A new cream puff brand called Dessert Choux (デセール・シュー), developed by DAY TO LIFE — the company behind the popular Beard Papa cream puff chain — is opening a limited-time pop-up store at Ecute Omiya, located inside JR Omiya Station. The pop-up runs from March 30 to April 12, 2026, and Omiya Station is the only place in Japan where Dessert Choux can be found during this period.
The Story Behind the Brand
"Dessert" refers to the final dessert course in French cuisine. The concept takes the familiar, everyday cream puff ("shou") and dresses it up into something special — a treat worthy of a dessert course. One bite is meant to make you completely absorbed in its flavor. The brand's tagline: "You'll be hooked on Shu."
Product Lineup
Shu Mocchi
A cookie-style cream puff topped with crushed nuts, filled with rich and smooth gianduja (Italian chocolate-hazelnut cream) and a chewy mochi center. The combination creates what the brand describes as a "palm-sized dessert course."
Prices: 3-pack ¥855 / 6-pack ¥1,680 / 9-pack ¥2,520
Pavé de Chou
Made with fleur de sel — sun-dried salt from Camargue in southern France — this baked treat features caramel and sliced almonds atop choux pastry, baked to a golden crisp. It offers a rich, deep flavor with a melt-in-the-mouth texture.
Prices: 5-pack ¥890 / 8-pack ¥1,480 / 16-pack ¥2,960
Mou Mou Shu
"Mou" (ムー) means "soft" in French. Milky flavored cream is gently wrapped in a cloud-like, chewy choux pastry.
Prices: 3-pack ¥1,170
Photos are for illustrative purposes. All prices are tax-inclusive.
Shop Information
Shop Name: Dessert Choux (デセール・シュー)
Period: March 30, 2026 (Monday) to April 12, 2026 (Sunday)
Location: Ecute Omiya, Komorebi Square (inside JR Omiya Station Central Gate South)
Hours:
- Monday to Thursday and Saturday: 9:30 AM to 9:00 PM
- Friday: 9:30 AM to 9:30 PM
- Sunday and holidays: 9:30 AM to 8:30 PM
Brand Concept
Cream puffs have long been a familiar treat — found at neighborhood cake shops, department store specialty counters, and convenience stores alike. DAY TO LIFE, which has spent years working with cream puffs through the Beard Papa brand, continues to explore new possibilities for this beloved pastry.
The result is a shift from "cream puff" to "chou dessert."
