Miyajima Momiji Manju: Hand-Baked at Miyatoyo Main Store

If you’re visiting Miyajima and want to experience authentic Miyajima momiji manju made the traditional way, Miyatoyo Main Store is your destination. This long-established confectionery is the only shop on the island dedicated to the time-honored hand-baked method, where you can savor the aroma of freshly grilled cakes, their delicate sweetness, and a uniquely satisfying texture: lightly crisp outside with a moist, tender interior. These maple leaf-shaped sponge cakes are one of Hiroshima’s most beloved treats, traditionally filled with sweet red bean paste. Alongside their celebrated Cheese Momiji Manju, you’ll discover Belgian Chocolate, Belgian White, and the timeless Koshian (smooth red bean paste), available individually or in beautifully packaged gift boxes. Last month when we stopped by for souvenirs, my eldest daughter excitedly pointed at the cheese ones—they’ve become a family favorite! With its convenient location just steps from the ferry terminal, Miyatoyo is perfect for a leisurely food stroll, a quick snack break, or picking up memorable take-home gifts.

Miyatoyo Main Store: Miyajima’s Only Hand-Baked Momiji Manju Shop

Miyatoyo Main Store is a cherished traditional Japanese confectionery nestled along Miyajima’s historic shopping street. What makes this shop truly special is the time-honored hand-baking process that happens right before your eyes. If you visit at the right moment, you can watch artisans carefully grilling each momiji manju and enjoy them warm, straight from the griddle—an experience that engages all your senses. The shop’s signature Cheese Momiji Manju, first introduced in 1984, combines gently sweet dough with rich, slightly salty processed cheese for an unexpectedly addictive flavor profile you simply won’t find anywhere else. Because skilled artisans craft each piece by hand rather than mass-producing them in machines, every cake has its own subtle character and that unmistakable toasty fragrance of freshly baked goods. This is where you can truly taste both the traditional roots and creative evolution of Miyajima’s iconic sweet.

The shop features a welcoming eat-in area with warm wooden accents and complimentary self-serve tea, making it an ideal spot to pause and relax with your freshly baked treats. The thoughtful, accessible layout makes it easy to stop by with children or strollers, and it’s become one of our favorite rainy-day refuge spots during Miyajima sightseeing. Whether you’re grabbing a quick bite or settling in for a longer break, the cozy atmosphere invites you to slow down and savor the moment.

You can purchase momiji manju starting from just a single piece, which is perfect for trying different flavors during your Miyajima food stroll. For souvenirs, the boxed momiji manju sets allow you to mix classic flavors with seasonal varieties to perfectly match your recipients’ tastes back home. The shop also offers nationwide shipping within Japan, making it convenient to send gifts to friends and family even after your trip ends. These hand-baked treats have become our go-to souvenir choice—our relatives always light up when we arrive with a Miyatoyo box. Pro tip: weekdays between 2 PM and 4 PM tend to be the quietest times, so if you’re looking to avoid crowds and have a more relaxed shopping experience, aim for that window.

We highly recommend pairing your momiji manju experience with a leisurely stroll through Omotesando Shopping Street, where you’ll find even more local treats and crafts!

The hand-baked method that’s been passed down since the shop’s founding is now a rare treasure—Miyatoyo Main Store is the only place in Miyajima where you can still enjoy authentic hand-baked momiji manju made this traditional way.

Miyatoyo also holds the distinction of being the first shop to create and sell cheese-filled momiji manju back in 1984. While the shop honors its traditional recipes and techniques, it continues to innovate with new products that reflect contemporary tastes and preferences. This balance of tradition and creativity is what keeps us coming back, and our relatives always appreciate these thoughtful souvenirs when we visit them.

The Warm, Wooden Ambiance Inside the Shop

Step inside and you’ll immediately notice the bright, calming atmosphere where colorful flavor labels stand out beautifully against natural wood-grain fixtures. You can often catch glimpses of the hand-baking station near the register, and the sweet, toasty aroma drifting through the shop might just stop you in your tracks. The eat-in space provides self-serve tea so you can sit down and enjoy freshly baked treats while they’re still warm—there’s something wonderfully satisfying about that first bite when the dough is at its softest.

