MIYUKA's Azuki Saburen Wins Runner-up at JR East 2025 Souvenir Grand Prix
In an exciting announcement, MIYUKA, which is renowned for traditional Kyoto sweets such as Tsubu-an Niiri Nama Yatsuhashi Otabe and Kyo-Baum, has achieved remarkable recognition with its exclusive product, Azuki Saburen. This delectable treat won the prestigious Runner-up award at the JR East's 'Souvenir Grand Prix 2025.'
This competition, organized by JR East, is a cherished event where nominees for the best souvenirs from the JR East region are chosen based on customer votes. The fact that Azuki Saburen garnered so much customer support speaks volumes, and the MIYUKA team extends its heartfelt gratitude to all the loyal customers whose votes contributed to this honor.
Azuki Saburen was launched in August 2024 and features a unique twist on traditional cookies by incorporating a sweet azuki bean cream filled with pieces of sweet azuki bean candies, all sandwiched between a crispy sablé cookie. This combination showcases a delightful balance of flavors, where the subtle saltiness of the sablé enhances the sweetness of the azuki cream. Each sablé is prepared using French Camargue salt, adding depth to its taste and culminating in a perfect crunch. The original container for Azuki Saburen is also worth highlighting—an elegantly designed tin adorned with embossed patterns that reflect both traditional and modern aesthetics.
The creation of Azuki Saburen was driven by a shared ambition among the development team to craft a cookie can unlike any other, embodying MIYUKA's essence of blending traditional Japanese and Western influences.
The base of the azuki cream combines powdered azuki beans with intact sweet azuki candies and black sesame powder, lending richness to the flavor and enhancing the overall taste experience.
Azuki Saburen truly embodies the dedication and creative spirit of the development team at MIYUKA. It stands as a testament to the harmonious balance between Japanese and Western influences, and invites customers to indulge in a unique and delightful treat.
MIYUKA opened its first retail location at JR East’s Tokyo Station in August 2020 and relocated to the Gransta Tokyo’s Silver Bell area in September 2023. The brand's concept revolves around the blend of traditional and modern, offering unique products like the live Langue de Chat (Miuyuka) and cookie sandwiches (Michika).
MIYUKA Gransta Tokyo Store
Founded in 1965, Bijuu Co. Ltd. continues to innovate and expand its business horizons, focusing on a range of tourism souvenir products and venturing into various fields within the food industry. Its renowned brands include Tsubu-an Niiri Nama Yatsuhashi Otabe and Kyo-Baum.
This competition, organized by JR East, is a cherished event where nominees for the best souvenirs from the JR East region are chosen based on customer votes. The fact that Azuki Saburen garnered so much customer support speaks volumes, and the MIYUKA team extends its heartfelt gratitude to all the loyal customers whose votes contributed to this honor.
About Azuki Saburen
Azuki Saburen was launched in August 2024 and features a unique twist on traditional cookies by incorporating a sweet azuki bean cream filled with pieces of sweet azuki bean candies, all sandwiched between a crispy sablé cookie. This combination showcases a delightful balance of flavors, where the subtle saltiness of the sablé enhances the sweetness of the azuki cream. Each sablé is prepared using French Camargue salt, adding depth to its taste and culminating in a perfect crunch. The original container for Azuki Saburen is also worth highlighting—an elegantly designed tin adorned with embossed patterns that reflect both traditional and modern aesthetics.
Development Journey
The creation of Azuki Saburen was driven by a shared ambition among the development team to craft a cookie can unlike any other, embodying MIYUKA's essence of blending traditional Japanese and Western influences.
- - Incorporating Japanese Elements: The team decided to focus on the azuki bean, a specialty of MIYUKA, and went through numerous prototyping phases. Achieving a balanced flavor profile between the sablé and the azuki cream was a challenge, as the gentle flavor of azuki often got overshadowed by the sablé. This prompted the team to meticulously adjust the balance through repeated testing.
- - Crafting the Azuki Cream: Developing the azuki cream presented its own hurdles. A cream with high moisture content would transfer water to the sablé, affecting its crisp texture. To resolve this, the team explored reducing moisture while retaining the azuki flavor. The suggestion to incorporate sweet azuki candies came from seasoned members who had previously worked on key products, marking a pivotal moment in the development of the cream. This addition highlighted the azuki taste, allowing the project to progress significantly.
The base of the azuki cream combines powdered azuki beans with intact sweet azuki candies and black sesame powder, lending richness to the flavor and enhancing the overall taste experience.
- - Sablé Innovations: The team focused on maintaining the crispness of the sablé while ensuring it balanced well with the azuki cream. The addition of French Camargue salt resulted in an exquisite flavor profile that offered more than just sweetness.
- - Attention to Packaging Design: MIYUKA places equal importance on the visual appeal of its products. The cookie can's design was meticulously crafted with an embossed finish, striving for an aesthetic that resonates with both traditional and contemporary styles.
Azuki Saburen truly embodies the dedication and creative spirit of the development team at MIYUKA. It stands as a testament to the harmonious balance between Japanese and Western influences, and invites customers to indulge in a unique and delightful treat.
Store Information
MIYUKA opened its first retail location at JR East’s Tokyo Station in August 2020 and relocated to the Gransta Tokyo’s Silver Bell area in September 2023. The brand's concept revolves around the blend of traditional and modern, offering unique products like the live Langue de Chat (Miuyuka) and cookie sandwiches (Michika).
MIYUKA Gransta Tokyo Store
- - Location: 1-9-1 Marunouchi, Chiyoda, Tokyo, inside JR East Tokyo Station, B1F under the Gransta Tokyo Silver Bell area
- - Business Hours: Weekdays & Saturdays 8:00 AM - 10:00 PM; Sundays & Holidays 8:00 AM - 9:00 PM (Closed on the last day of consecutive holidays at 9:00 PM)
- - Days Closed: None
- - Website: MIYUKA
- - Instagram: @miyuka_bijuu
About Bijuu Co., Ltd.
Founded in 1965, Bijuu Co. Ltd. continues to innovate and expand its business horizons, focusing on a range of tourism souvenir products and venturing into various fields within the food industry. Its renowned brands include Tsubu-an Niiri Nama Yatsuhashi Otabe and Kyo-Baum.
- - Company Website: Bijuu Co., Ltd.
Topics Consumer Products & Retail）
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