Furaido: Famous for Domestic Roasted Chestnuts and Maple Butter Sandwiches
Located on Miyajima’s Omotesando shopping street, the “Furaido Miyajima Omotesando Store” is a favorite sweets stop for travelers and locals. It produces and sells a wide range of treats, including “Kuri Ka” roasted chestnuts made with pesticide-free domestic chestnuts from contracted farmers, silky-sweet Anno roasted sweet potatoes, the highly Instagrammable Momiji Butter Sandwich (“Momiji Butter Sand”), and the popular Baked Sweet Potato Soft-serve Ice Cream that pairs warm roasted sweet potato with cool soft serve. The roasted chestnuts are finished with a new pressure-roasting method that brings out a fragrant aroma. They’re additive-free and pre-peeled for easy snacking—perfect Miyajima street food to enjoy as you wander.
When I visited with my family last November, my eldest daughter was completely captivated by the Momiji Butter Sand, excitedly saying, “This is so cute! Take a picture!”
A signature chestnut roaster spins continuously at the storefront, drawing plenty of attention. Thanks to its prime location about a 5-minute walk from Miyajima Pier—and an additional Momijidani Store at 389-2 Miyajimacho—it’s easy to add Furaido to your sightseeing route. If you’re researching what to eat in Miyajima beyond the island’s famous grilled anago (conger eel) rice in Hiroshima, Furaido’s sweets are a delicious change of pace.
A local tip I learned: the soft serve at the Omotesando store is less crowded after 5 PM.
Furaido is located on Omotesando Shopping Street, a treasure trove of street food! There are also plenty of family-friendly spots along the way.
Omotesando Shopping Street stretches from Miyajima Pier to Itsukushima...
One of the shop’s signatures, the “Momiji Butter Sand,” features colorful maple leaf-shaped cookie dough filled with lightly sweetened buttercream. Available in two flavors—lemon sauce or caramel sauce—it’s a hit with all ages. The 5-piece set (¥900, tax included) showcases five different colors, making it an eye-catching souvenir. Individual cookies start at ¥180 (tax included), and enjoying one fresh on the spot is a delightful treat.
My younger daughter was thrilled, exclaiming, “Rainbow cookies!” With a shelf life of about 10 days at room temperature, these sweets travel well as gifts for colleagues or friends. Though small, they have a satisfyingly crisp bite—perfect for tea time.
A New Miyajima Souvenir Staple?! “Momiji Butter Sand”
All over social media for its photogenic look, the Momiji Butter Sand brings something fresh to Miyajima souvenirs, where momiji manju (maple leaf-shaped sweet buns) have long been the classic. Here, “momiji” means maple leaf—a symbol of Miyajima. The cookie-and-cream combo offers both a new look and a new taste, especially popular with younger travelers and women. As a new face of Miyajima sweets, it’s quickly becoming a go-to souvenir.
My husband found them perfect for sharing at work—individually wrapped and stylish, they were a hit with his younger colleagues, unlike traditional momiji manju.
The long-established Fujiiya’s freshly baked momiji manju are exceptional! Why not enjoy a Miyajima sweets tour combining both Furaido and Fujiiya?
Stroll the Omotesando approach from Miyajima Pier toward Itsukushima S...
Even after you take them home, the vivid colors and flavor hold up well. While the colors don’t change the taste, the playful palette makes them stand out as gifts.
My eldest daughter always has a hard time deciding which color to eat first—it’s adorable to watch.
The first bite brings a slightly firm, macaron-like texture, airy buttercream, and a refreshing lift from the lemon sauce. The caramel version leans richer, pairing beautifully with coffee or tea.
Personally, I love the lemon version—it’s refreshing, and my kids say it’s “tangy and delicious!” My husband prefers the caramel, which we enjoy together during coffee time.
Roasted Chestnuts “Kuri Ka”
“Kuri Ka” uses pesticide-free Japanese chestnuts grown by contracted farmers, with their natural sweetness enhanced through maturation and saccharification. Pressure-roasted to a fragrant finish, they have a fluffy texture and gentle, natural sweetness. Already peeled, they’re easy to enjoy and convenient to take home. Available only from October to December, they capture the flavor of the season in Japan.
When I tried them, they were truly fluffy and sweet! My younger daughter said they tasted like sweet potatoes, but chestnuts have a more refined sweetness. November’s three-day weekends are incredibly crowded with autumn leaf viewers, but enjoying Furaido’s roasted chestnuts during maple viewing is a luxurious experience.
The new specialty “Agemomiji” (deep-fried momiji manju) and Furaido’s Momiji Butter Sand are both trending as Miyajima’s newest sweets!
Planning a Miyajima food tour and wondering what to eat in Miyajima be...
Anno Sweet Potato Soft Serve
This unique treat layers warm roasted sweet potato with cold soft serve for a delicious hot-and-cold contrast. Made with Anno sweet potatoes—an especially sweet Japanese variety known for its custardy texture—it was featured on TBS’s “Matsuko’s Unknown World” as the 5th best “must-try local soft serve this summer” nationwide, and it’s quickly becoming a traveler favorite.
My eldest daughter was fascinated, saying, “Hot and cold at the same time—so strange!” It’s an unusual texture, but surprisingly delicious. August 14th’s fireworks festival draws crowds so intense that even locals avoid it—visit at other times if possible.
Store Information and Access
The Miyajima Omotesando store is about a 5-minute walk from Miyajima Pier, and the Momijidani store is also within the main sightseeing area, so both are convenient stops while exploring. The distinctive chestnut-shaped kettle in front of the shop doubles as a fun photo spot. While it’s takeout only, staff can dispose of trash from your purchase if you let them know.
Locals know that the Seven-Eleven by Miyajima Pier is called “Japan’s most scenic convenience store.” Grab treats from Furaido and enjoy them on a bench with a view.
Weekdays between 2 PM and 4 PM are the quietest times—perfect if you want to browse leisurely. This is especially helpful for families with children!
Miyajima means Itsukushima Shrine! After enjoying sweets at Furaido, why not visit the shrine for worship?
When you think of Miyajima, you think of Itsukushima Shrine. Cradled b...
Q&A
Q. What is the shelf life of the Momiji Butter Sand?
A. Approximately 10 days at room temperature.
Q. Where can I buy the Momiji Butter Sand?
A. You can purchase it at the Miyajima Omotesando Store and the Momijidani Store.
Q. When is the roasted chestnut “Kuri Ka” sold?
A. It is a limited-time item available from October to December.
Q. Is the Anno Sweet Potato Soft Serve available year-round?
A. Availability varies by season and stock levels. Please check with the store in advance.
Q. Can I take these items home as souvenirs?
A. Yes, all products are suitable for takeaway and have a good shelf life.
Summary
Furaido is well worth a stop during your Miyajima sightseeing. From maple butter sandwiches and roasted chestnuts “Kuri Ka” to Anno sweet potato soft serve, you’ll find sweet souvenirs and easy-to-eat street food. While many visitors come for Hiroshima’s famous grilled anago rice (conger eel), don’t miss these beautifully crafted treats made with carefully selected ingredients—perfect to enjoy as you stroll through Miyajima.
My family stops by Furaido every time we visit Miyajima. The kids especially love the colorful Momiji Butter Sandwiches and always ask to have them again. As Miyajima’s newest specialty, please give it a try!
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