“Shirohige’s Cream Puff Factory,” a Western-style pastry shop located in Setagaya, Tokyo, is famous for its cream puffs that gaze at you with their adorable round eyes. The shop is a delightful space filled with the aroma of freshly baked cream puffs and charming sweets. This time, I had the opportunity to learn about their signature cream puffs and the meticulous care put into each of their products.
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The shop currently has two locations, the Daita store and the Kichijoji store, and the successive heads of the shop have been known as “Shirohige” (White Beard). The current store is being run by the second-generation Shirohige, who continues to uphold the tradition.
The original “Shirohige,” who created the famous cream puffs shaped like beloved characters from an internationally loved animated film, founded the small-scale shop in 2008 with his wife.
Originally, the shop was a small store located in Hamadayama, Suginami Ward. However, as the space became too cramped, they decided to relocate. When they opened the new location in 2013, a separately owned café was using the entire building. Through a fortunate connection, they were able to take over the first-floor space, previously occupied by a bakery, which led to the shop’s relocation. Given that they share the same building, they have established a cooperative relationship, with the shop also supplying products to the café on the second floor.
In 2018, they expanded by opening their second location in Kichijoji.
The current shop sign was drawn by the original Shirohige, while the mini-comic inside the “Totoro Cookie Box” was created by the second-generation Shirohige. Additionally, the Shirohige character found on the website and product boxes was designed based on the image of the original Shirohige. Thanks to the playful spirit and artistic talent of these two Shirohiges, the shop continues to offer an exciting and soothing atmosphere along with their carefully crafted products.
The Daita store, which I visited this time, is conveniently located a 7-minute walk from Shimokitazawa Station on the Keio Inokashira and Odakyu lines, and just a 2-minute walk from Setagaya-Daita Station on the Odakyu line. With local Odakyu trains running every 10 minutes, walking from Shimokitazawa Station is also recommended depending on your transfer. For those driving, many customers use nearby coin-operated parking lots (information on nearby parking is available on the website).
The shop tends to get crowded right after it opens at 10:30 AM and again around 2:00 to 3:00 PM. The shop is beloved by a wide range of people, from solo elderly visitors to families with children, with no particular bias in age group or gender. Fans come from both Japan and abroad.
The product lineup at both the Daita and Kichijoji stores is almost identical, except for a few items like the Kichijoji-exclusive “Catbus Sandwich” and some seasonal products.
The shop’s signature product is the “Cream Puff.” They are committed to using as many domestically sourced ingredients as possible, with milk, flour, and butter always sourced from Hokkaido.
Each batch produces about 100 cream puffs in approximately two hours. On busy days, they sell between 800 and 1,000 cream puffs, so throughout the day, they are continuously baking, filling them with cream, and adding the face details—all done by hand.
There are nine different flavors available for the cream filling. Four flavors are sold at any given time: “Chocolate” and “Custard & Fresh Cream” are available year-round, while the other two flavors rotate every three months. The cute appearance and variety of flavors have attracted many fans for each flavor.
The shop experiences its busiest period from autumn to early spring, often selling out by early afternoon. During the summer, due to rising temperatures, they typically sell out by 3:00 to 4:00 PM on weekends. Although it is easier to purchase during the summer compared to other seasons, it is recommended to make a phone reservation if you plan to visit after 3:00 PM. For summer, a same-day reservation around noon is sufficient, while in winter, it’s best to reserve by the day before.
The most popular item is the classic “Custard & Fresh Cream” cream puff, known for its gentle flavor that highlights the taste of eggs. The choux pastry is firm enough to be neatly cut with a knife but not too hard, and the cream inside is rich in milk flavor without being too greasy, offering a light and refreshing taste. To ensure customers receive the freshest possible product, the puffs are baked continuously throughout the day rather than being stored after the morning bake. The soft texture makes it tempting to eat several in one sitting, and many customers actually order one of each flavor.
The cream puffs are available for takeout only, with a choice between a box or a paper plate. Each cream puff is sold individually, and since they are best enjoyed on the day of purchase, it’s recommended to choose the paper plate option and enjoy them immediately on a nearby bench. The aroma of freshly baked cream puffs inside the shop makes it easy to switch plans from taking them home to eating them on the spot. The shop also collaborates with the café on the second floor, where customers can order cream puffs as part of their café visit.
The recommended way to eat these cream puffs is to take a bite from the bottom, without worrying about spoiling the cute face. This method helps keep the cream from spilling and allows you to enjoy the adorable face until the last bite. The structure of the choux pastry, with no holes in the ear parts, acts as a lid, allowing you to savor the cream together with the pastry until the end.
The shop always offers two types of cakes, but they only sell whole cakes, not by the slice, and these must be pre-ordered. Seasonal event-themed cakes are also available, and you can view past offerings on their website.
The “Strawberry Shortcake” is available year-round, while the second cake option varies, featuring selections like “Fruit Tart” or “Chestnut Tart.” Among these, the “Chestnut Tart” is particularly popular and is typically available from autumn to winter.
The chef, who kindly participated in the interview, mentioned, “We add a birthday plate to our cakes, and I make sure to write in cute letters. We don’t just make cakes that are good because they have cream puffs on top—we ensure that the cakes themselves are delicious. The fresh cream is carefully selected to be not too heavy, not too light.”
This time, I tried the “Strawberry Shortcake,” which is available year-round, and as the chef mentioned, the combination of fresh cream and strawberries was outstanding. The fresh cream had a rich milk flavor without being heavy, and the strawberries, with their characteristic tartness, made the cake incredibly easy to eat. Even those who usually feel bloated after one slice found themselves eagerly reaching for a second slice, surprised at how light and satisfying the cake was. The attention to quality ingredients seems to contribute to the fact that eating these sweets rarely leads to heartburn or indigestion, even after indulging.
The shop offers cookies year-round, including the “Totoro Cookies” and the “Forest Souvenir” series. The “Totoro Cookies” are sold in boxed sets starting from four pieces. These boxes, which combine large and small cookies, are adorably illustrated, making them popular as gifts or souvenirs.
Since its debut in the spring of 2017, the “Totoro Cookie Box” has been a hit. It features a variety of flavors, including classic options like plain and raspberry, as well as more unique ones like cinnamon and kinako (roasted soybean flour). All the cookies are light, with a crispy texture that allows you to enjoy the natural flavors of the ingredients.
The “Forest Souvenir” series, consisting of six different items, is themed around “What would Totoro give you if you met him in the forest?” It features items like acorns and mushrooms, which are sold individually or in small boxes. Although these are not fresh pastries, they use fresh ingredients, so the shelf life is only one month—about one-sixth the shelf life of commercially available cookies sold in supermarkets, so care should be taken.
Additionally, the Daita store offers limited-edition summer jellies like the “Ponyo on the Peach” each year in limited quantities, along with other new sweets that are introduced from time to time.
Loved across domestic and international borders, as well as by people of all ages and genders, “Shirohige’s Cream Puff Factory” offers a warm, gentle taste, adorable-looking sweets, the aroma of freshly baked treats, and a comforting atmosphere, making it a place you’ll want to visit again and again.
Shirohige’s Cream Puff Factory Daita Store
Address: 5-3-1 Daita, Setagaya-ku, Tokyo
Phone: 03-5787-6221 (Daita Store)
Closed: Every Tuesday (If a holiday falls on Tuesday, closed the following weekday)
Payment Methods: Cash and PayPay (Kichijoji store accepts cash only)
Hours: 10:30 AM – 6:00 PM
Report, Photography, and Writing by: yume
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