Ginza Daytime Guide

A premium sweet treat to be enjoyed at Ginza Tsuboyakiimo! An exquisite experience that transcends the common wisdom of yaki-imo

Luxury Sweets at Ginza Tsuboyakiimo! An exquisite experience that goes beyond the common wisdom of baked potatoes.

Why Yaki-imo has evolved into a luxury sweet in Ginza

Ginza Tsuboyaki Imo is a notable specialty store that has redefined yaki-imo as a "luxury sweet" in Ginza, Tokyo. This article details their custom-built tsuboyaki technology, their luxurious product lineup, and their unique style that brings out the best in yaki-imo.

What this article will tell you

  • The one and only taste of Ginza Tsuboyaki Imo, created by a custom-made jar
  • The secret of the jar-roasting technique that brings out the sweetness of yaki-imo to the utmost limit
  • What is the appeal of luxury packaging as a gift?
  • A thorough comparison of the differences between tsuboyakiimo and ishiyakiimo!
  • A sweet experience that goes beyond baked potatoes! The appeal of iced yakiimo

What is Ginza Tsuboyaki Imoto?

*Image source: Ginza Tsuboyakiimo

Ginza Tsuboyakiimo is a baked sweet potato specialty restaurant that opened in June 2018, offering baked sweet potatoes as "a luxury sweet that can be taken as a souvenir". This unique concept was created as a joint project between advertising firm Hakuhodo Creative Vox and Toyama Prefecture's Daiichi Rental Co.

  • Location: Ginza, Chuo-ku, Tokyo
  • Characteristics: Charcoal-baked sweet potatoes using custom-made pots
  • Open: June 2018

Three Attractions of Ginza Tsuboyaki Iimono

1. unique jar firing technology

*Image source: Ginza Tsuboyakiimo

A custom-made jar and binchotan charcoal are used to bring out the sweetness and aroma of yaki-imo through a unique baking method.

  • Jar material: handmade by craftsmen in Tokoname ware, Aichi Prefecture
  • Baking time: 1.5 to 2 hours at low temperature (approx. 60 to 70°C)
  • Maximum capacity: Up to 15 pieces can be baked at a time

    Features of Tsuboyaki Technology

    feature effect
    Uniform heat convection The entire potato is evenly heated and moistened.
    cryosaccharification Starch is saccharified and natural sweetness is enhanced.
    Aroma of Charcoal Fire A subtle aroma is added to the sweet potato to achieve a deep flavor.

    2. diversity of product lineup

    *Image source: Ginza Tsuboyakiimo

    In addition to the standard tsuboyakiimo, Ginza Tsuboyakiimo offers a wide range of other items, including the new "ice cream yakiimo" (sweet potato).

    • sweet potatoes baked in a crockThree types: whole (about 1,200 yen), half, and quarter size.
    • iced sweet potatoesProducts that can be frozen to enjoy a sweet melt-in-your-mouth taste (offered year-round).

    Product Lineup List

    trade (brand) name feature
    sweet potatoes baked in a crock A standard product made from matured red haruka (azuki bean), moist and sweet.
    iced sweet potatoes Frozen baked sweet potato, a new kind of sweet that can be enjoyed even in summer
    Harvested Potato Latte Made only with Tsuboyakiimo and raw milk, it can be served either cool and iced or hot and hot.

    3. a sense of luxury typical of Ginza

    It is an ingenious way to offer yaki-imo as a luxurious product unique to Ginza.

    *Image source: Ginza Tsuboyakiimo

    • Ideal for souvenirs: luxury packaging with wooden box and branding
    • Eat-in space: Free roasted tea from Uogashi Meicha in Tsukiji

    Why Tsuboyaki Technology Changes the Taste of Baked Potatoes

    How Tsuboyaki Works and Characteristics

    *Image source: Ginza Tsuboyakiimo

    Tsuboyaki sweet potatoes use a unique technology that differs from conventional stone-roasted sweet potatoes, and the following factors contribute to the quality of the baked sweet potatoes.

    Comparison items sweet potatoes baked in a crock porcelainsweet potato (any of a number of different cultivars with red skin)
    Heating method Charcoal fire is circulated in the pot to heat evenly Use stone as a heat source over an open fire
    Temperature control Heating at low temperature (60-70°C) for a long time Short heating time at high temperature (200°C or higher)
    sweetness Saccharification and rich, natural sweetness Sweetness is moderate
    food texture moist and creamy hot and flaky (e.g. potatoes, potatoes)
    fragrance Slight aroma of charcoal fire Unique aroma of stone baking

    The secret of the taste of tsubo-yaki sweet potatoes

    1. Improvement of sweetnessThe sweet potato starch is saccharified by slow heating at low temperatures, producing a rich sweet taste.
    2. Creamy textureHeating in the jar keeps the moisture content at a reasonable level, resulting in a smooth texture.
    3. Aroma of Charcoal FireThe use of binchotan adds a subtle savory flavor.

    A hot topic in the media and on social networking sites! Reasons for the popularity of Ginza Tsuboyakiimo

    1. Popular restaurant with lines out the door
      The popularity of this product is such that lines form immediately after the store opens, and on some days more than 500 bottles are sold per day. Demand is especially high during the winter season.
    2. Numerous media coverage
      The new sensory sweet "ice cream yakimomo" has been attracting attention in the media and on social networking sites both in Japan and abroad.
    3. Wide range of usage scenarios
      They are offered at high-end clubs and used for corporate parties, among other occasions.

    Ginza Tsuboyaki-imo Store Information

    GINZA7 Building 1F, 7-6-4 Ginza, Chuo-ku, Tokyo

    (data) item Contents
    sweet potato ripe, matured red haruka (i.e. Haruka spicata var. japonicus)
    Product Lineup jar yakiimo (sweet potatoes), iced yakiimo (sweet potatoes)
    Number of units sold (on most days) More than 500 bottles
    Business Hours Weekdays 12:00-22:00, Weekends and holidays 12:00-18:00
    Distinctive Services Complimentary roasted tea provided, luxury package supported
    Web-Site

    Ginza Tsuboyaki-imo - Summary

    *Image source: Ginza Tsuboyakiimo

    • New product development: Collaboration with local products and creation of new sweets
    • Expansion of online sales: Development of a system that enables purchases from rural areas
    • Workshops held: event to experience making yaki-imo

    Ginza Tsuboyakiimo is a modern approach to the traditional baked sweet potato and has evolved into a sweet treat with a luxurious feel unique to Ginza. Its one-of-a-kind taste and experience has attracted many people to this new Ginza specialty. Why not pick up a "Ginza Tsuboyaki Imo" on your next visit to Ginza?

    Article Supervisor

    Yuya Hachimine, CEO

    Representative Director of ZENNO GROUP, Inc. known as a leader in the night work industry in Ginza. He worked for 14 years as a black-shirted worker in a high-class club in Ginza, and based on his experience, he provides various services for the industry. In order to improve the inefficient work system, he founded ZENNO GROUP Inc. and has contributed to the development of the industry.

    Yuya Hachimine's SNS and related links