Blissful shaved ice experience spun by Imabari's long-established shop - The world woven by Tamaya's milkshakes

A milkshake born in 1952 still attracts many people. Tamaya, which has a store in Imabari City, Ehime Prefecture, has long been loved for its one-of-a-kind shaved ice, while preserving its inherited taste.

The Fourth Generation Evolves While Preserving Tradition, and the Fifth Generation Pioneers the Future

Originally a "Japanese confectionery shop," Tamaya's history dates back to the Meiji era.

The company was founded in 1903. In the Taisho era (1912-1926), they began offering shaved ice such as "Mizore" and "Kintoki. Then, in 1952, the signature product, "milkshake," was born. Since then, they have maintained the same taste for more than 70 years.

The fourth-generation owner, a pastry chef trained in Tokyo, says, "The milkshake recipe has hardly changed. He also turned Tamaya from a Japanese-style confectionery into a Western-style confectionery. While still faithfully following the recipes handed down from his father, he is actively developing a menu that incorporates new ingredients and techniques.

The sons are now the fifth generation of the family to preserve the taste of "Tamaya," and when the fourth generation speaks of his sons, he exudes warm feelings for his family and high hopes for the next generation. Each of the sons is using their individuality and talents to breathe new life into the long-established Tamaya, including opening a branch in the Kanto region and opening a café where customers can also dine.

Amazing mouthfeel! The Secret of "Shake and Whip

What sets Tamaya's shaved ice apart from the rest is its unique manufacturing process. The "shake and whip" shaved ice has an amazingly smooth texture, and the fourth generation owner says, "It's between a sherbet and a smoothie," laughing, "You can only taste it here.

The milkshake is also created by shaking and whipping eggs, milk, sugar, and other ingredients. The surprise and sensation in the mouth is "a mouth feel that cannot be duplicated. The aftertaste of sweet milk gently and softly spreads in the mouth. The shaved ice at Tamaya has been making many people happy in Imabari for a long time.

More than 30 variations! Tamaya's ever-evolving menu

Tamaya has always challenged itself to create new flavors while preserving the traditional milkshake. There are more than 30 varieties on the menu. Following the "milkshake," "Ellie's Strawberry Milk" and "Uji Kintoki Milk" are popular, but this summer's recommendation is the "Cassis (with milk). It is filled with small tapioca and has an adult flavor with a sourness that is almost addictive. A photo of the "Cassis (with milk)" on the wall is accompanied by a handwritten note that reads, "Great for preventing heat stroke. The shaved ice is also playful, with the words, "R+15 designated shaved ice with a sourness level of *3.

The store has a list of recommended shaved ice with pictures, and it is very difficult to choose one from the diverse menu. It is hard to choose just one from the wide variety of shaved ice on the menu, but I would definitely visit again and again to try out new flavors. You are sure to encounter and discover something new each time you visit.

Nationwide Expansion! Shaved ice from Tamaya can be enjoyed in the Kanto region, too, with limited flavors!

Tamaya's popularity is now nationwide. In addition to Matsuyama City and Niihama City in the prefecture, there are also stores in the Kanto region, and for limited periods of time, Tamaya has even opened a store in a department store. The fourth generation of the family has invented a menu item that is only available in the Kanto region, as different regions prefer different tastes. It is called "Choco Mint. Choco mint does not sell well in the Kansai region," says the fourth generation. It is exciting" to devise a menu item that sells well, he says with a smile. He is an excellent patissier, but he is also a businessman at heart.

The Imabari store, where the fourth-generation pastry chef runs the store, is open all July and August. The store in Imabari, where the fourth generation of pastry chefs work, is open all July and August. He says with a smile. The number of inbound tourists is increasing, and the green tea flavor is particularly popular.

The future spun by parents and children! New Challenges and the Future of Tamaya

Tamaya continues to evolve. The sons are giving shape to new dreams, such as operating a café and opening new stores. The fourth generation himself, who had to leave the store for a while due to health problems, is now motivated to develop new flavors.

He mischievously tells me that he wants to name his new shaved ice "Nouvelle Glace created by a pastry chef. In French, it means "new shaved ice.

While preserving the taste of milkshakes, Tamaya continues to challenge and evolve, pioneering new flavors. Tamaya's shaved ice is the pride of Imabari. The shaved ice of Tamaya, the pride of Imabari, will be etched as a sweet memory in the hearts of those who visit.