Baumkuchen that won "5 Crowns" in the Final Baumkuchen General Election makes its debut at Daimaru Tokyo. "Patisserie THE HÉREN" to have its first limited-time pop-up at Daimaru Tokyo's 1st floor starting Wednesday, July 1st.

E-Fight Co., Ltd. (Headquarters: Minami-Alps City, Yamanashi Prefecture, President: Eiichi Hosaka), which operates the baumkuchen specialty brand "PATISSERIE THE HÉREN," will hold its first limited-time pop-up event at Daimaru Tokyo's 1st floor "Weekly Select Sweets" from Wednesday, July 1, 2026, to Tuesday, July 7, 2026. The brand's signature product, "Toki no Naruki," has won the overall first place five times in the "Final Baumkuchen General Election," Japan's largest baumkuchen event, earning it the moniker "5 Crowns." This marks the first appearance at Daimaru Tokyo.

Brand Website: https://shop.heren-s.jp/

"Crispy on the outside, chewy on the inside" – HÉREN's unique baumkuchen texture

Patisserie THE HÉREN's hard baumkuchen is characterized by its unique texture: crispy and fragrant on the outside, and chewy on the inside. The aroma of baked butter spreads with every bite. Artisans carefully bake it layer by layer.

In the baumkuchen market, where "moist and soft" is the mainstream, HÉREN has pursued its own "crispy and chewy" texture. Customers have left reviews on the website saying, "I've been asked where I bought it," and "It becomes a topic of conversation when I bring it as a gift."

Recognition at the "Final Baumkuchen General Election"

At the "Final Baumkuchen General Election," Japan's largest baumkuchen event, "HÉREN Baum Toki no Naruki Hard Type" has received the following accolades:

Spring 2022 Competition: National Overall First Place

2022 Tokyo Summit Showdown: Overall First Place

2023 Tokyo Summit Showdown: Overall First Place

2024 Tokyo Summit Showdown: Overall First Place

"en," a palm-sized baumkuchen born from hard baumkuchen, also won overall first place in the 2025 Tokyo Summit Showdown.

Having handled a wide variety of ingredients as a patisserie and drawing out their appeal, we were able to discover new possibilities among the ingredients and elevate them to a unique flavor.

For HÉREN, which has also been involved in wedding services, sweets are "things that stay with customers throughout their lives." From wedding favors to anniversaries, mid-year gifts, year-end gifts, and small souvenirs. The desire to deliver a product that can be used for a long time is at the root of our craftsmanship.

About the Daimaru Tokyo Pop-Up

Patisserie THE HÉREN, based in Yamanashi, will make its first appearance at Daimaru Tokyo.

This will be an opportunity to deliver our products in person to customers in the Tokyo metropolitan area who have learned about us through word-of-mouth or our online store but have not yet had the chance to see our products firsthand.

Event Overview

Event Name Weekly Select Sweets

Venue Daimaru Tokyo Store, 1st Floor

Dates Wednesday, July 1, 2026 – Tuesday, July 7, 2026

Business Hours 10:00 AM – 8:00 PM

Participating Brand PATISSERIE THE HÉREN

Products and Prices

For this event, we will offer a wide range of products, from trial sizes for those new to HÉREN to exclusive gifts only available at Daimaru Tokyo.

Start with something easy. Trial sizes start from the 400 yen range.

"Soft (S)" (fluffy and moist) is 410 yen (tax included), and "Hard (S)" (crispy and fragrant outside) is 443 yen (tax included). Please try them to compare.

Event Exclusive: Comparison Set of 3 (1,458 yen~/tax included)

A comparison set that allows you to choose between three types: Soft, Coffee, and Hard, or Soft, Matcha, and Hard. Recommended for home use or as a small gift. This combination is only available at events.

Daimaru Tokyo Store Exclusive: Mid-Year Gift Set of 6 or 8 (2,916 yen~/tax included)

A Daimaru Tokyo Store original gift set featuring a selection of HÉREN's popular flavors. Ready to be given as a summer gift.

We will also offer the "en Hard" (6 pieces, 1,458 yen), which won overall first place in the 2025 Tokyo Summit Showdown, as well as our standard baumkuchen in various sizes.

* All prices include tax.

Details such as the location and business hours can also be found on Daimaru Tokyo's event page.

▶ Daimaru Tokyo "Weekly Select Sweets"

Details here https://www.daimaru.co.jp/tokyo/topics/hoppetown_sweets_yokoku.html#hs2026070103

Company Overview

Company Name E-Fight Co., Ltd.

Location 967-2 Sawato, Minami-Alps City, Yamanashi Prefecture, 400-0302 (Registered Address)

Representative President Eiichi Hosaka

Founded October 1980

Business Activities ・Sweets Business ・Wedding Business ・Restaurant Business ・Gift Business

Brand Name Patisserie THE HÉREN

Stores 4 stores in Yamanashi Prefecture

URL http://www.heren-s.jp

E-commerce Site https://shop.heren-s.jp

Founded in 1980 as Hosaka Metalware Co., Ltd. Changed its company name to E-Fight Co., Ltd. in 2015.

The Western confectionery brand "Patisserie THE HÉREN" was born in 2007, offering sweets that emphasize ingredients and manufacturing methods with the concept of "coloring your moments." The representative work, baumkuchen "Toki no Naruki," is the brand's iconic product with multiple awards, including first place overall, in nationwide baumkuchen events.

Contact Information

E-Fight Co., Ltd.

Contact: Shinichiro Hosaka

TEL: 055-280-2882

MAIL: info@heren-s.jp

Reception Hours: 10:00 AM – 6:00 PM