Recent Reviews
I stopped by Isetan on a weekday afternoon. This shop is always known for its long lines, but there were only about 10 people waiting, so I decided to join the queue and make a purchase. I bought a box of "Suzu no Mochi" (bell-shaped mochi), dorayaki (a sweet bun filled with red bean paste), fu-manju (a steamed bun made with gluten), a cup of zenzai (sweet red bean soup) with shiratama (glutinous rice balls), and a cup of matcha zenzai. The total came to about 2,800 yen. The zenzai and other items were displayed beautifully in cups on top of the showcase, priced in the 500 yen range. The mochi and dorayaki were bite-sized and still reasonably priced in the 100 yen range. They were not overly sweet and made with natural ingredients without any unnecessary additives. It seems they are freshly made by the artisans in the kitchen right behind the counter. The basement food floor of Isetan is filled with high-end brand shops, where a single slice of cake can cost 700 to 1,000 yen or more. So, I hesitate to buy anything other than gifts, but this shop felt relatively affordable compared to other pastry shops. My family and I enjoyed the treats. The staff at the counter were polite, but the wait was long. As an impatient person, I would appreciate it if they could find ways to shorten the waiting time. If they do, I would definitely come back to buy more. There is a QR code in the queue that allows you to view the menu on your smartphone, but the actual items available that day may differ slightly. Ideally, they should display a menu board with the day's offerings so that customers can decide what to buy while waiting in line. Alternatively, they could distribute order sheets for customers to fill out. They could even station a staff member in the queue to help manage the process. This would also reduce the workload on the counter staff and shorten the service time. When I was making my purchase, I couldn't see the items in the showcase clearly until I was almost at the front of the line. This made it difficult to decide what to buy. I wanted to get a matcha dorayaki, but I only saw it at the very back of the showcase after I had already paid. I was very disappointed.
What's this? There's a line! I joined out of curiosity. It's read as "Suzukake." In the Kanto region, they only have stores in high-end department stores like the Hibiya Midtown and Azabu-dai Hills. But the prices aren't that shocking. The dorayaki are like Licca-chan size, but they're cheap, so I'd say they're totally worth it. The dorayaki, though small, have a chewy, mochi-like texture that makes an impact. The Suzu Monaka and Mame Daifuku are pretty standard. It's nice that you can buy them in a "kouri" (bamboo basket) instead of a paper box. It's like the Toyoshima-ya store that sells the Pigeon Sabure, where the box becomes a keepsake.
Isetan, the iconic landmark of Shinjuku's third district, boasts a culinary paradise in its basement. The Japanese sweets and tea area has undergone a major renovation. Suzume, a renowned confectionery shop that draws long lines every day, is a long-established brand representing Fukuoka, founded in Hakata during the Taisho era. The Isetan Shinjuku store also features a workshop where you can observe the confectionery-making process.
Established in 1923, "Suzume" is a traditional Japanese confectionery shop. While its main store is located in Hakata, Fukuoka, it also has a branch in the Japanese confectionery section of the basement food floor at Isetan Shinjuku. It's always a popular spot with long lines, and I waited about 30 minutes to make my purchase. If you go a bit later in the day, some items might be sold out. This time, I bought the popular Suzuno Enmochi (108 yen), Suzuno Monaka (108 yen), and Strawberry Daifuku (368 yen). The skin of the Suzuno Enmochi is chewy and has a great balance with the sweet bean paste inside. The Suzuno Monaka is characterized by its bell-shaped appearance. The fresh "Amaou" strawberries from Fukuoka Prefecture are wrapped in soft mochi, and the sweet bean paste has a subtle sweetness that allows the juicy and slightly tart flavor of the strawberries to shine through.
On a Saturday evening, there was a line of about 20 people. While waiting, I scanned the QR code and considered what to buy, but it was easier to see the showcase, and there were many items not on the menu, so I ended up ordering while looking at the showcase. I purchased: - Sakura mochi @238 yen, 3 pieces - Dora-yaki, white bean @238 yen, 3 pieces Sakura mochi There was only one left, but they brought out three for me from the back. I eat it with the leaf. It's delicious. The sweet bean paste is also not too sweet and delicious. - Dora-yaki I bought the last one. It was close. This white bean paste is incredibly delicious. I love it.