Many visitors comment on the smooth, efficient service flow, which means purchases move relatively quickly even during busy periods. The layout is thoughtfully designed for easy navigation, whether you’re maneuvering a stroller or simply browsing with young children in tow. Since in-store dining space and seating capacity can vary depending on the season and crowd levels, arriving earlier during peak tourist times is a smart strategy. For families traveling with young children, it’s helpful to know that there’s a nursing room available on the second floor of the Miyajima Tourist Information Center, located right in Omotesando Shopping Street.

The bright, inviting display case showcases an impressive variety of momiji manju flavors. You can purchase individual pieces to sample different varieties, and while some items come pre-boxed as ready-made gifts, you can also select your favorite flavors and have them professionally boxed for an additional fee (90 yen for a 10-piece box).

Boxed gift sets start from 8 pieces and go up from there, giving you plenty of options for different gifting occasions.

Before Comparing Miyatoyo’s Hand-Baked Momiji Manju: How to Choose Flavors

Miyatoyo’s hand-baked dough is distinctively moist and tender, creating a perfect canvas that pairs beautifully with an impressively wide range of fillings. Beyond the traditional classics—smooth red bean paste (koshian) and chunky red bean paste (tsubuan)—you can choose based on your preference for sweetness level or aromatic profile. Options include their signature Cheese Momiji Manju, decadent Belgian Chocolate, milky Belgian White, refreshing yuzu or apple, comforting sweet potato, and smooth cream-based varieties.

If this is your first visit to Miyatoyo, I’d suggest starting with a simple tasting set: try the mildly sweet “Cheese” with its clean, savory finish alongside the classic red bean paste for a traditional comparison. If you have a serious sweet tooth, the “Belgian Chocolate” and “Belgian White” varieties deliver rich, indulgent flavors that chocolate lovers will adore. Fruit-flavored options tend to be especially popular with children and make for lighter, refreshing treats. During warmer weather months, don’t miss the chilled Ice Momiji Manju—a delightful innovation that’s become a new favorite for eating on the go. My recommendation is to sample individual pieces first to discover your personal favorites, then stock up on boxed sets for better overall value before you leave the island.

Speaking of momiji manju experiences, here’s a little insider tip: you can actually eat freshly baked momiji manju on the second floor of Yamadaya—not many visitors know about this hidden gem!

We Compared Miyatoyo Main Store’s Hand-Baked Momiji Manju!

I selected several flavors I’d been curious about and brought them home to conduct a proper taste test. Even before unwrapping them, I was impressed—the wrapping paper features a refined color palette and elegant typography that immediately sets high expectations for what’s inside.

Lifting the wrapping reveals the box interior where the momiji manju are neatly arranged in perfect rows. The maple leaf shapes look absolutely adorable all lined up together—they’re almost too pretty to eat, though of course we did!

Classic Smooth Red Bean Paste

Let’s start with the timeless classic: the smooth red bean paste momiji manju. The fine-textured koshian is generously packed inside, creating a satisfying filling-to-dough ratio that red bean lovers will appreciate. The filling melds elegantly with the moist, tender dough for a harmonious bite. For the best reheating experience at home, give it a quick burst in the microwave followed by a brief toast in a toaster oven to crisp up the surface—this technique beautifully revives that fresh-baked aroma and recreates the appealing texture contrast between the crispy exterior and soft interior. It pairs perfectly with traditional Japanese green tea, but I’ve also found it goes surprisingly well with lightly roasted coffee for a cross-cultural breakfast treat. At the price point (tax included), it’s incredibly reasonable and makes an ideal first bite during your Miyajima food exploration.

This is the classic “Koshian” (smooth red bean paste) Momiji Manju, priced at ¥120 including tax.

