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Yaba Bijin is Oita's award-winning, rarely-exported shochu from Asahi Shuzo. Learn its story and taste it in person at Yamashiroya, Bungotakada, since 1866.

After 167 years of history, Yamashiroya returns to its birthplace in Bungotakada, Oita. Discover why we are committed to offering only products made in Oita and the stories behind the local artisans who create them.

Yamashiroya, a 160-year-old specialty store in Oita Prefecture, reopens on June 1st at its founding location in Hamacho, Bungotakada. The seventh-generation owner shares the story behind the move — a homecoming, a century of memories, and a commitment to his hometown.

Did you know UV rays in May & June are as strong as mid-summer? Discover why Red Shiso juice is the ultimate "drinkable sunscreen." Learn how Rosmarinic Acid protects your skin from sun damage and how to enjoy this refreshing Japanese tonic.

Explore the rise of Kuju Distillery from Taketa, Oita, following its selection for JAL’s international in-flight sales starting May 2026. Discover the unique terroir of the Kuju Highlands and the exquisite craftsmanship behind their award-winning single malt. Learn how to purchase these rare Japanese whiskies online or at our local store.

"Can a ruined 167-year-old shop take on the world? Ryosuke Hirota, 7th generation owner of Yamashiroya, reveals the raw reality of his founding site and his bold vision to bring Oita’s hidden gems, like Tartary Buckwheat Tea, to London and beyond. As featured on the TV program 'The World-Class Kyushu Begins!'"

Experience “Drinkable Soba” from Bungotakada, Japan. Yamashiroya Tartary Buckwheat Tea contains 100× more rutin than regular soba, is 100% caffeine-free, gluten-free, and perfect for a healthy daily ritual.