Akafuku-Main store

Founded in 1707, during the early Edo period, this long-established store has been welcoming visitors to Ise Jingu shrine for centuries with its famous "Akafuku Mochi." This traditional Japanese sweet consists of a mochi rice cake topped with smooth sweet bean paste, and its shape is distinctive. The three lines on the bean paste represent the pure flow of the Isuzu River that runs through the sacred grounds of Ise Jingu, while the white mochi symbolizes the pebbles at the riverbed.

The historic main store, rebuilt in 1877, opens at 5 AM, the same time as the opening of Ise Jingu. Inside, you can watch the skilled craftsmen, known as "Mochi-Iresan," swiftly and expertly make Akafuku Mochi. In addition to purchasing souvenir products like the 8-piece box or the 2-piece "Meimei Box," you can also enjoy an eat-in experience. Inside the store, you can savor a set of two Akafuku Mochi paired with hojicha tea. The tea leaves are a special blend of organic Mie-grown Ise tea, selected to perfectly complement Akafuku Mochi. Don't miss the summer-only "Akafuku Ice" and the winter-only "Akafuku Zenzai."

Moreover, in Ise, there is a tradition called "Tsuitachi Mairi," where people visit Ise Jingu early in the morning on the first day of each month. To welcome these visitors, the main store sells "Tsuitachi Mochi" exclusively on the first day of each month. Fans from afar visit to enjoy these seasonal delights, which change monthly to reflect the season, such as yomogi mochi in March, hagi mochi in September, and chestnut mochi in October.