We will deliver “Dorayaki Nouveau” made with freshly harvested seasonal red beans this fall directly from Hokkaido. [Period: Sunday, November 10, 2024 to Saturday, November 30, 2024]
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Morimoto Co., Ltd. (Head office: 4-12-1 Chiyoda-cho, Chitose-shi, Hokkaido / CEO: Shinji Morimoto), which connects the bounty of the earth, producers and customers with deliciousness, will open a new brand “Hokkaido Nouveau” at JR Ueno Station (Event Station Ueno by. KIOSK) for a limited time, promoting the appeal of seasonal ingredients with a four-season theme. From November 10th (Sun) to November 30th (Sat), 2024, we will deliver “Hokkaido Dorayaki Nouveau” made with new azuki beans from the Tokachi region of Hokkaido, a famous azuki bean producing area.
- The second autumn launch of Morimoto’s new brand, “Hokkaido Nouveau,” will be at JR Ueno Station.
<Enjoy the seasonal “dorayaki” made with freshly harvested red beans this fall in Memuro Town, Tokachi>
This year marks the 20th anniversary of the birth of “Hokkaido Dorayaki Nouveau,” a dorayaki. Morimoto produces around 40 different kinds of bean paste in-house, and uses different ones for each product. As a way to enjoy the deliciousness of Hokkaido-grown azuki beans in a new way, they made bean paste from fresh “new azuki beans” immediately after harvesting, and turned them into “dorayaki” that allows you to eat a lot of bean paste.
“Hokkaido Dorayaki Nouveau,” which has a track record of selling 100,000 units in one month, will be shipped directly from Hokkaido and sold at the pop-up store “Hokkaido Nouveau” at JR Ueno Station.
- [Limited sale at JR Ueno Station] Delivered as “Enjoy the season’s Dorayaki” made by artisans and shipped directly from Hokkaido.
<Products available>
・Hokkaido Dorayaki Nouveau 300 yen each (tax included) *Sold at room temperature, individually wrapped
“Hokkaido Dorayaki Nouveau” is sold directly from Hokkaido. In 2024, we have a wide selection of fresh azuki beans. At the venue, you can enjoy bean paste made from freshly harvested azuki beans.
・Hokkaido Dorayaki Nouveau (anko and butter) 380 yen each (tax included) *Sold at room temperature, individually wrapped
This dorayaki is filled with new azuki bean paste and salty, mellow butter cream. The flavors of the bean paste and butter go perfectly together in this Hokkaido Nouveau original product.
“Hokkaido Dorayaki Nouveau” individually wrapped
■What is the new brand “Hokkaido Nouveau”?
・”Hokkaido Nouveau” is a new brand that lets you enjoy seasonal ingredients
This is a sweets brand that creates new value by combining the creativity of confectionery with Hokkaido’s leading ceramic artists in the ” sweets x art ” genre, and delivers delicious food to customers all over the country who love Hokkaido.
・”That’s why I want to eat it” – The thoughts behind “Hokkaido Nouveau”
“Hokkaido Nouveau” is a brand that embodies our desire to deliver the traditions we have built up since our founding 75 years ago, our commitment to using special Hokkaido ingredients, and our bond with producers to customers across the country. We express the changing of the seasons with freshly harvested ingredients that are in season and products that represent the seasons. Just like Hokkaido, where you can enjoy different scenery every time, there are new discoveries to be made every year even with the same ingredients and products. We aim to make you feel like “that’s why I want to eat it,” and deliver the best flavors of that year and that time of year.
■The world of “Hokkaido Nouveau” colored with art. A special website has opened.
The special site is designed to allow visitors to visually experience the “true value of Hokkaido sweets,” and features content that allows visitors to enjoy the bonds with producers and the stories of the areas where they are produced, along with videos, photos, and art that make them feel as if they have landed on the land of Hokkaido. In addition, we will be posting the latest information and product information on Instagram.
▶Special website : https://morimoto-hokkaidonouveau.com/
▶Official LINE https://page.line.me/942xcacw?oat_content=url&openQrModal=true
Special website image
Special website image
■Get ahead of winter! During the second half of the event, starting on Tuesday, November 26th, some “Hokkaido Nouveau Winter” products will be released in advance.
The new brand “Hokkaido Nouveau” will deliver the charms of Hokkaido in spring, summer, autumn and winter along with seasonal harvest sweets. At the JR Ueno Station pop-up store, some of the new “Hokkaido Nouveau Winter” products will be released in advance so that customers can feel the beginning of winter in Hokkaido.
・Sales period : Tuesday, November 26th to Saturday, November 30th, 2024 *This is the second half of the event.
・Product : [New product] Snow Bouche 4 pieces 960 yen (tax included) * Sold at room temperature, individually wrapped and boxed Crisp bouche with butter cream made from Hokkaido butter
It is sandwiched with cream cheese.
*Image. In the second half of the event, the limited new “Hokkaido Nouveau Winter” products will be available earlier than anywhere else.
[New brand: Hokkaido Nouveau]
■ Brand name : Hokkaido Nouveau
■Sales period and location : Sunday, November 10, 2024 to Saturday, November 30, 2024
Inside the central ticket gate at JR Ueno Station (Event Station Ueno by. KIOSK)
■ Business hours : 10:00-21:00
■Product inquiries : Morimoto Customer Service Center
0120-24-4181 (Mon-Fri 9:00-17:00)
◎ “Hokkaido Nouveau” is a brand that has four seasons as its theme. Next time, you can enjoy “Winter”.
■Four features of “Hokkaido Dorayaki Nouveau” that is only available once a year
① Only freshly harvested azuki beans are used
Morimoto trusts Tsujino, an azuki bean farmer in Memuro Town, Tokachi, for producing high-quality azuki beans. The beans from Tsujino’s fields are made into flavorful bean paste by retaining their bean texture. This year, lustrous beans are being grown with plenty of love. Morimoto has been using Tsujino’s azuki beans for many years, and has become familiar with the properties of these beans, which allows them to make delicious bean paste.
② Making bean paste that highlights the craftsmanship
The deliciousness of the bean paste is the key to the deliciousness of Japanese sweets. Because it is so important, Morimoto insists on manufacturing it in its own factory. Japanese sweets artisans with solid experience and skills carefully monitor the condition of the azuki beans and fine-tune the cooking method to bring out the original flavor of the ingredients. After repeated trial and error, they create the best bean paste for Dorayaki Nouveau. (Morimoto’s azuki bean processing technology was highly praised in 2014, when it won the Hokkaido New Technology and New Product Development Award*.) *Organized by Hokkaido
3) Delicious Chitose water
New azuki beans are cooked in the delicious water of Chitose, Hokkaido, whose main source is the Naibetsu River spring water, which has been selected as one of Japan’s 100 famous waters.
④Fluffy dough
The heat is important to make a fluffy, finely textured batter, which brings out the refreshing sweetness and juiciness of the new azuki beans.
The process of making bean paste
■ Morimoto, living with Hokkaido
Morimoto, which lives in harmony with Hokkaido, has been connecting the bounty of the earth, producers and customers with delicious food for 75 years since it was founded in Hokkaido. As a company that lives in harmony with Hokkaido, we develop and sell a variety of sweets and breads using wonderful ingredients from Hokkaido. We deliver them to producers and customers.
