{"id":43834,"date":"2025-12-28T18:31:40","date_gmt":"2025-12-28T09:31:40","guid":{"rendered":"https:\/\/agatajapan.com?p=43834"},"modified":"2026-01-16T18:02:30","modified_gmt":"2026-01-16T09:02:30","slug":"umezono-asakusa-honten-en","status":"publish","type":"post","link":"https:\/\/agatajapan.com\/en\/shinise-en\/umezono-asakusa-honten-en","title":{"rendered":"Umezono Asakusa Main Store"},"content":{"rendered":"\n<p>Founded in Ansei 1 (1854)<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"\u3010\u4e94\u3064\u306e\u5965\u7fa9\u3011\u6d45\u8349\u3067\u82e5\u8005\u306b\u5927\u4eba\u6c17\uff01\u300e\u6885\u5712\u300f\u306e\u3042\u308f\u305c\u3093\u3056\u3044\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/VLuf41NeoY0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\t<div class=\"ark-block-slider -media\" data-direction=\"horizontal\" data-option=\"{isAuto:1,isLoop:1,isCenter:1,showArrow:1,showThumb:1,effect:slide,direction:horizontal,speed:1000,delay:4000,slideNumPC:1,slideNumSP:1,spacePC:4,spaceSP:0,pagination:bullets,isClickable:0,isDynamic:0}\">\n\t\t<div class=\"ark-block-slider__inner swiper -main\">\n\t\t\t\t\t\t<div class=\"swiper-wrapper\">\n\t\t\t\t\n\t\t<div class=\"ark-block-slider__slide swiper-slide\">\n\t\t\t<div class=\"ark-block-slider__media\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/19903ecb81f254e8fe9546f6edeb21a1.webp\" width=\"1125\" height=\"750\" class=\"ark-block-slider__img arkb-obf-cover wp-image-40280\" alt=\"\" decording=\"async\">\t\t\t<\/div>\n\t\t<\/div>\n\t\n\n\t\t<div class=\"ark-block-slider__slide swiper-slide\">\n\t\t\t<div class=\"ark-block-slider__media\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/09f4ca83738fc93b82dea328ee604415.webp\" width=\"1125\" height=\"750\" class=\"ark-block-slider__img arkb-obf-cover wp-image-40282\" alt=\"\" decording=\"async\">\t\t\t<\/div>\n\t\t<\/div>\n\t\n\n\t\t<div class=\"ark-block-slider__slide swiper-slide\">\n\t\t\t<div class=\"ark-block-slider__media\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/7ded8bc49a0ab3094d48b70213738a5f.webp\" width=\"1125\" height=\"750\" class=\"ark-block-slider__img arkb-obf-cover wp-image-40284\" alt=\"\" decording=\"async\">\t\t\t<\/div>\n\t\t<\/div>\n\t\n\n\t\t<div class=\"ark-block-slider__slide swiper-slide\">\n\t\t\t<div class=\"ark-block-slider__media\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/eb95ea0022d90def4a8dd4ed4b88c691.webp\" width=\"1085\" height=\"750\" class=\"ark-block-slider__img arkb-obf-cover wp-image-40286\" alt=\"\" decording=\"async\">\t\t\t<\/div>\n\t\t<\/div>\n\t\n\t\t\t<\/div>\n\t\t\t<div class=\"swiper-pagination\"><\/div>\t\t<div class=\"swiper-button-prev ark-block-slider__nav -prev\" tabIndex=\"0\" role=\"button\" aria-label=\"Previous slide\">\n\t\t\t\t<svg x=\"0px\" y=\"0px\" viewBox=\"0 0 24 24\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" role=\"img\" aria-hidden=\"true\" focusable=\"false\">\n\t\t<path d=\"M16.4,2.6l-0.8-0.7c-0.2-0.2-0.5-0.2-0.7,0l-8.7,9.7c-0.2,0.2-0.2,0.5,0,0.7l8.7,9.7c0.2,0.2,0.5,0.2,0.7,0l0.8-0.7 c0.2-0.2,0.2-0.5,0-0.7l-7.7-8.3c-0.2-0.2-0.2-0.5,0-0.7l7.7-8.3C16.6,3.1,16.6,2.8,16.4,2.6z\"\/>\n\t<\/svg>\n\t\t<\/div>\n\t\t<div class=\"swiper-button-next ark-block-slider__nav -next\" tabIndex=\"0\" role=\"button\" aria-label=\"Next slide\">\n\t\t\t\t<svg x=\"0px\" y=\"0px\" viewBox=\"0 0 24 24\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" role=\"img\" aria-hidden=\"true\" focusable=\"false\">\n\t\t<path d=\"M7.9,21.4l0.8,0.7c0.2,0.2,0.5,0.2,0.7,0l8.7-9.7c0.2-0.2,0.2-0.5,0-0.7L9.4,2c-0.2-0.2-0.5-0.2-0.7,0L7.9,2.6 c-0.2,0.2-0.2,0.5,0,0.7l7.7,8.3c0.2,0.2,0.2,0.5,0,0.7l-7.7,8.3C7.7,20.9,7.7,21.2,7.9,21.4z\"\/>\n\t<\/svg>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<div