Okayama's Baumkuchen Brand 'Wagashiya Transit' to Open First Pop-Up Store at Hankyu Umeda Main Store, Proposing a New Form of Baumkuchen from 'Ring' to 'Pass'

Hakujuji Co., Ltd. (Headquarters: Fujita, Okayama City; CEO: Masayoshi Futatsugi), which operates the Japanese and Western confectionery store 'Hakujuji (HAKUJUJI)' based in Okayama Prefecture, will hold a limited-time pop-up shop for its Baumkuchen brand 'Wagashiya Transit' at the Hankyu Umeda Main Store. In addition to the brand's core 'Wa' (Ring) concept, it will introduce new products themed around 'Toge' (Mountain Pass), proposing a new form for Baumkuchen. ■ The 'Transit' Concept 'Transit' is a Baumkuchen brand named after Hakujuji's founder, Toraji Futatsugi. The 'Wagashiya Transit' brand uses Baumkuchen to express the sense of time and lingering flavors contained within its 'ring' shape. The layers, created by baking one upon another, are interpreted not just as a structure but as an 'accumulation of time.' The brand aims to create a confectionery experience that includes the sensation of the layers unfolding with each bite and the lasting impression after finishing. ■ About the Ingredients 'Wagashiya Transit' uses stone-milled 'Fukuhohonoka' wheat from Okayama Prefecture. By milling slowly at low temperatures, the flour retains its aroma and moisture, resulting in a moist, melt-in-your-mouth texture. ■ A New Form: 'Toge' (Mountain Pass) At this pop-up, the brand will newly introduce 'Toge' and 'Itsumo no Toge' (Everyday Pass). Inspired by the traditional French pastry Gâteau à la broche, it has a more rugged shape than the soft 'Wa' type, and was named 'Toge' to give it a Japanese feel. It is a semi-hard Baumkuchen with a firm exterior and a soft, moist interior. The brand focused on the changing sensations as one eats it and the lingering taste that makes you want one more bite. 'Itsumo no Toge' is offered as a more accessible, everyday version. 'Toge': ¥1,750; 'Itsumo no Toge': ¥550; 'Itsumo no Toge 4-pack': ¥2,450. ■ A New Direction: Baum Pudding The pop-up will also feature a limited-edition 'Baum Pudding' based on Baumkuchen. Applying the bread pudding method, it's a dessert reconfigured with seasonal fruits. Three varieties will be available: 'Ichigo Momo' (strawberry flavor with strawberry and peach), 'Amanatsu' (cheese flavor with tangy amanatsu citrus), and 'Melon' (custard flavor with fragrant melon), each priced at ¥850. ■ Product Lineup The pop-up will feature the brand's core 'Wa' and 'Chiisana Wa' (Small Ring), the new 'Toge' and 'Itsumo no Toge,' and combination sets. The 'Meguriai' (Encounter) series offers new tastes by combining different sweets, such as a set of 'Chiisana Wa' and 'Itsumo no Toge' (¥2,130) and a set pairing 'Chiisana Wa' with lightly roasted bancha tea from 'Kaitaen Kurosaka Seicha' in Mimasaka, Okayama (¥1,470). ■ From a Local Region to the City This pop-up is not just a sales opportunity but an attempt to present the confectionery philosophy cultivated in Okayama within an urban context. It aims to provide a chance to re-examine the role of sweets in daily life and the nature of time spent eating. 【Pop-Up Shop Information】 Dates: May 20 (Wed) - May 26 (Tue) Location: Hankyu Umeda Main Store, B1 Confectionery Section 【Sample Products (tax included)】 Wa: ¥1,580 Chiisana Wa: ¥390 / 4-pack: ¥1,810 Meguriai (Chiisana Wa & Asahiri Bancha): ¥1,470 Toge: ¥1,750