Naniwaya Sōhonten, Traditional confectionery shop in Azabu-Jūban, Japan
Naniwaya Sōhonten is a confectionery shop in Azabu-Jūban that specializes in fresh taiyaki, fish-shaped pastries filled with sweet red bean paste prepared through an eight-hour cooking process. The shop crafts each pastry by hand for warm serving.
The shop opened in 1909 when Seijiro Kobe created the first taiyaki, transforming an ordinary sweet into a fish-shaped dessert that would define a new category of confectionery. This innovation became foundational to traditional Japanese sweet-making practices.
The fish shape of taiyaki represents sea bream, a symbol of good fortune in Japanese culture, and these sweets hold special meaning for visitors seeking traditional confections. The design itself has become deeply rooted in how locals and travelers understand Japanese sweet-making.
The shop is located in a local neighborhood and operates on most days, with afternoon hours being ideal for a visit. Visitors should expect taiyaki to sell out quickly, so arriving early gives the best selection.
Every taiyaki receives individual attention during preparation, resulting in a crispy exterior and perfectly balanced filling that sets these pastries apart. This hands-on care reflects over a century of craft tradition at this location.
The community of curious travelers
AroundUs brings together thousands of curated places, local tips, and hidden gems, enriched daily by 60,000 contributors worldwide.
