A Unique Asakusa Delight: The ‘Unagi Tamago Sandwich’ Takes Street Food to New Heights
In the vibrant streets of Asakusa, a new culinary experience is set to take the food scene by storm — the ‘Unagi Tamago Sandwich.’ Launched by Age.3, this innovative creation defies conventional expectations, merging the beloved taste of unagi (grilled eel) with the street food culture of Japan. Kohei Matsushita, the 32-year-old representative of Age.3, revealed, “We wanted to symbolize the intersection of traditional Japanese aesthetics and contemporary street culture.”
The journey of developing this delightful sandwich included multiple trials and experiments to achieve the perfect balance of textures. The result is a sandwich where the outer layer is crispy while the inside features a chewy, satisfying consistency. Matsushita aims to challenge preconceived notions about the luxury of unagi, which has often been seen as an expensive delicacy. His goal is to make it accessible for younger generations, allowing them to enjoy this exquisite flavor without breaking the bank.
Priced at an affordable 950 yen (including tax), the sandwich will be available in a limited quantity of 100 servings each day. On the special days of July 19 and 31, designated as the 'Doyo no Ushi no Hi,' the restaurant plans to increase production to 200 sandwiches, with a token system in place for eager customers.
Misa Saeki, a 28-year-old employee from Yokohama, shared her experience after trying the sandwich, stating, “It’s so much more filling than a traditional unaju yet more affordable. Plus, it looks fantastic in photos, so I’ll definitely recommend it to my friends.” The ‘Unagi Tamago Sandwich’ represents a new way to partake in the age-old Japanese ritual of consuming unagi in summer as a remedy to fatigue.
Collaboration Between Three Unique Brands
The launch of the ‘Unagi Tamago Sandwich’ comes as a result of an exciting collaboration among three innovative brands:
- - Age.3: Originating from Fukuoka, this food brand has established a new genre known as “fried sandwiches,” expanding both domestically and internationally.
- - Sun by Air Market: Based in Chigasaki, this café has gained popularity for its acai bowls, catering to the health-conscious crowd. This collaboration marks its first venture into a joint storefront with Age.3.
- - Kyoritsu Oasis: A subsidiary of Kyoritsu Maintenance Co., Ltd. (listed on the Tokyo Stock Exchange Prime), which runs cafés themed around wellness and community engagement.
The ‘Unaki Tamago Sandwich’ isn’t the only highlight expected from Age.3; they have also introduced seasonal menu items like the ‘Gold Matcha Chestnut Dumpling’ and ‘Matcha Full Course Fried Sandwich.’ The lush, green layers of matcha cream, combined with the richness of black syrup and the gentle sweetness of red bean paste, encapsulate the essence of Japanese traditional sweets, making it a unique culinary experience.
Store Details
- - Store Name: Age.3 ASAKUSA
- - Address: 2-7-22 Asakusa, Taito City, Tokyo, 111-0032
- - Opening Date: June 5, 2025 (Thursday)
- - Operating Hours: 11:00 AM to 7:00 PM
- - Management: Age.3
- - Collaborating Partners: Sun by Air Market / Kyoritsu Oasis
- - Main Offerings: Fried Sandwiches (regular and Asakusa limited edition), drinks, original merchandise
In addition to providing delectable food, Age.3 has plans to host community events and leverage social media for extensive promotional campaigns. The excitement surrounding the launch of Age.3 ASAKUSA is palpable, and food enthusiasts are encouraged to stay tuned for announcements via their official Instagram page.
An Innovative Approach to Dessert
One standout element in their unique menu is the 'low-sugar whipped cream.' This whipped cream is crafted with a blend of natural sweeteners that maintain the same level of sweetness as sugar, yet with zero calories. Using monk fruit extract and erythritol in perfect harmony allows for a guilt-free indulgence.
About Age.3
Founded in 2020 in Kama City, Fukuoka, Age.3 began as a fruit sandwich specialty establishment called ‘Fruits Sand Three.’ By 2023, they introduced the revolutionary ‘fried sandwich’ concept, gaining widespread acclaim in Tokyo’s Ginza district and is now set to expand into international markets such as Hong Kong and Shanghai.
Meet Kohei Matsushita
The brain behind the culinary innovation, Kohei Matsushita, was born in 1994 in Fukuoka. Trained in prestigious hotels like Hotel Okura, he has refined his culinary skills, blending traditional Japanese techniques with modern dessert creations. Now, as the representative and chef at Age.3, he focuses on developing new products and maintaining uncompromising standards of flavor and presentation.
As a message to the community, Matsushita emphasizes, “We strive to create desserts that highlight the beauty of materials while ensuring a balance of textures and flavors. We wish to continue delivering delightful experiences through innovative cuisine.”
The ANCHOR Group, of which Age.3 is a part, aspires to create joyful moments through their services and products, aiming to elevate the culinary standard of street food in Japan and beyond.