January Maker’s Story: Chocolates with a Japanese Twist from Edogoshiya

January Maker’s Story: Chocolates with a Japanese Twist from Edogoshiya

One of the most thrilling yet challenging adventures in Japan is shopping for souvenirs. Trust us, we understand the struggles of trying to snag that perfect item that captures your time in Japan—it's a quest we've all been on!

Edogoshiya (江戸越屋) aims to be exactly that brand that comes to mind when one thinks about souvenirs from Japan. We spoke to Mr. Ohne (大根) from the Planning & Promotion Department (企画推進部) to tell us more about how Edogoshiya represents both the storied history and exciting future of Japanese snacks.

 

The exciting Ikimachi Shokora series from EdogoshiyaThe exciting Ikimachi Shokora series from Edogoshiya | Photo by Edogoshiya

 

Could you share with us the history behind Edogoshiya and its origins?

Our parent company, Yoshimura (株式会社 吉村), has been in the Japanese tea business for 90 years. In recent years, we expanded our operations to explore confectionery that pairs well with tea.

Initially, we commercialized traditional Japanese confectionery such as karinto (花林糖 deep-fried snack made with dough and brown sugar) and umeboshi (梅干 pickled plums). However, we began to wonder, “Surely there are other non-Japanese confectioneries that can also pair well with Japanese tea…” We pondered over the question of what kind of snack is beloved by people of all ages in Japan, and we concluded that it was chocolate.

The character "越" in the brand name Edogoshiya expresses our desire to transcend conventional norms and times. The "Ikimachi Shokora" (粋町しょこら) series by our brand is the very embodiment of encouraging new ways of enjoying tea time moments.

 

Ikimachi Shokora series of Japanese chocolates are best paired with Japanese tea
Ikimachi Shokora series of Japanese chocolates are best paired with Japanese tea | Photo by Edogoshiya

 

Tell us more about Edogoshiya’s concept and Ikimachi Shokora!

The concept for Edogoshiya is that it is a Japanese brand with “a taste of sophistication that makes your heart leap with excitement”「思わず心が躍りだす 小粋な“味” 」 . We want everyone who picks up an item from Edogoshiya to feel excited, and to bring smiles to the faces of both the giver and the receiver. 

As our flagship series, "Ikimachi Shokora" are Japanese-style craft chocolates that go well with Japanese tea. This series has sold more than 1 million units in its 9-year history since its launch. With a total of 10 flavours, it has gained high praise as a Japanese tea-pairing sweet and was featured in the tea "World Tea Festival 2022” (世界お茶まつり2022). The chocolate has a delightful melt-in-the-mouth texture and is topped with Japanese-style ingredients.


Japanese craft chocolate that features a beautiful blend of strawberries and roasted brown rice puffsIkimachi Shokora Ichigo & Genmai is a craft chocolate that features a beautiful blend of strawberries and roasted brown rice puffs | Photo by Edogoshiya

 

We are happy to share that the Ikimachi Shokora Ichigo & Genmai flavour is in this month’s Omiyage Snack Box. Ikimachi Shokora Ichigo & Genmai 「粋町しょこら いちごに玄米」is a delightful blend of sweet and sour; freeze-dried strawberries (ichigo) are kneaded into the slightly sweet and sour strawberry milk chocolate. You can enjoy the grainy texture of the strawberries and the crunchy texture of the savoury roasted brown rice (genmai) puffs.

 

Charming Japanese motifs on a Japanese snack packaging
Charming Japanese motifs can be seen on the packaging of Ikimachi Shokora | Photo by Edogoshiya

Adorned with charming motifs of the auspicious orizuri (origami crane) and mari (traditional ball) symbol representing harmony, grace, and good health, the cute packaging adds an extra touch of charm to these delectable treats and is a popular snack amongst men and women of all ages.

 

 

Delicious craft chocolate with a cute and purposeful packaging that prevents flavour deteriorationDelicious craft chocolate with a cute and purposeful packaging that prevents flavour deterioration | Photo by Edogoshiya

 

It is a very cute snack, it’s no wonder it’s so popular amongst many! Are there any secrets as to why they taste so delicious? 

Our original craft chocolates, which are created with consideration for compatibility with the various toppings, emphasise the balance of ingredients such as cocoa, milk, and sugar. They are characterised by a gentle sweetness and richness. Furthermore, the high craftsmanship of artisans is applied to achieve the secret to deliciousness—smooth melting. Toppings that add texture and flavour have been thoughtfully placed on these meticulously crafted chocolates for the finishing touch.

