{"id":1229,"date":"2025-03-24T13:44:05","date_gmt":"2025-03-24T04:44:05","guid":{"rendered":"https:\/\/japan-stroll.com\/?post_type=featured&p=1229"},"modified":"2026-03-17T17:24:13","modified_gmt":"2026-03-17T08:24:13","slug":"furaido","status":"publish","type":"featured","link":"https:\/\/japan-stroll.com\/miyajima\/english\/guide\/food-local-cuisine\/furaido\/","title":{"rendered":"Furaid\u014d: Miyajima’s Most Instagrammable Sweets Shop"},"content":{"rendered":"

Furaid\u014d: Roasted Chestnuts, Momiji Butter Sandwiches, and More on Miyajima’s Omotesando Street<\/h2>\n

\"Furaid\u014d<\/p>\n

Tucked along Miyajima’s lively Omotesando shopping street, Furaid\u014d<\/strong> (\u98a8\u7c5f\u5802) has quietly become one of the island’s most beloved sweets stops for both visitors and locals alike. This Miyajima sweets shop specializes in a handful of carefully crafted treats \u2014 most notably its photogenic momiji<\/em> butter sandwiches, seasonal roasted chestnuts, and a warm-meets-cold sweet potato soft serve that’s earned nationwide buzz. Just a five-minute walk from the Miyajima ferry pier, it’s easy to work into any itinerary.<\/p>\n

The shop’s signature lineup reflects a genuine commitment to quality ingredients: pesticide-free domestic chestnuts sourced from contracted farms, naturally sweet Ann\u014d sweet potatoes, and house-made butter cream. When my family visited last November, my older daughter spotted the rainbow-colored momiji butter sandwiches from halfway down the street and immediately pulled us toward the display case. A spinning chestnut roasting drum near the entrance does a great job of drawing passersby in \u2014 and the warm, nutty aroma does the rest.<\/p>\n

Furaid\u014d has two locations on the island. The main Omotesando store is the more accessible of the two, and a second branch can be found in the Momijidani area (\u5bae\u5cf6\u753a389-2), making it easy to visit whichever fits your walking route. One local tip worth keeping in mind: soft serve lines at the Omotesando store tend to thin out noticeably after 5 p.m.<\/p>\n

Omotesando shopping street is packed with great food options perfect for a Miyajima food walk \u2014 many of them family-friendly.
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2025.02.19<\/p>\n

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\n Miyajima Shopping Street: Food, Souvenirs & Tips<\/a>\n <\/div>\n <\/div>\n

Miyajima's main shopping street \u2014 known locally as Omotesando \u2014 is a l...<\/span><\/p>\n <\/div>\n <\/div>\n<\/p>\n

\"Colorful<\/p>\n

The momiji butter sandwich<\/strong> is arguably the shop’s star product. Each one is made from a leaf-shaped momiji<\/em> (maple) cookie in one of five cheerful colors, filled generously with a lightly sweetened butter cream. Two flavor options are available \u2014 lemon sauce and caramel sauce \u2014 and both appeal to a wide range of tastes. A boxed set of five comes in at \u00a5900 (tax included), with the multi-color assortment making it as much a visual treat as an edible one.<\/p>\n

If you’d rather sample one on the spot, individual cookies are sold separately starting from \u00a5180 (tax included), so you can taste-test before committing to a full box. Shelf life is approximately 10 days at room temperature, which makes these a practical and attractive souvenir for colleagues or friends back home. My younger daughter called them “rainbow cookies” and was completely fascinated \u2014 and I have to admit, choosing which color to eat first is genuinely difficult.<\/p>\n

A New Miyajima Souvenir Classic: The Momiji Butter Sandwich<\/h3>\n

\"Momiji<\/p>\n

Miyajima is famous for momiji manj\u016b<\/em> \u2014 the island’s iconic maple-leaf steamed cakes that have been sold here for over a century. The momiji butter sandwich feels like a fresh, contemporary spin on that tradition. Where momiji manj\u016b<\/em> leans on sweet bean paste and soft dough, Furaid\u014d’s version goes for a crisp cookie texture and creamy filling that skews more Western in feel. It’s caught on quickly with younger visitors and women travelers in particular, and it’s increasingly showing up as a recommended Miyajima souvenir in travel guides and on social media.<\/p>\n

