Ichiroku Tart: Where to Eat, Prices & Hours (Ehime)

Ichiroku tart is one of the most famous confections of Ehime. Yuzu scented red bean paste is rolled up in a fluffy sponge, forming an endearing spiral pattern. Unlike the Western pastry called a tart, Ehime tart developed on its own as a roll cake style Japanese sweet with paste rolled inside.

Origin and History

The roots of Ehime tart are said to lie with Matsudaira Sadayuki, the first lord of the Matsuyama domain. In 1647, when a Portuguese ship entered the port of Nagasaki, Sadayuki is said to have encountered the nanban confection tart and brought its method back to Matsuyama, and the present form with paste rolled inside is thought to have originated in Matsuyama itself. Ichiroku Honpo, which makes the Ichiroku tart, was founded in 1883 on Okaido in Matsuyama. The shop was named after its founding year, and that name became the name of the sweet as well.

Highlights

Cutting it reveals a beautiful spiral pattern along with the refreshing fragrance of yuzu. It is rolled so that the cross section draws the shape of the character no, and the moist sponge and elegantly sweet paste harmonize, pairing well with both tea and coffee. It uses yuzu grown in Ehime, and each roll is wound by hand by an artisan.

Enjoying the Seasons

It is a standard confection to enjoy all year, and seasonal limited flavors sometimes appear. It has long been loved as a gift or a homecoming souvenir.

Practical Travel Notes

It can be bought at the shop in front of Dogo Onsen Honkan as well as at spots throughout Matsuyama, souvenir shops around the prefecture, and Matsuyama Airport. It is convenient to drop by while strolling Dogo. A range is available, from a whole rolled bar to individually wrapped, easy to share portions, so you can choose to suit your purpose. Most items keep at room temperature, which makes them easy to carry as a travel souvenir.

A Quick Tip

Chilling it slightly firms the sponge and brings out the yuzu aroma. Pairing it with green tea is recommended.

Practical Information for Your Visit

• Main area where it is handed down: Matsuyama City. It is now established throughout the prefecture and is also sold at department stores and expressway service areas nationwide (Ministry of Agriculture, Forestry and Fisheries, "Our Local Cuisine").
• Main ingredients used: Egg, wheat flour and strained sweet bean paste. Please take care if you have allergies.
• If you want to buy it in Dogo: Ichiroku Honpo Dogo Honkan-mae store (20-17 Dogo Yunomachi, Matsuyama City / tel. 089-921-2116) / 9:00-19:00 (until 20:00 on Fridays and Saturdays), open every day of the year.
• If you want to buy it in central Matsuyama: Ichiroku Honpo Okaido main store (2-2-4 Okaido, Matsuyama City / tel. 089-946-0016) / 10:00-19:00. Closed on Wednesdays (open when Wednesday is a public holiday).
• In Tokyo too: The tart is sold on the first floor of Kagawa-Ehime Setouchi Shunsaikan (2-19-10 Shimbashi, Minato-ku). 10:00-20:00, open every day of the year (except the New Year period).

* Opening hours and prices at individual shops vary from shop to shop.

(Sources: Ministry of Agriculture, Forestry and Fisheries, "Our Local Cuisine: Tart (Ehime Prefecture)"; Ichiroku Honpo official website; Dogo Onsen official area guide; Kagawa-Ehime Setouchi Shunsaikan official website)

Information Sources

This article is compiled from the tourist information of Matsuyama City and Ehime Prefecture together with information published by the individual establishments. Prices and product details are subject to change, so please check the official information of each establishment for details.

Sightseeing Checklist

• Budget guide: From a few hundred yen to the low thousands for a roll or a box
• Where to buy it: Souvenir shops in Matsuyama City, Matsuyama Station and Matsuyama Airport
• Recommended time of day: Available all year round; ideal for last-minute shopping at the end of your trip
• Avoiding the crowds: Souvenir stock is plentiful, so it is easy to buy
• Enjoy it together with: Matsuyama's other famous sweets such as Poeme and Botchan dango, served with tea