[Awarded at Pan no Fes 2026] Pioneer of the 'Nama Scone' Trend, Shinagawa's 'KAIDO books & coffee' Officially Launches Nationwide Online Sales.

Celebrating 10 years in Shinagawa, 'KAIDO books & coffee' brings its popular signature menu 'Nama Scones' from Shinagawa to the entire nation.

### A Book Cafe Surrounded by Over 10,000 Books

'KAIDO books & coffee' (operated by Shinagawa Machizukuri Keikaku Co., Ltd., CEO Ryota Sato), located in the historic post town of Old Tokaido in Shinagawa, Tokyo, is proud to announce the official launch of its online store for its signature 'Nama Scone.' This move commemorates their award at Japan's largest bread festival, 'Pan no Fes 2026 in Yokohama Red Brick Warehouse.'

### Award Winner at Pan no Fes 2026! Bringing the Excitement of Long Queues to the Nation

Making its debut at 'Pan no Fes 2026' in March 2026, KAIDO's Nama Scone received high acclaim and won an award. The booth saw continuous long lines and sold out every day. In response to this overwhelming reaction and the desire to reach those who cannot visit the physical store, the nationwide delivery project is now officially underway.

### What is a 'Nama Scone'? The Commitment of the 'Original' Behind the Trend

The term 'Nama Scone' (Fresh Scone) has recently spread to major convenience stores and confectioneries nationwide, becoming an established genre. However, KAIDO's Nama Scones were born from rigorous research back in 2015 when the shop first opened—long before the term became common.

**Definition of KAIDO's Nama Scone:** - **Luxurious Fresh Cream:** Unlike regular scones, an overwhelming amount of fresh cream is kneaded into the dough along with domestic butter. We specifically use cream from the Konsen region of Hokkaido. - **Ultimate Texture Contrast:** Our unique handmade process creates a 'crispy exterior and a cotton-candy-like moist interior,' overturning the traditional dry image of scones.

### Journey as a Pioneer of Nama Scones

For 10 years in Shinagawa, KAIDO's Nama Scones have been praised as 'concept-changing' by celebrities as gifts and at major department store exhibitions. As a pioneer, we continue to pursue 'essential deliciousness' that is not swayed by temporary trends.

### [Online Exclusive] 'Pan no Fes Award Commemorative Set' Now Available

To mark this official online launch, we are offering a special set at a promotional price for a limited time, perfect for first-time customers.

- **Product Name:** Pan no Fes Award Commemorative Nama Scone Tasting Set - **Contents:** Featuring the No. 1 'Original Plain' plus selectable seasonal flavors. - **Where to Buy:** KAIDO books & coffee Official Online Store (STORES). - **Release Date:** May 1st, 10:00 AM (Limited quantities, ends when sold out).

### About CEO Ryota Sato

After graduating high school, Sato worked for a rickshaw company in Asakusa. He then moved to Recruit Co., Ltd., where he worked for 5 years helping restaurants with sales promotion. In 2010, driven by the desire to 'make my hometown a more wonderful and fun place,' he founded Shinagawa Machizukuri Keikaku. He has been involved in disaster prevention and commercial revitalization projects in Shinagawa Ward. In 2015, he opened 'KAIDO books & coffee' in North Shinagawa. Since 2023, the shop has also been selling products at major department stores like Isetan Mitsukoshi, Takashimaya, and Matsuya Ginza.

### Company Profile: Shinagawa Machizukuri Keikaku Co., Ltd.

- **Established:** June 2010 - **Headquarters:** 2-3-7 Kitashinagawa, Shinagawa-ku, Tokyo, Maruya Bldg 103 - **CEO:** Ryota Sato - **Business:** Restaurant management, confectionery manufacturing and sales, etc.