"Open Only 4 Hours a Day: The Evening-Only Confectionery Shop 'Mimizuku Patisserie' at Shinjuku Isetan"

Do you know the Mimizuku Pastry Shop?

Have you heard of the Mimizuku Pastry Shop?

It is a hidden chocolate brand known to those in the know, brought to you by the famous confectionery manufacturer Morozoff ♩

In fact, the Mimizuku Pastry Shop is a brand created mainly by young employees at Morozoff as part of an effort to "gather young ideas."

One of its major features is that it operates as an online shop only from 9 PM to 12 AM, which is quite rare for a confectionery.

While it is common for the internet to allow purchases 24/7, this shop intentionally restricts its hours to nighttime only, creating a sense of rarity and a special feel ♡

The brand concept is

"In the busy days of life, why not take a break with our carefully crafted sweets during your special 'me' time?"

As the message conveys,

It's a reward-like treat that can be ordered and enjoyed during the evening hours after returning home and finishing dinner, when you have your free time ♡

Speaking of which, owls, the animals after which the shop is named, are nocturnal too.

"Night" seems to be a central theme and symbolizes the brand＊

Expanding to Isetan Shinjuku with Limited Evening Hours＊

The Mimizuku Pastry Shop had been exclusively online since its opening in 2018, but now it has a store at Isetan Shinjuku!

However, the shop doesn't operate from opening to closing time,

as it values the brand's concept ♡

It is said to open from 4 PM until the closing time of Isetan at 8 PM.

But it’s impressive.

I had assumed that a store in a commercial facility like a department store would have to operate during regular business hours like other shops...

Yet, it is indeed possible to open only in the evening to night...!

Moreover, it seems that operating in the morning would likely boost sales... Nevertheless, I find myself fascinated by their commitment to creating a thorough brand concept,

and I can’t help but be drawn to the newly coined phrase, "a pastry shop that opens in the evening" ♡

What kind of products do they offer?

Now, let’s introduce some of the Mimizuku Pastry Shop's products.

(♡) Rêve de Chocolat

This chocolate offers a layered texture with cocoa sablé, gianduja cream, and chocolate caramel.

The use of milk chocolate from cows raised in a UNESCO-designated biosphere reserve (Opus Milk) adds a touch of luxury ♡

5 pieces for 1,620 yen (tax included)

10 pieces for 3,240 yen (tax included)

➡ Click here for the product page

(♡) Rêve de Fromage

This one is a creamy and rich cheesecake ♡

Coarsely ground black pepper adds an accent♩

2,160 yen (tax included)

➡ Click here for the product page

(♡) Vent du Chocolat

This chocolate is themed around "like an aroma."

It’s an absolutely delicious treat wrapped in a crispy langoustine cookie around thick chocolate ♡

5 pieces for 1,620 yen (tax included)

10 pieces for 3,240 yen (tax included)

➡ Click here for the product page

I'm curious about the Mimizuku Pastry Shop ♡

✅ You can purchase special chocolates and cheesecakes exclusively from the online shop every day from 9 PM to 12 AM

✅ At the Isetan Shinjuku store, you can buy these treats daily from 4 PM until closing time

The nighttime pastry shop, "Mimizuku Pastry Shop," offers exquisite chocolates and cheesecakes.

I'm really curious about these sweets ♡