Traveling Roasted Sweet Potato Specialist with No Fixed Store Becomes Number One in Japan. 'National Roasted Sweet Potato Grand Prix 2026' Champion to Open First Physical Store on April 19
Owari Imoya Imokichi, a roasted sweet potato shop that has traveled nationwide without a permanent location, won the championship at the National Roasted Sweet Potato Grand Prix 2026. To meet the demands of its growing fan base, the shop will open its first permanent physical store in Ichinomiya, Aichi Prefecture, on April 19, 2026.
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- 📰 Published: April 15, 2026 at 17:07
- 🔍 Collected: April 15, 2026 at 08:31
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Scene of winning the National Roasted Sweet Potato Grand Prix 2026
Owari Imoya Imokichi, which has been selling roasted sweet potatoes while traveling across Japan to various markets and events without a permanent store, has won the championship at the "National Roasted Sweet Potato Grand Prix 2026."
Having become a hot topic mainly through social media and word of mouth and consistently drawing long lines across the country, the shop will carry its title of Japan's best to open its first physical store in Ichinomiya City, Aichi Prefecture, on April 19, 2026.
■ To the whole country as a "roasted sweet potato shop without a store"
Owari Imoya Imokichi is a roasted sweet potato specialty shop that has operated without a fixed store, focusing on appearing at markets and sweet potato events across the country.
Starting from market stalls, they have sold their products while adjusting preparation and roasting for each location. Even under constraints such as weather and travel distance, they have remained committed to "providing the best single potato on the spot."
As a result, it grew into a popular shop with lines forming in various places. Through repeat customers and spreading on SNS, the fan base continues to grow beyond the locations where events are held.
■ Conquering the nation, towards the title of "Japan's Number One"
At the "National Roasted Sweet Potato Grand Prix 2026" held in 2026, Owari Imoya Imokichi won the championship.
The roasting techniques honed while traveling the country, the optimal serving methods for each variety, and product development capabilities were recognized, earning them the title of Japan's best.
The result of continuing to challenge with the unique style of a "roasted sweet potato shop without a store" has finally borne fruit.
■ Why a physical store now?
Overturning the image of roasted sweet potatoes as just "something warm," we propose a new style that can be enjoyed regardless of the season.
When people think of roasted sweet potatoes, they think of autumn and winter! That might be the public image, but actually, this time of year is when they are the sweetest and most delicious.
While operating as a "shop you can only find at events," we received many comments such as:
"I want a place where I can buy them regularly."
"I want to eat them again, but I don't know when you'll be back next."
Triggered by these voices and the milestone of becoming number one in Japan, Owari Imoya Imokichi decided to open its first physical store.
This store is a "culmination" of the experience, techniques, and products cultivated while traveling the country, and at the same time, it will be a base for new challenges in the future.
◾️ Japan's best "Kichi" (good fortune) for everyday life.
To bring out the true potential of the potatoes, we procure only the best sweet potatoes at any given time from carefully selected farmers nationwide. By roasting them slowly and carefully, we maximize the original sweetness and character of the potatoes. From the "moist and sticky type" with fragrant skin and a core shining with overflowing nectar, to the "fluffy and starchy type" with a nostalgic, simple sweetness, we roast each variety to its most delicious state.
One bite, and truly...
A blissful moment where "mouth-happiness" spreads. Please spend a "Kichi" (fortunate) time warming both heart and body with Japan's best roasted sweet potatoes as a small daily luxury.
Our shop's pride: roasted sweet potatoes
■ Permanent offering of popular products that drew long lines
The store will primarily feature roasted sweet potato products that have gained popularity at events nationwide.
・Roasted Sweet Potatoes (served with the optimal roasting level for each variety)
・Chilled Honey Sweet Potato (characterized by dense sweetness and a moist texture)
・Roasted Sweet Potato Brûlée (a new sensation sweet with a caramelized surface)
・Roasted Sweet Potato Cheesecake
Particularly, the "Chilled Honey Sweet Potato" is attracting attention as a new style of roasted sweet potato that can be enjoyed even in the upcoming warmer seasons, featuring a "chilled sweetness" different from warm roasted sweet potatoes.
Also, the "Roasted Sweet Potato Brûlée" is a dish where you can enjoy the contrast of fragrance and texture by finishing the surface with a torch. It has a visual impact and is popular for videos and photography.
Furthermore, we will offer a drink menu including blended coffee, providing a space where you can relax and enjoy your roasted sweet potatoes.
Opening is April 19.
April 17 and 18 will be pre-opening days.
Representative Comment
Scene of winning the National Roasted Sweet Potato Grand Prix 2026
[Owari Imoya Imokichi / Representative: Wakatsuki]
"I have been delivering roasted sweet potatoes while traveling the country without a store, but with the result of becoming number one in Japan, I have finally been able to create a 'place to return to.'
Along with my gratitude to the customers I have met so far, from now on, I want to deliver the charm of roasted sweet potatoes to even more people from this location.
