Matsuzaki Shoten Co., Ltd. will open MATSUZAKI SHOTEN in Ginza 4-Chome on July 21, 2021. The flagship store will be relocated from Ginza 5-Chome to 4-Chome, and a new store with an attached office and an eat-in space will be opened, with themes of reinventing senbei and promoting community interaction. The store name will be changed from "Ginza Matsuzaki Senbei" to "MATSUZAKI SHOTEN," and a new form of entertainment centered around senbei will be created.


◆About Matsuzaki Shoten Co., Ltd.
Founded in 1804 (the first year of the Bunka era) on Shibauo Aizaka, the store moved to Ginza in 1865 (the first year of the Keio era), and has continued for over 200 years. Our carefully crafted Kawara Senbei crackers, made with plenty of eggs and baked with care, are a timeless signature product.

◆Background to the relocation of our main store
Due to the impact of the COVID-19 pandemic, we determined that it would be difficult to sustain the company with our current business operations. Therefore, we decided to relocate to a new, more spacious store in order to consolidate all of the products we have created to date and strengthen our brand. We have also united with the people of the city to overcome the COVID-19 pandemic through various initiatives, including Ginza Tamatebako (http://gintama.tokyo). Through these efforts, we have once again realized the need for a place where people can gather and discuss a better future for the city. Our new store will provide opportunities for people to connect and create new value, contributing to the development of the city as a "third place" in Ginza.

◆About the new MATSUZAKI SHOTEN store
A new eat-in space will be added to the main sales area. We have remade and revived a memorable table that was used in the Matsuzaki Building, which was established in 1964, the year of the Tokyo Olympics. Playful neon signs have been installed at the store entrance, creating a unique and distinctive atmosphere that blends history and modernity.

[Store Photo]






◆Changing the theme color to purple (wisteria)
The concept color for the new store is purple (wisteria), a blend of the brand color red (burgundy) and the main color blue (indigo), which is the color of the Shoin Jinja-mae store, which has the theme of "community-based and returning to basics." By consolidating what we have been working on so far, we aim to further develop as a brand that combines tradition and innovation.

◆Introducing new products
Based on the manufacturing knowledge we have cultivated over the years, we are developing products that are in line with the times. New products using Ginza Kuya Sorairo bean paste will also be available.


【Matsuzaki Rour with Ginza Kuya Sorairo】385 yen
A new type of rice cracker sweet made with Ginza Kuya Sorairo bean paste and naturally colored shiratama rice flour dumplings sandwiched between soft tile-shaped rice crackers.


【Uji Kintoki】825 yen
Matcha-flavored shaved ice made with natural ice topped with Ginza Kuya Topped with "sky-colored" bean paste and shiratama rice flour dumplings colored with natural food colorings. *Summer only, sales will end when ice runs out.


[Oedo Matsuzaki Tenju Shami-do] 12 varieties, 162 yen each
Features cute pastel-colored illustrations reminiscent of Japan's four seasons, drawn with natural food colorings on classic tile crackers.
*Pre-sale at MATSUZAKI SHOTEN


[Hot Coffee, Americano, Cappuccino with Kawara Rice Crackers]
Hot coffee and Americano 550 yen each, Cappuccino 660 yen
We offer a special cup of coffee to enjoy alongside our dine-in menu! We use environmentally friendly paper cups

◆ A new initiative towards revitalizing the town


"Ginza de Night"
We will be holding the unique event "Ginza de Night" on an irregular basis, where you can enjoy a rice cracker in hand and it will make you want to take a detour. We aim to be Ginza's third place, a place where people gather and new encounters are made.
*More information will be announced on the official Instagram (https://www.instagram.com/matsuzaki_shoten)

"Ginza no Koto"
We have launched "Ginza no Koto," a column that focuses on the charm of people, things, and experiences, mainly in Ginza! We will share the people who are active in this historic area and the charm of the town that we would like you to experience.
"Ginza no Koto" (https://matsuzaki-shoten.tokyo/column/:slug)


◆Comment from Representative Director, Matsuzaki Sohei


With customers not returning to Ginza due to the COVID-19 pandemic, how can we keep our shops open? This is where this project began. Ginza Tamatebako was started from the desire to connect with the people of the town and take action; the Shoin Jinja-mae store has been able to continue thanks to the support of the local community even under these circumstances; and the appeal of Kawara Senbei, which customers continue to order even with few people around. It is precisely in times like these that the necessities and demands of customers are highlighted. In order to create a truly enjoyable store that concentrates on those essential aspects, all of our staff have been working on product development and store design. Starting from this location, all of our employees will work together to take on new challenges that go beyond the boundaries of senbei.
We hope you will continue to support MATSUZAKI SHOTEN.


◆MATSUZAKI SHOTEN Official Website
URL: https://matsuzaki-shoten.tokyo/
We plan to introduce mobile ordering and a charge billing system! Offering a new service that integrates the real world and online

◆MATSUZAKI SHOTEN Official Instagram
https://www.instagram.com/matsuzaki_shoten

◆Store Information
4-13-8 Ginza, Chuo-ku, Tokyo 104-0061
Business Hours: 10:00-19:00 (Eat-in Last Order: 18:30)
Phone Number: 03-6264-6703
Access: Exit 3 of Higashi-Ginza Station on the Tokyo Metro Hibiya Line and Toei Asakusa Line

◆Company Overview
Matsuzaki Shoten Co., Ltd. Founded: May 1804
Main Business: Manufacture and sale of Japanese sweets and rice crackers Head Office Address: 4-13-8 Ginza, Chuo-ku, Tokyo
Representative: Matsuzaki Sohei Number of Employees: 50 Main Business: Manufacture and sale of Japanese sweets and rice crackers



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