Kyoto's 60-Year-Old Specialty Confectionery 'Otabe' Releases Picture Book 'Azuki-chan's Adventure' Featuring Adzuki Beans Lovingly Grown by Contract Farmers

BIJOUU Co., Ltd. (Headquarters: Kyoto City, Kyoto Prefecture, CEO: Hiroaki Sakai, hereinafter "BIJOUU"), which manufactures and sells Kyoto's specialty confectionery "Nama Yatsuhashi with Tsubuan (Red Bean Paste)" and "Kyo Baum," will begin distributing the original picture book "Azuki-chan's Adventure" for free from July 1, 2026 (Adzuki Bean Day). The book aims to convey the thoughts of safety and deliciousness embedded in Otabe's manufacturing process.

This work, created to commemorate the 60th anniversary of Otabe's launch, features "Azuki-chan," an adzuki bean from Tokachi, Hokkaido, essential for Otabe's tsubuan, as the protagonist. It tells the story of adzuki beans, carefully grown by contract farmers, embarking on an adventure to become "Otabe" and meeting smiling customers.

"Nama Yatsuhashi with Tsubuan Otabe," celebrating its 60th anniversary

"Momiji Paradise" (Otsu City, Shiga Prefecture), where "Nama Yatsuhashi with Tsubuan Otabe" was first sold.

BIJOUU (then Sakaeya), which entered the Yatsuhashi market in 1949, was the last manufacturer to enter the Yatsuhashi industry, which boasts over 300 years of history. Therefore, to develop new business partners, a unique and unprecedented new product was necessary.

It was known at the time that the raw dough before baking Yatsuhashi was delicious, but a confectionary wrapped with bean paste required artisanal skill. Anticipating the expansion of travel demand during the period of high economic growth, the company devised and launched "Nama Yatsuhashi with Tsubuan Otabe," which was simply folded into a triangle, with the aim of making it "easy for part-time workers to make, not just for Japanese confectionary artisans."

This confection, named "Otabe" by shortening the elegant Kyoto dialect "Otabeyasu" (Please enjoy) to a memorable and friendly three-character word, celebrated its 60th anniversary this year since its launch in 1966.

Otabe at the time of its launch Currently sold Otabe (Assortment of Nikkei and Matcha) Otabe will celebrate its 60th anniversary in 2026.

Original Picture Book Published to Commemorate Otabe's 60th Anniversary

The tsubuan and rice flour, which are the core of Otabe's deliciousness, use adzuki beans and rice grown by producers from the contract farming group "Otabe Kai" (*). These carefully grown ingredients are then meticulously processed by the artisans at the factory to maximize their potential and delivered to customers as "Otabe."

The story of Azuki-chan's adventure was created to convey the passion put into each step of the process, leading to the publication of "Azuki-chan's Adventure."

The Kyoto factory (Otabe Main Building) where Otabe is manufactured serves as a place for learning about Kyoto's industries, visited not only by tourists but also by local elementary school students on field trips.

With the wish that "Nama Yatsuhashi with Tsubuan Otabe," launched 60 years ago, will continue to be a beloved Kyoto specialty confection across generations, the picture book "Azuki-chan's Adventure" will be distributed free of charge to children who will lead the future at Otabe's retail stores.

Otabe Main Building (Minami Ward, Kyoto City)

Synopsis of the Picture Book "Azuki-chan's Adventure"

"Azuki-chan," an adzuki bean, is lovingly grown by adzuki bean farmers of the "Otabe Kai" in the vast fields of Tokachi, Hokkaido, with the purpose of "making someone smile."

After harvesting, Azuki-chan embarks on an adventure to the Wakasa Factory in Fukui Prefecture, blessed with clean water. There, skilled artisans known as "An Meister" (*) carefully cook the beans, adjusting the cooking method for each farmer's unique beans, to create a plump and glossy tsubuan.

After becoming tsubuan, Azuki-chan is transported to the Otabe factory in Kyoto, where it transforms into "Otabe" by being wrapped in nama yatsuhashi.

This heartwarming story depicts the grand adventure of Azuki-chan, whose journey begins with the love of farmers and is passed on through the skills of artisans, eventually becoming a gift for family in a distant town and meeting smiling customers.

Azuki-chan, a slightly timid character. Detailed work of the An Meister is warmly depicted with hand-drawn illustrations.

[Glossary]

* "Otabe Kai" is:

An organization formed in 2013 by our company and producers to deliver safe and secure confectionery to customers.

This initiative ensures that only adzuki beans produced by contract farmers are individually selected and used for the tsubuan, which is the key to the taste of "Nama Yatsuhashi with Tsubuan Otabe," rather than using beans from an unspecified number of producers. This allows for manufacturing where the faces of the producers are known.