While proposing new styles of roasted sweet potatoes that can be enjoyed regardless of the season, I would be happy if this becomes a place people want to drop by casually in their daily lives."
[Contact Information]
Owari Imoya Imokichi
Address: 1st Floor, Maiz Forest, 33 Sanjo Aza Eguro, Ichinomiya City, Aichi Prefecture
MAIL: imokichi.shouten@gmail.com
TEL: 090-6094-0281
Owari Imoya Imokichi, which has been selling roasted sweet potatoes while traveling across Japan to various markets and events without a permanent store, has won the championship at the "National Roasted Sweet Potato Grand Prix 2026."
Having become a hot topic mainly through social media and word of mouth and consistently drawing long lines across the country, the shop will carry its title of Japan's best to open its first physical store in Ichinomiya City, Aichi Prefecture, on April 19, 2026.
■ To the whole country as a "roasted sweet potato shop without a store"
Owari Imoya Imokichi is a roasted sweet potato specialty shop that has operated without a fixed store, focusing on appearing at markets and sweet potato events across the country.
Starting from market stalls, they have sold their products while adjusting preparation and roasting for each location. Even under constraints such as weather and travel distance, they have remained committed to "providing the best single potato on the spot."
As a result, it grew into a popular shop with lines forming in various places. Through repeat customers and spreading on SNS, the fan base continues to grow beyond the locations where events are held.
■ Conquering the nation, towards the title of "Japan's Number One"
At the "National Roasted Sweet Potato Grand Prix 2026" held in 2026, Owari Imoya Imokichi won the championship.
The roasting techniques honed while traveling the country, the optimal serving methods for each variety, and product development capabilities were recognized, earning them the title of Japan's best.
The result of continuing to challenge with the unique style of a "roasted sweet potato shop without a store" has finally borne fruit.
■ Why a physical store now?
Overturning the image of roasted sweet potatoes as just "something warm," we propose a new style that can be enjoyed regardless of the season.
When people think of roasted sweet potatoes, they think of autumn and winter! That might be the public image, but actually, this time of year is when they are the sweetest and most delicious.
While operating as a "shop you can only find at events," we received many comments such as:
"I want a place where I can buy them regularly."
"I want to eat them again, but I don't know when you'll be back next."
Triggered by these voices and the milestone of becoming number one in Japan, Owari Imoya Imokichi decided to open its first physical store.
This store is a "culmination" of the experience, techniques, and products cultivated while traveling the country, and at the same time, it will be a base for new challenges in the future.
◾️ Japan's best "Kichi" (good fortune) for everyday life.
To bring out the true potential of the potatoes, we procure only the best sweet potatoes at any given time from carefully selected farmers nationwide. By roasting them slowly and carefully, we maximize the original sweetness and character of the potatoes. From the "moist and sticky type" with fragrant skin and a core shining with overflowing nectar, to the "fluffy and starchy type" with a nostalgic, simple sweetness, we roast each variety to its most delicious state.
One bite, and truly...
A blissful moment where "mouth-happiness" spreads. Please spend a "Kichi" (fortunate) time warming both heart and body with Japan's best roasted sweet potatoes as a small daily luxury.
Our shop's pride: roasted sweet potatoes
■ Permanent offering of popular products that drew long lines
The store will primarily feature roasted sweet potato products that have gained popularity at events nationwide.
・Roasted Sweet Potatoes (served with the optimal roasting level for each variety)
・Chilled Honey Sweet Potato (characterized by dense sweetness and a moist texture)
・Roasted Sweet Potato Brûlée (a new sensation sweet with a caramelized surface)
・Roasted Sweet Potato Cheesecake
Particularly, the "Chilled Honey Sweet Potato" is attracting attention as a new style of roasted sweet potato that can be enjoyed even in the upcoming warmer seasons, featuring a "chilled sweetness" different from warm roasted sweet potatoes.
Also, the "Roasted Sweet Potato Brûlée" is a dish where you can enjoy the contrast of fragrance and texture by finishing the surface with a torch. It has a visual impact and is popular for videos and photography.
Furthermore, we will offer a drink menu including blended coffee, providing a space where you can relax and enjoy your roasted sweet potatoes.
Opening is April 19.
April 17 and 18 will be pre-opening days.
Representative Comment
Scene of winning the National Roasted Sweet Potato Grand Prix 2026
[Owari Imoya Imokichi / Representative: Wakatsuki]
"I have been delivering roasted sweet potatoes while traveling the country without a store, but with the result of becoming number one in Japan, I have finally been able to create a 'place to return to.'
Along with my gratitude to the customers I have met so far, from now on, I want to deliver the charm of roasted sweet potatoes to even more people from this location.
While proposing new styles of roasted sweet potatoes that can be enjoyed regardless of the season, I would be happy if this becomes a place people want to drop by casually in their daily lives."
[Contact Information]
Owari Imoya Imokichi
Address: 1st Floor, Maiz Forest, 33 Sanjo Aza Eguro, Ichinomiya City, Aichi Prefecture
MAIL: imokichi.shouten@gmail.com
TEL: 090-6094-0281