CLUB HARIE e-challenge Tokyo Station Store

e-challenge is a new retail concept from CLUB HARIE, the famous confectionery brand from Shiga. It was created from the desire to reduce what would otherwise be thrown away, presenting “what we can do now” in a straightforward way.

The signature offering is the MIMI series. These sweets make use of the two end pieces created when Baumkuchen logs are sliced. Parts that were not previously sold are now turned into products in their own right. The series comes in two varieties: MIMI Regular, made from standard-size Baumkuchen, and MIMI Small, made from Baumkuchen mini. The store also offers palm-sized Baumkuchen mini.

The store is distinguished by its plaster-finished earthen walls and curved counter. Each item is carefully made by artisans and is often chosen as a Tokyo souvenir or a treat for yourself.