[First Announcement] Wednesday, October 14, 2026 The long-awaited “Hakone Satori Main Store” is finally opening! “Atami Satori Main Store,” a popular specialty shop for thick green tea in Atami, is coming to Hakone! ~New additions include Mont Blanc desserts made with thick green tea and crepes featuring eye-catching vermilion torii gates!~

2026.10.01 11:00

株式会社フジノネ

"Atami Satori Main Store," a specialty shop for thick matcha located in the Atami Ginza Shopping District (Address: Atami City, Shizuoka Prefecture;Operated by Fujinone Co., Ltd.) will finally open a new “Hakone Satori Main Store” under the “Satori” brand in Hakone—a tourist destination close to Atami—on Wednesday, October 14, 2026.

We will serve thick matcha sweets made with our carefully selected original “Satori” matcha blend, offering a high-quality “omotenashi” (hospitality) experience infused with a distinct “Hakone-style” charm that sets it apart from our Atami location.Furthermore, you can enjoy menu items exclusive to this store—including the brand’s first-ever thick matcha Mont Blanc offerings, such as the “Thick Matcha Mont Blanc” and “Hakone Thick Matcha Mont Blanc Crêpe”—as well as thick matcha drinks made with “Kaze,” Satori’s highest-grade matcha.

We invite you to enjoy a soothing thick matcha break at our store as you explore the great outdoors of Hakone.

「さとり」ブランド店初！『箱根さとり本店』限定スイーツ「お濃茶モンブラン」が新登場！

A first for the “Satori” brand! The “Thick Matcha Mont Blanc,” a dessert exclusive to the “Hakone Satori Main Store,” is now available!

■ Delivering high-quality “omotenashi” (hospitality) in the tourist destination of Hakone!

Centered around the “Hakone Checkpoint”—established by the Tokugawa Shogunate on the shores of Lake Ashi during the Edo period to maintain public order and defend the Tokaido, a major highway—the area developed as “Hakone-juku,” the 10th stop on the Tokaido’s 53 Stages.Even today, “Hakone” continues to captivate not only Japanese visitors but also international tourists, making it a popular destination for travelers.In the Moto-Hakone and Hakone-machi districts on the shores of Lake Ashi, rich in this history, “Hakone Satori Main Store” will open on Wednesday, October 14, 2026, offering thick matcha sweets as a form of premium “hospitality” for both local residents and international visitors.

Made by blending twice the usual amount of matcha, this rich green tea allows you to fully savor the inherent “umami,” “bitterness,” and “aroma” of matcha. In the tea ceremony, serving this rich green tea made with such high-quality matcha is considered the ultimate expression of “hospitality” to be offered to one’s most cherished guests.The new “Hakone Satori Main Store,” located near Lake Ashi in Hakone, offers a lineup of takeout items designed for eating on the go. These feature elements that embody the “essence of Hakone”—such as the mountains and lake that symbolize the area’s scenery—allowing visitors to enjoy a rich matcha treat while sightseeing.The menu will feature classic items familiar from the popular “Atami Satori Main Store”—a specialty thick matcha shop in Atami under the same “Satori” brand—as well as new items exclusive to this location, such as the “Mont Blanc Menu” made with thick matcha.

Here in Hakone—one of Japan’s premier hot spring resorts, surrounded by natural mountains such as Mount Hakone and Mount Mikuni, and a destination visited by many travelers—we are pleased to offer high-quality “omotenashi” (hospitality) with heartfelt care through our thick green tea sweets made with carefully prepared thick green tea.

お濃茶ドリンクで“おもてなし”

“Hospitality” Through Thick Green Tea Drinks

■ Here’s a sneak peek at some items from the menu at the newly opened “Hakone Satori Main Store”!

*Details about the products will be provided in our second press release, scheduled for distribution on Wednesday, October 7.