class=\"swiper -thumb\"><div class=\"swiper-wrapper\"><div class=\"swiper-slide\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/19903ecb81f254e8fe9546f6edeb21a1.webp\" width=\"1125\" height=\"750\" class=\"ark-block-slider__img arkb-obf-cover wp-image-40280\" alt=\"\" decording=\"async\"><\/div><div class=\"swiper-slide\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/09f4ca83738fc93b82dea328ee604415.webp\" width=\"1125\" height=\"750\" class=\"ark-block-slider__img arkb-obf-cover wp-image-40282\" alt=\"\" decording=\"async\"><\/div><div class=\"swiper-slide\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/7ded8bc49a0ab3094d48b70213738a5f.webp\" width=\"1125\" height=\"750\" class=\"ark-block-slider__img arkb-obf-cover wp-image-40284\" alt=\"\" decording=\"async\"><\/div><div class=\"swiper-slide\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/eb95ea0022d90def4a8dd4ed4b88c691.webp\" width=\"1085\" height=\"750\" class=\"ark-block-slider__img arkb-obf-cover wp-image-40286\" alt=\"\" decording=\"async\"><\/div><\/div><\/div>\t<\/div>\n\n<h2 class=\"wp-block-heading\">A traditional sweets shop that continues to create wagashi loved by all generations<\/h2>\n\n<p>After passing through Sensoji Temple\u2019s Kaminarimon Gate and walking halfway down the lively Nakamise Street, turn left and you will see \u201cUmezono Asakusa Main Store.\u201dThe first thing that catches your eye is the wide variety of takeout wagashi displayed in front of the shop.Among them, the large dorayaki (11 cm in diameter, 140 g) and the creative \u201cDora Soft,\u201d which wraps soft serve ice cream in dorayaki pancakes, are popular with all ages.They are perfect snacks to enjoy while strolling along Nakamise Street.<\/p>\n\n<p>What Umezono values most is preserving tradition while continuing to take on new challenges.For example, the anko (sweet bean paste) is carefully adjusted for each product, keeping its traditional sweetness.The mochi-making machine in the kitchen has been used for over 50 years, and even the steamers are always from the same maker.All of this is to preserve the taste and methods without major changes.\u201cWe want customers who love our traditional sweetness and flavor to keep enjoying Umezono\u2019s wagashi for years to come,\u201d says the owner, Mr. Takashi Shimizu.<\/p>\n\n<p>On the other hand, a new initiative has been the use of social media.They launched an Instagram account in 2019 and a Twitter account in 2020.This came from a desire to share Umezono\u2019s charm with younger generations.Today, more young customers visit the shop, and posts with the hashtag \u201c#AsakusaUmezono\u201d have also increased on Instagram.Mr. Shimizu also says, \u201cWe\u2019ve been able to keep this shop for over 160 years because we value our loyal customers while also adding new elements and products suited to the times.Maintaining a balance between both is the key to passing on the appeal of wagashi and Umezono to the next generation.\u201d<\/p>\n\n<h3 class=\"wp-block-heading has-text-align-center\">History<\/h3>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/image-13-1024x683.png\" alt=\"\" class=\"wp-image-40288\"\/><\/figure>\n\n<p class=\"has-text-align-center\">Umezono began in Ansei 1 (1854), when a teahouse was opened in a corner of Baion-in, a branch temple of Sensoji.The name \u201cUmezono\u201d comes from the many plum trees that bloomed in the temple\u2019s garden.For over 160 years, Umezono has carried on the tradition of a Japanese sweets shop, with its signature item, the original Awa Zenzai.In addition to the Asakusa main store, they have sweet shops in Takashimaya Nihombashi and Solamachi, as well as wagashi sales counters in department stores around the Kanto area.