Furaido: A Must-Visit Stop for Miyajima Street Food and Instagram-Worthy Sweets
When exploring Miyajima street food along the bustling Omotesando shopping street, you’ll want to make a stop at Furaido Miyajima Omotesando Store. This beloved sweets shop has become a favorite among both travelers and locals for its exceptional selection of treats made with carefully sourced ingredients. From their signature “Kuri Ka” roasted chestnuts—made with pesticide-free domestic chestnuts from contracted farmers—to the silky-sweet Anno roasted sweet potatoes, every item showcases quality and craftsmanship.
The shop’s most photogenic offering is the Momiji Butter Sandwich (known locally as “Momiji Butter Sand”), a colorful cookie creation that has taken social media by storm. You’ll also find their popular Baked Sweet Potato Soft-serve Ice Cream, which pairs warm roasted sweet potato with cool soft serve for an unforgettable temperature contrast. The roasted chestnuts are finished using an innovative pressure-roasting method that enhances their fragrant aroma, and they come additive-free and pre-peeled for easy snacking—perfect to enjoy as you wander through Miyajima’s historic streets.
When I visited with my family last November, my eldest daughter was completely captivated by the Momiji Butter Sand display, excitedly saying, “This is so cute! Take a picture!” The colorful array of maple leaf-shaped cookies is truly eye-catching.
The shop’s signature chestnut roaster spins continuously at the storefront, drawing curious glances from passersby and filling the air with an irresistible toasted aroma. Thanks to its prime location about a 5-minute walk from Miyajima Pier—and an additional Momijidani Store at 389-2 Miyajimacho near the cable car station—it’s incredibly easy to work Furaido into your sightseeing itinerary. If you’re researching what to eat in Miyajima beyond the island’s famous grilled anago (conger eel) rice, Furaido’s sweets offer a delicious and photogenic alternative.
A local tip I learned from regular visitors: the soft serve at the Omotesando store tends to be less crowded after 5 PM, making it a great time to stop by if you want to avoid lines.
Furaido is located on Omotesando Shopping Street, which is truly a treasure trove of Miyajima street food! The whole street is packed with family-friendly shops and delicious options to explore.
Wondering what to eat in Miyajima? The answer lies along Omotesando Sh...
The Star Attraction: Momiji Butter Sandwich Takes Center Stage
One of Furaido’s signature creations, the “Momiji Butter Sand,” features delicate maple leaf-shaped cookie dough filled with lightly sweetened buttercream. The cookies come in two distinct flavors—refreshing lemon sauce or rich caramel sauce—making them a hit with visitors of all ages. The 5-piece set, priced at ¥900 (tax included), showcases five different vibrant colors that create a rainbow effect, making it an especially eye-catching souvenir option. If you’d prefer to sample just one or two, individual cookies start at ¥180 (tax included), and enjoying a fresh cookie on the spot is an absolute delight.
My younger daughter’s eyes lit up when she saw them, exclaiming, “Rainbow cookies!” With a shelf life of approximately 10 days at room temperature, these treats travel exceptionally well, making them ideal gifts for colleagues or friends back home. Though each cookie is petite, they deliver a satisfyingly crisp bite with just the right balance of cookie texture and creamy filling—perfect alongside your afternoon tea or coffee.
A Fresh Take on Miyajima’s Classic Souvenir Culture
The Momiji Butter Sand has become incredibly popular on social media for its photogenic appearance, bringing something refreshingly new to Miyajima’s souvenir scene, where momiji manju (maple leaf-shaped sweet buns) have long reigned supreme. The term “momiji” means maple leaf in Japanese and serves as one of Miyajima’s most recognizable symbols. This cookie-and-cream combination offers both a contemporary aesthetic and a new flavor profile, making it especially popular with younger travelers and women visitors. As a modern interpretation of Miyajima sweets, it’s rapidly establishing itself as a must-buy souvenir.
My husband found them absolutely perfect for sharing at his office—individually wrapped with stylish presentation, they were a huge hit with his younger colleagues, unlike traditional momiji manju which can sometimes feel a bit dated to modern tastes.
For the full Miyajima sweets experience, the long-established Fujiiya’s freshly baked momiji manju are exceptional! Why not create your own Miyajima dessert tour by visiting both Furaido and Fujiiya?
As you stroll along Omotesando from Miyajima Pier toward Itsukushima S...
The vivid colors and fresh flavor hold up remarkably well even after you take them home. While the different colors don’t actually change the taste, the playful color palette definitely makes them stand out as memorable gifts that people remember long after eating them.
My eldest daughter has developed a ritual of carefully considering which color to eat first every time we buy them—it’s adorable to watch her debate the merits of each shade!
The first bite reveals a slightly firm, macaron-like texture on the outside, followed by airy, smooth buttercream filling. The lemon version provides a refreshing citrus lift that brightens the overall sweetness, while the caramel version leans toward a richer, more indulgent flavor profile that pairs beautifully with coffee or tea.
Personally, I’m completely devoted to the lemon version—it’s wonderfully refreshing and light, and my kids enthusiastically agree, saying it’s “tangy and delicious!” My husband, however, firmly prefers the caramel variety, which we happily enjoy together during our coffee breaks at home.
Seasonal Treasure: “Kuri Ka” Roasted Chestnuts
Furaido’s “Kuri Ka” roasted chestnuts showcase pesticide-free Japanese chestnuts grown by carefully selected contracted farmers. The chestnuts undergo a maturation and saccharification process that naturally enhances their sweetness before being pressure-roasted to a fragrant, fluffy finish. The result is a chestnut with gentle, natural sweetness and a wonderfully soft texture. Conveniently pre-peeled for easy enjoyment, they’re perfect for snacking while you explore or taking home as a seasonal gift. These chestnuts are available only from October through December, capturing the essence of Japan’s autumn harvest season.
