Time Limited Original Japanese Sweets! Ennari In NEWoMan Shinjuku

In Japan, there are several delicious wagashi (Japanese sweets) shops. At Ennari, located in the commercial complex NEWoMan Shinjuku, you will be able to find products from wagashi shops throughout the country all while being in Tokyo.

Ennari is a so-called “wagashi select shop” that will always have an assortment of three brands of wagashi. Brand displays will change every few months, with one month being the shortest length of time, so customers can encounter new wagashi no matter how many times they visit.

“Ennari” is an old Japanese word that means “gracefully beautiful” and “sophisticated.” The shop selects and sells ennari wagashi from throughout the country.

Connected to Shinjuku Station & Very Convenient

Ennari is located inside the ticket gate on the second floor of NEWoMan Shinjuku and has an open, bright atmosphere. The shop staff are very kind and will use iPads to assist customers whenever they are unable to explain themselves well in English to overseas visitors.

We will introduce the three wagashi shops that were on display at Ennari when we visited the shop.

1. UCHUwagashi: Photogenic Products that Are Super Popular with Tourists!

Photo courtesy of: Ennari
Here are wagashi (500 yen and up, plus tax) from UCHUwagashi in Kyoto. Rakugan, a wagashi made with rice flour and sugar that is mixed then hardened, is made using refined Japanese sugar that will really melt in your mouth, making it possible to enjoy an even subtler flavor.

Photo courtesy of: Ennari

Not only is its taste unique, but so is its design. There are many tourists that stop just to gaze at these sweets that are brimming with playfulness and beautiful colors. Wagashi that also look adorable are quite popular and readily available at Ennari.

There is an abundance of variety here too, from products that come in sets with konpeito (970 yen plus tax), sweets that are like sparkling stars, to flavored wagashi. Overseas visitors seem to prefer the matcha green tea flavors.