[Second Announcement] “Izu Mura no Eki,” Which Has Welcomed a Cumulative Total of 20 Million Visitors, Undergoes a Renovation to Mark Its 20th Anniversary Opening on Saturday, July 25, this bakery and Japanese confectionery shop— featuring Mishima’s specialty “potatoes” and “sweet potatoes”— has finally unveiled its product lineup!

"Izu Mura no Eki" (Operated by Mura no Eki Co., Ltd., located in 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 starting with this 20th-anniversary milestone.As the first phase of this initiative, we have announced the product lineups for the bakery shop “Hokuhoku Mura Bakery” and the Japanese confectionery shop “Wagashi Imondo,” both set to open on Saturday, July 25, 2026.Featuring carefully crafted breads and Japanese sweets that make the most of local ingredients—including “Mishima Sweet Potato” and “Mishima Potato,” which are representative of Mishima—we look forward to sharing the delicious bounty of Mishima with you all.

First Release: https://www.atpress.ne.jp/news/613456

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

Two new stores featuring bread and sweets made with “Mishima Potatoes” and “Mishima Sweet Potatoes” have opened!

■Becoming a Place That Connects Local Ingredients, Producers, and Customers—Looking Ahead and Undergoing a Phased Renovation

“Izu Mura no Eki,” which opened in January 2006, has been loved not only by local customers but also by tourists, and thanks to your support, our cumulative visitor count has surpassed 20 million (as of July 2026).To mark our 20th anniversary and further promote the appeal of “food” as a “culinary theme park” for Izu and Mishima, we will be implementing a phased renovation in three stages.As the first phase, two new shops will open: “Hokuhoku Mura Bakery,” where you can enjoy artisanal bread made primarily with local ingredients, and “Wagashi Imondo,” offering traditional Japanese sweets made with sweet potatoes and featuring a sweet-and-salty flavor.This marks a return to our roots as a place that connects local ingredients, producers, and customers, and represents a challenge to continue evolving. One of the main attractions of Izu Mura-no-Eki is its “Farmers’ Market,” which features an abundance of vegetables delivered directly from local producers.To share the appeal of the produce from the farmers who have supported us over the past 20 years with an even wider audience, we aim to make Izu Mura no Eki an even more attractive facility through “new gourmet” offerings that feature “Mishima Sweet Potatoes” and “Mishima Potatoes”—brand-name ingredients representative of Mishima that the region has carefully cultivated.

First Phase of Renovation: 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] Product Lineup

We offer a selection of carefully crafted breads made primarily with local ingredients, such as the “Mishima Potato” and “Mishima Sweet Potato”—known as “Hakone Western Foothills Mishima Vegetables”—which are grown on the warm, humid plateau at an elevation of 50 meters or higher on the western foothills of the Hakone mountain range.Our artisans bake fresh, fluffy bread daily in our in-store bakery, combining “local ingredients” with “carefully crafted dough” to bring you the delicious flavors of Mishima.

[Product Lineup]

■ Fluffy Sweet Potato Anpan

A dough made with rice flour and eggs from Shizuoka Prefecture is generously filled with a fluffy sweet potato paste made from Shizuoka-grown sweet potatoes. A touch of salt brings out the natural sweetness.

<Overview>

Product Name: Fluffy Sweet Potato Anpan

Price: 380 yen (tax included)

Allergens: Wheat, Eggs, Dairy, Soy, Sesame

■ Fluffy Sweet Potato Anpan with Whipped Cream

Made with rice flour and eggs from Shizuoka Prefecture, this bun combines fluffy sweet potato paste from Shizuoka with classic whipped cream.

<Overview>

Product Name: Fluffy Sweet Potato Anpan with Whipped Cream

Price: 380 yen (tax included)

Allergens: Wheat, Eggs, Milk, Soy, Sesame

■ Fluffy Sweet Potato Anpan with Butter Cream

Made with rice flour and eggs from Shizuoka Prefecture, this bun is generously filled with fluffy sweet potato paste from Shizuoka Prefecture and topped with buttercream. This classic combination of butter and sweet potato paste is a perfect match!

