Nouvelle Bairindo Suwa Store (Confectionery House Nouvelle)

On this day, foodie Kawanishi visited Nouvelle Bairindo Suwa Store (Confectionery House Nouvelle). It’s such a famous shop that virtually everyone in the Suwa area knows it! The exterior is stylish and, true to its name, evokes a charming confectionery house.

Among Nouvelle’s offerings, the flagship item “Kurumi Yamabiko” is one of Kawanishi’s personal favourites. It uses fresh milk from the foothills of the Yatsugatake Mountains in Shinshu to make a slowly cooked special walnut caramel, which is wrapped in a crisp cookie. The cookie shell is not sweet, the walnut caramel inside is pleasantly sweet, and the balance between them is perfect!!! This treat is so addictive that you really can’t stop. Apart from my eldest son and second daughter, who have nut allergies, my whole family—including my parents—are huge, huge, huge fans www The company’s current president is said to be the creator of this hit product! Thank you so much for the supremely delicious Kurumi Yamabiko! It was released in 1985, so this year marks its 39th anniversary!!!

The person who assisted us that day was Yudasaka, section chief of the administration department. According to him, Bairindo strongly values using local ingredients. Did you know each store also has shop-limited sweets?
Here they are ↓
・Suwa Store → Cream puffs
・Okaya Main Store → Waffles
・Shimosuwa Store → Shaved ice and pies (custard pie available at all stores plus a Shimosuwa-only original flavor)
・Chino Store → Soft serve ice cream (also sold at Okaya; Yamabiko soft is Chino-only) ・Cheesecake appears to be another store-limited sweet, so please do visit the stores!

Hot on the heels of “Kurumi Yamabiko” is “Suwa no Tsuki.” The walnut caramel inside is the same as Kurumi Yamabiko, but here it’s mixed with white bean paste, making it extremely popular with elderly people who find Kurumi Yamabiko hard to swallow. Mixing in white bean paste improves the texture and throat feel, making it easier to eat than Kurumi Yamabiko — that’s why it’s so popular! It’s an impressive innovation. This conversation gave a glimpse of why it appeals to so many people.

Ranking in the top three is Suwa Kurumi Caramel!!! It started with four designs representing nearby locations: Suwa → Karin, Shimosuwa → Manji stone Buddha, Okaya → Silk-rearing deity, Chino → Jomon Venus. The president was so eager to have representations for Hara Village and Fujimi that Hara Village’s celery and Fujimi’s tomato were created, completing characters for six neighboring municipalities.
There’s actually a backstory behind Fujimi’s highland red ruby. A tomato grown by students in the horticulture department at Fujimi High School had been selected for judging at the Tokyo Olympics, but as everyone knows the Games were postponed by one year. When the president learned about the students’ tomatoes left without an outlet, he simply said, “Let’s use them as ingredients for the Highland Ruby!” That kind of manly decisiveness is electrifying. Those tomatoes continue to be sourced to this day. It made me think that the president’s commitment to local produce has produced these big hit items.
Finally, Yudasaka’s top recommendation that day was the “Asaichi Cocco Sable.” The eggs come from chickens raised at Yatsugatake Central Agricultural Practical School in Hara Village. It’s a simple sable that remains soft while retaining a solid buttery flavour.

Foodie Kawanishi’s personal top pick is the exquisite Kurumi Yamabiko!!! I learned for the first time that they also sell whole uncut loaves in their original shape, with wooden boxes or special knives included… it’s a dream product 🌟 If no one was watching, I’d probably bite straight into it www These appear only a few times a year!!! Maybe I’ll buy one as a birthday present 🎶 It’s an irresistible item for Kurumi Yamabiko lovers!

Nouvelle Bairindo’s products also make wonderful souvenirs. Many sweets are inspired by or made with ingredients from the Suwa area. When my family brings souvenirs, Nouvelle Bairindo is our one and only choice w When people think of popular sweet souvenirs from the Suwa region, they think of Nouvelle Bairindo. If you visit the Suwa area or find their products at a retailer, please do buy and enjoy them!!!

◎ Nouvelle Bairindo Suwa Store (Confectionery House Nouvelle)
📍 1-2556-7 Jonan, Suwa, Nagano Prefecture 〒
☎ 0266-54-7971
Hours & Closed days: 10:00–19:00 Closed only on New Year’s Day