My husband, not usually someone who thinks much about gift-giving, noted that the individual wrapping and stylish look made them easy to distribute at the office. “These are actually giftable,” he said, which from him counts as high praise.<\/p>\n

For a classic Miyajima sweets experience to pair with this, the freshly baked momiji manj\u016b at long-established Fujiiya is also worth a stop.
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2025.03.23<\/p>\n

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\n Fujiya Miyajima: Momiji Manju & Wagashi Workshop<\/a>\n <\/div>\n <\/div>\n

Tucked along the Omotesando shopping street on your walk from the ferr...<\/span><\/p>\n <\/div>\n <\/div>\n<\/p>\n

\"Momiji<\/p>\n

The colorful appearance holds up well after a few days at home, so there’s no rush to eat them right away. While the different cookie colors don’t correspond to different flavors (the two flavor options are determined by the cream filling, not the shell), the rainbow effect is part of the charm and adds a fun element of choice when sharing them with family.<\/p>\n

\"Close-up<\/p>\n

Bite into one and you’ll notice the texture is somewhere between a macaron and a shortbread \u2014 slightly firm with a pleasant snap. The butter cream is deliberately restrained in sweetness, letting the flavor layering do the work. The lemon version delivers a bright, clean tartness that my kids loved (“sour and delicious!” was the review from my younger one). The caramel version is richer and deeper, pairing especially well with coffee or black tea.<\/p>\n

Personally, I lean toward the lemon \u2014 it’s refreshing and light, and it works well as an afternoon snack even after a full day of sightseeing. My husband always goes straight for caramel.<\/p>\n

Seasonal Roasted Chestnuts: “Kurika”<\/h3>\n

From October through December, Furaid\u014d also sells “Kurika”<\/strong> (\u304f\u308a\u9999) \u2014 slow-roasted Japanese chestnuts grown without pesticides on contracted farms. The chestnuts are aged to develop their natural sugars before being roasted using a high-pressure method that locks in a fluffy, starchy texture and a clean, natural sweetness. They come pre-peeled and ready to eat, which is a genuine convenience when you’re in the middle of a day of sightseeing.<\/p>\n

When we tried them in November, the texture really was remarkable \u2014 almost like a high-end satsumaimo<\/em> (sweet potato), but with a more delicate, nuanced sweetness. My younger daughter made that exact comparison: “It’s like a sweet potato!” The difference, I told her, is in the subtlety. These are worth seeking out if you’re visiting during autumn \u2014 the combination of roasted chestnuts and Miyajima’s brilliant fall foliage is a genuinely lovely experience. That said, the November three-day weekends during peak foliage can get very crowded, so plan accordingly.<\/p>\n

Miyajima has a growing list of newer snacks worth trying \u2014 age momiji (deep-fried momiji manj\u016b) is another popular one to compare.
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Ann\u014d Sweet Potato Soft Serve<\/h3>\n

One of Furaid\u014d’s most talked-about items is its Ann\u014d sweet potato soft serve<\/strong> \u2014 a dessert that pairs warm roasted sweet potato with cold soft-serve ice cream. The contrast in temperature creates a genuinely unusual eating experience that’s hard to describe until you try it. It gained national attention after being ranked fifth on the TBS television program Matsuko no Shiranai Sekai<\/em> (Matsuko’s Unknown World) in a segment on must-try regional soft serve desserts.<\/p>\n

My older daughter’s reaction the first time she tried it was priceless: “It’s hot and cold at the same time \u2014 how?” The answer is that it simply works. The earthy sweetness of the Ann\u014d potato grounds the lighter, milky softness of the ice cream. If you’re visiting in summer, be aware that the island gets extremely busy around the August 14th fireworks festival \u2014 locals tend to avoid Miyajima entirely that day. Visiting outside of peak periods will give you a much more relaxed experience.<\/p>\n

Store Information and Getting There<\/h3>\n

The Omotesando location is Furaid\u014d’s most convenient stop, sitting about a five-minute walk from the Miyajima ferry pier along the main shopping street. The spinning chestnut roasting drum out front is hard to miss and doubles as a fun photo spot. A second branch in the Momijidani area (\u5bae\u5cf6\u753a389-2) is also easily reached on foot from the main sightseeing circuit.<\/p>\n

