Tsubara Tsubara 30th Anniversary: “Piling up thoughts, from now on too.” Commemorative Project Starts from May 2026
Tsuruya Yoshinobu is launching a commemorative project from May 2026 to celebrate the 30th anniversary of its best-selling baked confection, “Tsubara Tsubara.” The campaign includes special events across Japan and the sale of limited-edition products, featuring its characteristic chewy skin and Ogura red bean paste made from Hokkaido Tokachi red beans, with a new “Fuwa-Mochi Tsubara” Salted Ogura Butter also making an appearance.
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- 📰 Published: May 8, 2026 at 21:00
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Tsuruya Yoshinobu Co., Ltd. (Head office: Kamigyo-ku, Kyoto; President: Shinichiro Inada), a confectionery manufacturer and retailer, will launch a commemorative project for the 30th anniversary of its best-selling baked confection “Tsubara Tsubara” from May 2026 to early 2027, celebrating its launch in 1996.
■ “Tsubara Tsubara” Special Feature Page and Official Social Media
Information regarding the 30th-anniversary project will be progressively announced on the official page and official social media.
https://shop.tsuruyayoshinobu.jp/collections/tsubaratsubara
*Scheduled to be updated to the 30th-anniversary version around mid-May 2026*
●Official X: https://x.com/tsuruya1803
●Official Instagram: https://www.instagram.com/tsuruya.yoshinobu_wagashi/
■ 30 Years of “Gifting Hearts” with Deliciousness. With gratitude, towards the next 30 years.
The famous confection “Tsubara Tsubara” was born as a new baked confection from Tsuruya Yoshinobu 30 years ago, in October 1996 (Heisei 8). With its delicious flavor of proud chewy and moist baked skin generously filled with Ogura red bean paste made from Hokkaido Tokachi red beans, it has been cherished by many since its launch, and thanks to your support, it will celebrate its 30th anniversary in October 2026.
To express our gratitude, Tsuruya Yoshinobu will implement various commemorative projects throughout this year. We hope that you will all join us in enjoying this commemorative year, as we reaffirm the deliciousness of “Tsubara Tsubara” and look forward to the next 30 years.
30th Anniversary of the Famous Confection “Tsubara Tsubara”
■ “Tsubara Tsubara” 30th Anniversary Project Implementation Details
●30th Anniversary Logo Mark and Catchphrase Decided!
The soft, folded half-moon shaped baked skin, symbolizing “Tsubara Tsubara,” is adorned with the large numbers representing the 30th anniversary of its launch.
The logo was created with the wish to cherish the many thoughts accumulated over 30 years—by those who make, deliver, gift, and receive—and to “pile them up anew” for the future.
During the one-year “Tsubara Tsubara” 30th Anniversary period, employees and sales staff will wear acrylic badges featuring this logo mark, providing customer service with a unified spirit. Please pay attention when you see them. (Not for sale as merchandise)
【１】【Event】“Traveling Tsubara Tsubara” held nationwide
Limited quantities of “Fuwa-Mochi” deliciousness made fresh at each store!
This is a special sales event touring various locations with the event-exclusive “Fuwa-Mochi Tsubara” Salted Ogura Butter.
●Period/Locations:
[1st Round] May 21 (Thu) - 26 (Tue), 2026 Tsuruya Yoshinobu Main Store 10:00-16:00 (Kyoto)
[2nd Round] June 26 (Fri) - 28 (Sun), 2026 Abeno Harukas Kintetsu Main Store (Osaka)
[3rd Round] July 2026 Tsuruya Yoshinobu IRODORI Kyoto Station Hachijo-guchi Store (Kyoto)
[4th Round] Mid-October 2026 Takashimaya Shinjuku Store (Tokyo)
[5th Round] Mid-October 2026 Tsuruya Department Store (Kumamoto)
Further tours are planned for early 2027.
*Event locations and times are subject to change.*
●Content: Special “Fuwa-Mochi Tsubara” Salted Ogura Butter, allowing you to enjoy a “fluffy and chewy” texture, will be sold in limited quantities, finished by wrapping red bean paste in the baked skin right in the store. Each round will be a limited-time event, scheduled to tour various locations nationwide. There might even be exclusive flavors unique to the host store...?
●“Traveling Tsubara Tsubara” Special “Fuwa-Mochi Tsubara” Salted Ogura Butter
[Hokkaido Tokachi-produced red beans: Ogura red bean paste] × [Kyoto Tango: Kotobiki Salt] × [Hokkaido-produced: Butter]
Classic deliciousness combining mellow Ogura red bean paste with smooth butter. With Kotobiki Salt, boiled from seawater around Kotobiki-hama, Tango, Kyoto, as a secret ingredient, a special deliciousness with enhanced sweetness and flavor has been created.
Best by end of day. Wrapped in a baked skin with an irresistible “fluffy and chewy” texture, finished in the store's kitchen – a happiness you won't forget once you taste it... Please do try it.
