Nakamuraya (headquartered in Shinjuku, Tokyo; listed on the TSE Standard Market under code 2204) is releasing a new seasonal item from its "Dorayaki" series: "Dorayaki Matcha Azuki." The product goes on sale at supermarkets from Wednesday, April 1, 2026, evoking the fresh greenery of spring.
About Nakamuraya's Dorayaki
Nakamuraya offers two tiers of dorayaki: the premium "Ippin Dorayaki" line, which places emphasis on high-quality ingredients and traditional craftsmanship, and the everyday "Dorayaki" series, which brings specialty-shop flavor to supermarket shelves at an accessible price. The Dorayaki series is designed as a comforting, everyday treat—something that never gets old even if you enjoy it day after day.
Development Background
Dorayaki consistently ranks among the most popular wagashi (Japanese sweets), particularly among women in their 40s to 70s. To help more customers experience the changing of the seasons, Nakamuraya releases seasonal variations in its Dorayaki series throughout the year.
For this new product, the team focused on two insights: the refreshing green color and fragrance of matcha as a hallmark of spring, and feedback from their own consumer research indicating that many dorayaki fans want to enjoy traditional azuki filling even when trying a new flavor. To satisfy both matcha lovers and azuki enthusiasts, Nakamuraya developed a seasonal dorayaki featuring a double-layer structure of matcha an and tsubu-an.
Product Highlights
Point 1: Double-Layer Filling of Uji Matcha An and Hokkaido Azuki Tsubu-an
The matcha an, made with Uji matcha from Kyoto, offers a vibrant color and a smooth, refined taste. The tsubu-an, made with Hokkaido azuki beans, is simmered carefully to bring out its rich flavor and satisfying bean texture. By layering the two fillings, the flavor evolves with every bite, allowing you to savor each filling's character right through to the last piece.
Point 2: "Shimobashira" — A Sign of Quality
The vertical lines visible in a cross-section of the dorayaki skin are called "shimobashira" (frost columns). In traditional dorayaki-making, these lines are considered a hallmark of a well-made product. The skin is prepared with meticulous attention to ingredients, mixing ratios, and baking, resulting in a pleasantly light and tender bite.
Point 3: A Spring Treat for Everyday Life
The addition of a matcha-azuki flavor to the familiar dorayaki lineup brings a sense of seasonal delight to the everyday moment. Amid the busy pace of a new spring season, this dorayaki offers a touch of special quality and indulgence to help you relax and unwind.
Product Details
- Product Name: Dorayaki Matcha Azuki
- Description: A two-layer dorayaki sandwiched between soft, fluffy baked skins, filled with smooth matcha an (made with Kyoto Uji matcha) and richly flavored tsubu-an (made with Hokkaido azuki beans).
- Suggested Retail Price: 160 yen (tax included)
- Sale Period: Wednesday, April 1, 2026 – Sunday, May 31, 2026 (planned)
- Contents: 1 piece
- Retailer: Supermarkets
- Best-Before Period: 21 days
Dorayaki Series Lineup
Year-Round:
- Dorayaki
- Dorayaki Kuri (Chestnut)
Seasonal Limited:
- Dorayaki Matcha Azuki
Campaign: Win Shinjuku Nakamuraya Original Gifts
To celebrate the Dorayaki series, a campaign is running where customers who purchase qualifying dorayaki products can enter to win original Shinjuku Nakamuraya goods and other prizes.
- Campaign Name: Shinjuku Nakamuraya Dorayaki Campaign
- Campaign Period (receipt eligibility): Wednesday, April 1, 2026 – Friday, July 31, 2026
- Qualifying Products: Ippin Dorayaki, Dorayaki, Dorayaki Kuri, Dorayaki Sakura Azuki (※), Dorayaki Matcha Azuki
※ Dorayaki Sakura Azuki: eligible for receipts from store deliveries up to Tuesday, March 31.
Prizes and Number of Winners:
500 Yen Course — Shinjuku Nakamuraya product assortment set: 70 winners
1,000 Yen Course — Shinjuku Nakamuraya original Arita-ware Japanese tableware: 30 winners
1,500 Yen Course — "Casual Dining Granna" authentic Indian-style curry course meal for 2: 10 pairs (20 people)
※ The course meal is valid through Sunday, February 28, 2027 (excluding December 26, 2026 to January 3, 2027). Transportation to the restaurant is at the guest's expense.
Guaranteed Gift for Purchases of 2,500 Yen or More:
Customers who purchase qualifying products totaling 2,500 yen (tax included) or more are guaranteed to receive a 500-yen coupon for the Shinjuku Nakamuraya Official Online Shop.
※ The coupon is exclusively for use at the Shinjuku Nakamuraya Official Online Shop and requires a registered account.
※ Minimum order of 2,000 yen (tax included) required to use the coupon.
※ Coupon distribution is scheduled for around early September 2026, with a validity period through December 31, 2026.
※ The coupon may only be used once per person and cannot be split, re-issued, exchanged for cash, or transferred. Cannot be combined with other coupons.
How to Enter:
Agree to the campaign terms, add the official Shinjuku Nakamuraya LINE account as a friend, then follow the instructions in the LINE chat room to upload a photo of your qualifying purchase receipt to enter the desired prize tier.
Winner Notification: Winners will be notified via shipping/delivery of their prize after the entry deadline and lottery.
Campaign Site: https://get-cp.jp/naka-kasi3 (available from 12:00 AM on Wednesday, April 1, 2026)
