Kotaro Tanaka: In 1935, my grandfather, Yoshio Tanaka, the first-generation proprietor opened the shop in this place and got through some difficult times.
At the beginning when the shop first opened, he used to pack a wide assortment of wagashi sweets samples in a tiered lacquered box each morning to take around every home in the residential areas to take orders. The wagashi ordered during these visits were delivered to the doors on the same afternoon. This is called “Goyokiki” which is equivalent to a present same-day delivery service.
He also devised various ideas, for example, he swiftly introduced a kind of loyalty card that gave rewards to the customers. Such communication with his customers seemed to have helped him to earn their trust.

KT: The ingredients for wagashi sweets such as rice, sugar and “azuki” (red beans) became rationed, thus they were in short supply. Without access to the ingredients, he could not make products so he had to close the shop and the business struggled. Also, there was a time when the war situation worsened, and he was drafted to the nearby Nakajima Aircraft Company Tokyo factory where Zero Fighter aircraft engines were in production.

Even after the war ended, the situation was not yet favorable for making wagashi and instead he made sandals and toys to fill up the shelves to sell. He had to persevere through adversity, longing for the day when he could resume making Japanese sweets.

Along with Japan's high economic growth (between around 1955 – 1973), the town of Nishi-Ogikubo flourished. Miharado also steadily took root as a sweets shop in the local community. Later, ownership of the shop changed hands to the second generation, then in 2009, I succeeded the business as the third-generation head of the shop.

KT: I actually used to be an office worker before this job had no connection with the business of wagashi confectionery shops. However, I was saddened to hear the news that the shop at which the first-generation proprietor (my grandfather) had his apprenticeship was closing down for good. Meanwhile, following Japan’s economic bubble period (approximately 1986-1991), the shopping streets of Nishi-Ogikubo had changed significantly. That made me think anew what Miharado had been offering to the community and what the local residents expect from the shop. Then I made a decision to take on the business as the third-generation head of the shop, considering that the shop had been nurtured for many years to be loved by the community, and I could not possibly let Miharado come to an end.

When I was an office worker, my job was in marketing.

KT: I’d like to carry on making classic wagashi sweets that offer a taste of seasonality as well as Japanese culture and tradition, rather than sweets that are just a short-term fad. Also, I want our shop to be a base for promoting information on wagashi especially to the generations who tend to be unfamiliar with it.
Miharado’s challenges will continue, but I will rise to the occasion.

Address: 3-20-12-1F Nishiogi-kita, Suginami-ku, Tokyo
Phone: 03-3397-3998 (Japanese only),
Open: 9:00am - 7:00pm
Closed: Sundays
Station: 1 minute on foot from JR Chuo-Line Nishi-Ogikubo Station North Exit


Article References: Nikkei BP Consulting (March 2020),
Suginamigaku Club https://suginamigaku.org/ (external link)