According to data from the Ministry of Internal Affairs and Communications, Okayama Prefecture is a bread-loving prefecture that has even ranked second in Japan for bread consumption.
Indeed, when walking around Kurashiki and Soja, you see bakeries everywhere. Some of you may be keeping track of bakeries you’d like to visit someday.
An event we recommend to those people is the Usagiya Bread Marche. Fourteen popular bakeries from across Okayama Prefecture will gather at Usagiya Kurashiki Store.
Here’s an introduction to the Usagiya Bread Marche, where you can sample and compare a variety of breads.
The information presented was current when this article was published in February 2025. Please note that it may differ from current information.
About the Usagiya Bread Marche
The Usagiya Bread Marche is an event held on Saturday, March 1, and Sunday, March 2, 2025.
The venue is Usagiya Kurashiki Store, a large specialty stationery store. Fourteen popular bakeries from Okayama Prefecture will take part, with eight shops setting up each day.
This is the second Usagiya Bread Marche. The previous event was held at Usagiya Okayama Store in 2024. It was so popular that the bread reportedly sold out almost as soon as the event began.
Check the image below to see which bakeries will be participating.
Bread will be sold inside Usagiya Kurashiki Store. If there’s a particular bread you’re hoping to get, we recommend arriving early.
There’s plenty to enjoy at the Bread Marche itself, and the day will also feature a host of other events held at the same time.
The collaboration event “MILK FES.” with Ohayo Dairy is also being held
The MILK FES. (Milk Festival), a collaboration between Ohayo Dairy and Usagiya, is a must for milk lovers.
Activities include samples of Ohayo Dairy’s popular “Ohayo Koi” milk, a latte art workshop, and an event-exclusive giveaway where you can receive an eco-bag.
The cafe Georges Lapin, located next to Usagiya Kurashiki Store, is also planning to sell a limited-edition “Ohayo Koi Shake.”
For people who always buy the same milk, being able to sample milk they don’t usually drink is a welcome treat. Take this opportunity to enjoy the taste of Ohayo Koi.
Pre-sale! Collaboration goods from local businesses and Usagiya
Usagiya has collaborated with many local businesses. You can get collaboration goods featuring motifs of Okayama specialties.
New goods from the following local businesses will be available for pre-sale at the Bread Marche. (Note: Regular sales begin March 15.)
- Ohayo Milk (Ohayo Dairy Co., Ltd.)
- Murasuzume (Kikkodo)
- Bakery Tongu
Usagiya’s collaboration goods are easy to hand out as souvenirs and make perfect, convenient gifts.
Their charming designs are unlike anything else and sure to delight stationery fans. You can also enjoy shopping at a specialty stationery store.
Limited quantities! Rare products you don’t often come across?
Some products will be sold in limited quantities only during the two days of the Bread Marche.
Participating on both days are Moncher Diffuse Kurashiki’s “Kurashiki Roll” and Kikkodo’s “Jumbo Murasuzume.”
The popular breads from Bakery Tongu, a long-established bakery in Soja City, will be sold only on Saturday, March 1.
The “Jumbo Murasuzume,” which particularly caught the writer’s attention, is apparently seven times the size of the regular version—large enough to hide your face. It’s an event-exclusive product, so be sure to stop by if you’re interested.
Interview with the event organizer
We spoke with Kozai Nozomi of the Brand Management Department at KURABUN Co., Ltd. about the Bread Marche.
Could you tell us how the Bread Marche came about?
Kozai (surname only)
Last year (2024), the Bread Marche held at our Okayama Store was very well received, and we decided to hold it again this year in response to customer expectations.
The concept of “bringing together popular bakeries from across Okayama Prefecture” remains the same as last time, but holding “MILK FES.” in collaboration with our local business partner, Ohayo Dairy, is a first for us.
Recently, opportunities to drink milk have been declining to the point that the term “moving away from milk” has emerged. We wanted to share the appeal and deliciousness of milk with as many people as possible and encourage consumption.
Bread and milk go well together, so we hope you’ll pick up some milk while you’re here.
This is the second event. How did customers respond when it was held last time (in 2024)?
Kozai
Thankfully, it was very well received. The bread sold out in about 10 minutes, and we had to rush to bring in more partway through.
The customers who came to the venue that day ranged from teenagers to older people, and I remember being surprised by just how popular bread was.
We’ve made preparations again this time so that more people can enjoy the event, but if you want to be sure of getting what you’re after, we recommend visiting early.
What are the highlights of this Bread Marche?
Kozai
There aren’t many opportunities to buy breads from popular bakeries all in one place, and it can be difficult to visit bakeries one by one. We hope you’ll take this opportunity to buy a variety of breads and compare the offerings from each bakery.
We’ll also be selling goods created in collaboration with local businesses, so we’d be delighted if you enjoy shopping for those along with the bread.
Personally, I also recommend the event-exclusive Jumbo Murasuzume from Kikkodo. You don’t often get a chance to see one, so please stop by if you’re interested.
Do you have any recommendations for how to enjoy the event?
Kozai
At “Georges Lapin,” the café permanently located inside Usagiya Kurashiki Store, customers who make a purchase can enjoy bread bought at the Bread Marche inside the store.
Also, the “Ohayo Rich Shake” sold at Georges Lapin is a rich, flavorful shake made with Ohayo Rich Milk. Enjoy a drink with your bread, too.
Who would you like to come?
Kozai
We’d love for people who enjoy bread to come, of course, as well as those interested in stationery.
We hope Usagiya can be a place where people spend time with their precious families.
We’d be delighted if the Bread Marche became one of the reasons people visit Usagiya.
Finally, do you have a message for our readers?
Kozai
This event is for people who love bread, of course, as well as those who love stationery. We hope you’ll come along.
It’s an event that people of all ages can enjoy, so we hope you’ll come with your family, friends, or someone special.
We look forward to welcoming you.
From the Writer
Usagiya Bread Marche is fun for everyone, from children to adults. Even deciding which bread to buy sounds like an exciting way to spend your time.
On the day of the event, the first 30 people who buy “Okayama Bread Book 2” at Usagiya Kurashiki Store will receive an original loaf of bread as a gift. I’m curious to see what kind of bread it will be.
I’d like to go with a friend and compare the different breads. Sharing them with a friend sounds like fun, too.
In addition to the Bread Marche, there will be a variety of activities, including event-exclusive products, workshops, and advance sales. Be sure to check them out when you visit.
Articles about Usagiya
Usagiya Bread Marche Information
| Name | Usagiya Bread Marche |
|---|---|
| Dates | March 1 (Sat) and 2 (Sun), 2025 10:00 a.m. to 5:00 p.m. |
| Location | 508 Sasaoki, Kurashiki City, Okayama Prefecture |
| Website | Usagiya Kurashiki Store |
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