[Exclusive to Hakone Satori Main Store] Thick Matcha Mont Blanc

This Mont Blanc, exclusive to the “Hakone Satori Main Store,” is inspired by the mountains that symbolize Hakone’s scenery. It features a rich green tea chiffon cake filled with mochi and chestnuts. Upon order, we generously top it with a Mont Blanc cream made from a blend of domestic chestnut paste and rich green tea right before your eyes, creating a truly luxurious treat.

【箱根さとり本店限定】お濃茶モンブラン

[Exclusive to Hakone Satori Main Store] Thick Matcha Mont Blanc

~We plan to offer a total of 5 types of crepes, including one exclusive to the Hakone Satori Main Store!~

A chewy crepe made with thick matcha tea is filled with red bean paste, matcha cream, and white egg, and topped with a thick matcha Mont Blanc made from domestic chestnuts and matcha.

箱根お濃茶モンブランクレープ

Hakone Thick Matcha Mont Blanc Crepe

This crepe features a chewy batter made with strong matcha, topped with a “mizu manju” inspired by Hakone’s beautiful four seasons and Lake Ashi.

芦ノ湖お濃茶クレープ　水まんじゅうのせ

Lake Ashi Thick Matcha Crepe with Mizu Manju

<Hakone!!! Crispy Giant Crepe>

This crepe features matcha sauce and roasted almonds, ensuring you’ll enjoy every bite, along with the crispy texture of the large crepe batter.

箱根！！！ぱりぱり大クレープ

Hakone!!! Crispy Giant Crepe

~We plan to offer a total of 5 types of strong matcha drinks!~

Thick matcha is made by pouring a small amount of hot water over a generous scoop of matcha powder.We’ll serve freshly made strong matcha drinks—offering a richness and the natural sweetness of matcha that you can’t experience with regular matcha (thin matcha)—including sugar-free lattes and colorful, elegant strong matcha drinks adorned with gold leaf, available exclusively at “Hakone Satori Main Store.”

お濃茶ドリンク全5種(ノンシュガー含む)

5 Types of Thick Matcha Drinks (including sugar-free options)

*All images are for illustrative purposes only.

■ “Hakone Satori Main Store” Overview

Store Name: Hakone Satori Main Store

Address: 36 Moto-Hakone, Hakone-machi, Ashigarashimo-gun, Kanagawa Prefecture 250-0522

Phone: 0460-83-9920 (Fax: 0460-83-9921)

　　　　　　 *Service will be available starting Wednesday, October 14.

Business Hours: 9:00 AM – 5:00 PM

Opening Date: Wednesday, October 14, 2026

Details regarding the store and products, as well as the preview event for media representatives to be held the day before the opening, will be announced in the second press release scheduled for distribution on Wednesday, October 7.

■ About “Atami Satori Main Store”

“O-nōcha” is a special cup of tea made by lavishly using twice the amount of matcha typically found in “Usucha” and blending it into a smooth, creamy consistency, allowing you to savor the refreshing and mellow umami unique to matcha.Driven by the desire to “introduce the charm of Oncha—long cherished as a tea for special hospitality—to more young people” and to “revitalize Atami with new matcha sweets,” the Oncha dessert specialty shop “Atami Satori Main Store” was born.

“Atami Satori Main Store” was established by the long-established “Marushichi Seicha,” a company with over 110 years of history, with the goal of ensuring that the true color, aroma, and umami of matcha can be fully enjoyed even in the form of sweets.meticulously focused on “roasting time,” “roasting temperature,” and “origin,” resulting in an original blend of Shizuoka-grown matcha called “Satori”—formulated exclusively for our store—which we use generously in our “thick matcha sweets.”You can enjoy a variety of “rich matcha sweets”—such as crepes and soft-serve ice cream—made with rich matcha carefully prepared in-house, which bring out the full flavor of the matcha.

美しい緑色が特徴。店内で丁寧に練り上げた「お濃茶」を使用しております。