New Asakusa Imagawa Yaki Store 'Tsuki no Usagi' Opens in Niigata’s Aeon Mall!

Introducing 'Tsuki no Usagi' in Niigata!

The beloved Japanese sweet, Imagawa Yaki, is making its debut in Niigata with the grand opening of 'Tsuki no Usagi' at Aeon Mall Niigata Kamita Inter on June 1, 2026.

A Legacy in Timing

Established for 70 years, 'Tsuki no Usagi' has captured the hearts of many, even receiving praise from TBS's popular show 'Matsuko no Shiranai Sekai'. The store is renowned for its use of the ultimate quality red bean paste, ensuring that each bite offers a sense of warmth and nostalgia.

Since the initial launch of its predecessor stores, 'Tsuki no Usagi' has attracted a significant number of visitors, selling over 2,000 pieces daily. The overwhelming response has paved the way for this exciting northern expansion into Niigata.

What to Expect

At the core of 'Tsuki no Usagi’s beauty lies the Imagawa Yaki itself — a batter that’s been perfected through 12 iterations to achieve a fluffy and moist texture. Each piece is crafted using a rare direct-fire copper kettle for cooking, which enhances the depth of flavor in the high-quality anko (sweet red bean paste) produced with meticulous attention.

The anko used in 'Tsuki no Usagi' embodies a delicate sweetness derived from 100% Hokkaido adzuki beans, renowned for their flavor, aroma, and quality. This premium anko is characterized by its rich and complex flavor achieved through careful preparation in a direct-fire kettle, showcasing the true essence of the beans.

Sugar Selection Matters

A key ingredient in 'Tsuki no Usagi's' delicacies is the specially sourced Oni Zarakito sugar. This top-grade sugar has won the Monde Selection Gold Award for three consecutive years. It undergoes extensive refinement to remove impurities, resulting in a filtration of 99.9% sucrose. Utilizing this high-purity sugar enhances the refreshing sweetness, setting it apart from ordinary sweets.

By focusing on the natural flavors of the adzuki bean while ensuring a pleasant sweetness in the dough, 'Tsuki no Usagi' offers a unique snacking experience. The dough incorporates aromatic domestically sourced wheat and is crafted without eggs to accommodate those with allergies, maintaining both fluffiness and moistness even after cooling.

The Perfect Treat

With its convenient packaging, 'Tsuki no Usagi's' Imagawa Yaki makes an excellent snack after shopping or a thoughtful gift for family. As a long-standing tradition in Japanese confectionery, these freshly made sweet treats are designed to be both easy to enjoy and presentable as a gift.

'//Tsuki no Usagi//' aims to create a welcoming environment for all generations to enjoy the beauty of Imagawa Yaki, continuing the brand’s commitment to old-fashioned yet modern flavors.

Store Information

- Store Name: Asakusa Imagawa Yaki Tsuki no Usagi, Aeon Mall Niigata Kamita Inter
- Opening Date: June 1, 2026
- Location: 1-1, Shimo Hayatsuri Yanagita, Kōnan-ku, Niigata City, Niigata Prefecture, Japan (located next to Daikanyama Candyapple)
- Hours: Based on mall operating hours

About the Brand

Managed by MARU Co., Ltd., which also operates the authentic candy apple store 'Daikanyama Candyapple', Tsuki no Usagi is dedicated to the art of creating freshly made, delicious Imagawa Yaki.

The brand's concept centers on providing a comforting taste of traditional Japanese sweetness—fluffy dough, carefully crafted anko, and memorable branding.

Company Overview

- Company Name: MARU Co., Ltd.
- Location: 7F, Koretasu Daikanyama, 2-5 Daikanyama-cho, Shibuya-ku, Tokyo, Japan
- Industry: Restaurant operations and food brand development
- Brand: Asakusa Imagawa Yaki Tsuki no Usagi