Hirota Western Confectionery Co., Ltd. opened flagship stores in Tokyo and Osaka on October 1st (Sunday) to celebrate its 100th anniversary. On the same day, Hirota's six directly managed stores gave away free ice cream to the first 200 customers at each store to express our gratitude for the 100th anniversary.
・Flagship store opening on October 1st
On October 1st (Sunday), the 100th anniversary flagship stores “Hirota Tokyo Higashi Ginza Store'' and “Hirota Osaka Ebisubashi Store'' opened. Before the store opened, customers were lining up at both the Higashi Ginza and Ebisubashi stores, waiting for the stores to open.
After opening, we sold all products with special 100th anniversary specifications. Hirota's standard 4-pack cream puffs with increased cream content and Hirota's first frozen cream puffs were particularly popular. This was the first directly managed store opened in Osaka, where the company was founded, after closing due to the coronavirus pandemic in 2020, and it was a success with a steady stream of customers throughout the day, and by the evening, the standard cream puffs were sold out.
Regarding the flagship store and 100th anniversary products, customers have said things like, “I'm happy that the cream puffs I've been eating since I was a child now have more cream,'' and “The interior of the store is so cute,'' and you can see the 100th anniversary history inside the store. Many customers took photos in the gallery space and in front of the cream puff motif wall.
On the same day, in addition to the flagship store, the Hirota Nagareyama Otakanomori S/C store opened. The four existing stores (Shinbashi Ekimae store, Echika Omotesando store, Iidabashi store, and Chapeau Motoyawata store) have also been re-opened with a new look.
In addition, as part of a campaign to commemorate the 100th anniversary, the first 200 customers at each store were given free ice cream at six stores directly managed by Hirota, including the flagship store.
・100th anniversary rebranding
Western confectionery Hirota celebrated its 100th anniversary on October 1, 2024. In order to continue to grow into a Western confectionery shop that is even more loved, we have taken the opportunity of our 100th anniversary to renew HIROTA into the new HIROTA .
The concept of the Western sweets Hirota 100th anniversary rebranding is “Nostalgic and new Hirota.” With the spirit of delivering dreams, hopes, and happiness to as many people as possible through sweets, Hirota has been delivering Western sweets such as cream puffs.
As a brand that continues to challenge new things, we continue to create confectionery that delivers dreams, hopes, and happiness, while keeping the passion that has been passed down since our founding and "Hirota's Cream Puffs", which are loved by many customers, as the foundation of our brand. We will continue to propose this.
100th anniversary key visual
■Logo The current logo “HIROTA'' has been changed to “Hirota'' in katakana, and while the iconic blue color remains, the concept is expressed using a font that feels somewhat nostalgic, based on the logo from the time of the company's founding. We also have a logo shaped like a cream puff and a logo commemorating our 100th anniversary.
■A retro check pattern that combines the brand motif Hirota's blue and red. Hirota's "H" appears in the center. Striking patterns decorate stores and shoppers.
■Product packaging The packaging for products such as cream puffs will also be reborn. A slightly faded cream puff pattern that looks like it was stamped by hand is scattered all over the surface, giving it a cute and retro feel.
・Hirota flagship store celebrating 100th anniversary
“Hirota Tokyo Higashi Ginza Store'' in Tokyo and “Hirota Osaka Ebisubashi Store'' in Osaka will open on October 1st (Sunday) as flagship stores symbolizing the 100th anniversary rebranding concept of “Nostalgic and New Hirota.'' Did. Western sweets such as cream puffs will be sold in the store, which is retro yet modern and gives you a sense of Hirota's reborn worldview. We also have special products that can only be purchased at our flagship store.
■“Hirota Tokyo Higashi Ginza store”
The interior of the store is decorated with Hirota's plaid pattern all over, and there are many motifs that make you want to take pictures, such as neon signs that give you a nostalgic feeling and walls with cream puff motifs. This is a playful shop that also sells unique goods with the Hirota logo and cream puff motifs.
・Opening date: October 1, 2023 (Sunday)
・Address: Ginza Apollo Showakan 1F, 4-12-20 Ginza, Chuo-ku, Tokyo
・Business hours: 10:00-20:00
■"Hirota Osaka Ebisubashi store"
Hirota is returning to Osaka, the place where the company was founded. Since closing all stores in Osaka in 2020 due to the coronavirus pandemic, we will open a new flagship store in Ebisubashisuji Shopping Street. The colorful cream puff display at the entrance and the 3D signboard with a large cream puff on top are only available at the Ebisubashi store. The back is filled with the cuteness of cream puffs, including a wall designed with a large amount of cream puff motifs.
We also have a gallery space where you can feel the 100-year history of Hirota, making it a nostalgic shop for customers who know Hirota from the past, and a cute retro shop for customers who are new to Hirota.
・Opening date: October 1, 2023 (Sunday)
・Address: 1F Narumiya Building, 1-9-3 Dotonbori, Chuo-ku, Osaka-shi, Osaka Prefecture
・Business hours: 10:00-21:00
・100th anniversary commemorative products (some)
Starting October 1st (Sunday), all Hirota products will have special 100th anniversary specifications. Hirota's classic cream puffs have more cream such as custard or chocolate, so you can enjoy the rich cream that overflows from the choux.