<Overview>

Product Name: Fluffy Sweet Potato Anpan with Butter Cream

Price: 380 yen (tax included)

Allergens: Wheat, Eggs, Dairy, Soy, Sesame

Left: Fluffy Sweet Potato Anpan Center: Fluffy Sweet Potato Anpan with Whipped Cream Right: Fluffy Sweet Potato Anpan with Butter Cream 380 yen each

■Mishima Potato French Bread

This item features a chewy French bread made using the yuzumi method with Hokkaido wheat flour, perfectly paired with Mishima potatoes, mayonnaise, and cheese.

<Overview>

Product Name: Mishima Potato French Bread

Price: 450 yen (tax included)

Allergens: Wheat, Eggs, Milk, Soy

■Potato! Potato! Potato! Cheese French Bread

A giant, surprising French bread made with Mishima potatoes in a chewy French bread baked using the yuzumi method with Hokkaido wheat flour, finished with mayonnaise and cheese.

<Overview>

Product Name: Jaga! Jaga! Jaga! Cheese French Bread

Price: 1,000 yen (tax included)

Allergens: Wheat, Eggs, Dairy, Soy

■Potato & Shiitake French Bread

A regional specialty French bread made by combining Mishima potatoes and Izu-grown shiitake mushrooms with a chewy French loaf prepared using the yuzumi method and Hokkaido-grown wheat flour.

<Overview>

Product Name: Potato and Shiitake French Bread

Price: 550 yen (tax included)

Allergens: Wheat, Eggs, Dairy, Soy

Left: Mishima Potato French Bread: 450 yen; Center: Potato! Potato! Potato! Cheese French Bread: 1,000 yen; Right: Potato & Shiitake French Bread: 550 yen

■Mentaiko French Bread

A chewy French bread made using the yuzumi method with Hokkaido wheat flour. Kanefuku’s mentaiko is mixed into the dough, allowing you to enjoy both a chewy texture and a poppy sensation at the same time.

<Overview>

Product Name: Mentaiko French Bread

Price: 500 yen (tax included)

Allergens: Wheat, Eggs, Milk, Soy, Gelatin

■ Mentaiko French Bread with Generous Toppings

This chewy French bread, made using the yuzumi method with Hokkaido-grown wheat flour, is baked with a generous topping of Kanefuku mentaiko.

<Overview>

Product Name: Generous Mentaiko French Bread

Price: 800 yen (tax included)

Allergens: Wheat, Eggs, Milk, Soy, Gelatin

■ Potato & Mentaiko French Bread

We’ve combined a chewy French bread made using the yuzumi method with Hokkaido wheat flour with Mishima potatoes and Kanefuku mentaiko—a perfect pairing.

<Overview>

Product Name: Potato and Mentaiko French Bread

Price: 500 yen (tax included)

Allergens: Wheat, Eggs, Milk, Soy, Gelatin

Left: Mentaiko French Bread: 500 yen; Center: Extra-Loaded Mentaiko French Bread: 800 yen; Right: Jaga Mentaiko French Bread: 500 yen

■Garlic French Bread

This chewy French bread, made using the yuzumi method with Hokkaido wheat flour, is baked with appetizing garlic butter.

<Overview>

Product Name: Garlic French Bread

Price: 350 yen (tax included)

Allergens: Wheat, dairy, soy

■ Shirasu French

This addictive treat combines a chewy French bread made with Hokkaido wheat flour using the yuzumi method with Kanekichi’s kamayage shirasu—packed with umami—and garlic butter.

<Overview>

Product Name: Shirasu French Bread

Price: 350 yen (tax included)

Allergens: Wheat, Milk, Soy

■ Yuzu Kosho French Bread

This sophisticated treat combines a chewy French bread made using the yuzumi method with Hokkaido wheat flour and yuzu-pepper butter, resulting in a refreshing flavor with a sharp, clean kick.

