Long-Established Asakusa Imagawayaki Shop "Tsuki no Usagi," Known for Its Premium Sweet Bean Paste, to Open Its First Wakayama Store

Tsuki no Usagi, a leading imagawayaki shop in Asakusa, has announced that it will open its first store in Wakayama Prefecture. Founded in 1950 (Showa 25), the long-established shop is best known for its imagawayaki filled with premium sweet bean paste (anko) that has been handed down through the generations. The Asakusa main store sells about 3,000 pieces a day, and it is a famous spot where long lines are not unusual. With the new Wakayama store, more fans in the Kansai region will have a chance to enjoy the taste of Asakusa. The opening is thought to aim at expanding into a new region while preserving Asakusa's traditional methods and flavor. Although similar sweets can be found throughout Japan, the high quality of the bean paste, made possible by the shop's long history, is its strength. The opening is drawing attention as an opportunity for an Asakusa specialty to gain nationwide recognition.