【Akafuku honten】 A landmark mochi shop with over 300 years of history, a staple for visitors to Ise Shrine.

A must-visit destination: Akafuku Main Store

The Akafuku Main Store was established in 1707 and the current building was reconstructed in 1877. Since then, it has been carefully maintained and restored for over 140 years since the Meiji era. Besides the main store, Akafuku has expanded its presence within Mie Prefecture and to other locations including Osaka and Nagoya. The nationwide broadcast of the TV drama “Akafuku Noren” in 1975 made the name “Akafuku” known throughout Japan.

The exterior features a typical Ise-style gabled roof, raised high to widen the front, and a large horizontal sign in gold letters displaying the name “Akafuku,” created in 1887 to commemorate the 180th anniversary of its founding.

As you pass through the dark reddish-brown noren curtain at the gable-end entrance, you are greeted by steam rising from a vermilion lacquered hearth. Inside, the aroma of roasted local Mie prefecture bancha tea fills the air as female artisans, known as “mochiire-san,” delicately shape each Akafuku mochi with three stripes representing the flowing streams.

The shop features tatami mat seating areas, a veranda facing the renowned Isuzu River, and a view across the river to the highest mountain in Ise, Asamayama, along with the verdant Mt. Shinji, cultivated as a sacred area for the gods.

The official website features information on temporary store locations and products for sale. Additionally, the online shop offers not only Akafuku mochi but also Akafuku roasted tea and seasonal yokan (sweet bean jelly).

Commitment to Premium Ingredients

Akafuku mochi is a simple rice cake topped with smooth red bean paste. Therefore, the ingredients used, such as sugar, adzuki beans, and glutinous rice, are carefully selected based on stringent criteria.

The sugar used in Akafuku mochi is chosen for its crystal size and high sugar content, emphasizing meticulous attention to detail.

Furthermore, the red bean paste (an) for Akafuku mochi exclusively utilizes adzuki beans sourced from Hokkaido. The vast lands and climate of Hokkaido are ideal for cultivating adzuki beans, resulting in high-quality produce. Beans from the Tokachi, Kamikawa, and Okhotsk regions are specifically used.

Lastly, the mochi in Akafuku mochi is made entirely from domestic glutinous rice. Currently, mainly from Nayoro, Hokkaido, and partially from Yatsushiro, Kumamoto, we only use glutinous rice known for its quality of staying soft over time. It is also crucial to ensure no contamination with ordinary rice (used for meals), hence only using glutinous rice grown in dedicated areas that do not cultivate any other type of rice.

Don’t miss out on seasonal specialties in addition to the classic Akafuku Mochi!

Akafuku Mochi is available fresh at the main store, in Ise and Futami branches, and at two department stores in Nagoya. Each serving of two Akafuku Mochi comes with tea, specifically Mie Prefecture’s “Ise Tea,” organically grown and specially blended to complement the sweets.

Additionally, we offer “Matcha” made from selected tencha, perfect to enjoy with Akafuku Mochi under our “Akafuku Mochi with Matcha” option.

For a summer treat, try “Akafuku Ice,” a cool delight invented in 1961 for beachgoers at Futamiura. Unlike traditional Akafuku, this version features specially prepared an and mochi in shaved ice with matcha syrup, designed to meld perfectly with the cold texture.

During winter, “Akafuku Zenzai” has been a favorite since 1966. This sweet red bean soup features carefully cooked large Dainagon azuki beans and is served with freshly grilled mochi upon order.

Akafuku Mochi makes an excellent souvenir too. Choose from assorted gift boxes of 8, 12, or 20 pieces, individually packaged “Meimeibako” for easy sharing, or seasonal offerings like “Shiro Mochi Kuro Mochi.” Also available are “Akafuku Houjicha Tea Bags” and “Akafuku Zenzai (winter only),” allowing you to enjoy the taste of Akafuku at home.

Monthly Special: “Tsuitachi Mochi”

In Ise, there is a tradition known as “Tsuitachi Mairi,” where people wake up early on the first of each month to visit the Shrine and pray, expressing gratitude for the past month and seeking safety and prosperity for the upcoming one. Excluding New Year’s Day, our main store offers “Tsuitachi Mochi” every first day of the month to welcome visitors participating in this ritual.

There are 11 varieties of Tsuitachi Mochi, each associated with the seasonal events or auspicious symbols of that particular month, like Setsubun or Children’s Day. These are available only on their specific day due to their freshness.

Additionally, in our cafe space, customers can enjoy Tsuitachi Mochi paired with premium sencha tea, starting from 4:45 AM, available in limited quantities.

Tsuitachi Mochi can be purchased in the following four ways:

• Direct early morning purchase at the main store (no reservation needed)
• Reserved pickup at Ise venue (online reservation)
• Reserved pickup at Ise venue (phone reservation)
• Pre-ordered for pickup at department stores or the Mie Service Area on the highway

For more details about each Tsuitachi Mochi and how to purchase them, please visit our official website.