Higiriyaki - A Sweet Local Treat From Matsuyama, Ehime

Higiriyaki: A Traditional Treat Loved by Locals

Higiriyaki is a sweet Japanese snack that is made from a flour batter like a pancake, and filled with a rich azuki-an red bean paste. Sawai Honpo located in Matsuyama city in Ehime is where higiriyaki is made and sold. It is the staple treat of the people of Matsuyama.

Higiriyaki was first sold at the temple grounds of Higiri Zenjoji Temple nearly one hundred years ago in Matsuyama. The name derives from the Higiri Jizo God that is worshiped at the temple. It has been loved by the people of the city ever since it first began being sold.

Freshly baked higiriyaki has a nice crispy outside with a soft cake-y inside. The taste is very simple at first, yet the rich flavors of the azuki paste make this snack irresistible.

The secret to its delicious taste comes from the carefully selected ingredients. Out of the numerous types of flour available, they have found the one that best suits the higiriyaki. The egg used in the batter is from a local farm in Ehime. According to the temperature and humidity of the day, the batter is adjusted to keep the same consistency.

The azuki and white bean pastes are made in-house and have a special way of cooking it. If you want to try a freshly made higiriyaki, the only place to eat it is in Matsuyama! In this article, we would like to introduce one of the best higiriyaki shops.

Higiriyaki to Eat-in and Take-out

Hop on the tram bound for Dogo Onsen from JR Matsuyama Station and get off at Ookaido Station. Take a five minute walk down the Ookaido Shopping Street until you find a Seven Eleven at the first intersection.

Across the street from the Seven Eleven is the Higiri-chaya Ookaido Branch. The large eye-catching text in red reads 'higiriyaki'.

The entrance to the shop is shown in the photo above with the green noren entrance curtains.

At this shop, you can take away the sweets or eat in the shop as well. If you want take away, there are samples in the showcase so it may be best to check the different varieties before selecting what you want.

Why not pick up some higiriyaki and eat as you go or take a break and enjoy it in a relaxing indoor cafe?

The shop's interior is done in a classic Japanese style using matcha green colors and warm brown wood tones.