Sapporo Senshuan is a long-established confectionery shop that has been loved by the people of Sapporo for many years. Founded in 1921, its main store still offers a warm welcome on a street corner in Susukino. The store is stocked with a full range of products, including the popular "Yamaoyaji Yukidaruma" and the Freshly Baked Northman, which can only be enjoyed hot from the oven right here. Don't miss the main store's exclusive items and its eat-in space.

The store is lined with Yamaoyaji and Northman, famous from their TV commercial jingles.

Sapporo Senshuan is a historic confectionery with over 100 years of history, known for its Northman and Yamaoyaji sweets. It offers a wide variety of Japanese and Western-style sweets, as well as Japanese-Western fusion creations that are popular with both Sapporo locals and tourists.

The Sapporo Senshuan Main Store, located on a street corner.

The "Sapporo Senshuan Main Store" we are introducing today is, as the name suggests, the main store of Sapporo Senshuan. Located between Odori Park and Susukino, next to a Seicomart and right in front of an entrance to the underground pedestrian space, it is a beloved shop for both locals and tourists.

The in-store display evokes the history of confectionery making.

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

The Freshly Baked Northman, baked in-store, is a main store exclusive.

Among Sapporo Senshuan's popular products is the "Freshly Baked Northman," available exclusively at the main store. Baked right in the shop, you can enjoy these literally fresh-from-the-oven, piping hot Northman in two varieties: smooth red bean paste (koshian) and coarse red bean paste (tsubuan). Sometimes, limited-time flavors are also available, so be sure to check at the counter.

Freshly Baked Northman (180 yen)

While you can get it to go, I chose to eat in this time. I opted for the Freshly Baked Northman with coarse red bean paste (180 yen). It's served wrapped in paper. It's warm and smells wonderful!

Layers of flaky pie crust filled with plenty of smooth adzuki bean paste!

The browned pie crust is crisp and fragrant, with a rich flavor of wheat and butter. The balance between the crispy, croissant-like texture and the smooth-yet-pleasantly-textured coarse red bean paste is exquisite, and I finished it in no time. It's a different kind of deliciousness compared to the moist texture of the regular Northman.

The Pari Dora, popular for eat-in, also comes in seasonal flavors.

In the eat-in space, you can also enjoy soft-serve ice cream (400 yen) and Pari Dora (380 yen) in addition to the Freshly Baked Northman. When I visited, there was a spring limited-edition "Pari Dora Sakura" (390 yen) available. It's a great idea to take a break and enjoy a freshly made treat while you're buying souvenirs.

A nice little perk: complimentary hojicha (roasted green tea).

If you eat your purchased sweets in the store's eat-in space, you can also have complimentary hojicha. The Freshly Baked Northman is available from just after opening until the afternoon snack time, but as a popular item, it can sell out. Sometimes they sell out completely and are in the process of baking more, so if you don't see them in the showcase, be sure to ask a staff member.

You can also drink Sapporo's natural water using a paper cup.

Next to the eat-in space, there's a stream of natural Sapporo water drawn from 90 meters underground. This delicious natural water is used in their confectionery making, and you can also drink it as is.

Sweets like dorayaki can be purchased individually.

As you'd expect from the main store, it carries almost the entire Sapporo Senshuan product line, making it convenient for buying Hokkaido travel souvenirs, a treat for yourself, or a gift for a visit. The spacious interior with generously spaced displays makes for a pleasant shopping experience.

The Northman lineup makes you want to buy every kind.

All varieties of Northman (180 yen each) are available and can be purchased individually. You can also have them packed in a box with your favorite combination.

March's fresh sweets, featuring motifs of bracken and cherry blossoms, heralding the arrival of spring.

There are also classic fresh sweets befitting a long-established store. The monthly Jo-namagashi (high-grade fresh Japanese sweets) are full of seasonal flair. They would be perfect as tea sweets for a slightly more formal occasion.

Yamaoyaji is available in individual boxes, value bags, and single packs.

Yamaoyaji, a signature product alongside Northman, is available in large and small boxes, bags, and also in cute individual packages (3 pieces for 145 yen).

The cute snowman-shaped "Yamaoyaji Yukidaruma".

The "Yamaoyaji Yukidaruma" (1,180 yen), which went on sale in December 2024 and has been gaining popularity, was also plentifully stocked.

Inside the snowman is a generous amount of fluffy, melt-in-your-mouth white chocolate!

This sweet features a snowman-shaped cookie made from Yamaoyaji dough, topped with a generous amount of airy white chocolate. It's still relatively unknown even to Hokkaido residents, making it a great choice for a gift or souvenir.

Don't miss the original merchandise corner.

In the back of the store, you'll find original merchandise such as pouches, handkerchiefs, and keychains. It's also a convenient place to buy souvenirs other than sweets.

Cute masking tape with a Showa-era retro feel (440 yen).

This is masking tape (440 yen) featuring motifs of butter candy and Yamaoyaji. These small items with a somewhat retro and charming atmosphere are popular.

Assortments of Northman and Yamaoyaji are also available. Just ask the staff.

The Sapporo Senshuan Main Store, which feels both traditional and new, is one of Sapporo's representative confectionery shops. Whether you're buying Hokkaido travel souvenirs in bulk, picking up individual treats for yourself, or enjoying a Freshly Baked Northman in the eat-in space, you can enjoy it in your own way.

*All prices include tax.

Sapporo Senshuan Main Store

■ Location: 16-2 Minami 3-jo Nishi 3-chome, Chuo-ku, Sapporo
■ Hours: 10:00 AM - 6:00 PM (Eat-in space until 4:30 PM)
■ Closed: None (irregular closures)
Click here for details and map information for Sapporo Senshuan Main Store