Hakujuji Co., Ltd., the company behind the Japanese-and-Western confectionery brand Hakujuji (HAKUJUJI) based in Okayama Prefecture, is opening a limited-time pop-up shop at Hanshin Umeda Main Store — its first time appearing there.
The brand's signature waffle, normally sold only at its directly run stores in Okayama, Hyogo, and Hiroshima, will also be available at Hanshin Umeda Main Store.
Made fresh each morning at Hakujuji's own factory in Okayama Prefecture and shipped directly to Hanshin Umeda Main Store, the waffle goes on sale in the store every day from 12:00 PM. Alongside it, the pop-up will offer other popular baked treats, including the summer-limited Kogen Bussé (Lemon Honey Summer) and the three-flavor pie series Story of the Land of Sunshine in its newly renewed packaging.
Hakujuji's Signature Waffle, on Sale at Hanshin Umeda Main Store From 12:00 PM on September 2
In Okayama, the word "waffle" is closely tied to one name: Hakujuji. Honey-scented, fluffy dough sandwiches a classic custard cream in a treat that has earned lasting affection from Okayama residents. Held in the hand, it has a softness that feels comforting on its own, with a flavor that hasn't lost its appeal even as trends have changed. Aiming for its best version yet, Hakujuji says this has become the fluffiest waffle in the brand's history.
The custard cream is still made using the same copper-pot method as when the company was founded in 1957, finished with a gentle, nostalgic flavor that keeps the aroma of egg and vanilla. Rather than prioritizing the productivity often favored in modern factory production, Hakujuji has focused on preserving handmade quality by adding a human touch.
The waffle is available in packs of 5 or 10.
Summer-Limited Kogen Bussé (高原ブッセ), Lemon Honey Summer (檸檬ハニーサマー)
A Meeting of Melting Cheese Cream and Refreshing Lemon
A fluffy sponge made with Hiruzen Jersey milk sandwiches a lemon cream made with Camembert cheese, along with lemon peel paired with lemon jam from Hiroshima Prefecture. The refreshing tartness of the lemon and the texture of the lemon peel make for a summery flavor.
Sale period: through the end of September
New Packaging: Story of the Land of Sunshine (晴れの国のものがたり)
Hakujuji wanted to share a special encounter, as if wrapping the feeling into the pages of a book. Carefully selected ingredients are wrapped in house-made pie pastry, baked with dough made using Hiruzen Jersey milk, delivering a delicious story with every bite.
Ebisu pumpkin grown in the sunshine of Ushimado, Okayama, brings out an elegant sweetness and a fluffy texture.
Domestic apples are carefully simmered into a special apple filling made just for the pie.
Carefully simmered Hokkaido azuki beans become a house-made walnut red bean paste, wrapped in a specially made pie.
Signature Pie Series
The "Ushimado Pumpkin" (牛窓パンプキン), "Apple's Dream" (りんごの夢), and "A Gift from Hiruzen" (蒜山からの贈りもの) pies have been repackaged as a series under the new name Story of the Land of Sunshine. The naming draws on Okayama's "Land of Sunshine" nickname paired with the idea of a "story," giving the series a book theme. It's meant to be enjoyed in order starting from "Volume 1," much like reading a work of children's literature, and the packaging layers the pie's crust with the pages of a book so that picking it up and "reading" it becomes part of the enjoyment of the sweet itself. Each flavor is meant to be savored like reading through a story.
The layered pages of the package also echo the pie's own layered pastry.
Pop-Up Shop Information
Period: From September 2 (Wednesday)
Location: Sweets Farm, 1st floor, Hanshin Umeda Main Store — 1-13-13 Umeda, Kita Ward, Osaka 530-8224
Hours: 10:00 AM–8:00 PM (following department store hours)
Featured Item: Waffle, ¥216 (tax included), on sale from 12:00 PM. Butter cake, chocolate boxes, and other items are also available.