Besides the snack product itself, our packaging is also designed to prevent flavour deterioration, as a result of leveraging on our company’s know-how gained over many years of operating businesses related to delicate Japanese teas. This is why they have a long shelf life, and are often a popular choice as souvenirs for foreign tourists.

 

Representatives of Edogoshiya receving an award
Photo by Edogoshiya

 

Are there any fun facts about your Edogoshiya that you would like readers to know?

Our company is located in Togoshi (戸越), a neighbourhood in Shinagawa Ward in Tokyo. One of the various theories explaining the origin of Togoshi is that it means “crossing over Edo” (“江戸を越える”), as one enters Sagami Province when crossing from Edo (the old name for Tokyo) to the present-day Togoshi. The brand name "Edogoshiya" is named after the former name of the place.


Togoshi Ginza at nightTogoshi Ginza Shopping Street | Photo by photoAC

 

That’s so interesting! Are there any local attractions or sightseeing spots that you would recommend in the area of Togoshi? 

Togoshi has the longest shopping street in Tokyo, called Togoshi Ginza Shopping Street (戸越銀座商店街). It is approximately 1.3 km long, lined with around 400 shops and it is famous for being an exciting street populated with many food and snack options to explore while walking around.

To get to Togoshi Ginza Shopping Street, you can take the train to Togoshi-Ginza Station (戸越銀座駅) on the Tokyu Ikegami Line (池上線) or Togoshi Station (戸越駅) on the Tokyo Metro Asakusa Line (浅草線).


Edogoshiya pop-up staffPhoto by Edogoshiya

 

What a great recommendation! Togoshi Ginza Shopping Street sounds like a great place to get souvenirs, too. Are any Edogoshiya products sold overseas?

We rarely export our products abroad because many of our products are meant to be purchased as souvenirs for sightseeing in Japan. We hope that you will take this chance to enjoy a taste of Japan in this month’s Omiyage Snack Box!

 

Edogoshiya pop-up in Tokyo
Edogoshiya pop-up shop in Tokyo | Photo by Edogoshiya

 

We think our members will look forward to this delicious snack! Do you have any message to send across to our readers at JAPAN RAIL CLUB?

At Edogoshiya, we create products where you can feel the essence of Japan through our products' content and packaging. Our products are also currently sold at pop-up stores in JR Tokyo Station and several other stations in Tokyo. When you visit Japan, we hope that you will see Edogoshiya's products as great Japanese souvenirs to buy for your loved ones!



Subscribe to JAPAN RAIL CLUB’s Snack Box Subscription Plan to try our featured snack from  Edogoshiya: Ikimachi Shokora Ichigo & Genmai Chocolate and many other Japanese treats in “Ichigo, Ichie” Omiyage Snack Box, exclusively available in January 2024. Order yours now!

Meet the author

Sue Lynn

Currently based in Tokyo, Sue Lynn first came to Japan as a university exchange student. With 6 years of experience in Japan's inbound tourism, she is familiar with Japan, particularly on rail passes and East Japan spots, and has a passion for travelling.

Sue is also passionate about Japan's thrifting culture, and is keen to uncover more hidden gems while visiting all 47 prefectures during her stay in Japan.

Sue's 5Cs are cats, cameras, cinema, climbing, and city pop. Ask her about how her favourite JR Pass (JR TOKYO Wide Pass) saved her life (and wallet).

Hungry for more?

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Statues of the Namahage located in Oga Peninsula. | Photo by PhotoAC Steeped in tradition, Tohoku (東北), the northeastern part of Japan comprising of six prefectures – Aomori (青森), Akita...

Dawn Sim Culture

Tohoku: A Tale of Tradition through its Cultura...

Statues of the Namahage located in Oga Peninsula. | Photo by PhotoAC Steeped in tradition,...

Tasty Tohoku Treats: 6 Must-Try Food from Northeast Japan
Sue Lynn

Tasty Tohoku Treats: 6 Must-Try Food from North...

Japan is a food paradise and beyond the major cities and well-trodden travel routes, you can unearth more culinary treasures spread throughout the country if you venture into the less...

Wendy Ng Food

Tasty Tohoku Treats: 6 Must-Try Food from North...

Japan is a food paradise and beyond the major cities and well-trodden travel routes, you...

Sakura 2024: 5 Must-Visit Cherry Blossom Spots in Tokyo for Ohanami
Sue Lynn

Sakura 2024: 5 Must-Visit Cherry Blossom Spots ...

