New White-Concept Sweet Brand 'SIRONOCA' Debuts at Ginza Mitsukoshi from June 3

SIRONOCA

Original Ai Co., Ltd. (Headquarters: Ichinomiya City, Aichi Prefecture; President: Akihisa Koko) will hold a limited-time POPUP SHOP for its new sweet brand 'SIRONOCA', centered on the concept of 'white', on the basement floor 2 of the main building of Ginza Mitsukoshi starting Wednesday, June 3, 2026.

'SIRONOCA' is a new brand born from the knowledge and techniques of confectionery manufacturing at the company's OCEAN&TERRE North Kanto Factory (formerly Aizukido Hompo, founded in 1904), utilizing ingredients nurtured by the nature of Nasu and the careful handiwork of artisans.

The starting point for the brand was the factory's initiative to express 'white' in confectionery. The encounter with special eggs, whose yolks are also white, led to the development of white sweets combining Japanese and Western ingredients.

At this POPUP SHOP, the brand will offer six items, including the iconic white Baumkuchen 'SIROnoBAUM', the five-layered 'SIROnoCHEESE PREMIUM' representing the layering of white, and 'SIROnoKINAMOCHI', a modern reinterpretation of the long-loved local confectionery 'Gohomochi' from Aizukido Hompo in Nasushiobara.

Factory-born brand development starting from the encounter with white eggs

SIRONOCA began with the initiative at the OCEAN&TERRE North Kanto Factory: 'Can't we make a new kind of 'white' confectionery?'

While many sweets in the world impress with vivid colors and gorgeous decorations, the OCEAN&TERRE North Kanto Factory has inherited the tradition of Japanese and Western confectionery making long cherished in the Nasu region, valuing craftsmanship that focuses on the inherent deliciousness of ingredients rather than flashiness.

'We want to deliver truly delicious things to more people.'

'We want you to strip away decorative flamboyance and savor the product itself.'

The answer to these feelings was the encounter with special eggs laid by chickens fed on feed low in yellow components, such as rice feed. By combining these eggs with milk nurtured by the nature of Nasu and the artisans' reliable techniques, the brand 'SIRONOCA', expressing the worldview of 'white' in confectionery, was born.

From the Nasu workshop to Ginza. A POPUP SHOP delivering the manufacturing philosophy

This time, SIRONOCA's first appearance will be on the basement floor 2 of the main building of Ginza Mitsukoshi.

Being able to introduce a brand born from confectionery making rooted in the Nasu region at Ginza Mitsukoshi, a prestigious department store where food-savvy customers gather, is a significant challenge for the company.

Along with the worldview of SIRONOCA, we will deliver the confectionery knowledge inherited by the factory, the experience to discern ingredients, and the manufacturing power to uncompromisingly pursue product development.

Rather than competing in showiness, we want to bring smiles, even for a moment, with sweets carefully crafted by focusing on ingredients and techniques. SIRONOCA delivers small moments of happiness in everyday life.

◆ Product Overview

SIROnoBAUM

Baumkuchen is a confectionery that creates beautiful tree rings by carefully baking layer upon layer. However, when trying to express 'whiteness', the browning that occurs during the baking process inevitably appears on the surface, weakening the desired impression of white.

Therefore, the factory repeatedly reviewed baking times and temperatures, arriving at a method of baking slowly at a lower temperature than usual for a longer time. While making use of eggs with white yolks and Nasu milk, it expresses a white appearance without compromising the flavor of the ingredients.

・Price: Whole 1 piece 1,620 yen (tax incl.) / Cut 5 pieces 1,080 yen (tax incl.) / Cut 10 pieces 2,160 yen (tax incl.) / Cut 15 pieces 3,240 yen (tax incl.)

・Shelf life: 30 days at room temperature

・Allergens: Wheat, Eggs, Dairy

SIROnoCHEESE PREMIUM

This product was a 'secret treasure' that had been highly praised by many during tasting opportunities but was shelved due to the extremely labor-intensive manufacturing process and limited production quantities.

However, with the opportunity of the POPUP SHOP at Ginza Mitsukoshi, the company decided to commercialize it, believing it was time to deliver this product, where artisans have maximized the deliciousness, to customers.

The rich flavor and beautiful melt-in-the-mouth texture created by the carefully layered five layers. This is a confident product combining Japanese and Western elements, characteristic of a factory with roots in Japanese confectionery.

・Price: Whole 1 piece 3,240 yen (tax incl.)

・Shelf life: Day of purchase

・Allergens: Wheat, Eggs, Dairy

SIROnoKINAMOCHI

'SIROnoKINAMOCHI' is a product that modernly reconstructs a long-loved local confectionery from Aizukido, aligning with the worldview of SIRONOCA.

Long-loved confectioneries carry the taste memories accumulated in that region. SIROnoKINAMOCHI, while cherishing the history and feelings behind such a background, has been refined into an appearance characteristic of SIRONOCA, based on white.

It's not just about pursuing novelty; it's about redelivering inherited tastes with a modern sensibility. This also embodies the confectionery-making attitude that the factory has valued.

・Price: Cup 2 pieces 972 yen (tax incl.)

・Shelf life: 20 days at room temperature

・Allergens: Wheat, Soy

◆ POPUP SHOP Overview

Location: Ginza Mitsukoshi Main Building B2F Event Space

Period: Wednesday, June 3, 2026 – Tuesday, June 30, 2026

Brand Name: SIRONOCA

Products: SIROnoBAUM, SIROnoCHEESE PREMIUM, SIROnoKINAMOCHI, and others

Business Hours: Follow Ginza Mitsukoshi business hours

◆ About OCEAN&TERRE North Kanto Factory

The OCEAN&TERRE North Kanto Factory, originating from a Japanese and Western confectionery shop founded in 1904, has continued making confectionery in the Nasu region. While inheriting the tradition of Japanese and Western confectionery making long loved in the region, it engages in product development that leverages the characteristics of ingredients and careful manufacturing utilizing artisan skills. SIRONOCA is a new challenge born from this experience and technology.

■ About Original Ai Co., Ltd.

Original Ai Co., Ltd. is a gift company that started with the sale of bridal goods and now plans and sells Hikigashi (return gifts), lucky charms, and various gifts. Based on its experience accompanying important milestones in life like weddings, it values creating products that connect the sender's feelings with the recipient's joy.

In recent years, through the succession of the weight bear business for gifts to parents and the succession of the baked goods and fresh confectionery manufacturing factory owned by Aizukido Hompo Co., Ltd. in Nasushiobara, it has strengthened its manufacturing capabilities in addition to its planning capabilities. It is also engaged in department store retail, opening a store for its own products at Ginza Mitsukoshi in April 2020.

It has built an integrated system handling everything from gift planning and development to manufacturing, sales, and distribution.