It has become possible to know which confection uses raw ingredients carefully grown by which producer, and through this initiative, we can share the customers' voices of "It was delicious" and their joy with the producers.

Currently, the initiative has expanded to include Uji matcha for nama yatsuhashi rice flour and Kyo Baum, and ingredients from Otabe Kai are used in numerous products.

* "An Meister" is:

A company-internal certification system that evaluates the knowledge and skills necessary for bean paste production to continue creating more delicious Otabe by leveraging the characteristics of the raw materials. Currently, two An Meister are active at BIJOUU's Wakasa Factory.

About Otabe Kai

Erimo adzuki beans, with their thin skins, are ideal for Otabe's filling as they become plump when cooked, resulting in a good texture. The beans are carefully cooked in small batches to avoid crushing them.

Author's Comments

Original Work: Hisako Ando (BIJOUU Co., Ltd. Design Center)

"How can we make people love Otabe even more?" "How can we naturally convey our passion for manufacturing?"

When I thought about this, I realized I wanted people to learn about it while enjoying themselves, rather than just being told.

At that moment, I was reminded of the picture books I was engrossed in as a child. I recall the excitement of my childhood days, fascinated by the journey of a single substance transforming its form.

So, I came up with the idea of a story about "Azuki-chan," an adzuki bean, embarking on an adventure from the field to the factory and then to the store, ultimately meeting smiling customers.

I thought that through Azuki-chan's perspective, the charm of Otabe would be naturally conveyed.

For the production, I interviewed many members within the company, including those from the manufacturing sites, and refined the structure through discussions. I also wanted to use warm, hand-drawn illustrations for the picture book, so I asked Sumio Kadoya, who excels at illustration within the company, to create the artwork. I feel he expressed the world of the story even better than I imagined.

Furthermore, the printing company suggested paper with a warm texture, and they achieved the colors just as I envisioned.

I am very happy that the thoughts of many people have come together to form this picture book.

Illustrations: Sumio Kadoya (BIJOUU Co., Ltd. Design Center)

In the picture book, Azuki-chan goes on a grand adventure and becomes Otabe.

I, too, went on a grand adventure of creating a picture book with Azuki-chan.

What I focused on during this process was to approach each cut with care and dedication.

That Azuki-chan is cherished and loved wherever it goes, and reaches the customer as Otabe.

This is something I strongly felt from the farmers and artisans who cooperated with me in creating the picture book.

I drew each page with care and gentle feelings, so that the passion of everyone involved in making Otabe would be conveyed.

I hope readers will enjoy Azuki-chan's ever-changing expressions and what kind of face Azuki-chan has at the end of the story.

Azuki-chan, the adventure was fun!

Azuki-chan, with its ever-changing, expressive face. Each cut is approached with care and dedication.

Adzuki beans grown in the land of Tokachi, Hokkaido, are hand-drawn on drawing paper.

Publication Outline

Title: "Azuki-chan's Adventure"

Composition and Text: Hisako Ando (BIJOUU Co., Ltd.)

Illustrations: Sumio Kadoya (BIJOUU Co., Ltd.)

Publication Date: June 2026

Specifications: B6 / 25 pages / Full color

Distribution Method

Will be distributed at the stores of the following Otabe retailers. (*)

Otabe Main Building, Otabe Kiyomizu-zaka Store, Otabe Arashiyama Store, Kyoto Kashi Koji Hachijoguchi Store, Otabe/Kyo Baum Kyoto Tower Sand Store, Kyoto Porta Omiyage Kōchi Kyōkomachi Store, Otabe Osaka International Airport Store, Otabe/Tsujiri Naha Airport Store

* Distribution is limited and will end once supplies are depleted.

* Participating stores are subject to change.

Digital Version and Video Release

The contents of the picture book can also be enjoyed online.

Read-aloud video (YouTube): https://youtu.be/9AwZUqXt-B8

About Otabe's 60th Anniversary

Starting with "Nama Yatsuhashi with Tsubuan Otabe" launched in 1966, Otabe has continuously challenged itself to achieve "new" deliciousness with each era. Currently, initiatives for the next era are underway, including SNS participation campaigns and events. Information on other campaigns and new products can be found below.

Otabe 60th Anniversary Special Site

About BIJOUU Co., Ltd.

BIJOUU Co., Ltd. aims to expand its business not only in the tourist souvenir sector, including "Nama Yatsuhashi with Tsubuan Otabe," "Kyo Baum," and "MIYUKA," but also in the field of "food," and continues to take on new challenges.

Company Name: BIJOUU Co., Ltd.

Headquarters Location: 35-2 Nishikujo Takahata-cho, Minami-ku, Kyoto City

Established: 1965 (Founded: 1938)

URL: https://www.bijuu.co.jp/

Business Activities: Tourist Souvenir Business / Theme Park Business / OEM Business / Western Confectionery Brand Business / Overseas Business