New Sweets Shop 'Fruits et beurre | Karuizawa Lab', Born from the Encounter of Pure White Butter and Shinshu Fruits, is Opening!

Selfille Co., Ltd. (Headquarters: Chuo-ku, Tokyo, President: Koji Nagasawa, hereinafter 'Selfille'), a group company of JFLA Holdings Inc. (Headquarters: Chuo-ku, Tokyo, President: Shusaku Higaki), will open the first store of a new confectionary brand, 'Fruits et beurre | Karuizawa Lab', born from Selfille's 'Konyusha TOKYO', on April 21, 2026, inside the 'Souvenir Court at Karuizawa Prince Shopping Plaza'.

About the New Brand 'Fruits et beurre | Karuizawa Lab' Selfille's brand 'Konyusha TOKYO' has been offering confections based on the rare 'pure white butter'. Now, we have launched a new brand, 'Fruits et beurre | Karuizawa Lab', with the theme of creating confections born from the resonance between 'pure white butter' and 'Shinshu fruits'. The 'pure white butter', renowned for enhancing the natural flavors of ingredients, and the fresh fruits nurtured by Shinshu's refreshing climate resonate together to create sweets with entirely new deliciousness.

The name 'Karuizawa Lab' reflects the idea that the creators' spirit of inquiry itself is a 'laboratory'. 'We want our shop not simply to be a place to sell products, but a hub to constantly research and evolve new flavors fitting for Karuizawa.' This encapsulates our dedication and determination.

Official Website: https://www.kounyusha.tokyo/karuizawalabo/

Commitment to Ingredients (1) 'Pure White Butter' Established in Kumamoto City in 1883, Konyusha Co., Ltd. boasts one of the largest milk storage and processing capacities in Japan south of Honshu (excluding Hokkaido) as a dairy manufacturer. Konyusha's butter is made using a traditional European metal churn method, where skilled staff carefully agitate the cream in a semi-automatic churn resembling a giant die.

The 'pure white butter' is characterized by its raw milk 'whiteness', low moisture content, and smooth melt-in-the-mouth feel, offering a creamy richness yet a light finish. Because it cannot be mass-produced in a single batch, it is a precious butter that quickly sells out even on Konyusha's online shop.