©Arukikata. Co. , Ltd.  |  ©Bringer Japan Z Inc.

Akafuku-Main store

Verified [Verified] denotes information that has been published with confirmation of its owing parties.

Akafuku-Main store

A classic Ise souvenir loved for over 300 years.

3.30 3

Last update :
Supervised by :  AKAFUKU Co., Ltd.

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.

Highlights

  • Akafuku is a long-established shop with a history of more than 300 years.
  • In addition to the standard Akafuku mochi, the eat-in only Akafuku Ice and Akafuku Zenzai are also popular.
  • The "Tsuitachi Mochi" is sold on the first day of the month every day except New Year's Day.

Photos

  • Akafuku mochi, 8 pieces in a box

    Akafuku mochi, 8 pieces in a box

  • At eat-in, Akafuku mochi comes with hojicha (roasted green tea)

    At eat-in, Akafuku mochi comes with hojicha (roasted green tea)

  • “Akafuku shaved Ice” with red bean paste and rice cake in shaved ice topped with green tea syrup.

    “Akafuku shaved Ice” with red bean paste and rice cake in shaved ice topped with green tea syrup.

  • "Akafuku Zenzai" with fragrant baked rice cake and sweet red beans

    "Akafuku Zenzai" with fragrant baked rice cake and sweet red beans

  • Tsuitachi-mochi in October: Chestnut Mochi

    Tsuitachi-mochi in October: Chestnut Mochi

  • Open from 5:00 a.m. at the foot of Ise Jingu Shrine

    Open from 5:00 a.m. at the foot of Ise Jingu Shrine

Official FAQs

Frequently Asked Questions have been vetted and answered directly by each listing.

Q

Do you have menus in foreign languages or with pictures? (If so, please let us know the languages available.)
A

No

Q

Is there free Wi-Fi available in the restaurant?
A

Yes, it is.

Q

Is it possible to reserve a seat?
A

No, it isn’t.

Reviews

3

Some reviews are AI-translated.

  • Holly
    See More

    After entering Oharai-machi, turn right and you'll see it. The Akafuku Main Store is actually very easy to find. This is Akafuku's flagship location, and the timing of my visit was pretty good, so the line wasn't too outrageous. However, if it's very crowded and you're not set on eating at the main store, I don't think you need to spend all your time waiting here. There are other Akafuku shops nearby to choose from.
    As for the Akafuku Mochi itself, I think its strongest point is actually the red bean paste. If the bean paste is strained too finely, it's easy to lose the aroma of the beans along with it. But if you try to preserve that aroma, it's difficult to make the paste this smooth. Akafuku balances the two very well. The texture is extremely delicate, but it doesn't just taste sweet—you can still taste the aroma of the azuki beans themselves. This seemingly simple wagashi actually requires a great deal of skill in handling red beans, and I think Akafuku is truly impressive in that regard.
    What surprised me most was that it wasn't as sweet as I'd imagined. It's still sweet, but when paired with the hot tea provided, the sweetness is softened and everything comes back into balance. I really admire how Akafuku gets the level of sweetness just right.
    When I visited, they also happened to have the seasonal summer Akafuku Mizu-Yokan. Akafuku Mizu-Yokan is made with azuki beans from Hokkaido and prepared as a whole slab poured into a single box, and it has very good reviews. I really wanted to buy it, but it's a frozen product that has to be kept cold. The problem was that I visited in August and still had a full itinerary after making the purchase, eventually heading all the way to Osaka. A frozen product was simply not practical to buy. If it had come in a smaller box, I could have found a place to sit after walking around Okage Yokocho and finished it right there. But it was a large 320g box, and no matter how much I can handle sweets, there was no way I could finish it all at once. In the end, I had to tearfully give up on it.

  • 周黛西
    See More

    As soon as you enter Okage Yokocho and turn into a side alley, you'll see Akafuku. Their signature "Akafuku Mochi" is chewy mochi covered with red bean paste, similar to Taiwanese red bean mochi. The red bean paste is sweet but not overly so, and it's a perfect match with a cup of hot tea. No wonder there's a constant stream of customers. The matcha shaved ice is also very good, with their signature red bean paste and two pieces of mochi hidden inside. It's perfect for cooling off.
    The main store is in the middle of the street and also offers gift boxes to go, but they have a short shelf life, so I recommend enjoying them there for the best taste.

  • 張家橋
    See More

    The mochi is super soft, and the red bean paste is incredibly smooth. Having Akafuku with a cup of hot tea is the perfect combo—sweet but not too much, just right.

Details

Name in Japanese
赤福本店
Postal Code
516-0025
Address
26 Ujinakanokiricho, Ise City, Mie
Telephone
0596-22-7000（General Guidance）
Closed
Open every day
Business Hours
5:00am - 5:00pm
*Hours may change during peak season.
*Tsuitachi-mochi are sold from 4:45am to 5:00pm on every 1st day of the month
Budget
400yen-
Access
20 min. by Mie Kotsu Bus from Kintetsu Ujiyamada Stn. bound for Naiku-mae, 4 min. walk from Jingu Kaikan-mae bus stop.
Credit Cards
Accepted
Official Website
Official Website (English)
Hokkaido Tohoku Kanto Chubu Hokuriku Kansai Chugoku Shikoku Kyushu Okinawa