Higashiya

Higashiya is a Japanese confectionery shop and tea house known for its modern interpretation of traditional wagashi (Japanese sweets). Established in Tokyo, Japan, Higashiya focuses on crafting confections with a refined aesthetic and using high-quality, seasonal ingredients. The company emphasizes not only the taste but also the presentation and the overall experience of enjoying wagashi.

Higashiya distinguishes itself by moving beyond solely traditional recipes, incorporating modern techniques and design elements to create innovative wagashi that appeals to a contemporary audience. They offer a wide range of sweets, including namagashi (fresh sweets), higashi (dried sweets), and okashi (snacks). Teas, often carefully selected to complement the wagashi, are also a significant part of the Higashiya experience.

The company's branding reflects a commitment to simple elegance and a modern sensibility, which is reflected in their store designs, packaging, and website. Higashiya aims to elevate the consumption of wagashi from a simple snack to a more deliberate and aesthetically pleasing experience.