In the nostalgic, historic streets of Nanukamachi in Aizu-Wakamatsu, Nagatoya (会津長門屋 七日町店) is one of the top traditional confectionery makers in town. Their Nanukamachi shop, located on Nanukamachi-dōri Street, opened in 2011. Founded in 1848, this legendary sweets maker has spent over 170 years blending samurai-era tradition with innovative, modern artistry. Whether you are a fan of authentic wagashi or looking for the perfect edible souvenir, like their world-famous, artistically layered ‘Fly Me to the Moon’ yokan, a visit to Nagatoya is an essential stop for any traveler exploring the cultural heart of Fukushima. Apart from the shop, it also features a pleasant resting area for customers to relax. Moreover, the sugar content of their confectionery is reduced, so even those with a sweet tooth can still enjoy their products!
Nagatoya: A Legacy of Connection
Founded in 1848 (the first year of the Kaei era, 嘉永元年) in Aizu-Wakamatsu, Nagatoya began as a sake brewery. At the request of the local feudal lord, Matsudaira Katataka (松平容敬), the first proprietor, Nagahira (長平), transitioned the business into a confectionery shop.
Throughout the Edo period, Nagatoya served the community with dagashi (traditional, humble sweets) such as tori-ame (とり飴) and daruma-ame (だるま飴), which remain on their shelves today as a link to the past.
Nagatoya (会津長門屋 七日町店) is one of the top traditional confectionery makers in Aizu. The maker, which opened in 1848, takes pride in its handmade sweets.
Core Philosophy: “Traditions for the Future”
Nagatoya views sweets as a mirror of the times. While they maintain deep respect for the techniques and recipes passed down through generations, their modern mission is to evolve these traditions to suit contemporary lifestyles.
Their approach was profoundly reshaped by the 2011 earthquake. Confronted with the realities of the disaster, the team realized that their role as a long-standing establishment was not just to make sweets, but to preserve the “memories” and sense of “hometown” for their customers. By ensuring that their flavors continue to connect generations, from parents to children and grandchildren, they define their role as guardians of emotional connection.
Nagatoya’s Famous Yōkan
The true hallmark of Nagatoya’s modern innovation is the Yōkan Fantasia series, a collection that has redefined what traditional Japanese confectionery can be. By marrying the timeless, firm texture of classic yōkan with whimsical, evolving illustrations and contemporary flavor profiles—such as champagne, chocolate, and crisp fruit—these pieces act as edible art. Whether you are a long-time fan of Japanese sweets or discovering the craft for the first time, these signature creations offer a dreamlike sensory experience that is as captivating to look at as it is to savor.
Yōkan Fantasia: Fly Me to The Moon (Fly Me to The Moon～羊羹ファンタジア～)
Introduced in 2017, Yōkan Fantasia: Fly Me to the Moon is magical and the shop’s top-seller. The edible art entertains your eyes and taste buds at the same time.
- Description: This award-winning creation (recipient of the Good Design Award) is a masterpiece of storytelling through confectionery. As you slice the yōkan, the cross-section design changes. The bird, initially perched on a crescent moon, gradually takes flight toward a full moon as the sky darkens.
- Taste & Texture: A sophisticated blend of flavors including champagne-infused jelly, refreshing lemon-flavored yōkan, cranberry, raisins, and crunchy, domestically grown walnuts.
- Best For: Those looking for a visually stunning, artistic gift that bridges the gap between traditional wagashi and modern, jazz-inspired luxury. It pairs exceptionally well with wine or tea.
Not only was the yōkan carefully designed, but the packaging features beautiful, custom illustrations by Japanese artist Reika Masuda (舛田玲香), who was born in Fukushima Prefecture. It perfectly captures the dreamlike, atmospheric world of the yōkan inside.
Tip: The patterns on the cross-section are best if you cut the yōkan into 7 slices.
2. Chocolate Yōkan Fantasia: Fly Me to The Moon (Chocolate Version)
- Description: A modern evolution of the classic Fantasia, this version replaces traditional bean paste with a rich, decadent chocolate base that melts in the mouth like a ganache.
- Taste & Texture: The chocolate layers sandwich a refreshing apple-infused kingyoku (clear jelly) layer, accented by tart strawberries and crunchy cacao nibs.
- Best For: Chocolate lovers and those who prefer a contemporary fusion sweet. It is particularly well-suited for coffee-time pairings, making it an excellent choice for a refined yet approachable gift for all ages.
Nagatoya’s Award-Winning Bite-Size Sweets
While Nagatoya is renowned for its visually iconic Yōkan Fantasia, the true heart of their artistry lies in their collection of sophisticated, small-batch wagashi. By blending heritage techniques with a modern appreciation for texture and flavor, they have crafted a selection of treats that elevate the traditional tea-time experience. Here are three signature confections that perfectly capture the essence of Aizu’s seasonal bounty and Nagatoya’s commitment to artisanal excellence.
Kagunokinomi (香木実)
- Description: Often compared to a truffle in appearance, this award-winning treat features a whole, rare “Onigurumi” (Japanese walnut) hand-shelled by artisans, wrapped in a smooth, homemade bean paste and lightly dusted with brown sugar.
- Taste & Texture: The combination of the savory, fragrant walnut with the gentle sweetness of the bean paste and the depth of brown sugar creates a sophisticated, harmonious flavor.
- Recognition: Highly acclaimed, it has received the “Ultimate Souvenir” award from the Japan Tourism Agency and was featured at the G7 Ise-Shima Summit.
