Interview with Yamato's representative, Hirotani Masahiko
For about 50 years, delicious Ohagi has been made in Tamashima.
An interview with the representative of the specialty store focused on Ohagi, Yamato (hereafter, Yamato), Hirotani Masahiko.
We talked about the background of the business, the commitment to the products, and future aspirations.
Focused on Ohagi since the founding
First, could you tell us about the background of the business?
Hirotani (honorific omitted)
The founding was in 1971. It was my father who started the business.
I am the second generation.
I haven't heard the details of the founding from my father, but it seems he started it on a whim.
Since the founding, we have been focused solely on Ohagi.
I guess there weren't many specialty stores for Ohagi at that time, and there was a certain demand for it.
By the way, the store name and location have been the same since then.
Succeeded as the second generation from a company employee
What led you to succeed the business?
Hirotani
I took over the store about 20 years ago (around 2020, at the time of the interview).
Before taking over the store, I worked as a company employee.
During that time, I helped out at the family business during busy seasons.
However, even though I helped during busy seasons, it was tough at the beginning after taking over.
There was pressure.
Still, I managed to get through it (laughs).
When is the busy season?
Hirotani
The busy season is during the spring and autumn equinoxes when we offer Ohagi to our ancestors. Also, it sells well during Obon.
About 2,500 pieces are sold on weekdays.
Of course, on holidays and during busy seasons, even more are sold.
What kind of customers do you have?
Hirotani
It seems that many people of all ages and genders like Ohagi, and our customers are quite diverse.
In the past, most of our customers were from Kurashiki City, centered around Tamashima.
However, gradually, customers from farther away started coming.
Now, it seems that people come from outside the prefecture on holidays.
Some even come from quite far away.
Trial and error to maintain the store's flavor
Could you tell us about your commitment to the products?
Hirotani
We are particular about the materials we use.
The ingredients for Ohagi are simple.
Just glutinous rice, adzuki beans, kinako, and sugar.
So, we try to choose the best materials possible.
Also, the feeling of "not compromising the store's flavor" is our commitment.
Since there are changes over time, we have been making fine adjustments through trial and error.
We have tried different ingredients and even reduced the sweetness.
Aiming to create even more delicious Ohagi
What are your future aspirations or things you want to try?
Hirotani
Since it’s the same work every day, my aspiration is to continue doing what I have been doing.
However, within that, I always keep the mindset of "Can I make even more delicious Ohagi?" while working.
I want to aim for making even more delicious Ohagi without compromising the taste of the Ohagi we have made so far.
Yamato's Ohagi that you can eat as many as you want
Every day, there is a line before opening, and they sell out by the morning at Yamato.
Moreover, there are even customers who come from far away.
But once you eat Yamato's Ohagi, you will understand that feeling.
Yamato's Ohagi is so easy to eat and delicious that after having one piece of either "Anko" or "Kinako," you find yourself reaching for another without realizing it.
The sweetness of the chunky red bean paste is truly exquisite, and even those who are not fond of sweets can enjoy it, despite being a "sweet shop."
At the same time, it is delicious enough to satisfy sweet lovers.
The kinako is not sweet, allowing you to fully enjoy the flavor of the kinako, which is also a highlight.
Although there is bound to be a line, I hope you will try Yamato's Ohagi at least once.
Data on the sweet shop Yamato
| Name | Yamato |
|---|---|
| Address | 1-8-14 Chuo-cho, Tamashima, Kurashiki City, Okayama Prefecture |
| Contact | 086-522-5055 |
| Parking | Available 7 cars |
| Business Hours | 9:00 AM - until sold out |
| Regular Holidays | Wednesday Closed on holidays as well |
| Payment Methods |
|
| Reservation Availability | No No reservations or holds |
| Seating | None |
| Smoking | Completely non-smoking |
| Restroom | No restroom |