<Overview>

Product Name: Yuzu Kosho French Bread

Price: 350 yen (tax included)

Allergens: Wheat, Eggs, Dairy, Soy

Left: Garlic French Bread 350 yen; Center: Shirasu French Bread 350 yen; Right: Yuzu Kosho French Bread 350 yen

■ Mishima Croquette Bread

Made with rice flour and eggs from Shizuoka Prefecture, this bread features a local Mishima croquette that spills out of the dough—take a bite and the aroma fills your mouth.

<Overview>

Product Name: Mishima Croquette Bread

Price: 300 yen (tax included)

Allergens: Wheat, Eggs, Dairy, Soy, Apples

Mishima Croquette Bun: 300 yen

■ Chewy Yuzumi-Style White Bread

This white bread uses wheat flour from Hokkaido and is made using the yu-zumi method to achieve a chewy texture.

<Overview>

Product Name: Chewy Yuzumi White Bread

Price: 500 yen (tax included)

Allergens: Wheat, dairy

Chewy Yuzumi White Bread: 500 yen

■ Croque-Monsieur with Ham and Cheese

A croque-monsieur made with our chewy white bread—crafted using the yuzumi method with Hokkaido wheat flour—topped with Shizuoka-grown potatoes and a vichyssoise-style sauce, then baked to perfection.

<Overview>

Product Name: Ham and Cheese Croque-Monsieur

Price: 500 yen (tax included)

Allergens: Wheat, Eggs, Dairy, Soy, Pork

Croque-Monsieur with Ham and Cheese: 500 yen

■Shiso Mentaiko Cheese Épi

We’ve baked this chewy bread—made using the yuzumi method with Hokkaido wheat flour—to a crisp finish and topped it with cheese, mentaiko, and shiso. “Épi” means “wheat ear” in French. This bread, shaped like a wheat ear, is designed to be easily torn apart by hand.

<Overview>

Product Name: Shiso Mentaiko Cheese Épi

Price: 350 yen (tax included)

Allergens: Wheat, Eggs, Dairy, Soy, Gelatin

Shiso Mentaiko Cheese Épi: 350 yen

■ Tomato Basil

This Italian-style savory bread features dough made with Hokkaido wheat flour, combined with tomatoes from Shizuoka Prefecture, mozzarella cheese, and basil.

<Overview>

Product Name: Tomato Basil

Price: 350 yen (tax included)

Allergens: Wheat, dairy

Tomato Basil: 350 yen

■ [Wagashi Imondo] Product Lineup

The sweets shop “Wagashi Imondo” delivers the delicious flavors of sweet potatoes under the concept of “a gateway to the deliciousness of sweet potatoes.” We offer a variety of Japanese sweets, including imokenpi made with sweet potatoes grown in Shizuoka Prefecture’s rich natural environment, as well as dango and other traditional treats.

We invite you to enjoy our charming sweets that open “a new door to the world of delicious sweet potatoes.”

■ Ultra-Thin Golden Syrup Kenpi

Made from Shizuoka-grown sweet potatoes sliced to an ultra-thin 3mm thickness, generously coated with golden syrup and sea salt. The light, crunchy texture is sure to become addictive!

<Overview>

Product Name: Ultra-Thin Golden Honey Kenpi

Price: 650 yen (tax included)

Allergens: Soy

■ Ida Salt Kenpi with Potatoes

A blend of sweet potatoes and potatoes from Shizuoka Prefecture. Featuring a distinct kick of Shizuoka’s Ida Salt, this sweet-and-salty sweet potato kenpi is generously topped with nori and sesame seeds.

<Overview>

Product Name: Ida Salt Kenpi with Potatoes

Price: 700 yen (tax included)

Allergens: Soybeans, Sesame

■Daigaku-imo

These stick-shaped Daigaku-imo are made from Shizuoka-grown sweet potatoes, fried until crispy and coated in a sweet syrup—the perfect snack.