- Note: Because Onigurumi are rare and must be hand-shelled to preserve their quality, this product is crafted in limited quantities, reflecting the brand’s dedication to quality over mass production.
- Best For: The bite-sized sweet is great for various occasions, including afternoon tea time and celebrations. In Japanese, walnuts can also be written as “久留美”. Presenting walnuts to others means wishing the recipient a lifetime of happiness and beauty.
Tip: Depending on the walnut harvest condition, Kagunokinomi might sell out quickly. We recommend heading to Nagatoya first thing in the morning.
Haruka (遥果)
- Description: A sophisticated, the confection featuring dried figs enveloped in an elegant white bean paste.
- Taste & Texture: The delicate sweetness of the bean paste perfectly complements the subtle acidity and unique, popping texture of the fig seeds.
- Perfect Pairings: Beyond traditional Japanese tea, its fruity, refreshing profile makes it a surprisingly excellent match for coffee, black tea, or even red wine.
- Key Detail: Each piece is beautifully hand-wrapped in washi paper, making it an exquisite choice for gifts.
Koreyama (是山)
- Description: A tribute to Aizu’s famous “Mishirazu-gaki” (persimmons), a variety traditionally presented to the Japanese Imperial Family.
- Taste & Texture: A rich, smooth persimmon paste is encased in a soft, moist persimmon-flavored bean paste. It captures the deep, elegant sweetness and velvety texture of the premium fruit.
- Cultural Note: The name is derived from a Zen phrase, “Yama kore yama” (The mountain is as it is), emphasizing appreciation for the natural, unadorned bounty of the Aizu region. It is best enjoyed with high-quality matcha or green tea.
Nagatoya’s Aizu-themed Traditional Sweets
Nagatoya’s commitment to ‘traditions for the future’ is perhaps most visible in their range of regional-inspired confections that celebrate the spirit of Aizu. These sweets are more than just dessert. They are cultural touchstones that capture the region’s history, folklore, and resilience. From interactive experiences that invite you to play with your food to charming mementos that bring local legends to life, these items offer a deeply personal and memorable way to experience the heart of Fukushima.
Aizu Okiagari Koboshi Monaka (会津 起き上がり最中)
- Description: A playful, interactive take on one of Aizu’s most beloved local talismans. The Okiagari Koboshi (起き上がり小法師) is a traditional Aizu lucky charm. Famous for its ability to quickly return to an upright position after falling, the figure embodies the spirit of “fall seven times, get up eight”. It thus symbolizes resilience, family prosperity, and good luck.
- The Experience: These monaka arrive as “DIY” kits with two types of bean paste, allowing you to fill the crisp, adorable wafer shell with your own portion of rich, smooth red bean paste just before eating. This ensures that the wafer maintains its signature crunch—a must for high-quality monaka.
- Significance: Beyond being a delicious snack, this set serves as a tangible connection to Aizu’s regional identity. It is a popular gift for those wishing someone health, happiness, and the strength to overcome life’s challenges.
Wasanbon Sugar Stirrer (和三盆糖シュガーマドラー)
For Nagatoya, the art of the sweet extends beyond the plate and into the daily rituals of the home. Their collection of artisanal sugar stirrers is a testament to this philosophy, transforming the simple act of sweetening a cup of tea or coffee into a moment of intentional beauty. By combining the refined, delicate flavor of traditional wasanbon sugar with exquisite, seasonal artistry, these pieces offer a thoughtful and elegant way to elevate your everyday beverage ritual with a touch of Japanese grace.
- Description: These elegant sugar sticks are sculpted into traditional, seasonal motifs, such as cherry blossoms, autumn leaves, or classic geometric patterns. Designed to be stirred directly into a warm beverage, they provide a gentle, sophisticated sweetness.
- The Experience: As the stirrers dissolve, they subtly sweeten your tea or coffee, turning an ordinary morning or afternoon break into a refined, artistic ritual.
- Craftsmanship: Made from high-quality wasanbon sugar, they offer a delicate, clean sweetness that enhances rather than masks the flavor of your drink. Their aesthetic appeal makes them a popular, lightweight gift, perfect for those who appreciate the “small joys” of daily life.
Nagatoya Nanukamachi’s Business Hours and Access Information
- Nagatoya Nanukamachi is open from 9:30 am to 5 pm.
- It closes from the end of December to the beginning of January.
- The shop is a 2-minute walk from JR Nanukamachi Station.
Discover Other Top Traditional Sweets Maker in Aizu-Wakamatsu
Nanukamachi is a treasure trove for those who love traditional Japanese confections and the charm of historic streetscapes. Beyond iconic stops like Nagatoya, the area offers a variety of specialty shops perfect for souvenir hunting or a sweet afternoon break.
To help you plan your route through this nostalgic district, take a look at our complete list of recommendations here: The Top Shops to Get Traditional Sweets in Nanukamachi.
Explore the Stunning Scenery Along the Tadami Line
The Nanukamachi-dōri Street, where Nagatoya is located, is the starting point of Japan’s most stunning train line, the Tadami Line. From the local train’s window, which runs through the mountains, breathtaking natural views unfold one after another throughout the year. Several tourist spots that are worth checking out are also dotted along the Tadami Line, enriching your visit to Japan’s rural towns.
Refer to our Tadami Line article for more information on expanding your itinerary to include a couple of scenic spots!
