co., Ltd. (same representative) to manage the sweets business on October 6, 2020. We are pleased to announce that the first store, a Japanese chestnut sweets cafe called "Wagurigashi Kiito -Nama-" (Japanese Chestnut Sweets Kiito -Nama-), will open in Atami Ginza Shopping Arcade in March 2021.
Founding Members of Modest Smile Co., Ltd.
Why a Long-Established Ryokan Is Launching a New Business
We founded this new company with the desire to meet the diverse needs of the 3.15 million guests who visit Atami annually. Furuya Ryokan's policy is to "run a company, not a family business," and we are continually and swiftly implementing various management reforms, such as being one of the first in the industry to adopt COVID-19 countermeasure technology and building a new type of women's dormitory to encourage relocation. Utilizing the hospitality and experience we have cultivated, we will provide high-value-added sweets and a comfortable space to further enhance the town's appeal.
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Store image of Japanese chestnut sweets cafe "Kiito -Raw Silk-" (interior)
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Store image (exterior) of Japanese chestnut sweets cafe "Kiito -Raw Silk-"
"Kiito -Raw Silk-" concept
We use 100% carefully selected, high-quality Japanese chestnuts, all domestically produced, from Miyazaki and Kumamoto. Our fragrant, low-sugar Mont Blanc is squeezed into 1mm-thin silk threads right in front of customers. Kyoto's "Saori, a Japanese chestnut specialist shop" that always has long lines of customers, provided support for the development of "Kiito -Raw Silk-" down to the smallest detail. We will be opening a cafe where adults can spend time in Atami, a rare find in Atami.
Mont Blanc made with 100% pure, high-quality Japanese chestnuts
The chestnuts are squeezed and served right in front of the customer (photo shows Saori chestnuts from Kyoto)
Message from the President
As a company that has been doing business in Atami for over 200 years and will continue to exist into the future, we aim to increase the value of Atami not just in the short term, but in the medium to long term, and to develop it into one of the reasons why people want to visit Atami again. Together with other businesses in Atami, we will contribute to town development. We will also be taking thorough measures against COVID-19, such as installing a "low concentration ozone generator," which Furuya Ryokan is also a pioneer in the industry, and constructing a "nano zone coat," to create a store that customers can visit with peace of mind.
Atami's shopping district, where many tourists come and go
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"Contributing to the development of Atami'" Representative: Uchida Soichiro
Click here for company press release details
Founding Members of Modest Smile Co., Ltd.Why a Long-Established Ryokan Is Launching a New Business
We founded this new company with the desire to meet the diverse needs of the 3.15 million guests who visit Atami annually. Furuya Ryokan's policy is to "run a company, not a family business," and we are continually and swiftly implementing various management reforms, such as being one of the first in the industry to adopt COVID-19 countermeasure technology and building a new type of women's dormitory to encourage relocation. Utilizing the hospitality and experience we have cultivated, we will provide high-value-added sweets and a comfortable space to further enhance the town's appeal.
"Kiito -Raw Silk-" concept
We use 100% carefully selected, high-quality Japanese chestnuts, all domestically produced, from Miyazaki and Kumamoto. Our fragrant, low-sugar Mont Blanc is squeezed into 1mm-thin silk threads right in front of customers. Kyoto's "Saori, a Japanese chestnut specialist shop" that always has long lines of customers, provided support for the development of "Kiito -Raw Silk-" down to the smallest detail. We will be opening a cafe where adults can spend time in Atami, a rare find in Atami.
Mont Blanc made with 100% pure, high-quality Japanese chestnutsThe chestnuts are squeezed and served right in front of the customer (photo shows Saori chestnuts from Kyoto)Message from the President
As a company that has been doing business in Atami for over 200 years and will continue to exist into the future, we aim to increase the value of Atami not just in the short term, but in the medium to long term, and to develop it into one of the reasons why people want to visit Atami again. Together with other businesses in Atami, we will contribute to town development. We will also be taking thorough measures against COVID-19, such as installing a "low concentration ozone generator," which Furuya Ryokan is also a pioneer in the industry, and constructing a "nano zone coat," to create a store that customers can visit with peace of mind.
Atami's shopping district, where many tourists come and goClick here for company press release details
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