<\/p>\n\n<h3 class=\"wp-block-heading has-text-align-center vk_block-margin-0--margin-bottom\">Please enjoy our proud specialty, Awa Zenzai.<\/h3>\n\n<div class=\"wp-block-columns has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#fff5f5\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns gap-0 gap-md-2 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column vk_block-margin-0--margin-bottom is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2025\/01\/cbfcef84324058fd4e031838e53aa5bb-1024x1024.webp\" alt=\"\" class=\"wp-image-42403\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column p-3 is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h4 class=\"wp-block-heading vk_block-margin-0--margin-bottom has-black-color has-text-color has-link-color wp-elements-35dbbcf6499ec3ca9d6e151e00dabdbc\">Takashi Shimizu<\/h4>\n\n\n\n<h6 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-5569c4089d16d20c1f1fb3b035fe476f\">The 7th-generation owner of Umezono<\/h6>\n\n\n\n<p>I grew up watching my parents make wagashi and began wanting to try making them myself when I was in college.I will continue to carry on Umezono\u2019s traditions while also taking on new challenges.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<h3 class=\"wp-block-heading has-text-align-center\">This Notable Item<\/h3>\n\n<div class=\"wp-block-columns vk_block-margin-xs--margin-bottom is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/6671b9cc01005be731ed4490f113b2ea-1024x683.webp\" alt=\"\" class=\"wp-image-40290\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h4 class=\"wp-block-heading\">Awa Zenzai<\/h4>\n\n\n\n<p class=\"has-small-font-size\">792 yen<\/p>\n<\/div>\n<\/div>\n\n<p class=\"vk_block-margin-md--margin-bottom\">A popular Awa Zenzai that is ordered year-round.Though it is called \u201cAwa,\u201d it is actually made by mixing glutinous rice and millet, then partially pounding it with a mochi-making machine.It offers both the chewy texture of mochi millet and a pleasant pop with each bite.The sweet, smooth red bean paste from Hokkaido pairs perfectly with the slight tartness of the mochi millet.It\u2019s a dish that makes you want to eat it again and again.<\/p>\n\n<p class=\"vk_block-margin-md--margin-bottom\"><\/p>\n\n<div class=\"wp-block-columns vk_block-margin-xs--margin-bottom is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/agatajapan.com\/wp-content\/uploads\/2024\/12\/3f8eda06acf5e077849612c994f160f4-1024x683.webp\" alt=\"\" class=\"wp-image-40292\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h4 class=\"wp-block-heading\">Cream Shiratama Anmitsu<\/h4>\n\n\n\n<p class=\"has-small-font-size\">946 yen<\/p>\n<\/div>\n<\/div>\n\n<p>The agar in Umezono\u2019s Cream Shiratama Anmitsu is made from Japan\u2019s finest natural seaweed (tengusa).Its rich flavor and firm texture are satisfying whether eaten alone or together with anko, mandarin orange, mochi, or ice cream.The rich black syrup, carefully crafted for depth of flavor, enhances the agar\u2019s natural goodness even more.This Anmitsu, featuring agar that stands out yet harmonizes beautifully with other ingredients, is a truly exceptional dessert you can only enjoy here.