Nojiri Keiku Kusa to Hana (operated by Orijin Co., Ltd.), a natural sweets shop located at the foot of Mihariyama in Sabae City, Fukui Prefecture, marked its 7th anniversary in March 2026 — and the 2nd anniversary since relocating to its current premises. To celebrate, the shop held a two-day anniversary festival on Saturday, March 7 and Sunday, March 8, 2026, welcoming an enthusiastic crowd from Fukui and beyond.
Redefining Sweets: From Indulgence to Nourishment
At the heart of Nojiri Keiku's philosophy is a desire to shift the way people think about sweets. Rather than viewing them as something to feel guilty about, the shop envisions a future where plant-based confections serve as genuine nourishment — supporting both body and mind.
Owner-patissier Keiko Nojiri, who honed her skills in hotel pastry kitchens, found herself troubled by the physical toll of conventional confectionery. Her answer was subtraction rather than addition: stripping away ingredients that burden the body and returning to ancient Japanese staples like rice, soybeans, and kudzu, which have been part of the Japanese diet for centuries. The result is a lineup of sweets that, according to the shop, leaves you feeling lighter after eating than before.
This approach has attracted attention from national publications and media outlets including Hanako, ELLE gourmet, CREA, Veggy, VOGUE, Fujin Gaho, VERY, anan, 25ans, STORY, and Shoten Kenchiku, among others.
A Festival Connecting Farmers and Visitors
The anniversary festival was conceived not merely as a sales event, but as a space to experience the full cycle of ingredients — from the farmers who grow them to the sweets on the shelves.
Despite the spacious interior, entry limits were necessary on both Saturday and Sunday as visitors streamed in throughout both days.
Limited-Edition Cakes and Baked Goods
The festival showcased a selection of special cakes made with seasonal ingredients. Among the highlights was a vegan apple pie made with pesticide-free apples, which reportedly sold out each time a fresh batch came out of the oven.
The showcase also featured gluten-free canelés, fermented tiramisu, and a range of other limited and regular items.
Organic and Pesticide-Free Produce
Trusted farmers from Fukui and across Japan supplied the festival's fresh produce corner, offering organic and pesticide-free lemons, dekopon, blood oranges, and apples, alongside vegetables including daikon, carrots, turnips, spinach, and komatsuna.
Freshly Steamed Sake Manju — Flash Sales at 11:00 AM and 2:00 PM
A returning favourite from last year, the piping-hot sake manju drew long queues during timed flash sales at 11:00 AM and 2:00 PM each day. The manju is made with sake lees from 10-year-aged, pesticide-free rice sake produced in Sabae City, combined with house-made sweet bean paste simmered slowly over low heat.
Stamp Rally with Coupon Prizes
The annual stamp rally returned, offering participants who collected all stamps a set of 10 discount coupons — reportedly a particularly generous reward this year.
Other Highlights
The festival also featured homemade kombucha, a limited-edition kombucha champagne, and mini bouquet sales. The showcase was filled with fruit-laden tarts and strawberry-topped tarts throughout both days.
The shop's car park remained full throughout the event, and even a large nearby community hall car park was frequently at capacity — an unlikely scene for a rural shop at the foot of Mihariyama. The two days brought together visitors from Fukui Prefecture and far beyond, creating what the shop described as a joyful, happiness-filled celebration.
Event Details
- Dates: Saturday, March 7 and Sunday, March 8, 2026
- Hours: 10:00 AM to 5:00 PM (both days)
- Location: Nojiri Keiku Kusa to Hana, 57-15 Shimoshinjomachi, Sabae City, Fukui Prefecture
