TAMAIYA HANARE, newly opened on the 1st floor of Asty directly connected to Gifu Station.
This space embodies the philosophy of "coexistence of tradition and challenge" championed by the long-established Tamaiya Honpo. Cultural motifs like washi paper lanterns and confectionery molds harmonize with contemporary design. The result is a warm atmosphere unique to Gifu. Inside, a 3D photo spot inspired by the signature "Ayu Sweet" is installed. This experience, enjoyable for all ages, further highlights the product's appeal. Additionally, traditional Japanese confectionery molds dormant at the main store are being repurposed for new product development. We offer a wide range of proposals, from gifts to everyday treats. With consistent innovation and playful creativity from store design to product development, we fuse the past and present, weaving new "stories" that connect to the future.