From this cross-section photo, you can clearly see how generously it’s packed with filling—there’s no skimping here. True to the “hand-baked” promise, the slightly thinner edge of dough gives each piece a charming, artisanal quality that speaks to its handmade nature. What impressed me most is how the dough recipe remains consistent across all flavors, creating this wonderfully moist base with an elegant, subtle sweetness that never overwhelms the filling. My husband, who’s usually reserved about sweets, was genuinely pleased, commenting that “this hand-baked texture is really something special.”

Taste: ★★★★☆
Indulgent Sweetness: ★★★☆☆
Value for Money: ★★★★☆
Repurchase Value: ★★★★★

Belgian White

The milky white chocolate filling melts luxuriously into the moist dough, leaving behind a gentle, creamy finish on your palate. The sweetness here is richer compared to the red bean varieties, which means it balances beautifully with strong black coffee or a cup of plain tea to cut through the richness. This flavor is also wonderfully photogenic—the pale filling looks elegant in photos—making it a crowd-pleasing choice for Miyajima souvenirs. My younger daughter has claimed Belgian White as her personal favorite; whenever we go, she always asks specifically for “the white one!” with unmistakable enthusiasm.

This is the “Belgian White” variety, priced at ¥130 including tax. Compared to the koshian, the filling volume feels slightly more restrained—creating an ideal balance that lets you appreciate both the dough and the filling without one overpowering the other. The rich, milky sweetness that’s uniquely characteristic of white chocolate gradually spreads across your palate with each bite. It’s such a distinctive, delightful flavor that we sincerely hope it becomes a permanent fixture in their lineup rather than a rotating seasonal option.

Taste: ★★★★☆
Indulgent Sweetness: ★★★☆☆
Value for Money: ★★★☆☆
Repurchase Value: ★★★★★

Cheese

The shop’s signature Cheese Momiji Manju features a rich processed cheese filling that delivers something completely unexpected. Unlike typical “cheese cream” pastries you might encounter elsewhere, this doesn’t melt into a sweet cream—instead, the cheese maintains its savory, slightly salty character, creating a beautiful sweet-savory contrast with the delicately sweet dough. Warming it up makes the dough even fluffier while bringing out more aromatic depth from the cheese filling. This unique flavor profile pairs surprisingly well with green tea, and for those who enjoy adventurous sweet-savory combinations, it even works alongside wine. First-time visitors are consistently surprised by how different and delicious this is compared to what they might expect from a “cheese-filled” pastry—it’s truly in a category of its own.

This is the renowned signature creation from Miyatoyo Main Store: the original “Cheese-Filled Momiji Manju” that started it all back in 1984.

While many shops these days offer “cheese cream” variations, Miyatoyo’s version lives up to its name with genuine cheese filling inside. The generous, authentically savory cheese creates a remarkably innovative sweet-savory balance that keeps you reaching for just one more piece. The interplay between the salty cheese and the subtly sweet dough is absolutely perfect—this was hands-down my personal standout favorite from the entire tasting. It’s the kind of flavor that challenges your expectations in the best possible way.

Taste: ★★★★★
Indulgent Sweetness: ★☆☆☆☆
Value for Money: ★★★★☆
Repurchase Value: ★★★★★

Belgian Chocolate

The bittersweet chocolate filling harmonizes beautifully with the dough’s gentle sweetness, creating a sophisticated finish that’s lighter and less cloying than you might expect from a chocolate-filled pastry. This variety is particularly delicious when served chilled, making it highly recommended for a refreshing treat during a summer Miyajima food stroll. It’s consistently popular among visitors and makes an elegant, universally appealing Hiroshima souvenir that travels well.

The moist, velvety Belgian chocolate is nestled perfectly within the momiji manju shell, creating a lovely harmony where the dough’s natural sweetness gently melts into and complements the rich chocolate filling. Each bite delivers that satisfying chocolate experience without being overly heavy.

Taste: ★★★★★
Indulgent Sweetness: ★★☆☆☆
Value for Money: ★★★★☆
Repurchase Value: ★★★★☆

When exploring Miyajima specialties, you absolutely can’t miss the deep-fried momiji manju! Momijido’s crispy age-momiji is at its absolute best first thing in the morning when it’s freshly fried.