If you have visited Tokyo between late March and early April, then chances are you have witnessed the enchanting sight of cherry blossoms (桜 sakura) in full bloom. A cherry...

Carissa Loh Culture

Sakura 2024: 5 Must-Visit Cherry Blossom Spots ...

If you have visited Tokyo between late March and early April, then chances are you...

Tasty Tohoku Treats: 6 Must-Buy Souvenirs from Tohoku
Sue Lynn

Tasty Tohoku Treats: 6 Must-Buy Souvenirs from ...

Located on the north-eastern part of mainland Japan, Tohoku (東北) is made up of six prefectures, and is a treasure trove of beautiful nature and fascinating history. It’s a wonderful...

Carissa Loh Food

Tasty Tohoku Treats: 6 Must-Buy Souvenirs from ...

Located on the north-eastern part of mainland Japan, Tohoku (東北) is made up of six...

Omiyage Day (8 March): Exploring Japan's Souvenir & Gift-Giving Culture
Sue Lynn

Omiyage Day (8 March): Exploring Japan's Souven...

Have you heard of omiyage (お土産)? If you’ve been to Japan, then you have probably seen the colourful and beautifully packaged boxes of local confectionery filling the gift shops along...

Carissa Loh Culture

Omiyage Day (8 March): Exploring Japan's Souven...

Have you heard of omiyage (お土産)? If you’ve been to Japan, then you have probably...

March Maker's Story: Hand-grilled Rice Crackers from Akita by Kanaeya
Sue Lynn

March Maker's Story: Hand-grilled Rice Crackers...

The Tohoku Region is home to some of Japan’s best untouched nature. Take Akita as an example, a prefecture where lush landscapes meet premium rice fields. Renowned for its exceptional...

Sue Lynn Maker's Story

March Maker's Story: Hand-grilled Rice Crackers...

The Tohoku Region is home to some of Japan’s best untouched nature. Take Akita as...

March Maker’s Story: Obuse Chestnut Snacks from Takachiho (Winner of JR East Omiyage Grand Prix 2023 - Koshin’etsu Area Prize)
Sue Lynn

March Maker’s Story: Obuse Chestnut Snacks from...

If you have been to Japan, you will understand the universal struggle of finding the perfect souvenir or omiyage (お土産) to bring home for your loved ones and colleagues. While...

Sue Lynn Maker's Story

March Maker’s Story: Obuse Chestnut Snacks from...

If you have been to Japan, you will understand the universal struggle of finding the...

Hina Matsuri (3 March): Japan’s Spring Festival Celebrating Girls’ Day
Sue Lynn

Hina Matsuri (3 March): Japan’s Spring Festival...

Displaying exquisitely made hina-ningyo dressed in traditional Heian attire is the main activity associated with the Hina Matsuri | ©photoAC Have you ever heard of Japan’s Hina Matsuri (雛祭)? Otherwise known...

Dawn Sim Culture

Hina Matsuri (3 March): Japan’s Spring Festival...

Displaying exquisitely made hina-ningyo dressed in traditional Heian attire is the main activity associated with the...

Inspired by Izu: Exploring Izu Peninsula Through The Eyes of Japanese Writers
Sue Lynn

Inspired by Izu: Exploring Izu Peninsula Throug...

If you are a fan of Japanese literature, take a walk in the footsteps of literary giants and look no further than Izu Peninsula (伊豆半島), which lies just about 1-2...

Dawn Sim Travel

Inspired by Izu: Exploring Izu Peninsula Throug...

If you are a fan of Japanese literature, take a walk in the footsteps of...

Mount Fuji with tea plantation in the foreground
Sue Lynn

Mount Fuji Day (23 February): 5 Ways to Enjoy J...

Standing at 3,776m above sea level, the almost perfectly symmetrical Mount Fuji (富士山 Fujisan) is Japan’s highest mountain, and has become a symbol of the country, recognised worldwide for its...

Carissa Loh Travel

Mount Fuji Day (23 February): 5 Ways to Enjoy J...

Standing at 3,776m above sea level, the almost perfectly symmetrical Mount Fuji (富士山 Fujisan) is...

Happy Cat Day (22 February): 5 Cat Islands in Japan to Meet Feline Friends
Sue Lynn

Happy Cat Day (22 February): 5 Cat Islands in J...

