Asakusa's Legendary Imagawa-Yaki 'Tsuki no Usagi' Opening First Store in Wakayama

Traditional Sweetness from Asakusa Arrives in Wakayama

Asakusa's historic Imagawa-yaki shop, "Tsuki no Usagi," is set to make its debut in Wakayama at the Ion Mall on September 18, 2026. Established in 1950, the brand is renowned for its exceptional sweet red bean paste made with top-quality ingredients. This new location marks the first foray into Wakayama, having already achieved remarkable success in locations such as Aichi and Makuhari, where it sold an impressive average of 3,000 pieces daily, even experiencing wait times of up to 90 minutes.

Unparalleled Red Bean Paste

The red bean paste used in "Tsuki no Usagi's" offerings is crafted by a traditional bean paste manufacturer that has been perfecting the art since 1950. Utilizing high-quality, 100% Hokkaido adzuki beans, the paste is meticulously prepared to highlight the natural flavors without overwhelming sweetness. The makers focus on balance, considering not just the sweetness of the bean paste itself, but how well it pairs with the delicately baked dough. The result is a delightfully balanced Imagawa-yaki, combining a fragrant, fluffy dough with the distinct taste and texture of the adzuki beans.

A Timeless Japanese Snack

Imagawa-yaki has long been a beloved treat among Japanese people, enjoyed by children and seniors alike. "Tsuki no Usagi" is committed to ensuring that this classic snack remains an integral part of modern Japanese life. The concept behind the brand is that the simple pleasure of these tasty treats should be readily available in everyday life. Rather than transforming the traditional flavors, they aim to adapt them to contemporary outlets, blending convenience with a touch of elegance—making them perfect for personal enjoyment or as gifts for loved ones. It’s not just a snack for special occasions; it’s designed for frequent indulgence in daily life.

The Concept Behind 'Tsuki no Usagi'

The name "Tsuki no Usagi," translates to “Moon Rabbit,” symbolizing good fortune and leaps forward. The round shape of the Imagawa-yaki is likened to the moon, while the emblem of the leaping rabbit reflects aspirations for progress and positivity. Each of the red bean paste Imagawa-yaki features a unique stamp depicting a crescent moon alongside the energetic rabbit, merging traditional visuals with delicious flavors.

The brand’s motto, "A bite that warms the heart with a taste of Japan," reflects their goal of bringing comfort not just to those who purchase their snacks, but to families and loved ones who will share in the experience.

Product Offerings

- Red Bean Paste: Made from Hokkaido adzuki beans, it features a balanced taste with a pleasant texture and a mild sweetness. Priced at 230 yen (excluding tax), it will be available year-round.
- Custard: This variety offers a smooth texture and gentle sweetness enveloped in soft, fluffy dough, also priced at 230 yen (excluding tax) year-round.

A special offer includes a set of five pieces available for 1000 yen (excluding tax), which promises great value.

Please note that product offerings, prices, and availability may change.

Store Information

- Store Name: Asakusa Imagawa-yaki Tsuki no Usagi, Ion Mall Wakayama
- Opening Date: September 18, 2026
- Address: 23 Fujitodai, Wakayama City, Wakayama Prefecture 640-8454, located on the first floor next to Daikan-yama Candyapple.
- Operating Hours: To be determined by the shopping mall's schedule.