Okayama's classic souvenir, "Hakujyuji Confectionery" waffles, and a new cafe experience.

• Table of Contents
• Okayama 's proud, long-selling waffle that has been loved for over 60 years.
• Check out Hakujyuji Confectionery's popular products! Don't miss out on more than just waffles!
• Hakujyuji Confectionery Main Building Renovated! Three Brands Gathered Under One Roof
• New cafe "HAKUYA COFFEE" offers breakfast and lunch made with Hakujyuji Confectionery waffles.
• A waffle lunch you can only get here! A review of our experience trying it.
• Seasonal fruit waffle sandwiches made with strawberries from our own farm.
• The cake made with perfectly ripe strawberries is also exquisite! Don't miss the Amber Tart!
• New brand "TRANSIT" Baumkuchen available only at the main store.
• A great stop on your Okayama sightseeing trip! A summary of the Hakujyuji Confectionery Main Building.

Okayama 's proud, long-selling waffle that has been loved for over 60 years.

The waffles from " Hakujyuji Confectionery ," a long-established confectionery shop representing Okayama Prefecture , are a kind of " Okayama soul sweet" that locals have been familiar with since childhood. They are a souvenir that is sure to be appreciated, and have been loved for many years as a must-try item when visiting Okayama.

Hakujyuji Confectionery was founded in 1957. The founder, Toraji Futagi, happened to find a waffle mold and thought, "Wouldn't it be delicious to sandwich custard cream in a soft dough like dorayaki (a traditional Japanese sweet consisting of two fluffy sponge cakes with red bean paste in between)?" This is said to be the origin of Hakujyuji Confectionery waffles. These waffles, with their fragrant honey-flavored, fluffy dough and rich custard cream filling, have remained a beloved treat for many people throughout the ages.

Check out Hakujyuji Confectionery's popular products! Don't miss out on more than just waffles!

Hakujyuji Confectionery stores are located not only in Okayama Prefecture but also in Hyogo Prefecture and Hiroshima Prefecture. They offer a wide variety of sweets, including waffles, cakes, baked goods, and Japanese confectionery.

Among their offerings, the "Kōgen Busse" is particularly popular. This confection features a moist sponge cake baked using Hiruzen Jersey milk, filled with cream containing chopped cheese, and is renowned for its soft, melt-in-your-mouth texture. Seasonal limited-edition series are also regularly released, making it a shop you'll want to visit again and again.

Hakujyuji Confectionery Main Building Renovated! Three Brands Gathered Under One Roof

Hakujyuji Confectionery has been meeting a wide range of needs, from daily snacks to souvenirs. In October 2025, its flagship store in Okayama City (Ima Store, Kita Ward , Okayama City ) underwent a major renovation and reopened as " Hakujyuji Confectionery Main Hakujyuji Confectionery ," consolidating three brands: "Hakujuji," "HAKUYA COFFEE," and "Transit."

New cafe "HAKUYA COFFEE" offers breakfast and lunch made with Hakujyuji Confectionery waffles.

HAKUYA COFFEE is a new café brand launched by Hakujyuji Confectionery. Its main feature is that you can enjoy breakfast and lunch menus using their signature waffles, and their waffle sandwiches, made with ingredients sourced from Okayama Prefecture , are attracting attention as a new and unique style of menu.

In addition to coffee, tea, and soft drinks, you can also enjoy Mimasaka Bancha Tea , a traditional tea from the Mimasaka region of Okayama Prefecture (a tea with a flavor similar to roasted green tea). The cakes displayed in the shop's showcase are also reasonably priced and delicious, so be sure to try them as well.

A waffle lunch you can only get here! A review of our experience trying it.

I tried the limited-edition waffle lunch set (1,760 yen) at "HAKUYA COFFEE." The waffle is filled with teriyaki chicken made from domestically raised chicken thigh soy sauce, finished with a special sauce using soy sauce aged in wooden barrels by Setouchi City Soy Sauce in Setouchi City. The tartar sauce, made with plenty of free-range eggs (eggs from chickens raised freely in a large space, characterized by their rich flavor), is also generous in portion, and the combination of tender meat and sauce was exquisite. It also comes with onion rings, french fries, and a salad, making it a very satisfying meal. The salad uses a dressing made with koji, and the potage soup has a subtle sweetness that warms you up.

Seasonal fruit waffle sandwiches made with strawberries from our own farm.

The seasonal fruit waffle sandwich (600 yen) is made with fresh strawberries picked from Hakujyuji Confectionery's own farm. A generous amount of whipped cream blended with mascarpone cheese and strawberries are sandwiched between fluffy waffle dough, creating a perfect balance of sweet and tart flavors with the gentle sweetness of the dough. I enjoyed it with tea, and because the cup was Bizen Pottery, the tea tasted even smoother, allowing me to appreciate Okayama's unique pottery culture as well.

The strawberries used are grown on Hakujyuji Confectionery's own farm, so their freshness is exceptional. Freshly picked strawberries are also sold in the store.

The cake made with perfectly ripe strawberries is also exquisite! Don't miss the Amber Tart!

For dessert, we recommend the "Amber Tart" (500 yen), topped with plenty of ripe strawberries. The freshly picked strawberries grown on our own farm are firm and very sweet, and the combination with the tart crust is exquisite. It's the perfect dessert after a meal.

New brand "TRANSIT" Baumkuchen available only at the main store.

"TRANSIT," baked in the workshop attached to the Hakujyuji Confectionery main building, is a new brand from Hakujyuji Confectionery specializing in Baumkuchen. As it's an exclusive product only available here, I made sure to buy some this time as well. Made with Okayama Prefecture grown "Fukuhonoka" wheat flour carefully ground with a stone mill, it features a moist texture and a gentle flavor. It's also recommended as a souvenir when purchased as a set with the tea sold alongside it.

The Baumkuchen workshop is glass-walled, allowing you to watch the baking process up close. The sight is so captivating that you'll find yourself wanting to buy some.

A great stop on your Okayama sightseeing trip! A summary of the Hakujyuji Confectionery Main Building.

HAKUYA COFFEE's waffle lunches and sweets are truly representative of Okayama Prefecture Okayama and incorporating Bizen Bizen Pottery into the tableware. It's a place you'll want to visit every day, yet it also has a special feel that makes you want to take friends visiting Okayama. You can enjoy a meal or coffee break while also purchasing souvenir sweets, making it a highly recommended stop during sightseeing in Okayama city.

[Hakujyuji Confectionery Building]

Location: 6-20-7 Ima, Kita-ku , Okayama City, Okayama Prefecture Kita Ward

TEL: 086-243-0345

Opening hours: Hakujyuji Confectionery, Transit / 9:00-19:00, HAKUYA COFFEE / 8:00-18:00 (11:00-18:00 on the day following a holiday)

Closed days: Hakujyuji Confectionery, Transit / Open every day, HAKUYA COFFEE / Wednesdays

Parking: Available

Hakujyuji Confectionery| Official Website