Are you a cat (猫 neko) lover? If you’ve been to Japan, you might have noticed how beloved cats are over there. Think maneki-neko (招き猫) cat figurines that beckon luck,...

Carissa Loh Culture

Happy Cat Day (22 February): 5 Cat Islands in J...

Are you a cat (猫 neko) lover? If you’ve been to Japan, you might have...

In the Mood for Love: Romancing on Valentine’s Day in Japan
Sue Lynn

In the Mood for Love: Romancing on Valentine’s ...

Love is in the air in February with Valentine’s Day! On 14 February, Valentine’s Day is universally celebrated across the globe where presents like chocolates, candies, and flowers are gifted...

Wendy Ng Culture

In the Mood for Love: Romancing on Valentine’s ...

Love is in the air in February with Valentine’s Day! On 14 February, Valentine’s Day...

Romance Izu in the Air: 5 Romantic Spots in the Izu Peninsula
Sue Lynn

Romance Izu in the Air: 5 Romantic Spots in the...

With so many captivating attractions, you can spend days exploring the Izu Peninsula with your loved one, but where to start? Here are our top five picks for romantic dating...

Carissa Loh Travel

Romance Izu in the Air: 5 Romantic Spots in the...

With so many captivating attractions, you can spend days exploring the Izu Peninsula with your...

A Side Trip to Saitama: Discovering “Little Edo”, Cafes, and the Railway Museum
Sue Lynn

A Side Trip to Saitama: Discovering “Little Edo...

Located just about half an hour north of Central Tokyo, Ōmiya Station (大宮駅 Ōmiya-eki) is the gateway to the neighbouring Saitama Prefecture (埼玉県). It is also a stop on more...

JAPANKURU Travel

A Side Trip to Saitama: Discovering “Little Edo...

Located just about half an hour north of Central Tokyo, Ōmiya Station (大宮駅 Ōmiya-eki) is...

February Maker’s Story: Shizuoka-grown Wasabi by Kameya Foods
Sue Lynn

February Maker’s Story: Shizuoka-grown Wasabi b...

Are you familiar with wasabi (わさび)? Made from the Wasabia japonica plant, wasabi or the Japanese horseradish is a unique spice native to Japan and is a staple in Japanese...

Sue Lynn Maker's Story

February Maker’s Story: Shizuoka-grown Wasabi b...

Are you familiar with wasabi (わさび)? Made from the Wasabia japonica plant, wasabi or the...

Winter Wonderland: 7 Snowiest Cities in Japan and Must-do Activities
Sue Lynn

Winter Wonderland: 7 Snowiest Cities in Japan a...

Winter season in Japan boasts some of its most amazing and picturesque sceneries, especially in regions lying alongside the Sea of Japan (日本海), otherwise known as Yukiguni (雪国), or Snow...

Dawn Sim Festival

Winter Wonderland: 7 Snowiest Cities in Japan a...

Winter season in Japan boasts some of its most amazing and picturesque sceneries, especially in...

Winter Wonders: 8 Winter Foods & Delicacies to Enjoy in Japan
Sue Lynn

Winter Wonders: 8 Winter Foods & Delicacies to ...

Winter in Japan is not just a season to enjoy snow activities and festivals; it’s also a time to indulge in winter cuisine as Japan is blessed with bountiful harvest...

Wendy Ng Food

Winter Wonders: 8 Winter Foods & Delicacies to ...

Winter in Japan is not just a season to enjoy snow activities and festivals; it’s...

Nuts About Chiba! Exploring Chiba, Peanuts, and Setsubun Culture
Sue Lynn

Nuts About Chiba! Exploring Chiba, Peanuts, and...

Have you been to Chiba Prefecture (千葉県)? Located in the Kanto Region and neighbouring Tokyo on its east, perhaps, unknowingly, you have already stepped foot into Chiba Prefecture. If you...

Carissa Loh Culture

Nuts About Chiba! Exploring Chiba, Peanuts, and...

Have you been to Chiba Prefecture (千葉県)? Located in the Kanto Region and neighbouring Tokyo...

More Than Just Disneyland! Exploring Hidden Gems in Every Corner of Chiba
Sue Lynn

More Than Just Disneyland! Exploring Hidden Gem...

Looking for a short getaway from the bustling crowds of Tokyo? Look no further than the prefecture of Chiba (千葉県). Contrary to the popular belief that “There is nothing much...

Dawn Sim Travel

More Than Just Disneyland! Exploring Hidden Gem...

Looking for a short getaway from the bustling crowds of Tokyo? Look no further than...