Founded in Ansei 1 (1854)
A traditional sweets shop that continues to create wagashi loved by all generations
After passing through Sensoji Temple’s Kaminarimon Gate and walking halfway down the lively Nakamise Street, turn left and you will see “Umezono Asakusa Main Store.”The 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 “Dora Soft,” 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 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.“We want customers who love our traditional sweetness and flavor to keep enjoying Umezono’s wagashi for years to come,” says the owner, Mr. Takashi Shimizu.
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’s charm with younger generations.Today, more young customers visit the shop, and posts with the hashtag “#AsakusaUmezono” have also increased on Instagram.Mr. Shimizu also says, “We’ve 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.”
History
Umezono began in Ansei 1 (1854), when a teahouse was opened in a corner of Baion-in, a branch temple of Sensoji.The name “Umezono” comes from the many plum trees that bloomed in the temple’s 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.
Please enjoy our proud specialty, Awa Zenzai.
Takashi Shimizu
The 7th-generation owner of Umezono
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’s traditions while also taking on new challenges.
This Notable Item
Awa Zenzai
792 yen
A popular Awa Zenzai that is ordered year-round.Though it is called “Awa,” 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’s a dish that makes you want to eat it again and again.
Cream Shiratama Anmitsu
946 yen
The agar in Umezono’s Cream Shiratama Anmitsu is made from Japan’s 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’s 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.
Spot Overview
| Address: | 1-31-12 Asakusa, Taito-ku, Tokyo |
|---|---|
| Phone: | 03-3841-7580 |
| Business hours: | Weekdays 11:00–17:00 weekends and public holidays 11:00–18:00 |
| Closed: | Wednesday |
| Payment method: | Cash only |
| External Link: | Official Website |
