Experience a New Take on Eel with Age.3's Innovative Sandwiches

Exploring the New Eel Trend with Age.3

Eel is often associated with traditional Japanese cuisine, served neatly in boxes or on rice. However, Age.3 is breaking this mold with its fascinating menu option: the Hamidaru Unatama sandwich. This dish has captured attention across various media platforms, including popular television shows like ZIP! and Ravito! on TBS, and has swiftly become a favorite among viewers keen on trying this innovative take.

The Rise of “Evolutionary Eel”

Gone are the days when eel was only consumed in a traditional format. Age.3 is redefining this beloved delicacy by offering a unique, handheld option. The casual but impressive Hamidaru Unatama sandwich presents a fresh new way to enjoy eel that resonates with younger audiences and tourists alike. Its vibrant presentation and ease of enjoyment challenge the conventional perception of eel dishes.

What is the 'Hamidaru Unatama'?

This innovative dish includes:

- High-quality domestic eel
- Fluffy, sweet thick omelet integrated into the sandwich
- A rich homemade sauce that seeps perfectly into the bread, creating a wonderful blend of flavors
- Crisp fried bread that accommodates the luxurious combination of eel and omelet, making it a three-layered delight.

Holding this sandwich is guaranteed to make an impression. It's being hailed as the “eating style of the Reiwa era,” encouraging everyone to experience eel in a whole new way.

A Fresh Proposal for Eel Day

Looking ahead to the upcoming Doyo no Ushi no Hi on July 31, 2025, why not opt for a hand-held eel experience this year? Whether you’re with loved ones, friends, or colleagues, sharing is the key to enjoying the Hamidaru Unatama. It’s not just about savoring a meal, but about participating in a meaningful culinary experience together—one that promises the invigorating benefits of a summer feast.

With Doyo no Ushi no Hi fast approaching on July 31, the following exclusive promotions are available:

\ Pre-order Now! / Receive a discount of 100 yen when ordering a set of three! Reservations can be easily made via DM or phone!

Perfect for family meals, office lunches, or just as a single-serving delight. This summer, immerse yourself in a new “eel experience” that guarantees to recharge your energy.

Product Information

- Product Name: Hamidaru Unatama
- Price: 950 yen (tax included) - note that prices may vary by location.
- Campaign: 100 yen off for a set of three (reservation required)
- Reservation Method: You can easily reserve through Instagram DM or by phone:

- Asakusa Branch: 070-4370-4439
- Instagram: Age.3 Asakusa
- Kama Branch: 070-4310-4439
- Instagram: Fruits Sand Three

The whipped cream used in Age.3’s fried sandwiches is specially formulated to be low in sugar. This allows for all the sweetness without the calories. A unique natural sweetener called Lakanto is used, derived from the monk fruit, combined with a balance of erythritol to emulate the sweetness of sugar successfully. This low-calorie whipped cream isn’t just light on calories; its refreshing texture ensures you won’t tire of the taste.

About Age.3

Founded in 2020 in Kama City, Fukuoka Prefecture, Age.3 emerged from the established “Fruits Sand Three,” a successful fruit sandwich shop. In 2023, they introduced the concept of fried sandwiches using low-sugar whipped cream paired with a unique chewy texture, leading to the opening of their Age.3 GINZA location in December of the same year. Following this success, Age.3 has expanded internationally, with branches now in Hong Kong, Shanghai, and Sydney, and plans for Asakusa and Harajuku openings in 2025, alongside the recent launch of Age.3 MANILA on July 24.

The culinary vision behind Age.3 is led by Executive Chef Kohei Matsushita, who has honed his craft in esteemed locations including Hotel Okura Tokyo, Kyoto, and Fukuoka.

Chef's Profile

Born in 1994 in Fukuoka, Kohei developed his passion for cooking early on while helping his mother in the kitchen. After focusing on culinary arts in school, he began training at Hotel Okura Tokyo in 2014, learning about the intricate art of seasonal presentation in kaiseki cuisine in Kyoto. His journey continued with significant positions within the Okura brand before he transitioned to lead the curation of innovative desserts at Age.3. Kohei aims for his creations to be visually appealing, maintaining an uncompromised pursuit of flavor and calories, presenting delightful yet healthy sweets.

The ANCHOR Group

The ANCHOR Group strives to create happy moments through services and products, continually expanding its horizons beyond beauty and dining. The founder, Koji Nakajima, born in 1980 in Fukuoka, initiated his entrepreneurial journey in the beauty industry with a salon that garnered excellent community engagement. His foray into the food market began in 2020 with a fruit sandwich concept that has now grown into a beloved brand. As he shifts focus towards broader markets, his mission remains to deliver enjoyable experiences that connect communities with quality products.

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