Sapporo Senshuan is a long-established confectionery store that has been loved by the people of Sapporo for many years. The main store, which was founded in 1921, still warmly welcomes customers on the streets of Susukino. They offer a wide range of products, including the much-talked-about "Yamaoyaji Yukidaruma" and freshly baked Norseman, which can only be eaten here. Be sure to check out the limited products and eat-in space that are only available at the main store.

The interior is lined with Yamaoyaji and Norseman, familiar characters from TV commercials.

Sapporo Senshuan is known for its Norseman and Yamaoyaji sweets, and is a long-established store with over 100 years of history. It offers a wide range of Japanese and Western sweets, as well as a fusion of Japanese and Western sweets that transcend genres, and is popular with both Sapporo residents and tourists.

Sapporo Senshuan main store facing the intersection

The "Sapporo Senshuan Main Store" that we will introduce this time is literally the main store of Sapporo Senshuan. Located between Odori Park and Susukino, next to Seico Mart and right in front of the entrance to the underground pedestrian space, it is a store that is loved by locals and tourists alike.

The store display gives a glimpse into the history of confectionery making

The shop was founded in 1921 at the intersection of Ekimae-dori and Tanukikoji, which was the bustling center of the city at the time. Over its long history, the building has been transformed into a modern one, but it continues to operate in the same location today as the Sapporo Senshuan main store. The walls are decorated with the store's logo and various confectionery-making tools as motifs.

Freshly baked Norseman bread is only available at the main store.

Sapporo Senshuan's popular Northman has a "freshly baked Northman" that is only available at the main store. The Northman is baked in the store and is literally freshly baked and hot. There are two types of Northman: smooth bean paste and whole bean paste. There are also other limited-time flavors available, so be sure to check them out at the store.

Freshly baked Norseman (180 yen)

You can take it home, but this time I chose to eat in. I chose the freshly baked Northman with bean paste (180 yen). It was wrapped in a paper wrapper and I ate it. It was warm and had a nice aroma!

The layered pie crust is filled with smooth red bean paste!

The browned pie crust is crisp and fragrant, and you can really taste the flavor of wheat and butter. The balance of the crispy texture of a pie and croissant, and the smooth texture of the bean paste with a pleasant red bean flavor, is exquisite, and I finished it in no time. It's a little different from the usual moist texture of Norseman.

Paris Dora, a popular eat-in spot, also offers seasonal flavors

In the eat-in space, in addition to freshly baked Norseman, you can also enjoy soft serve ice cream (400 yen) and Paris Dora (380 yen). When I visited for the interview, they also had the spring limited edition "Paris Dora Sakura" (390 yen). While you're there purchasing souvenirs, we also recommend taking a break and enjoying some freshly made snacks.

A little nice touch: free roasted green tea service

If you eat your purchased sweets in the eat-in space inside the store, you can enjoy free roasted green tea. Freshly baked Norseman can be enjoyed from the moment the store opens until afternoon snack time, but it is a popular item and may sell out. Sometimes the entire batch is sold out and the store is in the middle of baking more, so if you can't find it in the display case, please ask the staff.

It's OK to drink Sapporo's natural spring water from a paper cup

Next to the eat-in space, natural spring water from Sapporo, pumped up from 90 meters underground, flows. This delicious natural water is used in making sweets, and can also be drunk as is.

Dorayaki and other sweets can be purchased individually

As you would expect from the main store, the shop has almost all of Sapporo Senshuan's products, making it convenient for buying souvenirs for your trip to Hokkaido, as well as snacks for yourself or gifts to take home when you visit. The shop is spacious and the displays are spaced far apart, making it easy to shop.

You'll want to buy all the Norseman items

All types of Norseman (180 yen each) are available and can be purchased individually. You can also pack them in a box in any combination you like.

March's fresh confections, with motifs of early ferns and cherry blossoms, evoke the coming of spring

They also have fresh confections with a classical atmosphere that you would expect from a long-established store. The high-quality Japanese fresh confections, which change every month, are full of seasonal flavor. They would also be useful as tea snacks at more formal occasions.

Yamaoyaji is available in individual packaging, in value bags, and individually sold

Yamaoyaji, a flagship product alongside Norseman, is available in large and small boxes and bags, as well as individually in cute packaging (a pack of three for 145 yen).

The cute snowman-shaped "Yamaji Snowman"

There were also many "Yamaoyaji Snowman" (1,180 yen), which went on sale in December 2024 and has been gaining attention.

The snowman is filled with fluffy white chocolate that melts in your mouth!

This sweet is a snowman-shaped cookie made with Yamaoyaji dough topped with a generous amount of airy white chocolate. It is still not well known even among Hokkaido residents, so it is recommended as a gift or souvenir.

Don't miss the original goods section!

At the back of the store, there are rows of original goods such as pouches, handkerchiefs, and key chains, making it a convenient place to buy souvenirs other than sweets.

Cute Showa retro masking tape (440 yen)

This is masking tape (440 yen) with motifs such as butter candy and mountain man. Small items with a somewhat retro and adorable atmosphere are popular.

Norseman and Yamajiya assortments are also available. Please ask the staff.

Sapporo Senshuan Main Store is one of Sapporo's leading confectionery stores, offering a sense of modernity while still being a long-established establishment. Enjoy your time here, whether that be buying souvenirs for your trip to Hokkaido in bulk, buying snacks for home, or eating freshly baked Norseman in the eat-in space.

*All prices include tax