A Kyoto-originated Japanese tea stand is coming to Nagano Prefecture for the first time. "Hatoya Asakusa," the second location of "Hatoya Ryoyousha," will open at Nagano Tokyu Department Store for 7 days only from September 18 to 24, 2025, as part of the "#This is Sweets" event on the 5th floor.
Experience Authentic Kyoto Tea Culture in Nagano
Left to right: Asakusa Pudding: 700 yen (tax included), Matcha Latte + Matcha Ice Cream: 1,300 yen (tax included), Hatoya Shake + Foamed Matcha: 1,400 yen (tax included)
"Hatoya Asakusa" is the second location of the Japanese tea stand "Hatoya Ryoyousha," which offers drinks and sweets made with carefully selected Uji matcha from Kyoto Prefecture.
Each product uses Hatoya Ryoyousha's original blend of matcha. The matcha, blended based on the Okumidori variety, is characterized by a well-balanced taste of pleasant bitterness and umami.
Classic Matcha Latte and Matcha Shake Make Their Debut
Left to right: Hatoya Shake + Foamed Matcha: 1,400 yen (tax included), Matcha Latte + Foamed Matcha: 1,200 yen (tax included)
Signature products "Matcha Latte" and "Hatoya Shake" will be available for purchase.
The matcha latte is prepared in the same style as the physical store, with matcha being whisked for each order, allowing customers to enjoy the aroma and visual beauty. "Matcha Latte" can be enjoyed with customized arrangements by adding toppings such as "Matcha Ice Cream".
For the popular summer item "Hatoya Shake," adding "Foamed Matcha" is highly recommended.
The addition of foamed matcha makes the matcha flavor even richer. Combined with the elegant richness of Hateruma brown sugar, you can enjoy an exceptional flavor combination.
Luxurious Experience with Hatoya Financier
Left to right: Hatoya Shake + Foamed Matcha: 1,400 yen (tax included), Matcha Latte + Foamed Matcha: 1,200 yen (tax included)
*Hatoya Financier topping: +600 yen (tax included)
The popular "Hatoya Financier" at Hatoya. Made with an abundance of "roasted matcha," which undergoes stronger heat treatment than usual, you can enjoy the aromatic and rich matcha flavor.
It's recommended to dip the "Hatoya Financier" into Hatoya Ryoyousha's special "Matcha Ice Cream" or "Foamed Matcha".
"Asakusa Pudding" Made with Abundant Matcha
Asakusa Pudding: 700 yen (tax included)
The popular "Asakusa Pudding" from the physical store will also be available.
While the well-received "Hatoya Pudding" from the Kyoto main store is a milk pudding topped with homemade matcha sweet red bean paste, the "Asakusa Pudding" incorporates matcha into the milk pudding itself and features an even richer matcha sweet red bean paste. The moment it touches your palate, a powerful matcha aroma spreads throughout your mouth.
Event Details
Event Name
#This is Sweets
Venue
Nagano Tokyu Department Store Main Building, 5th Floor Event Hall
Duration
September 18 (Wednesday) to September 24 (Tuesday), 2025
Operating Hours
10:00 AM - 7:00 PM
Product Overview
Drink Menu
Matcha Latte: 800 yen (tax included)
Hatoya Shake: 1,000 yen (tax included)
Matcha Ice Cream: 500 yen (tax included)
Foamed Matcha: 400 yen (tax included)
Hatoya Financier: 600 yen (tax included)
Asakusa Pudding: 700 yen (tax included)
Souvenir Menu
Half-roasted Matcha: 800 yen (tax included)
Half-roasted Hojicha: 800 yen (tax included)
Extra Rich Matcha Terrine: 4,980 yen (tax included)
Hatoya Financier: 600 yen (tax included)
Asakusa Pudding: 700 yen (tax included)
Small Bag Matcha: 50 yen (tax included)
Small Bag Hojicha: 50 yen (tax included)
About Hatoya Ryoyousha
Former barista Junhiro Maruyama opened Hatoya Ryoyousha in Kyoto after an encounter with a cup of gyokuro tea. The shop specializes in high-quality tea from Kyoto Prefecture, carefully selected by the owner, and prepares delicious Kyoto matcha suited to each season. Every harvest season, the owner participates in tea harvesting work alongside producers. By visiting and interacting with individual producers and craftsmen who make various tools, we convey their authentic voices to our customers.
About Room Corporation
Room Corporation operates under the belief of "providing excellent domestic ingredients in the ideal form we envision to everyone." We focus on domestic ingredients that have moved us and pursue styles that allow customers to experience deliciousness through all five senses.
We started the Japanese tea stand "Hatoya Ryoyousha" in Kyoto's Arashiyama in 2019. We established Room Corporation in 2022, and in 2023, launched "Toutarou" to convey the appeal of domestic sugar.
In July 2025, we started "Oni Tofu" to convey the deliciousness of domestic soybeans, and currently operate three rooms.
