Shizuoka’s Historic Treat Gets a Modern Makeover: “Abekawa Mochi” Reimagined as a Doughnut Wins Top Prize!
A blend of tradition and innovation, the “Abekawa Mochi Doughnut” aims to capture the hearts of a new generation and international visitors.
Freund Corporation has been awarded the Grand Prize in the product development category at the “Shizuoka Omiyage Idea Contest.” This prestigious award celebrates a groundbreaking reinterpretation of Shizuoka’s classic “Abekawa Mochi” into a contemporary doughnut, set to launch in 2026.
The contest, organized by Shizuoka City, sought to create new souvenirs by leveraging local resources and the city’s strong food manufacturing industry through collaborative efforts. Out of approximately 160 entries, Freund Corporation’s innovative concept successfully passed the initial screening and was selected as one of the five finalists in the product development division.
The Birth of a New Shizuoka Souvenir
On December 17, the final judging panel, which included Shizuoka City Furusato Nozei Ambassador Kazuwa Katsumata, praised the modern adaptation of “Abekawa Mochi.” Judges offered valuable feedback, suggesting ways to enhance its appeal, such as highlighting the playful gap between its doughnut name and mochi-like texture, exploring sales channels compatible with take-out tourism, and considering catchy names and cute colors to attract younger demographics, including junior high and high school students and school trip participants.
The award-winning creation, tentatively named “Abekawa Mocchi Doughnut,” carries the captivating slogan: “Shizuoka’s history, newly chewy.”
“Abekawa Mochi,” a famous specialty along the Tokaido road since the Edo period, is traditionally a soft rice cake dusted with kinako (roasted soybean flour) and drizzled with brown sugar syrup. The challenge with mochi is maintaining its soft, chewy texture over time. Freund Corporation, a pioneer in food quality preservatives, has leveraged its extensive experience in developing food preservation technologies, particularly for baked goods like doughnuts, to create a product that keeps its delightful “mocchi” (chewy) texture for an extended period.
Future Plans and Broader Impact
The “Abekawa Mocchi Doughnut” is slated for commercial release in 2026, with plans for sales in Shizuoka City’s tourist facilities, Shizuoka Station, and major souvenir shops. The company intends to incorporate the judges’ valuable suggestions into further product development, including refining sales channels, package design, and flavor variations.
“We are deeply honored to receive such a prestigious award,” a company representative commented. “The ‘Abekawa Mocchi Doughnut’ embodies the charm of Shizuoka City, built upon the foundation of Abekawa Mochi. Being selected from 160 entries is a tremendous encouragement. We aim to collaborate with manufacturers in Shizuoka City, utilizing the valuable feedback from the judges to create a new specialty that bridges tradition with modern lifestyles. Through this product, we hope to allow younger generations and international tourists to enjoy the allure of Shizuoka City.”
“Shizuoka Omiyage Idea Contest” Overview
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Organizer: Shizuoka City
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Purpose: To create new souvenirs that enhance Shizuoka City’s appeal
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Total Applications: 160 entries
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Final Selections: 5 entries in the Idea Division, 5 entries in the Product Development Division
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Judges: 6 members
For more details on the final selection, please visit:
This innovative doughnut represents more than just a sweet treat; it’s a testament to how traditional Japanese culture can evolve to embrace modern tastes while maintaining its authentic charm. By appealing to younger generations and international visitors with its unique texture and story, the “Abekawa Mocchi Doughnut” is poised to become a new icon of “kawaii japan lifestyle,” inviting the world to experience Shizuoka’s rich heritage in a delightfully unexpected way.
