Iwatoya, one of the largest souvenir shops Oharai-Machi, is packed with original products and Ise-Shima souvenirs, including the famous Iwato mochi!

After visiting the shrine, walk down Oharai-Machi Street from Naiku, and you will see the Iwatoya product store on your right!
The storefront is so large that it's hard to believe it's one store from end to end! This is probably the largest souvenir shop on Oharai-Machi Street.


What's more, this Iwatoya has two stores, a main store and a product store, both of which are located on the same Oharai-Machi Street, which is surprising.

When I tried to enter the store, I saw a cute Otafuku-san on the curtain at the entrance of the product store!
This ``Otafukuin,'' which symbolizes Iwatoya, refers to Ame no Uzume no Mikoto, who appears in the Japanese Kojiki.

It is said that Amaterasu-Omikami Omikami, who had been hidden in Amanoiwato, was brought out to the outside world, bringing light and peace back to the world, which was pitch black, and brought happiness to Japan. God!
The name ``Iwatoya'' also comes from this legendary Amanoiwato.
I felt a little happy and grateful.

Let's go inside the product store.
On the first floor, there is a souvenir floor in the front, and a dining room in the back.
Completely renovated in the fall of 2018, the bright and clean interior feels just like the sales floor of a department store!
In addition to a corner with Iwatoya products, there are 9 other tenants selling Ise-Shima souvenirs.

When you come to Iwatoya, the first thing you should check out is the variety of Iwatoya's original specialty sweets!

The most popular product is this “Iwato Mochi”! This famous mochi is also dedicated to Geku IseJingu.
A small, round rice cake with strained red bean paste from Hokkaido and sprinkled with soybean flour also from Hokkaido.
The sweetness of the red bean paste and the addition of the fragrant soybean flour make it easier to eat than rice cakes made with just red bean paste.


Iwato mochi
2 pieces (240 yen, tax included)
8 pieces (750 yen, tax included)
12 pieces (1,050 yen, tax included)

The next most popular product after Iwato mochi is this ginger sugar.
Iwatoya has a history of over 110 years, having been founded in 1909, but the first original sweet they created was this ginger sugar!

Ginger sugar, which originally came in three types: ginger, matcha, and nikki, has evolved and now has a diverse lineup, including bite-sized types, economical bags, and the uniquely named ``Shogato,'' which contains 10 different flavors. !
Laughaju contains 10 types: ginger, Nikki, Yuzu, mango, melon, matcha, cider, blueberry, coffee, and brown sugar, and it looks cute♪


Some fans even add ginger-flavored ginger sugar to their tea or boiled fish! You can also use it like that!


ginger sugar
Big sword ginger, matcha, Nikki 600 yen each (tax included)
Bite type 580 yen (tax included)


Laughing Ju 300g 580 yen (tax included)
10 types x 1 piece 450 yen (tax included)

Next to famous historical sweets such as Iwato mochi and ginger sugar, we will introduce new products that have recently appeared!
This is "Omikamimochi" which started selling from New Year's Day 2021.

At first glance, it looks a lot like Iwato Mochi, but the biggest difference between it and Iwato Mochi is the red bean paste!
What's inside Omikami Mochi is black bean paste made from brown sugar from Hateruma Island in Okinawa Prefecture, and the rich sweetness is delicious♪

By combining white soybean flour from Hokkaido and black bean paste from Okinawa Prefecture, ingredients from the northernmost and southernmost points of Japan, this mochi is able to attract many people from all over Japan to visit Ise. It is said that it was made with a wish.


Omikami mochi
3 pieces for 350 yen (tax included)
9 pieces 900 yen (tax included)

This is "Koji Amazake Manju" which was released during the 2020 Golden Week period.
It contains sweet bean paste mixed with 100% Ise rice rice koji amazake produced locally in Ise, so when I took a bite, I could feel the gentle flavor of amazake throughout my mouth.
Amazake is said to be enjoyed by women as it is good for beauty and recovery from fatigue.


Koji Amazake Manju
6 pieces 580 yen (tax included)

There are also Western sweets derived from Iwato mochi♪
Popular items include the ``Iwato Mochi Bar,'' which is made by wrapping red bean paste chocolate cream in cookie dough that is made with the same soybean flour as Iwato Mochi, and the ``Iwato Mochi Langue de Chat,'' which is made by sandwiching red bean paste chocolate between biscuits that are also made with soybean flour.

In addition to sweets, they also have `` Ise-Udon'' which Iwatoya makes its own noodles using 100% wheat grown in Mie Prefecture.

Why do we develop and sell so many products?
`` Oharai-Machi is lined with a variety of souvenir shops, and among the countless souvenirs available, Iwatoya has taken the trouble to come to Iwatoya, so we wanted to enrich the range of products that can only be found here, so that people could pick up more and more original products. The number of products has increased!'' says Mr. Hosoi as he shows us around.

There are over 20 types of Iwatoya original products made with this in mind, including sweets alone! Be sure to check out the souvenirs that can only be purchased here♪

That's not all!
In addition to food, there are also items related to Ise-Shima.
This is a hand towel featuring Iwatoya's character "Iwato-chan".

The ``Isuzu River Water Hand Cream,'' which contains water from the Isuzu River that flows under UjibashiBridge in Naiku, is also cute.

In addition to Iwatoya, the first floor has a variety of other tenants selling pearls, Matsusaka beef, processed seafood, and sweets, making it a lively place!

Apparently this Ise shrimp cracker is also a popular item♪

Furthermore, you can enjoy not only shopping but also eating at Iwatoya!
The restaurant ``Sangutei'' is located on the left side of the souvenir shop, facing Oharai-Machi, and can be accessed directly from the outside.
The large Otafuku on the wall has a big impact!

This is the most popular menu item "Sangu Combi" (1,400 yen, tax included)!
A delightful set where you can enjoy Ise-Udon and Tekone-Zushi all at once.

We also recommend the luxurious “Iwatoya Matsusaka beef steak curry” (3,000 yen, tax included), which is topped with Matsusaka beef steak, which is famous as one of Japan's top three Japanese beef steaks!
You can also enjoy a variety of other menu items such as set meals and rice bowls.

Behind the souvenir shop on the 1st floor is the Isuzu Shokudo, which is spacious and can accommodate a large number of people.
You can enjoy the same menu as "Sangutei"♪

Furthermore, on the second floor, there is a large dining room that can accommodate up to 400 people and can be used by groups such as sightseeing buses and school trips, so it can be used for a wide variety of situations!
Advance reservations are required for this event, so please check the official website!

If you walk about 20 meters from the local product store, you will find the Iwatoya main store!
It's different from a local product store, and you can feel the history of the building with its old atmosphere.

This is an old photo of Iwatoya. A large Otafuku-san signboard is displayed, just like it is now.

The main store is not as large as a local product store, but you can buy original Iwatoya products as well as souvenirs from Ise-Shima.

At the store, we sell food for walking around, including "Koji Amazake" (200 yen, tax included), which is made from the same ingredients as the Koji Amazake Manju.
You can choose between warm amazake with ginger or yuzu, and it will warm your body even on a cold day!




Iwatoya is a lively souvenir shop that produces many original specialties.
Please try shopping to find your favorite "Iwatoya specialty" ♪