Aoyagi Sōmonke

Founded in the area of Nagoya Osu. The first president, Goto Rihei, received the name "Aoyagi" from Tokugawa Keikatsu and began steaming sheep buns on Osu Gate Street. A few years later, production of uirou began.

Aoyagi Sōmonke Founded in Meiji 12

Aoyagi uirou was exhibited at the Tokyo Exposition and received the Effective Progress Award, earning a special imperial order from the Ministry of Home Affairs.

Stand sales of uirou began inside the former Japanese National Railways Nagoya Station. The third president, Goto Tamihiko, started stand sales at Nagoya Station, which later became a catalyst for uirou becoming a Nagoya specialty.

Expanded sales to city department stores and other outlets. To promote Aoyagi uirou, stores were opened in places such as Mitsuboshi Department Store (later Maru Ei). At the time, a rare light van was used, and advertisements were placed on the back of city tram tickets, supporting the company through the Pacific War period.

Started uirou production at a factory in Mizuhō-ku, Nagoya. The fourth president, Goto Keichiro, used his home in Jūrokuchō, Mizuhō-ku, as a factory and challenged postwar business reconstruction with five employees, renovating the kitchen to begin uirou production.

Changed uirou packaging from bamboo bark to more sanitary aluminum-coated paper. Built the Aoyagi Mizuhō factory, which was said to be a model factory for wagashi, and evolved packaging technology by adopting high‑pressure sterilization. Rolled paper designed by Yanagisōri.

Opened tea house "Aoyagi" designed by Yanagisōri. Created a high‑design space alongside the Hirokoji store where customers could enjoy Aoyagi sweets and drinks. The interior at the time was closed. A new Western confectionery factory was built inside the Mizuhō factory, establishing a Western confectionery department and beginning production of fresh cakes and cookies.

A new factory was completed in Moriyama-ku, Nagoya, and relocated from the Mizuhō factory. With increased sales volume, a new factory was built in Moriyama‑ku (the current headquarters location). During this period, continuous research and development was conducted to extend the shelf life of uirou through manufacturing and packaging innovations.

With the opening of the Tokaido Shinkansen, Aoyagi uirou began on‑board sales. Only one Aoyagi uirou shop was authorized to sell on the train, significantly contributing to uirou becoming a Nagoya specialty.

Opened Restaurant Fleur in Unagaka, Mizuhō-ku. Opened a beer garden on the terrace, attracting attention as a pioneer of suburban‑style restaurants in Nagoya. (Closed.)

Completed the Inuyama factory and developed a sanitary film‑sealing method for uirou. With the opening of the Shinkansen, demand grew, and after many years, a sanitary manufacturing and packaging technology that extended uirou's shelf life was completed, simultaneously increasing production capacity.

The TV commercial featuring the familiar Aoyagi uirou song began broadcasting. "Shiro, Kuro, Matcha…" became a well‑known Aoyagi uirou TV commercial.

Opened Mexican Restaurant Fleur on the former site of Restaurant Fleur. Constructed the six‑story reinforced concrete "Roujuman Fleur" and opened a Mexican restaurant on the second floor, which was rare at the time. Various avant‑garde coffee shop formats were also launched throughout the city. (Closed.)

Opened the high‑class coffee shop "Art Nouveau Fleur" in the underground mall of Nagoya TV Tower. The shop was furnished with Art Nouveau‑style furniture imported directly from France. (Closed.)

Restored the Osu store as a centennial commemorative project. Faithfully restored the early Showa era Osu main store before it was burned in the Pacific War. The exterior was black lacquer, the interior was made of total cedar, the ceiling had a cedar coffered design, and the floor was finished with marble, reviving the architectural style of the time. The opening cut tape for the Osu store. Released "Kishimen Pie". Released "Kishimen Pie" as a Nagoya souvenir confectionery. The Kishimen Pie at the time of release (currently discontinued).

Released the industry’s first bite‑sized uirou "Seasonal Collection". With the growing demand for individual servings, a small‑size product of uirou, which had traditionally been in stick form, was released.

Completed the headquarters building in Moriyama‑ku. The new building had the first and second floors as a Western confectionery factory, and the third floor as the headquarters office.

Completed "Plaza Fleur". The first floor housed a shop selling Japanese and Western confectionery, a coffee shop, and a 51‑year‑old ice cream shop, while the second floor provided gallery space. (Closed in 2007.)

Released "Frog Manju" featuring the company logo as a 110th anniversary commemorative product. Its cute appearance and the wordplay with "safe frog" during travel and business trips made it a popular item.

Cold Uiro Release

With the renewal of the "Taste Comparison Series" that changes with each season, we developed a summer product that, while being a rice flour uiro, does not become hard when chilled and remains delicious. Subsequently, products for each season were released.

Limited sale of the Tokyo Girls Collection in Nagoya collaboration uiro at the event

Limited sale of the collaboration product with the first Nagoya fashion event TGC. The cute uiro with a heart pattern on the sweet potato flavor drew many customers to line up at the event venue, selling out in a few hours and proving its popularity.

Aoyagi Ogura Sand Release

Moriyama factory completed

Sponsored aid for the first Nagoya Women's Marathon with Aoyagi uiro

Opened Moriyama direct store

Fresh uiro bite

Aoyagi uiro bite strong tea & Wazan release

Won the gold prize at the Japanese Packaging Design Award

Released Aoyagi uiro for athlete

Aoyagi Sōmonke KITTE Nagoya Store Opening

Café Willows Opening