Access, Business Hours, and How to Purchase

The Miyajima Ferry terminal is just a short, pleasant walk away, and Miyatoyo sits perfectly along the main path leading to Itsukushima Shrine—you can’t miss it during your sightseeing route, making it effortless to pop in between attractions. By the way, if you’re interested in getting closer views of the Great Torii during your ferry ride, the JR Ferry passes closer to the iconic gate on the outbound journey, so that’s the better choice for photo opportunities! The shop’s business hours are typically 9:00 AM to 5:30 PM, though these may vary seasonally or during special events. While the shop is generally listed as open daily year-round, it’s always wise to check their latest information in case of temporary closures during especially busy periods or for maintenance.

Individual purchases start from just a single momiji manju—perfect for trying new flavors or grabbing a quick snack. Gift boxes begin at 8 pieces and scale up from there. You have complete flexibility to customize your box with any combination of flavors you like, tailoring it perfectly to your recipients’ preferences. Box prices vary depending on the size you choose. If you’re concerned about wait times during busy periods, calling ahead to place a reservation can help streamline your visit. The shop also offers nationwide shipping within Japan, making it convenient to send gifts directly to friends or family even after you’ve returned home from your trip. The shelf life for momiji manju is approximately 3 days (depending on storage conditions), so plan to enjoy them or share them relatively soon after purchasing.

We highly recommend combining your Miyatoyo visit with a trip to nearby Itsukushima Shrine for a perfect Miyajima experience!

Tips for Enjoying Them Alongside Sightseeing (Model Course Ideas)

Here’s a suggested itinerary that works beautifully: Upon arrival, walk from the ferry terminal directly to Miyatoyo Main Store as your first stop → Purchase and enjoy 1–2 freshly baked pieces while beginning your stroll → Continue to Itsukushima Shrine and the iconic floating Great Torii → Wander leisurely through Omotesando Shopping Street, exploring local crafts and treats → Circle back to Miyatoyo to pick up boxed souvenirs on your way back to the ferry. This route creates a natural loop that maximizes your time and ensures you get fresh treats early in the day.

For rainy day sightseeing in Miyajima, the covered sections of Omotesando Shopping Street become especially valuable—plan to take advantage of eat-in spots like Miyatoyo’s for comfortable breaks out of the weather. When visiting with children, the relatively quieter morning hours (before 10:30 AM) typically provide the most comfortable experience with fewer crowds and shorter lines. If you’re navigating with strollers or wheelchairs, you’ll find the smoothest entry and exit by using the shopping street side entrance rather than navigating stairs or uneven paths.

Important practical note: power outlets and charging stations are quite limited throughout the island, so make sure to fully charge your devices and power banks on the mainland before crossing over. For information about Miyajima access options and mainland parking, there are several coin-operated parking lots available near Miyajimaguchi Station on the mainland side. Once you’re on Miyajima island itself, walking is the primary and often only mode of transportation, so comfortable shoes are essential for a pleasant visit.

Frequently Asked Questions (Q&A)

Q. What’s the most popular item at Miyatoyo Main Store?

A. The signature item that keeps customers coming back is undoubtedly the Cheese Momiji Manju. Its unexpected and perfectly balanced sweet-savory profile makes it a consistent favorite among repeat visitors who’ve tried all the flavors. For first-time visitors, I’d strongly suggest trying it alongside the traditional Koshian (smooth red bean paste) variety—tasting them side by side really helps you appreciate both the innovation and the traditional roots of these special treats.

Q. Which is better value: buying individual pieces or purchasing boxes?

A. I’d recommend starting with individual pieces to explore and compare different flavors without committing to a full box of any single variety. Once you’ve identified your personal favorites through tasting, then purchase those flavors in a boxed set for significantly better per-piece value. Keep in mind that boxes do incur a small additional packaging fee depending on the size you select, but they come beautifully gift-ready, making them perfect for souvenirs.

