Visit Matsumoto

Founded in 1938, Fujimura is a family-run shop where the current third-generation president makes traditional Japanese sweets and his father, the previous owner, makes Western-style pastries; it enjoys immense popularity locally. In addition to traditional Japanese sweets, they also offer items like sweet potatoes and raisin cookies, making it a real pleasure to choose from such a wide variety of treats.

"Fujimura’s" "Mizu-yokan," made using the shop’s abundant spring water, has been sold since the shop’s founding.

With a subtle sweetness that spreads across the palate and a texture that’s just right for a tired body, it’s the perfect treat for a hot summer day.

The Shiratama Anmitsu is also popular. 

In front of the shop, abundant water bubbles up from the “Tokutake Well.” The “Jaga River” also flows alongside the shop.

We use a variety of soybeans called Nakasenari, grown in Nagano. Our tofu has a rich, robust flavor and a natural sweetness derived from the soybeans.

Our tofu donuts, soy milk pudding, and soy milk soft-serve are all made with soy milk, making them very healthy. The gentle, subtle sweetness of the soy milk is addictive. The more you savor these products, the more you’ll notice the natural sweetness of the soybeans.

All products are made using well water drawn from a depth of 37 meters beneath the factory grounds.

Zenzai Shuzo, founded 80 years ago, has named the spring water it draws from a depth of 28 meters on its premises “Meotoba no Izumi” and has been using it as brewing water ever since. It is the only brewery remaining in the city center.

While their sake is, of course, delicious, what I’d like to introduce today is Zenzai Shuzo’s amazake.

Made exclusively from rice koji, this amazake has a clean, refined sweetness. It is said to have nourishing and skin-beautifying effects. You can also purchase it from the vending machine in front of the shop.

Founded in 2016, the company opened its own brewery in 2018 and uses water from Matsumoto as its brewing water.

We are constantly introducing new beers, including those made with locally grown agricultural products from Matsumoto. Our beers offer the unique satisfaction of craft beer and a playful spirit, delighting both local fans and craft beer-loving tourists alike.

You can enjoy draft beer at the Matsumoto Brewery Taproom Honmachi Branch, located within the Shinmai Media Garden on Nakamachi Street. Several varieties of bottled beer are always available, so we recommend picking up a few different types as souvenirs for beer lovers.

MATSUMOTO Traditionnel Bitter is a staple offering. It features a robust malt flavor yet goes down smoothly, making it a flavor that appeals to many.

There are many other examples of Matsumoto’s pride in its water.

From coffee and tea brewed with spring water from the shop’s own grounds, to highballs made with spring water at bars, to soba restaurants that use it, and even the spring water used by dye shops for their final rinse… It’s not just businesses; many individuals also have their own special ways of using it—whether for cooking rice, brewing tea, filling their bathtubs, or doing laundry. It’s a real pleasure to hear these stories at the many local gathering spots.

Be sure to go on a “water tour” to discover Matsumoto’s “water,” which is deeply rooted in daily life!!