<Overview>

Product Name: Daigaku-imo

Price: 850 yen (tax included)

Allergens: Soybeans, Sesame

Left: Extra-Thin Golden Syrup Kenpi: 650 yen; Center: Potato-Infused Ida Salt Kenpi: 700 yen; Right: Daigaku-imo: 850 yen

■ Mitarashi Dango

These dango are generously coated with Imondo’s signature homemade mitarashi sauce, made with local Shuzenji soy sauce. The dango are lightly grilled to give them a fragrant, toasty finish.

<Overview>

Product Name: Mitarashi Dango

Price: 220 yen (tax included) / 660 yen for 3 pieces (tax included)

Allergens: Wheat, Soy

Mitarashi Dango: 220 yen per skewer

■ Grass Dango with Red Bean Paste

We generously top our rice dumplings with our signature red bean paste, which has just the right amount of sweetness.

<Overview>

Product Name: Grass Dango with Red Bean Paste

Price: 240 yen (tax included) / 720 yen for 3 pieces (tax included)

Allergens: Soybeans

■Grass Dumplings with Sweet Potato Paste

These chewy grass dumplings are generously topped with yellow sweet potato paste, making for a dish that’s not only delicious but also vibrantly colorful.

<Overview>

Product Name: Grass Dumplings with Sweet Potato Paste

Price: 240 yen (tax included) / 720 yen for 3 pieces (tax included)

Allergens: Soybeans

■Brown Rice Miso Dango

These simple, rustic dumplings feature brown rice dumplings topped with miso and lightly seared.

<Overview>

Product Name: Brown Rice Miso Dango

Price: 240 yen (tax included) / 720 yen for 3 pieces (tax included)

Allergens: Soybeans, Almonds

Left: Grass dumplings topped with red bean paste—240 yen per piece; Center: Grass dumplings topped with sweet potato paste—240 yen per piece; Right: Brown Rice Miso Dumplings—240 yen per piece

■ Nori-Covered Mitarashi Isobe Dango

These sweet-and-salty dumplings feature mitarashi dumplings made with local Shuzenji soy sauce, topped with plenty of nori and fried tempura bits.

<Overview>

Product Name: Nori-Covered Mitarashi Isobe Dango

Price: 260 yen (tax included) / 780 yen for 3 pieces (tax included)

Allergens: Wheat, Soybeans, Squid

Nori-Covered Mitarashi Isobe Dango: 260 yen per skewer

■Large Kenpi Mitara-style Dango

These are large, crispy-on-the-outside, chewy-on-the-inside dumplings generously topped with our homemade mitarashi sauce, kenpi, and nori.

<Overview>

Product Name: Large Kenpi Mitara-style Dango

Price: 1,600 yen (tax included)

Allergens: Wheat, Soybeans, Sesame

■ Large Mitara-shi Dango

Seven generously sized, moist, and chewy dumplings generously coated in our homemade mitarashi sauce—a truly satisfying treat!

<Overview>

Product Name: Large Mitara-shi Dango

Price: 1,300 yen (tax included)

Allergens: Wheat, Soy

Left: Large Mitara-shi Dango: 1,300 yen; Right: Large Kenpi Mitara-shi Dango: 1,600 yen

*All photos are for illustrative purposes only.

■First Phase of Reopening: Overview

Date and Time: Saturday, July 25, 2026, 9:00 AM – 5:00 PM

Venue: Izu Mura no Eki (322-1 Yasu, Mishima City, Shizuoka Prefecture 411-0815)

We plan to hold the second phase of the renewal around October and the third phase around January of next year.

Further details will be announced in subsequent press releases.

■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, 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 ingredients such as vegetables, fish, and meat but also seasonings and souvenirs made with local specialties.

Food Theme Park “Izu Mura no Eki”

■ “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 http://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