Curry sales are strongest in the summer. In the summer, when appetites tend to drop, eating curry filled with lots of ingredients and spices while sweating is refreshing. Curry has now become a national dish for the Japanese. However, after the war, rice curry in Japan was an expensive food.

"Yamato no Aji Curry" was invented to make it easier to enjoy. Even now, more than half a century after its creation, it is still loved all over the country and continues to grow, with various collaborative products being created. In fact, did you know that "Yamato no Aji Curry" is a long-established manufacturer in Sasebo? We visited the direct sales store inside Sasebo Station and asked them about the secret behind Yamato no Aji Curry's popularity and how to enjoy it in its birthplace.

Next to the ticket booth at Sasebo Station is the direct sales store of Yamato Seika, a long-established manufacturer that has been loved for over 60 years. Yamato Seika is a long-established manufacturer in Sasebo that produces about 50 types of snacks and Japanese sweets, including the most popular "Yamato no Aji Curry."
Its history began shortly after the war in 1952 (Showa 27) in downtown Sasebo as a confectionery wholesaler called "Ishida Shige Shokai. " It changed from a wholesaler to a manufacturing company, and in 1960 (Showa 35) it became the current Yamato Seika Co., Ltd. in Yamatocho, Sasebo City.

"Surprisingly, many people are surprised to learn that our sweets are from Sasebo! This (direct sales store) has products that are perfect for souvenirs, so I hope many people will enjoy them."
Managing Director Shinichiro Yoshikawa spoke to us in a friendly manner.

The secret to its popularity is... its well-protected flavor and mysterious character?

The most popular curry spice is a secret recipe that is uniquely blended by a craftsman. The exquisite adjustments that change with the seasons and weather have been passed down from generation to generation, and the taste has remained unchanged to this day.

Standing in the center of the package is our original character, Yamato-kun. It is unclear when he was created or who designed him... he is a character shrouded in mystery.

"He has been there since the company was founded, but we thought 'Since we are Yamato Confectionery, isn't it ok to use Yamato-kun?' So we chose Yamato-kun (laughs). I'm not sure why he is also a samurai.
For the new Yamato-kun designs that will be created for collaboration products, Yoshikawa is in charge of the rough sketches and then asks a designer to draw them. There are many theories about who designed it, the motif and the name... Perhaps the fact that the character is shrouded in mystery is the secret to his popularity.

Enjoy the unique experience of Sasebo, the birthplace of the craft

Yamato Seika's sweets can be purchased at supermarkets and discount stores across the country.
However, as a snack that originated in Sasebo, it is not well known among locals, and many were surprised, saying, "Aji Curry is from Sasebo?!"
So in order to gain recognition from local people, they opened a direct sales store in Yamatocho in 2012. They later opened one inside Sasebo Station, which is used by many tourists and people commuting to work and school.
The direct sales shop at Sasebo Station is lined with large packaged sweets and original goods available as souvenirs, catching the eyes of tourists and people commuting to work or school.

Some of the goods are rare original items that are difficult to mass-produce because they are handmade one by one by handmade artists. Some customers even come from the Kanto region to buy these rare original items at the direct sales store, which can only be found in the birthplace of the products.

Add some spice to your Sasebo souvenirs

The sweets that we remember as "nostalgic sweets" have become more diverse over time.
Yamato Seika's sweets have a timeless, nostalgic spice that brings back memories not only of children but also of busy adults.

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Yamato Seika Co., Ltd. Sasebo Station Direct Sales Shop

Phone: 0956-33-1155 (Factory)

Address: 21-1 Miura-cho, Sasebo City, Nagasaki Prefecture

Access: Inside Sasebo Station, next to the ticket office

HP: https://yamatoseika.com/

SNS: https://www.instagram.com/yamato_seika/

*For details on business hours and holidays, please check the link above.