CASE STUDY

• Dorayaki Machine
• Dorayaki

HIROSE Co., Ltd.

Okashi-dokoro Hirose was founded in 1916 and will celebrate its 110th anniversary in 2026.
The company began when the second generation of the Hirose family opened a branch near Kairakuen, with a vision of building a business deeply rooted in the local community. Today, under the leadership of fourth-generation president Masanori Hirose, the main store stands along a prefectural road northwest of Mito Station.
In its early years, Hirose mainly produced and sold everyday tea sweets as well as confections for weddings and funerals. Anticipating the rise of a car-oriented society, the third-generation owner shifted the company’s focus to B2B operations. As factory manager, President Masanori Hirose further expanded the B2B business, producing more than 100 varieties of products annually, including steamed buns, dorayaki, and instant oshiruko. Building on this expertise, he also developed items such as Ningyo-yaki and animal-shaped steamed buns, attracting more customers to the store. Following the 2011 earthquake, Hirose offered comfort to the community through its Fukumaru dorayaki, a product that became a symbol of encouragement and care. The business was incorporated in 2019, marking the completion of a smooth succession to the next generation.
Today, the company is focusing on nurturing young talent by integrating their ideas into process improvements and new product development, with the goal of revitalizing the brand. Their next milestone is to launch a specialized product line centered on their signature dorayaki, introducing three new variations with distinct textures and fillings by the end of the year.
Looking ahead, Hirose aims to broaden its lineup of original products, offering them at fair prices with added value, and to become a shop that customers love to visit again and again. The company also aspires to promote food education in the community, sharing the delicious flavors, craftsmanship, and cultural heritage of traditional Japanese confectionery.

• Full Automatic Dorayaki Machine