A limited-time pop-up shop will be opened for the first time from November 5th (Wed) to 11th (Tue).
SRG Co., Ltd. has announced the launch of a new Western confectionery brand, MITSLO, which uses additive-free sweet potato syrup, Amendoro Junmai Mitsu. The brand will open its first pop-up shop at Ginza Mitsukoshi on November 5, 2025.
Additive-free sweet potato syrup "Amendoro Pure Sweet Potato Syrup"
MITZLO
The unique world created by Japanese honey "Amendoroki Junmaitsu" Three people who were fascinated by "Amendoroki Junmaitsu" are Yamato Beppu, the maker of Amendoroki Junmaitsu, Hikaru Okuno, the owner pastry chef of "SHIKI", and Ryohei Hayashi, a ingredients producer. Together, these three launched the brand "MITZLO".
We present and deliver handmade sweets that allow you to enjoy with all five senses the exquisite taste of a drop of nectar nurtured by the earth.
■Product Information *Mitsu no Oto Anno Sweet Potato The mellow sweetness of Anno sweet potato and the fragrant aroma of baked sweet potato paste are gently wrapped in chocolate and fresh cream. The sweet aroma that spreads with each bite and the sticky aftertaste resonate with each other, creating an elegant and rich flavor.
16 pieces 2,160 yen (tax included)
The Sound of Honey/Annou Sweet Potato
Mitsu no Oto Annou Sweet Potatoes (16 pieces) 2,160 yen (tax included)
*Imo Mitsu Tigre – Annou Sweet Potato/Purple Sweet Potato This baked pâté mowalu is made with Annou sweet potato and purple sweet potato syrup, with caramel in the center and sweet potato syrup jelly on top. This is a unique Western-style confection that allows you to directly taste the gentle sweetness and aroma of sweet potato syrup.
540 yen each (tax included)
Sweet potato tigre Annou sweet potato
Sweet Potato Honey Tigre Purple Sweet Potato
＊Sweet Potato Nougat – Annou Sweet Potato/Purple Sweet Potato The deep sweetness and aroma of sweet potato syrup spreads the more you chew. We have used ingredients that go well with the sweet potato syrup of Annou Sweet Potato and Purple Sweet Potato to create a crisp nougat.
8 pieces, 972 yen each (tax included)
Sweet potato honey nougat Annou sweet potato/purple sweet potato
*Sweet Potato Honey Langue de Chat Light langue de chat dough made with sweet potato honey from Annou sweet potato/purple sweet potato is topped with sweet potato honey cream and sandwiched with more sweet potato honey in the center. A gentle and gorgeous sweetness and lingering fragrance fills the mouth.
5 pieces, 972 yen each (tax included)
Sweet Potato Honey Langue de Chat Sweets: Annou Sweet Potato/Purple Sweet Potato
Store Information MITSLO Ginza Mitsukoshi POPUP Shop Period: November 5th (Wed) – November 11th (Tue), 2025
Hours: 10:00 AM – 8:00 PM For more information, please visit the Ginza Mitsukoshi website.
https://www.mistore.jp/store/ginza.html
Location: Ginza Mitsukoshi Main Building, B2F, Ginza Sweets Park I
Address: 4-6-16 Ginza, Chuo-ku, Tokyo 104-8212
To start with, we will only be operating at pop-up events.
For event information, please see our official Instagram.
https://www.instagram.com/mitzlo3?igsh=MTRpZHdqdjkzZHc4Yw%3D%3D&utm_source=qr
■Information about demonstration sales At the Ginza Mitsukoshi POPUP shop, we will be demonstrating and selling financiers made with sweet potato syrup.
The baked financiers are then served with sweet potato syrup spread on the spot. The moist and gently sweet "sweet potato syrup financiers" are a treat that can only be enjoyed here.
About Amendoro Pure Sweet Potato Syrup: Sweet potato syrup and sweet potato starch syrup have been passed down as a traditional food culture on the Satsuma Peninsula since the Edo period, and Karaimo Farm has continued this tradition as a fifth-generation sweet potato syrup shop. It is one of a kind. Amendoro Pure Sweet Potato Syrup is a unique, additive-free sweet potato syrup found nowhere else in the world. Compared to sweeteners like honey or maple syrup, it has superior nutritional value, antibacterial properties, and a natural sweetness that is gentle on the body.
Amendoro Pure Sweet Potato Honey Purple Sweet Potato
Comparison of ingredients with honey from around the world
■ Producer introduction * Amendoro Pure Sweet Potato Honey Producer: Yamato Beppu (Representative of the Agricultural Corporation Karaimo Farm)
We produce sweet potato syrup using biodiverse farming methods based on the concept of "living naturally" in the southern Satsuma Peninsula, the birthplace of sweet potato cultivation in Japan. As the fifth generation of an imomitsuya (sweet potato syrup) shop, a part of the region's traditional food culture, we will continue to pass on our healthy, additive-free sweet potato syrup, "Amendoro Pure Imomitsu," to future generations.
*Mitsuro/MITZLO Confectioner: Hikaru Okuno (Owner and pastry chef of "SHIKI")
Originally from Kyoto Prefecture, he joined Petit Prince Ltd. and worked as head pastry chef. He was then involved in the launch of the Cacaotier Gokan brand, and was in charge of product manufacturing and development as sous chef. In 2021, he opened his own brand, Ori/SHIKI, in Kyoto. He has won various awards, including the Chairman's Award in the Confectionery category at the Japan Cake Show and the Grand Gold Award at the Salon du Chocolat CCC Contest in Paris.
*Ingredient Producer: Ryohei Hayashi Born in Tokyo. After graduating from university, he worked at a financial institution. After getting married, he began working in the manufacture of Japanese sweets and studying confectionery. Hoping to utilize what he learned from his work in manufacturing and wholesale and to find a job where he could hear directly from consumers, he founded SRG Co., Ltd. in 2022. He launched the brand "Gâteau Ondulée," which makes use of the ingredient waffle cookie, and continues to work mainly at department stores in the Kanto and Kansai regions. During these various encounters, he came across "Amendoro Pure Potato Honey," and the new brand "MITZLO" was born.
From right: Beppu, Hayashi, Okuno
■ Company Profile Company name: SRG Co., Ltd.
Representative: Representative Director Ryohei Hayashi Address: 4-7-8 Suminomiya Yada, Higashisumiyoshi-ku, Osaka City, Osaka Prefecture 546-0022
Established: December 2022 Brands: [MITZLO], [Gateau Ondure]
[SRG Inc.] Press Release
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