Revived After 14 Years: 'Higashidangoya' in Shirataka, Yamagata Sells Over 20,000 Skewers in 2 Months! New 'Natto Mochi' Launches Featuring Local Shirataka Glutinous Rice and Legendary 'Shirataka Natto'

Higashidangoya (Representative: Erika Higashi) opened on April 5, 2026, in Shirataka Town, Yamagata Prefecture, and has surpassed a cumulative sales of 20,000 skewers in approximately two months, driven by its signature 'yaki dango' (grilled dumplings). To commemorate this milestone and respond to numerous customer requests, the shop launched its long-awaited first mochi menu item on Thursday, June 11: the new product 'Natto Mochi,' made with 100% locally grown glutinous rice from Shirataka Town and 100% 'Shirataka Natto,' a long-established local natto brand.

The Beloved 'Higashimochiya' Returns After 14 Years, Surpassing 20,000 Sales in 2 Months

The roots of 'Higashidangoya' trace back to 'Higashimochiya,' a shop passed down from the founder's grandfather to her mother, which closed in 2012 after being deeply cherished by the local community. Despite its closure, the persistent voices from local residents saying, 'We want to taste that flavor again,' combined with the representative's own strong desire to pass on the town's treasured dango flavor to her family and today's children, led to the decision to revive the business after 14 years.

Since opening, the shop has welcomed customers across three generations—from seniors who once frequented the original Higashimochiya to their grandchildren. In addition to direct store sales, wholesale distribution at popular local farm stands such as 'Doriimu Nōen' and 'Ginshari Inaho' (located inside MaxValu Shirataka) has been going well, helping the shop surpass 20,000 units sold in just two months.

The revived traditional flavor is now being passed on to younger mothers and their small children.

New Launch: The Highly Anticipated 'Natto Mochi,' Made Entirely with Local Shirataka Ingredients

Since the launch of dango sales, the most frequent customer request has been for the sale of 'mochi.' The shop is now finally launching mochi sales, with the first item being 'Natto Mochi,' a soul food of Yamagata Prefecture.

The mochi is made with 100% glutinous rice grown in Shirataka Town. The natto used is the locally beloved, long-standing brand 'Shirataka Natto.' The premium natto, with its large beans and rich, authentic umami and depth of flavor, pairs perfectly with the sweet, freshly pounded mochi. This collaboration between two locally rooted ingredients delivers an exceptional taste experience.

Product Overview

- Product Name: Natto Mochi - Store Price: 500 yen per pack (tax included) - Sales Start Date: Thursday, June 11, 2026 - Note: Prices may vary at wholesale outlets such as farm stands.

Available at Popular Local Destinations 'Doriimu Nōen' and 'Ginshari Inaho'

In addition to in-store dine-in and takeout sales, 'Natto Mochi' is now also available at the popular local farm stands 'Doriimu Nōen' and 'Ginshari Inaho' (inside MaxValu Shirataka). The shop will continue to expand its distribution channels to make this new local specialty of Shirataka more accessible.

Information on other mochi menu items and the finalized menu will be announced sequentially on the official Instagram account as preparations are completed.

Store Information and Contact

- Store Name: Higashidangoya - Representative: Erika Higashi - Address: 4261 Juo, Shirataka-machi, Nishikubiki-gun, Yamagata 992-0821 - Business Hours: 9:30 AM – 1:30 PM (closes upon selling out) - Closed: 10 days per month (irregular holidays, announced on Instagram) - Instagram: https://www.instagram.com/higashidangoya/