<\/p>\n\n<h3 class=\"wp-block-heading has-text-align-center\">Spot Overview<\/h3>\n\n<div class=\"ark-block-notice -alert is-style-simple\"><div class=\"ark-block-notice__head\"><svg class=\"ark-block-notice__icon\" height=\"20\" width=\"20\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" data-icon=\"LsInfoOutline\" viewBox=\"0 0 48 48\"><path d=\"M24 47C11.3 47 1 36.7 1 24S11.3 1 24 1s23 10.3 23 23-10.3 23-23 23zm0-42C13.5 5 5 13.5 5 24s8.5 19 19 19 19-8.5 19-19S34.5 5 24 5z\"><\/path><circle cx=\"24\" cy=\"15.8\" r=\"3.5\"><\/circle><path d=\"M28 31.8h-1.5v-9c0-.6-.4-1-1-1h-5c-.8 0-1.3.9-.8 1.6l1.8 2.4v6H20c-.6 0-1 .4-1 1v2c0 .6.4 1 1 1h8c.6 0 1-.4 1-1v-2c0-.6-.4-1-1-1z\"><\/path><\/svg><\/div><div class=\"ark-block-notice__body ark-keep-mt--s\">\n<p><\/p>\n<\/div><\/div>\n\n<figure class=\"wp-block-flexible-table-block-table pt-3\"><table class=\"has-fixed-layout\" style=\"border-style:solid;border-width:1px;border-color:#666666\"><tbody><tr><th style=\"width:20%;background-color:#444444;color:#ffffff;vertical-align:top\"><strong>Address: <\/strong><\/th><td>1-31-12 Asakusa, Taito-ku, Tokyo<\/td><\/tr><tr><th style=\"width:20%;background-color:#444444;color:#ffffff;vertical-align:top\"><strong>Phone: <\/strong><\/th><td><a href=\"tel:03-3841-7580\">03-3841-7580<\/a><\/td><\/tr><tr><th style=\"width:20%;background-color:#444444;color:#ffffff;vertical-align:top\"><strong>Business hours: <\/strong><\/th><td>Weekdays 11:00\u201317:00 <br> weekends and public holidays 11:00\u201318:00<\/td><\/tr><tr><th style=\"width:20%;background-color:#444444;color:#ffffff;vertical-align:top\"><strong>Closed: <\/strong><\/th><td>Wednesday<\/td><\/tr><tr><th style=\"width:20%;background-color:#444444;color:#ffffff;vertical-align:top\"><strong>Payment method: <\/strong><\/th><td>Cash only<\/td><\/tr><tr><th style=\"width:20%;background-color:#444444;color:#ffffff;vertical-align:top\"><strong>External Link:<\/strong><\/th><td><a href=\"https:\/\/www.asakusa-umezono.co.jp\/\" target=\"_blank\" rel=\"noreferrer noopener\">Official Website<\/a><\/td><\/tr><\/tbody><\/table><figcaption>Information is current as of publication and may change. Please check before visiting.<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"Founded in Ansei 1 (1854) A traditional sweets shop that continues to create wagashi loved by all generations After passing through Sensoji Temple\u2019s Kaminarimon Gate and walking halfway down the lively Nakamise Street, turn left and you will see \u201cUmezono Asakusa Main Store.\u201dThe first thing that catches your eye is the wide variety of takeout wagashi displayed in front of the shop.Among them, the large dorayaki (11 cm in diameter, 140 g) and the creative \u201cDora Soft,\u201d which wraps soft serve ice cream in dorayaki pancakes, are popular with all ages.They are perfect snacks to enjoy while strolling along Nakamise Street. What Umezono values most is preserving tradition while continuing [&hellip;]","protected":false},"author":4,"featured_media":40288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4040,4043],"tags":[5612],"area":[3991,3992],"class_list":["post-43834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-shinise-en","category-traditional-japanese-sweets-en","tag-star-en","area-tokyo-en","area-taito-ward-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/posts\/43834","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/comments?post=43834"}],"version-history":[{"count":2,"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/posts\/43834\/revisions"}],"predecessor-version":[{"id":44761,"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/posts\/43834\/revisions\/44761"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/media\/40288"}],"wp:attachment":[{"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/media?parent=43834"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/categories?post=43834"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/tags?post=43834"},{"taxonomy":"area","embeddable":true,"href":"https:\/\/agatajapan.com\/en\/wp-json\/wp\/v2\/area?post=43834"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}