Furaid\u014d operates as a takeout-only shop \u2014 there’s no seating inside \u2014 but that’s part of what makes it ideal for a food walk. If you need to dispose of packaging, just let a staff member know and they’ll take care of it for you. For a scenic spot to enjoy your purchases, the benches near the ferry pier offer excellent views \u2014 and as a fun local aside, the Miyajima-guchi Seven-Eleven across the water has a reputation as one of the best-located convenience stores in Japan.<\/p>\n

For the most relaxed shopping experience, weekday afternoons between 2 p.m. and 4 p.m. tend to be the quietest window. If you’re visiting with young children and want to browse without feeling rushed, that’s the window to aim for.<\/p>\n

No visit to Miyajima is complete without a stop at Itsukushima Shrine \u2014 just a short walk from Furaid\u014d along the same route.
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FAQ<\/h2>\n

How long do the momiji butter sandwiches last?<\/h3>\n

They keep for approximately 10 days at room temperature, making them a practical souvenir to bring home or give as gifts. Individual pieces can also be purchased for eating on the spot.<\/p>\n

Where exactly is Furaid\u014d located on Miyajima?<\/h3>\n

The main branch is on Omotesando shopping street, about a five-minute walk from the Miyajima ferry pier. A second location is in the Momijidani (\u7d05\u8449\u8c37) area at \u5bae\u5cf6\u753a389-2. Both are within easy reach of Miyajima’s main sightseeing spots.<\/p>\n

When is the best time to visit to avoid long lines?<\/h3>\n

Weekdays between 2 p.m. and 4 p.m. are typically the least crowded. Soft serve lines at the Omotesando store also tend to get shorter after 5 p.m. Avoid visiting on peak event days such as the August 14th fireworks festival, when the island gets exceptionally busy.<\/p>\n

When are the roasted chestnuts available?<\/h3>\n

The “Kurika” roasted chestnuts are sold seasonally from October through December only. If you’re visiting in autumn, this is a great time to try them alongside the island’s famous fall foliage.<\/p>\n

Is the sweet potato soft serve available year-round?<\/h3>\n

Availability may vary by season and stock. It’s best to check with the store before your visit, especially outside of summer when demand is highest.<\/p>\n

Is Furaid\u014d suitable for families with young children?<\/h3>\n

Yes \u2014 it’s a takeout-only shop, which actually makes it easier for families. There’s no need to keep kids seated, and the colorful sweets tend to be a big hit with younger visitors. The shop is also stroller-accessible as it’s located on a flat pedestrian shopping street.<\/p>\n

Can I buy the momiji butter sandwiches as gifts or omiyage?<\/h3>\n

Absolutely. The five-piece boxed set (\u00a5900 tax included) comes in five colors and is individually wrapped, making it a stylish and easy-to-share souvenir. The 10-day shelf life gives you plenty of time to get them home in good condition.<\/p>\n

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Note: Store hours, product availability, and pricing are subject to change. We recommend confirming details directly with the shop before your visit.<\/em><\/p>\n","protected":false},"author":1,"featured_media":1230,"template":"","featured_category":[6],"class_list":["post-1229","featured","type-featured","status-publish","has-post-thumbnail","hentry","featured_category-food-local-cuisine"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/japan-stroll.com\/miyajima\/english\/wp-json\/wp\/v2\/featured\/1229","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/japan-stroll.com\/miyajima\/english\/wp-json\/wp\/v2\/featured"}],"about":[{"href":"https:\/\/japan-stroll.com\/miyajima\/english\/wp-json\/wp\/v2\/types\/featured"}],"author":[{"embeddable":true,"href":"https:\/\/japan-stroll.com\/miyajima\/english\/wp-json\/wp\/v2\/users\/1"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/japan-stroll.com\/miyajima\/english\/wp-json\/wp\/v2\/media\/1230"}],"wp:attachment":[{"href":"https:\/\/japan-stroll.com\/miyajima\/english\/wp-json\/wp\/v2\/media?parent=1229"}],"wp:term":[{"taxonomy":"featured_category","embeddable":true,"href":"https:\/\/japan-stroll.com\/miyajima\/english\/wp-json\/wp\/v2\/featured_category?post=1229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}