When I tried them for the first time, I was amazed by how genuinely fluffy and sweet they were! My younger daughter commented that they tasted similar to sweet potatoes, but I’d say chestnuts have a more refined, delicate sweetness. November’s three-day holiday weekends draw incredibly intense crowds of autumn leaf viewers to Miyajima, but there’s something genuinely luxurious about enjoying Furaido’s roasted chestnuts while admiring the fall colors.
Both the trendy “Agemomiji” (deep-fried momiji manju) and Furaido’s Momiji Butter Sand represent Miyajima’s exciting new wave of contemporary sweets!
Planning your Miyajima food adventure and wondering what unique treats...
Anno Sweet Potato Soft Serve: A Hot-and-Cold Sensation
This innovative dessert layers warm, freshly roasted sweet potato with cold soft-serve ice cream, creating an intriguing and delicious temperature contrast. The Anno sweet potato is an especially prized Japanese variety renowned for its intense sweetness and custardy, almost pudding-like texture. This unique creation was featured on TBS’s popular television show “Matsuko’s Unknown World” as the 5th best “must-try local soft serve this summer” nationwide, and it has quickly become a favorite among travelers seeking unique food experiences.
My eldest daughter was absolutely fascinated by the concept, saying, “Hot and cold at the same time—that’s so strange!” While the texture combination is definitely unusual at first, it’s surprisingly delicious once you try it. Just a word of warning: Miyajima’s August 14th fireworks festival draws such massive crowds that even local residents tend to avoid the island during that time—if you’re planning to visit for the soft serve, consider coming on a different day for a more comfortable experience.
Store Information and How to Visit
The Furaido Miyajima Omotesando store is conveniently located about a 5-minute walk from Miyajima Pier, while the Momijidani store sits within the main sightseeing area near the ropeway station, making both locations easy to incorporate into your Miyajima exploration route. The distinctive oversized chestnut-shaped roasting kettle positioned in front of the Omotesando shop makes for a fun and memorable photo opportunity—many visitors stop to snap pictures with it.
While Furaido operates as a takeout-only establishment, the friendly staff will gladly dispose of any trash from your purchase if you let them know, which is especially helpful since public trash bins are relatively scarce on Miyajima.
Here’s a tip many locals know: the Seven-Eleven convenience store located near Miyajima Pier is affectionately called “Japan’s most scenic convenience store” thanks to its waterfront location. Consider picking up your treats from Furaido and enjoying them on one of the nearby benches with a view of the Seto Inland Sea.
For the most relaxed shopping experience, weekday afternoons between 2 PM and 4 PM tend to be the quietest times—perfect if you want to browse leisurely without battling crowds. This timing is especially helpful for families traveling with children who might need a calmer environment.
No visit to Miyajima would be complete without seeing Itsukushima Shrine! After enjoying your sweets at Furaido, take some time to visit this iconic World Heritage shrine.
When you think of Miyajima, the first image that comes to mind is Itsu...
Frequently Asked Questions About Furaido
Q. What is the shelf life of the Momiji Butter Sand?
A. The Momiji Butter Sandwiches stay fresh for approximately 10 days when stored at room temperature, making them excellent souvenirs for bringing home from your trip.
Q. Where can I purchase the Momiji Butter Sand?
A. You can purchase these treats at both the Miyajima Omotesando Store (near the ferry pier) and the Momijidani Store (near the ropeway station). Both locations carry the full selection of flavors and colors.
Q. When is the roasted chestnut “Kuri Ka” available?
A. “Kuri Ka” roasted chestnuts are a seasonal, limited-time offering available only from October through December, coinciding with Japan’s chestnut harvest and autumn season.
Q. Is the Anno Sweet Potato Soft Serve available year-round?
A. Availability of the sweet potato soft serve can vary depending on the season and current stock levels. It’s best to check with the store directly or call ahead if you’re specifically planning to try this item during your visit.
Q. Can I take these items home as souvenirs from my Japan trip?
A. Absolutely! All of Furaido’s products are designed to travel well and have good shelf stability, making them excellent souvenirs. The individually wrapped Momiji Butter Sandwiches are particularly convenient for sharing as gifts.
Q. Are there any allergen concerns I should know about?
A. The Momiji Butter Sandwiches contain dairy (butter) and wheat (cookie dough). If you have specific allergies, it’s best to ask the staff directly about ingredients when you visit the store.
Final Thoughts on Furaido
Furaido is absolutely worth adding to your Miyajima sightseeing itinerary. From the Instagram-worthy Momiji Butter Sandwiches and seasonal roasted chestnuts “Kuri Ka” to the innovative Anno sweet potato soft serve, you’ll discover sweet souvenirs and convenient street food snacks that showcase quality ingredients and creative preparation. While many visitors come to Miyajima specifically for Hiroshima’s famous grilled anago rice (conger eel), don’t overlook these beautifully crafted treats made with carefully selected ingredients—they’re perfect to enjoy as you explore the island’s historic streets and scenic waterfront.
My family makes it a point to stop by Furaido during every single visit to Miyajima. The kids especially love the vibrant, colorful Momiji Butter Sandwiches and consistently ask for them again each trip. As one of Miyajima’s most exciting new specialty treats, I genuinely hope you’ll give Furaido a try during your visit!
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