Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

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Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

Mitchan Souhonten has set up shop at various events all over Japan. This time, Fujii, the PR manager for Mitchan Souhonten, will be introducing the store's appearance at the "MAZDA FAN FESTA" event held at Fuji Speedway in Shizuoka Prefecture! Please watch until the end.

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ISE Hiroshima Sodachi Co., Ltd.

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Founded in 1950, the original Hiroshima-style okonomiyaki is the embodiment of Inune Mitsuo's commitment to quality. Inune Mitsuo, also known as "Micchan," is particular about "light, timeless okonomiyaki that you can eat every day." Without changing the traditional style, he continues to preserve the original Hiroshima-style okonomiyaki flavor.

We opened a stall at "MAZDA FAN FESTA" held in Shizuoka Prefecture!

Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

*This article is an excerpt from the YouTube channel of "Hiroshima Okonomiyaki Mitchan Sohonten [Official]".

"MAZDA FAN FESTA", held on Saturday, October 19th and Sunday, October 20th, 2024, is a participatory brand experience event held every year under the concept of "a place to enjoy cars even more together with fans". At the 2024 event, a corner was set up to sell Hiroshima's local specialties and famous products, in honor of Hiroshima Prefecture, where Mazda's headquarters are located. In one corner, a sales booth for Mitchan Sohonten was also set up.

Joining the second-generation owner, Inune Mitsuo, as main staff members this time were Hideshima, manager of the Jizo Street store, and Kimura, manager of the Orizuru Tower store!

Setting up and preparing the venue the day before the event

Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

On October 18th, the day before the event, the kitchen will be prepared, the venue will be set up, and preparations will be done. With the cooperation of all the participating staff, the setup will be completed in about an hour. After that, they will start preparing the dough and other preparations for the event the next day, which will be attended by over 10,000 people.

Finally, the first day of the event!

Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

Finally, the morning of the first day of the event arrived. The staff of Mitchan Souhonten arrived at the venue and started preparations. They started cooking at 9:23 and a line soon started to form. Sales were scheduled to start at 10:00, but they started early at 9:40! Customers were enjoying the delicious okonomiyaki in the eating space set up in front of the booth.

Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

Many people came to the event for the okonomiyaki, and it seems that the okonomiyaki at Mitchan Souhonten is also popular with people from outside the prefecture. The line grew longer as time went on, and within 20 minutes of opening, there was a line of more than 70 people...!

They sold out within about 3 hours of opening!

Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

The line continued uninterrupted, and by lunchtime, just after 12:00, it had become a huge queue. Then, at 12:52, three hours and 20 minutes after opening, all the okonomiyaki were sold out, and business for the first day was over. Sales had far exceeded expectations, and the ingredients they had prepared were insufficient, so the staff seemed to have mixed feelings...

"It's unfortunate that we couldn't provide the products to the customers who came to enjoy okonomiyaki," said store manager Kimura. On the first day, some customers had to wait for more than an hour, so on the second day, they decided to start earlier in an attempt to reduce waiting times.

The second day of the event was also a big success!

Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

On the second day of the event, some improvements were made based on what had been learned from the first day. That was, they offered half-sized okonomiyaki so that more customers could enjoy it with the limited ingredients. They started cooking at 9:00, 30 minutes earlier than on the first day, and started selling at 9:25! As soon as cooking started, customers began to gather, and soon a long line formed.

Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

However, the temperature was lower than on the first day, and it started to rain halfway through the event. Still, the staff continued to serve okonomiyaki to the customers who were lining up.

The weather cleared up after that! And at 1:18pm, about four hours after opening, all the okonomiyaki were sold out. That day, Mitchan Souhonten served about 600 servings of okonomiyaki. That means they made more than 300 okonomiyaki!

Despite the unfortunate weather incident, the second day of the event was a huge success!

Mitchan Souhonten will be setting up stalls at events all over the country!

Mitchan Souhonten will continue to set up stalls at events all over the country. In January, we also set up stalls at events in Tokyo and Okayama! For information on event stalls, please check our official website or various SNS accounts. If you would like to set up a stall at an event, please contact us via the info on our official website.

Let's eat Mitchan Souhonten's okonomiyaki at events all over Japan!

Mitchan Souhonten opens stalls at events all over Japan! A look behind the scenes at an event in Shizuoka Prefecture

We brought you the story of Mitchan Souhonten's stall at the "MAZDA FAN FESTA" held in Shizuoka Prefecture. Although there were some mishaps along the way, such as bad weather, the stall at the event was a great success! We plan to continue setting up stalls at events all over Japan to promote Hiroshima okonomiyaki. Please come and try Mitchan Souhonten's okonomiyaki at events all over the country.

▶Click here to watch the YouTube video "【Close-up】A complete look behind the scenes at the Shizuoka event!"

▶Click here for the "Hiroshima Okonomiyaki Mitchan Sohonten [Official]" YouTube channel

ISE Hiroshima Sodachi Co., Ltd.

Founded in 1950, the original Hiroshima-style okonomiyaki is the embodiment of Inune Mitsuo's commitment to quality. Inune Mitsuo, also known as "Micchan," is particular about "light, timeless okonomiyaki that you can eat every day." Without changing the traditional style, he continues to preserve the original Hiroshima-style okonomiyaki flavor.

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