Only The Wealthy Could Eat This Intricate Japanese Sweet. Now It's A National Delicacy

Rest of the world: I'm the 3rd generation owner. I'm proud. Japan: 17th generation 😮😮

I appreciate that instead of being resentful that the younger generations are perhaps turning away from traditional sweets, he is looking to change and connect with them by considering social media and non-traditional holidays when designing his sweets.

As an American It is very impressive to see that family business is older than my country is. There is also something VERY special about the Japanese culture. I have so much Respect for the values they express in everything they do. Each individual pastry they make is made with so much care and attention. It is something rarely seen in my country. I truly hope that the younger generations in Japan will continue to value that way of life.

These handcrafted artistic Wagashi（Japanese confectionery）are generally called Jounamagashi in Japan. These are highest grade Japanese traditional sweets which have been made one by one by high skilled craftsman. Types, flavors, design vary by each Japanese confetionery stores and season. Most of Ingredients are derived from plants like red or white beans, first class sugar called Wasanbon, starch syrup, Mochi, agar, wheat or Shiratama flour and so on. Usually, Japanese eat them with green tea. You can buy them at each Japanese confectionery store or department stores in Japan.

I loved that even though its a business since 1617, and they have this tradition in the way of doing things, the owner it's not "stuck" in the past when he said: "we think of sweets that are liked by the youth, sweets that would look great on instagram". I really hope one day can travel to Japan and try one of this pieces of sweet art.

I have a tremendous respect to Japanese people. They love their culture, history. They preserve it any cost. This confectionary business is a testament to that.

"... sweets that would look great on Instagram." This guy is so cool! A perfect balance of respecting tradition and changing with the times - you can do both!

I love that he also incorporates modern concepts into his menu and considers the younger generations. A great business keeps the essencial things from their tradition but also evolves with its time instead of resisting changes and the owners find the new things that suit and help them rather than thinking they know everything and not wanting to learn anything further.

i wish him the best, i hope this long tradition continue, and the 18th generation keep it alive for as long as possible, would def try their sweets when i visit Japan someday

That is not food, that's Art.

The owner seems like a really good person, and the level of dedication he and his workers put into these sweets is amazing.

5:50 The "wagashi-like" sweets introduced to Japan from China in the 7th century were actually quite different from today's wagashi. They were made by kneading rice flour and frying it in oil dipped in miso. And the design was usually geometric. The most intricate design was that of the fried brown flower-like food shown for a moment in the video. Sugar was also introduced to Japan during this period, as explained in the video, but it was not widely used until the Edo period in the 17th century. The type of fresh wagashi shown in the video, called nerikiri, which are colorful and intricately shaped with the flavors of the four seasons, were invented in Japan during the Edo period, from the 17th to the 19th century. Some Chinese and Chinese media have imitated the Japanese nerikiri as shown in this video, claiming that they are Tang Dynasty confections, which is clearly not true.

Your Japan series is interesting and delightful, and I admire Japan's dedication to their traditional arts. Thank you Business Insider for your entire series of international craftspeople and artisans.

When you see a Japanese in a lab coat making sweets... you know shit gets serious.

i think one of my favorite things ab videos like this, especially from Insider- is they actually ask people who do this for a living. instead of just reading a few articles. its a step they really dont have to take, but the fact they do adds so much authenticity- and emotion. it shows just how much passion people put into things like this.

Japanese traditional culture is so rich and fascinating, it needs to be promoted to more people and protected at all cost.

We Japanese never use chopsticks for eating Wagashi… But thanks for sharing this video to the world ❤ It’s good and I felt so proud of my culture :)

If someone puts this stuff in front of me gimme an hour to appreciate it before i come to the heartbreaking fact that i have to eat it, IT JUST LOOKS TOO GOOD TO BE EATEN

I bet his Great-Great-Great-Great-Great-Great-Great-Great-Great-Great-Great-Great-Great-Great-Great Grandfather would be proud

Japan's legacy of not only caring about their crafts, but having such respect and admiration for it, truly shows. The passion and love can be felt through their actions and words, as well as their preservation of such things like this. What a beautiful sentiment