It's just a few minutes' walk from Machida Station on the JR Line and Odakyu Electric Railway. As you walk along the busy street day and night, you'll see the words "Machida Nakamise Shopping Street" on a retro tent sign. Machida Nakamise Shopping Street has a history of over 70 years, having developed from a black market after the war.

Under the approximately 80m long arcade, there are a variety of unique shops, including a ramen shop, an Okinawan restaurant, a tuna shop, a jewelry shop, and a fortune-telling agency.

Located on the south corner is the Japanese sweets shop Maruya Seika, which is so popular that there are often long lines on weekends. The shop is currently run by the second-generation owner, Shiho Suzuki.

From classic to surprising flavors: The inside story behind the unique obanyaki

Maruya Confectionery was founded in 1968 (Showa 43) and is now in its 57th year. After quitting his job, the father of the current owner trained at a Japanese confectionery shop run by a relative and opened the shop in Machida.

Their signature product is the "Obanyaki" baked right in the store. It was first made about 40 years ago as a product that could be made and served immediately, separate from the traditional Japanese sweets that take time to complete.

What's noteworthy is the variety. In addition to the classic red bean paste and custard, there are over 40 different flavors available, including matcha, chocolate, cheese dak galbi, and lasagna. Seasonal menu items are also available, and the never-boring lineup is what supports its popularity.

"In the past, there were fewer items to choose from. But even so, my father and the part-time workers at the time continued to experiment, coming up with ideas like, 'Let's try steaming potatoes in the same steamer we use for mochi rice,' or 'Let's try adding mochi and cheese,' and so on. One after another, unique flavors like 'potato mayonnaise' and 'potato cheese' were born."

In pursuit of "deliciousness" that cannot be measured by numbers alone

After graduating from university, Shiho got a job at a food product development company. She was in charge of ordering ingredients and managing production lines, but she felt somewhat frustrated with the idea of "a job where everything is evaluated by numbers."

"Even if you think, 'This would be better if we did it this way,' or 'I want to try this kind of project,' in a company you can't put it into shape without getting multiple approvals. In contrast, at Maruya Confectionery, you can freely try things out, changing the flavor or sales method while observing the customer's reaction. And best of all, you hear people say, 'It's delicious!' on the spot. Having worked as a company employee, I keenly felt that there is a sense of accomplishment that can't be obtained by numbers alone."

Shiho enjoyed thinking about how she could make customers happier, and realized the appeal of running her own shop. She decided to take over the shop and began working there as the second generation.

Shiho's father passed away two years ago, and since then she often thinks about how her father always put the store first.

"I tried to ask him as much about the store as I could while he was alive, but there's still so much I haven't learned. Maruya Confectionery is a store that exists because of the people around it. My father would often say, 'shop locally as much as possible,' even when shopping. It's not enough for just his own store to make a profit; what's important is that it's good for everyone. I think my father was a man who cherished those kinds of values."

While Shiho's father was in bed, he reportedly complained to the nurse, "I'm sorry I had to make you take over such a difficult job."

"He seemed to feel ashamed that he had asked me to take over the business. But it's something I want to do, so I wish I could convey that to my father," says Shiho.

My dream is to expand overseas. I'm not afraid of change and I'm moving forward.

Shiho currently serves as the chairman of Machida Nakamise Shopping Street.

"This year marks the 72nd year of the shopping street. I want it to continue to be a shopping street where each shop can show off its individuality and where customers feel that 'I'm glad I came' and 'I had a great time.'"

When we asked Shiho about Maruya Confectionery's future goals, she gave us this answer:

"My dream is to open a store overseas. Recently, we've been seeing an increase in customers from overseas, and I've realized that the deliciousness of Japanese wagashi is popular all over the world. In particular, I'd like more people to know about the deliciousness of our obanyaki, which we serve freshly baked in our store."

The spirit of not being afraid of change and continuing to take on challenges will continue to be firmly passed down to Maruya Confectionery.

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