Hoshiimono no Hyakka (Dried Sweet Potato Specialty Store)

Representative Akihiro Sugiyama was born in Tokyo. Through work in the restaurant industry and at Ibaraki Prefecture's antenna shop "Ibaraki Marche," he came into contact with the depth of Ibaraki-grown dried sweet potatoes and the thoughts of producers — coming to think "could dried sweet potatoes make people smile even more?"

In 2017, "Hoshiimono no Hyakka" was born as a brand for department store event participation, developing event sales mainly at marches and department stores in the Tokyo metropolitan area. From the period without a physical store, enthusiastic repeat customers increased through word of mouth, and pushed by voices wanting "to visit the actual store," the project based in Sakai-machi, Sashima-gun, Ibaraki Prefecture began to move.

While engaging in raw potato cultivation and processing as an advisor to the Sakai-machi dried sweet potato factory, the brand also came to be involved in the region's specialty product dried sweet potatoes and hometown tax return item business. In May 2021, the brand opened Japan's first and the world's first dried sweet potato specialty café "HOSHIIMONO 100 Café." In September 2023, the second store was established on the 1st floor of Kitasenju Marui, expanding places where people can enjoy dried sweet potatoes daily from the city center.

A popular Ibaraki-born specialty store visited by dried sweet potato enthusiasts

Based in Sakai-machi, Ibaraki Prefecture — a top-class producer of dried sweet potatoes in Japan — the brand started from event participation and has spread fans nationwide. With many customers who "chase where the store appears," the brand is loved as a presence where dried sweet potato enthusiasts gather.

The world's first dried sweet potato specialty café "HOSHIIMONO 100 Café"

At the Sakai-machi main store, a dried sweet potato specialty café is attached to a building designed by architect Kengo Kuma. With menus combining dried sweet potatoes, specialty coffee, and seasonal sweets, the brand proposes a new café experience where you can slowly savor dried sweet potatoes in daily life.

Additive-free, handmade dried sweet potatoes with a lineup leveraging the individuality of each variety

In addition to the signature "Beniharuka," the brand develops products such as "Hyakka Gold" using "Kaminami Ogon" — letting you enjoy the sweetness and texture of each sweet potato variety. Particular about everything from raw potato selection to cultivation, harvesting, and processing — the natural sweetness without sugar or additives is the appeal.

Dried sweet potato entertainment expanding to pudding, ice cream, and hometown tax

Beyond dried sweet potatoes themselves, through "HOSHIIMONO Pudding," ice cream, toast arrangements and other café menus, and hometown tax return items, the brand proposes new ways to enjoy dried sweet potatoes. Featured many times on TV, in magazines, and on web media.