Japanese Confectionery Can Still Be More Exciting.

The number of wagashi shops is decreasing.

At the same time, there is a growing appreciation for regional uniqueness and authentic value.

Nevertheless, Japanese confectionery still has a future.

Okamedo Co., Ltd. (Toyohashi City, Aichi Prefecture; President Takahiko Mori), a 75-year-old traditional wagashi company, is working to create new value in wagashi through co-creation with local businesses and producers.

The company continues to challenge the traditional boundaries of wagashi shops with collaborations such as 'Black Thunder Anmaki' with Yuraku Confectionery, 'Sake Manjuu' using local sake, and product development utilizing regional ingredients.

A special feature interview with President Takahiko Mori has been published in 'Chigiri,' a regional magazine issued by Chuno Media Brain (published June 12, 2026).

【Wagashi Shops Are Declining, But Wagashi Still Holds Potential】

The environment surrounding the wagashi industry is changing significantly.

Due to aging populations and changing lifestyles, local wagashi shops are on the decline.

At the same time, consumer values are shifting from 'mass production and mass consumption' toward valuing 'regional uniqueness,' 'authenticity,' and 'storytelling.'

Okamedo believes these changes represent new opportunities for wagashi.

Wagashi, capable of expressing seasonality, regional characteristics, and human connections, is more valuable than ever in today's world.

【The New Possibilities Shown by Black Thunder Anmaki】

Launched in 2017, 'Black Thunder Anmaki' was born from a collaboration with Yuraku Confectionery, a leading confectionery manufacturer in Toyohashi.

This product, which fuses the distinct cultures of 'wagashi' and 'chocolate confectionery,' has gained support from younger generations and tourists alike, becoming one of the representative souvenirs from Toyohashi Station.

In recent years, the company has actively advanced product development in collaboration with local businesses and producers, including 'Sake Manjuu' made with local sake.

Okamedo believes the potential of wagashi does not lie solely within the wagashi industry.

They believe co-creation with other industries can open new markets and customer touchpoints.

【Co-Creation with Local Businesses Enhances Regional Value】

Okamedo's goal is not merely to sell wagashi.

It aims to convey the skills, ingredients, and producers' passion of local businesses through its products.

The Higashi-Mikawa region is a vibrant area rich in agriculture, manufacturing, and tourism resources.

However, many of these regional assets are not fully recognized or promoted.

Okamedo aims to add new value to these underappreciated resources through co-creation with local businesses and producers, and to share them nationwide.

【Challenges in Regional Revitalization Through Wagashi】

Recent initiatives at Okamedo include:

- Black Thunder Anmaki

- Sake Manjuu

- Products using locally produced quail eggs from Toyohashi

- Product development using non-standard agricultural produce

- Joint product development with local businesses

These efforts are centered on collaboration with the local community.

Their goal is not just the growth of a single company.

They aim to build a system where local businesses, producers, tourism operators, and local governments work together to enhance the overall value of the region.

【Comment from President Takahiko Mori】

"The wagashi industry is certainly not in an optimistic situation. However, we do not believe the intrinsic value of wagashi itself has been lost.

We see wagashi as a 'medium to convey the charm of a region.'

Higashi-Mikawa is blessed with excellent agricultural products, businesses, and culture.

Our mission is to create new products together with local businesses and producers and to share their value nationwide.

Okamedo will continue to challenge itself, expanding the possibilities of wagashi and the potential of Higashi-Mikawa."

【Feature in Regional Magazine 'Chigiri'】

A special feature interview with Takahiko Mori, President of Okamedo Co., Ltd., has been published in 'Chigiri,' a regional magazine issued by Chuno Media Brain (published June 12, 2026).

The feature covers his journey from studying biology at university and graduate school, working at a major food manufacturer, to returning to the family business. It also highlights new initiatives such as Black Thunder Anmaki and Sake Manjuu, as well as efforts toward regional revitalization through wagashi.

In a changing industry landscape, the feature focuses on Okamedo's philosophy of 'challenging to preserve tradition' and value creation through co-creation with local businesses and producers.

Okamedo will continue to expand the possibilities of wagashi and promote the charm of Higashi-Mikawa across Japan.

【Publication Overview】

Publication: Regional magazine 'Chigiri'

Release Date: June 12, 2026

Circulation: 135,800 copies

Content: Special feature interview with Takahiko Mori, President of Okamedo Co., Ltd.

【Company Overview】

Okamedo Co., Ltd.

Founded in 1950, this long-established wagashi company is based in Toyohashi City, Aichi Prefecture, manufacturing and selling wagashi in the Higashi-Mikawa region.

Guided by the philosophy of 'being at the center of regional revitalization through challenge and innovation,' the company promotes product development through co-creation with local businesses and producers.

Representative products include 'Mocchiri Anmaki,' 'Black Thunder Anmaki,' and 'Sake Manjuu.'

Headquarters: 164 Minamikoike-cho, Toyohashi City, Aichi Prefecture

President: Takahiko Mori

URL: https://okamedo.jp