●Lineup (Main Store, Abeno Harukas *Subsequent lineups will be announced in due course*)
・“Salted Ogura Butter” 1 piece 314 yen (tax included)
・3-piece set (“Salted Ogura Butter,” “Ogura,” “Matcha” 1 piece each) 929 yen (tax included)
●Specified Raw Materials 28 items: Wheat, dairy, egg (for all “Salted Ogura Butter,” “Ogura,” “Matcha”)
●Shelf Life: Consume by the end of the manufacturing day. Please enjoy as soon as possible.
●“Traveling Tsubara Tsubara” Commemorative Character “Tsubara-chan”
Commemorating the touring event
■ “Tsubara Tsubara” Special Feature Page and Official Social Media
Information regarding the 30th-anniversary project will be progressively announced on the official page and official social media.
https://shop.tsuruyayoshinobu.jp/collections/tsubaratsubara
*Scheduled to be updated to the 30th-anniversary version around mid-May 2026*
●Official X: https://x.com/tsuruya1803
●Official Instagram: https://www.instagram.com/tsuruya.yoshinobu_wagashi/
■ 30 Years of “Gifting Hearts” with Deliciousness. With gratitude, towards the next 30 years.
The famous confection “Tsubara Tsubara” was born as a new baked confection from Tsuruya Yoshinobu 30 years ago, in October 1996 (Heisei 8). With its delicious flavor of proud chewy and moist baked skin generously filled with Ogura red bean paste made from Hokkaido Tokachi red beans, it has been cherished by many since its launch, and thanks to your support, it will celebrate its 30th anniversary in October 2026.
To express our gratitude, Tsuruya Yoshinobu will implement various commemorative projects throughout this year. We hope that you will all join us in enjoying this commemorative year, as we reaffirm the deliciousness of “Tsubara Tsubara” and look forward to the next 30 years.
30th Anniversary of the Famous Confection “Tsubara Tsubara”
■ “Tsubara Tsubara” 30th Anniversary Project Implementation Details
●30th Anniversary Logo Mark and Catchphrase Decided!
The soft, folded half-moon shaped baked skin, symbolizing “Tsubara Tsubara,” is adorned with the large numbers representing the 30th anniversary of its launch.
The logo was created with the wish to cherish the many thoughts accumulated over 30 years—by those who make, deliver, gift, and receive—and to “pile them up anew” for the future.
During the one-year “Tsubara Tsubara” 30th Anniversary period, employees and sales staff will wear acrylic badges featuring this logo mark, providing customer service with a unified spirit. Please pay attention when you see them. (Not for sale as merchandise)
【１】【Event】“Traveling Tsubara Tsubara” held nationwide
Limited quantities of “Fuwa-Mochi” deliciousness made fresh at each store!
This is a special sales event touring various locations with the event-exclusive “Fuwa-Mochi Tsubara” Salted Ogura Butter.
●Period/Locations:
[1st Round] May 21 (Thu) - 26 (Tue), 2026 Tsuruya Yoshinobu Main Store 10:00-16:00 (Kyoto)
[2nd Round] June 26 (Fri) - 28 (Sun), 2026 Abeno Harukas Kintetsu Main Store (Osaka)
[3rd Round] July 2026 Tsuruya Yoshinobu IRODORI Kyoto Station Hachijo-guchi Store (Kyoto)
[4th Round] Mid-October 2026 Takashimaya Shinjuku Store (Tokyo)
[5th Round] Mid-October 2026 Tsuruya Department Store (Kumamoto)
Further tours are planned for early 2027.
*Event locations and times are subject to change.*
●Content: Special “Fuwa-Mochi Tsubara” Salted Ogura Butter, allowing you to enjoy a “fluffy and chewy” texture, will be sold in limited quantities, finished by wrapping red bean paste in the baked skin right in the store. Each round will be a limited-time event, scheduled to tour various locations nationwide. There might even be exclusive flavors unique to the host store...?
●“Traveling Tsubara Tsubara” Special “Fuwa-Mochi Tsubara” Salted Ogura Butter
[Hokkaido Tokachi-produced red beans: Ogura red bean paste] × [Kyoto Tango: Kotobiki Salt] × [Hokkaido-produced: Butter]
Classic deliciousness combining mellow Ogura red bean paste with smooth butter. With Kotobiki Salt, boiled from seawater around Kotobiki-hama, Tango, Kyoto, as a secret ingredient, a special deliciousness with enhanced sweetness and flavor has been created.
Best by end of day. Wrapped in a baked skin with an irresistible “fluffy and chewy” texture, finished in the store's kitchen – a happiness you won't forget once you taste it... Please do try it.
●Lineup (Main Store, Abeno Harukas *Subsequent lineups will be announced in due course*)
・“Salted Ogura Butter” 1 piece 314 yen (tax included)
・3-piece set (“Salted Ogura Butter,” “Ogura,” “Matcha” 1 piece each) 929 yen (tax included)
●Specified Raw Materials 28 items: Wheat, dairy, egg (for all “Salted Ogura Butter,” “Ogura,” “Matcha”)
●Shelf Life: Consume by the end of the manufacturing day. Please enjoy as soon as possible.
●“Traveling Tsubara Tsubara” Commemorative Character “Tsubara-chan”
Commemorating the touring event