[Izu・Mura no Eki] With a cumulative total of 20 million visitors, the facility is undergoing a phased renovation to mark its 20th anniversary! The first phase—the bakery “Hokuhoku Mura Bakery” and the Japanese confectionery shop “Wagashi Imondo”—will open on Saturday, July 25!

“Izu Mura no Eki” (Operated by Mura no Eki Co., Ltd.; Location: Mishima City, Shizuoka Prefecture) is pleased to celebrate its 20th anniversary this year. Driven by our desire to share the charms of Izu and Mishima more deeply with both local customers and tourists, we will be undertaking a phased renovation to mark this 20th anniversary.As the first phase of this initiative, two new stores—the bakery “Hokuhoku Mura Bakery” and the Japanese confectionery shop “Wagashi Imondo”—will open on Saturday, July 25, 2026.Through our carefully crafted breads and sweets made with local ingredients—including “Mishima Sweet Potato” and “Mishima Potato,” two of Mishima’s signature produce—we look forward to sharing the delicious bounty of Mishima with you all.

Official Website: http://www.muranoeki.com/

Two new brand stores where you can enjoy bread and sweets made with “Mishima Potatoes” and “Mishima Sweet Potatoes” are opening!

■A Place Connecting Local Ingredients, Producers, and Customers—A Forward-Looking New Challenge

Opened in January 2006, “Izu Mura no Eki” is a “food theme park” that showcases the delicious flavors of Izu to the entire country.Thanks to the support of both local residents and tourists, our cumulative visitor count has surpassed 20 million (as of July 2026).

To mark our 20th anniversary and to promote the appeal of Izu and Mishima’s “food” culture more deeply and widely in the future, we will be carrying out a phased renovation in three stages. One of the highlights of Izu Mura no Eki is the “Farmers’ Market,” where a wide variety of vegetables from local producers are displayed.To share the appeal of the produce from the farmers who have supported us over the past 20 years with an even wider audience, the first phase of the renovation will see the opening of two new shops: “Hokuhoku Mura Bakery,” where you can enjoy bread made with an abundance of local ingredients, and “Wagashi Imondo.”This renovation is a challenge to return to our roots as a place that connects local ingredients, producers, and customers, and to continue evolving from there.

Through “new gourmet” experiences featuring “Mishima Sweet Potatoes” and “Mishima Potatoes”—brand-name ingredients that represent Mishima and have been carefully cultivated by the region—we aim to create a facility that instills a sense of “pride” in local residents and makes visitors feel that “coming to Mishima was worth it.”

Interior Rendering

<About “Mishima Potatoes” and “Mishima Sweet Potatoes” from the Western Foothills of Hakone>

“Mishima Vegetables” from the western foothills of Hakone—including “Mishima Potatoes” and “Mishima Sweet Potatoes”—are grown on sloping fields utilizing the prefecture’s largest volcanic ash soil, which stretches along the western side of Mount Hakone at the border between Mishima City and Hakone Town.Nurtured by the warm, humid climate created by the interplay of the great natural landscapes of Mount Fuji, Mount Hakone, and Suruga Bay, the Hakone Western Foothills Mishima Vegetables are also known as “Saka-mono” (slope-grown produce) because they are cultivated on steep slopes. They have long been cherished as some of Japan’s highest-quality vegetables.Created by the unique local environment—including well-drained farmland formed by volcanic eruptions and clean rainwater—the Mishima Vegetables from the Western Foothills of Hakone are truly miraculous.“Mishima Potatoes” are a Makein variety that combines two distinct textures—moist and fluffy—and are characterized by a rich, full-bodied flavor.“Mishima Sweet Potatoes,” grown in an environment ideal for sweet potato cultivation—featuring well-drained volcanic ash soil and nutrient-retaining red clay—are another representative brand ingredient of Mishima, offering the simultaneous enjoyment of a “fluffy” and “moist” texture.

High-quality Mishima vegetables from the western foothills of Mount Hakone, nurtured by the region’s unique climate

■ [Hokuhoku Village Bakery] Offers artisanal bread baked daily by skilled bakers in the in-store bakery

The bakery features a selection of artisanal breads made primarily with local ingredients, such as the “Mishima Potato” and “Mishima Sweet Potato”—known collectively as “Hakone Western Foothills Mishima Vegetables”—which are grown on the warm, humid highlands at an elevation of 50 meters or higher on the western foothills of the Hakone mountain range.

Hokuhoku Village Bakery: Various Products

Our diverse lineup includes “Anpan” (red bean paste buns) filled with plenty of fluffy sweet potato paste made from Mishima sweet potatoes, as well as “French Baguettes” made with dough fermented and aged for two days using domestically grown wheat—resulting in a crispy, crunchy exterior and a chewy, soft interior.We bring you the delicious flavors of Mishima through freshly baked, fluffy bread made with “local ingredients” and “carefully crafted dough,” baked daily by our artisans in our in-store bakery.

■ [Wagashi Imondo] We offer sweets featuring fluffy sweet potatoes nurtured by the region’s abundant nature

Wagashi shop “Imondo” operates under the concept of “a gateway to the deliciousness of sweet potatoes,” bringing you the flavors of Mishima’s renowned brand of sweet potatoes. We offer a variety of treats, including imokenpi (sweet potato chips) made with “Shizuoka Prefecture sweet potatoes” grown in the region’s abundant natural environment, as well as dango (rice dumplings).

Wagashi Imondo: Various Products

The shop’s name is derived from “imo” (sweet potato) and “monto” (gate). “Monto” means “entrance” or “introduction,” and in Italian, “mondo” means “world.” We invite you to enjoy our charming array of products that open “a new door to the world of delicious sweet potatoes.”

*All photos are for illustrative purposes only.

Details about our products and the preview event for media representatives to be held the day before our grand reopening will be announced in our second press release, scheduled for Friday, July 17.

■ About “Izu Mura no Eki”

Located along National Route 136 in Mishima City, “Izu Mura no Eki” is a “food theme park” that aims to showcase the delicious flavors of Izu—popular with both local residents and tourists—to the entire country.On the premises, visitors can enjoy a farmers’ market featuring vegetables primarily from local producers, as well as the “Maguro Dojo,” where you can savor delicious rice bowls, and the menu at the egg specialty shop “TAMAGOYA.” It is a community-oriented commercial facility offering not only fresh produce—including vegetables, fish, and meat—but also seasonings and souvenirs made with local specialties.

■ “Izu Mura no Eki” Overview

Store Name: Izu Mura no Eki

Address: 322-1 Yasu, Mishima City, Shizuoka Prefecture 411-0815

Phone: 0120-54-0831

Hours: 9:00 AM – 5:00 PM

　　　　　 Hokuhoku Village Bakery: 9:00 AM – 5:00 PM *Closes when sold out

　　　　　 Japanese Sweets Shop “Wagashi Imondo” 9:00 AM–5:00 PM *Closes when sold out

　　　　　 Newaza Shokudo Shime-waza Ippon Maguro Dojo: 11:00 AM–3:00 PM

　　　　　 Cafebranch TAMAGOYA　　　　9:30 AM–3:30 PM

Closed: Open year-round

Official Website: Izu Mura no Eki https://www.muranoeki.com/

■Company Overview

Company Name: Mura no Eki Co., Ltd.

Address: 322-1 Yasu, Mishima City, Shizuoka Prefecture

Phone Number: 0120-54-0831

Representative: President and CEO Yasuhiro Segami

Business Activities: Development of food theme parks; direct sales of agricultural products; planning

　　　　　 Development, sales, and quality control; expansion of mail-order business

Established: January 2006