The vibrant world of "Chiikawa" has captivated fans yet again with the grand opening of the "Chiikawa Mogu Mogu Honpo" store, which swiftly became the talk of the town upon its launch on February 20, 2025. Nestled within the charming streets of Kawagoe, Saitama, particularly the historic confectionery alleys of "Kashiya Yokocho," this new location is the second for the beloved brand, drawing inspiration from both delicious treats and the delightful adventure of eating, aptly named "Mogu Mogu."
The latest store exhibits the enchanting aesthetics of Koedo Kawagoe, with its quaint store design reminiscent of traditional Japanese architecture. The brown exterior envelops visitors, setting the tone for the warm, inviting atmosphere inside. Artistic elements include lighting fixtures adorned with cute "Chiikawa" characters, immersing guests immediately in the store's whimsical theme even before they step inside.
Once inside, guests find themselves enveloped by the playful Chiikawa ambiance, enhanced by character designs adorning ceilings, pillars, and various store fixtures. There are several themed photo spots, including one featuring characters Hachiware and Usagi, allowing fans to snap memorable pictures with their favorites, complemented by props such as sweet potatoes and cute plush toys.
One of the highlights of the Kawagoe store is its exclusive merchandise, effectively blending Chiikawa's charm with local culture. Collaborations with "Kameya," one of Kawagoe's famed traditional confectionery shops, have produced unique offerings such as the "Tsubu An Dorayaki"—a delightful red bean pancake priced at 1,296 yen—and snacks like "Ebi-senbei" (shrimp crackers) for 626 yen. Customers have pointed out the aesthetic appeal of the dorayaki, which features the beloved Chiikawa design, making it as tempting to look at as it is to eat.
Additional limited edition products only available at this location include "Sweet Potato Cookies" for 843 yen, "Castella Manju" for 1,080 yen, fragrant "Sweet Potato Black Tea" priced at 1,188 yen, and unique treats like "Hitokuchi Yokan" at 1,296 yen and "Kimpira Sugar Jar Fuji" for 756 yen. These products are crafted with care, and due to their popularity, many varieties face quick sellouts.
Among the character merchandise, the "Sweet Potato Plush Toy" and "Sweet Potato Mascot" stand out at 2,970 yen and 1,870 yen each, respectively. Both items are adorned with expressions conveying the characters’ love for eating, providing yet another collectible for devoted fans. There are purchase limits on some items, highlighting the overwhelming popularity of Chiikawa products and ensuring as many fans as possible get to enjoy them.
For those who wish to collect more than just food and toys, the store provides options like the "Kashiya Yokocho Memories Matte Tin Badge" sold at 300 yen, currently limited to eight purchases per individual. Other shop merchandise includes gauze hand towels at 825 yen, tote bags ranging from 2,640 to 2,860 yen, and various magnet designs priced between 495 yen and 770 yen. Each item serves not only as practical souvenirs but as tokens of the visitors’ beloved Chiikawa experience.
To commemorate the grand opening, the store is offering special promotional items, including clear cards gifted to customers who make purchases exceeding 2,000 yen, and layered acrylic stands for those who spend over 8,000 yen. This limited promotion runs until supplies last, so shoppers are encouraged to take advantage of these delights as soon as possible.
To mitigate crowd congestion from the anticipated enthusiasm, the store has implemented time-slot reservation systems using the LINE app. This orderly approach allows fans to visit safely and enjoyably, with availability for same-day reservations should cancellations arise. The store remains open year-round, ensuring everyone has plenty of opportunities to visit.
"Chiikawa Mogu Mogu Honpo" is more than just a shop; it’s an experience reflecting the joy of the Chiikawa brand and the cultural richness of Kawagoe. With its delightful offerings and cheerful design, it promises to be not just another retail space, but rather, it aims to be remembered as a cherished destination for locals and tourists alike. Those interested are highly encouraged to head on over to the Kawagoe store, where unique products await and memories with Chiikawa can be made.
The excitement surrounding this opening has captivated the hearts of many, generating conversations not only among fans but also within the community as visitors explore and appreciate the combination of local flavors with beloved characters. The warm ambiance, combined with the irresistibly cute offerings, makes the "Chiikawa Mogu Mogu Honpo" store truly stand out as one of Kawagoe's must-visit attractions.