Q. What’s the shelf life and how should I carry them during my trip?

A. The shelf life for momiji manju is approximately 3 days from purchase under proper storage conditions. During your travels, it’s important to keep them away from direct heat and high humidity—try to store them in a shaded, cool part of your bag rather than in direct sunlight. Once you’re back at your accommodation or home, store them away from direct sunlight in a cool, dry location and plan to enjoy them as soon as possible for the best flavor and texture experience.

Q. What time of day is best to visit Miyatoyo?

A. Morning visits, especially within the first hour or two after opening, offer the best opportunity to get items fresh off the grill while they’re still warm. During peak tourist seasons (spring cherry blossom season, fall foliage period, and summer vacation), popular flavors like Cheese and Belgian Chocolate can sell out by early afternoon. If you’re visiting during these busy times, consider arriving earlier in the day or calling ahead to reserve your preferred flavors to avoid disappointment.

Q. Is it easy to visit with kids or during rainy weather?

A. Absolutely, yes. The shop features a dedicated eat-in area where you can sit down with your purchases. While the space is relatively compact, the bright, simple, and welcoming layout makes it quite suitable for short breaks with children. The indoor seating and covered shopping street location make it particularly convenient during rainy day sightseeing in Miyajima, providing a warm, dry refuge when the weather doesn’t cooperate.

Q. How is the walking access from the ferry terminal?

A. It’s an easy, straightforward walk from Miyajima Pier—you’ll find the shop positioned perfectly along the main pedestrian route leading toward Itsukushima Shrine. This convenient location makes it ideal to visit either immediately upon arrival (to grab a snack for your walk) or after completing your shrine visit (to pick up souvenirs before heading back to the ferry). The entire walk takes just a few minutes at a comfortable pace.

Q. What’s the best method for reheating momiji manju at home?

A. For optimal results, start by warming your momiji manju briefly in the microwave—about 10-15 seconds should do it. Then immediately transfer it to a toaster oven and lightly toast the surface for 20-30 seconds. This two-step process brings out that wonderful toasty aroma while keeping the interior moist and tender, recreating that fresh-from-the-grill experience. The Cheese flavor becomes especially fragrant when warmed, while the chocolate varieties develop a more pronounced, gently spreading sweetness as they warm.

Q. What payment methods are accepted and what shipping options are available?

A. Cash is definitely accepted, and the shop may also offer some cashless payment options (credit cards, electronic payment)—it’s best to ask at the register about current payment methods. Nationwide shipping within Japan is available, which is incredibly convenient if you’re planning to buy in larger quantities. Consider making a bulk purchase toward the end of your trip and having everything shipped directly home rather than carrying it all with you—just inquire at the shop for specific details, costs, and delivery timeframes for shipping services.

When it comes to classic Miyajima souvenirs, Fujiiya is another absolute must-visit! Stop by to experience their long-established flavors and traditional craftsmanship firsthand.

Summary

Miyatoyo Main Store is a wonderful destination for discovering the delicious diversity of hand-baked momiji manju in Miyajima. Take your time exploring the full range of flavors—from the timeless classic koshian to the innovative Cheese, indulgent Belgian Chocolate, and creamy Belgian White—and you’re sure to find personal favorites that become must-haves on future visits. Our entire family has fallen in love with different varieties for different reasons, and Miyatoyo has become a non-negotiable stop on our Miyajima itinerary every single time we visit the island.

Please remember to enjoy your momiji manju promptly, as the best-before date is approximately 3 days from purchase. Fresh is always best with these hand-baked treats!

Please note that shop information, hours, and product availability may change. We recommend checking the shop’s official sources or calling ahead for the most current details before planning your visit.

Soft-serve ice cream is another popular treat along Omotesando Shopping Street! Here’s a local tip: if you visit after 5 PM, you can usually enjoy it without any wait time.

When visiting Miyajima, conger eel rice (anago-meshi) is an absolute must-try local specialty! Interestingly, locals tend to prefer “Fujitaya” over the more famous “Ueno” for the most authentic experience.