Matcha Wire

News article

"I Wanted to Eat More" — Matcha-Scented Japanese Confection Sold at Maibara Station Gains Popularity! "The Balance of Chewy Mochi and Sweet Bean Paste Is Exquisite"

Ito Shige Kashiho's "Umoregi," a matcha-dusted mochi confection featuring white bean paste and premium wasanbon sugar, has become the #1 souvenir at Maibara Station on the Tokaido Shinkansen line. Named after the historic hermitage of late-Edo statesman Ii Naosuke, the confection blends delicate matcha aroma with refined sweetness and a tender mochi-to-filling balance. Social media praise emphasizes its elegant flavor profile and premium positioning.

Google News — Overseas / Boom ·

「もっと食べたかった」 米原駅で買える“抹茶の香りがふんわり広がる和菓子”が人気！ 「もちっとした求肥と餡のバランスが絶妙」「口に入れるとちょっぴり贅沢な気分」（ねとらぼ） - Yahoo!ニュース

"I Wanted to Eat More" — Matcha-Scented Japanese Confection Sold at Maibara Station Gains Popularity! "The Balance of Chewy Mochi and Sweet Bean Paste Is Exquisite"
Photograph: Google News — Overseas / Boom
Original ↗
Key points
  • Ito Shige Kashiho's 'Umoregi' matcha confection ranked #1 in Maibara Station souvenir popularity survey (June 2026)
  • Product features white bean paste, mochi wrapping, wasanbon sugar, and matcha—positioning itself as premium handheld gif…
  • Online sentiment highlights delicate matcha aroma and restrained sweetness as key differentiators from mass-market alter…
  • Brand story ties to Ii Naosuke's historical Shiga connection, adding heritage value to regional souvenir positioning

Read the full article at the source ↗

You're reading the free briefing — upgrade to unlock every story and read any full article in English, one click.

About this article

The numbers
Umoregi ranking at Maibara Station: 1st place Itoshige-kashiho founding year: 1809
What they said
“An elegant confection where the refined sweetness of wasanbon and matcha aroma spread softly, with an exquisite balance of chewy mochi and bean paste.”
上品な和三盆の甘さと抹茶の香りがふんわり広がり、もちっとした求肥と餡のバランスが絶妙な和菓子。
“The moment you unwrap it, a lovely matcha aroma emerges. That refined feeling—eating it brings a touch of indulgence.”
包みをあけた瞬間に抹茶のいい香り。このお上品な感じ、口に入れるとちょっぴり贅沢な気分になります
“Absolutely delicious! Mochi-wrapped, with matcha and wasanbon sugar and restrained-sweetness bean paste. I wanted more.”
めっちゃおいしい！求肥に包まれた、抹茶と和三盆糖に甘さ控えめな餡。もっと食べたかった
📍 Central & Western Japan Culture & TravelMatcha
Unlock every story on Matcha Wire. All articles open, plus read any full article in English in one click — $75/mo, cancel anytime.
See what you get →

Comments

Create a free account or sign in to join the conversation.

Be the first to comment.