Also, for the first time in Hirota's history, frozen cream puffs are available. You can now enjoy carefully selected products made with domestic ingredients at home anytime. In addition to custard, we also offer creams such as Kyoto Matcha, Fukuoka Amaou Strawberry, and Kyushu Japanese Chestnut.
In addition, the long-popular animal cream puffs will be making a comeback, with cute cream puffs featuring calico cats, pandas, and rabbits. The eclairs have also been newly improved, and in addition to the standard custard, there is now a lineup of seasonal products such as pistachio and pumpkin. In addition to cream puffs, we will also sell Western sweets such as cakes.
And Hirota's first Japanese sweets debut. Dorayaki, manju, etc. are lined up in stores. In addition, limited edition petit choux will be sold at the “Hirota Tokyo Higashi Ginza Store'' and “Hirota Osaka Ebisubashi Store'' flagship stores that will open to commemorate the 100th anniversary. A petit choux filled with rich custard cream is perfect for eating while walking.
In addition, Hirota's first official goods have been released. We also offer a variety of unique goods, including pouches shaped like cream puff packaging, cold bags shaped like take-out paper bags, and T-shirts.
■Product name: 100th anniversary cream puff
Type: Custard/Chocolate/Twin Fresh Price: 346 yen (tax included) for 4 pieces
Storage method: Refrigerate Product features: Standard 4-piece cream puff. The 100th anniversary product has increased the amount of cream while maintaining the familiar taste. The choux pastry is filled with custard cream that brings out the flavor of Hirota's fresh eggs and milk.
■Product name: 100th anniversary frozen cream puff (limited time only)
Type: Special custard/Kyoto matcha/Fukuoka Amaou strawberry/Kyushu Japanese chestnut Price: 486 yen (tax included) for 4 pieces
Storage method: Frozen product Features: Hirota's first frozen cream puffs are now available. You can defrost and enjoy whenever you like without worrying about the expiration date. We are particular about the ingredients we use, and use domestic flour, Ishigaki salt, domestic butter, and domestic eggs. *Please thaw in the refrigerator (below 10℃) for 5 to 6 hours before enjoying.
■Product name: 100th anniversary animal cream puff
Type: Calico cat/panda/rabbit Price: 1 piece 300 yen (tax included)
Storage method: Refrigerated Product Features: Hirota used to have popular animal shoes as part of its seasonal zoo series. Three of them will be revived for a limited time. Please pay attention to the facial expressions of the animals made with chocolate and marshmallow on the chewy choux pastry.
■Product name: 100th anniversary eclair
Type: Custard (standard product) / Pistachio (seasonal product) / Pumpkin (seasonal product)
Price: 1 piece 302 yen (tax included)
Storage method: Refrigerated Product Features: Eclairs made with Hirota's special custard. The standard one is topped with plenty of chocolate. We have prepared pistachios and pumpkins as fall seasonal products. Please look forward to future seasonal eclairs.
■Product name: 100th anniversary shoe ice cream
Type: Vanilla/Chocolate/Strawberry/Matcha/Setouchi Lemon/Yogurt Price: 162 yen (tax included)
Storage method: Frozen product Features: Ice cream puffs are popular not only in summer but also in any season. The 100th Anniversary products maintain their original characteristics, but have been made even more delicious by incorporating the flavorful sugar “Honwakato'' made from Okinawan sugar cane.
■Product name: Hirota brown sugar dorayaki
Price: 500 yen (tax included) for 5 pieces
Storage method: Room temperature Product features: Bite-sized brown sugar dorayaki made with brown sugar dough and Hokkaido red bean paste.
■Product name: 100th anniversary special donuts
Type: Plain/Setoda Lemon/Amaou Strawberry/Chocolate/Matcha Price: 1 piece 324 yen (tax included)
Storage method: Room temperature Product features: For the 100th anniversary, we have a rich lineup of baked goods. Donuts in particular are characterized by their moist texture, which is baked without frying.
■Product name: Hirota T-shirt
Type: Blue/Red Size: M/L/XL
Price: 2,200 yen (tax included)
Product Features: A T-shirt with a retro impression featuring the Hirota Cream Puff logo. Available in two colors: Hirota Blue and Red.
■Product name: Hirota's shoe pouch <br />Price: 2,200 yen (tax included)
Product Features: A pouch that looks just like Hirota's classic 4-piece cream puff. The flavor is Twin Fresh. When you open the pouch, it is designed to look like it contains cream puffs.
■Product Name: Hirota's Shoe Ice Pouch <br />Price: 1,540 yen (tax included)
Product features: A pouch inspired by Hirota's ice cream puffs. It's a mini size that's easy to carry, and the more you can put small items in it, the more it looks just like ice cream puffs.
■Product name: Hirota cold bag <br />Price: 3,080 yen (tax included)
Product Features: A cold bag modeled after a paper bag for taking home. It is characterized by a fabric with a paper bag-like texture. It's sized to fit the standard 4-pack of cream puffs, so it's also recommended as a gift.
・Company profile of Hirota Western Confectionery Co., Ltd.
Company name: Hirota Western Confectionery Co., Ltd. Location: 5th floor, Kita-Otemachi Square, 1-5-12 Uchikanda, Chiyoda-ku, Tokyo Representative: Yoshiro Isayama, President Founded: October 1, 1924 Business: Western confectionery, frozen desserts Manufacturing, sales and wholesale of similar products, and other incidental businesses
URL: http://www.the-hirota.co.jp/
[Hirota Western Confectionery Co., Ltd.] From a press release
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