Sweet Potatoes from Iwazumi: A Taste of Noto Peninsula’s Heritage

Sweet potatoes have been in Japanese sweets for centuries, and at Iwazumi, they take center stage. In the heart of Noto Peninsula, Iwazumi has specialized in crafting wagashi for over 50 years. Their signature product, Noto no Imo, uses local ingredients! Let’s explore how sweet potatoes define Iwazumi’s confections, the variety of wagashi they produce, and their importance to the Noto Peninsula​!

What does Iwazumi specialize in?

Iwazumi is famous for its expertise in making wagashi, delicate, traditional Japanese sweets often enjoyed with tea. These confections are respected for their intricate designs and natural ingredients, and Iwazumi’s dedication to local sourcing sets them apart. They have been a traditional wagashi staple of the Noto Peninsula for over five decades. Each treat reflects the region’s agricultural heritage.

In recent years, Iwazumi has also introduced its take on Belgian waffles. These waffles can be sold as singles dipped in chocolate or another sweet sauce or as sandwiches with cream inside, much like another wagashi favorite, dorayaki (sweet sandwich made of castella pancakes and red bean paste)!

How do they incorporate sweet potatoes into their wagashi?

At the heart of Iwazumi’s offerings is Noto no Imo. This sweet looks and tastes like a small baked sweet potato. It features a sweet potato filling, providing natural sweetness. This sweetness complements the cinnamon-flavored dough that encases it. The treat is finished with a dusting of cinnamon.

In addition to Noto no Imo, Iwazumi crafts a variety of other sweet potato-based confections, offering customers a range of traditional and seasonal treats. During certain times of the year, they produce limited-edition sweets that highlight the best local harvests. These seasonal confections are as beautiful as they are delicious, reflecting the changes in Noto throughout the year.

Are you looking to try Ishikawa snacks like “Noto no Imo” this month? Check out Sakuraco! Sakuraco delivers traditional Japanese snacks, teas, and sweets from local Japanese makers directly to your door so you can enjoy the latest treats directly from Japan!

What other types of wagashi do they make?

In addition to their well-known sweet potato-based treats, Iwazumi has a Belgian Waffle brand called iWaffle, using local ingredients like salt, red beans, and fruits from Noto Peninsula. They have created various flavors like Matcha Red Bean, and Custard Cream, and seasonal flavors like Noto Salt Rare Cheese. Customers appreciate the balance of sweetness and the use of local products, making these waffles a popular souvenir option.

Iwazumi also makes Obanyaki, a round, filled pancake, using homemade fillings. Available in seven flavors—red Bean, Matcha, Custard, Cheese, Sakura, Rare Cheese, and Half and half—these treats have been a part of Iwazumi’s offerings since its founding over 50 years ago. Because of this, their snacks are popular across Japan, with locals and tourists.

How did the Noto Earthquake affect Iwazumi, and how are they recovering?

The 2024 Noto earthquake devastated many businesses, and Iwazumi was no exception. The earthquake caused significant damage to their factory, leading to a temporary halt in operations. However, thanks to community support and government aid, Iwazumi has rebuilt and resumed production. They ran multiple pop-up shops throughout the region and were supported by their customers!

The road to recovery has been challenging, but Iwazumi has emerged stronger and more determined to produce their beloved wagashi. They have used this opportunity to modernize parts of their production process. Additionally, they have strengthened their ties to the local farming community. The earthquake may have shaken their business’s foundation but has reinforced their resolve to maintain quality and tradition. It was because of their notable presence in the Noto Peninsula and dedication to their craft, that Sakuraco founder Ayumi Chikamoto visited Iwazumi to see the factory for herself.

Why Is Iwazumi important to the Noto Peninsula?

Through its confectionery, Iwazumi plays a role in preserving the culture and heritage of the Noto Peninsula. Sweet potatoes have been a part of Noto’s agricultural history, and Iwazumi’s products keep these traditions alive. Creating sweets that celebrate local ingredients they help promote the region’s unique identity to tourists and locals alike. In a region that has faced challenges, Iwazumi’s success brings tourism and attention to Noto.

Iwazumi also serves as a cultural ambassador for Noto Peninsula. Their commitment to using local ingredients supports farmers, and their ability to create wagashi that reflect the region’s flavors makes them a part of Noto’s cultural identity. Maintaining traditional techniques ensures that these skills are passed down to future generations. For many, their sweets are a delicious way to experience the culture of the Noto Peninsula​. Have you ever tried Iwazumi’s wagashi or visited the Noto Peninsula? Share your experiences in the comments below—we’d love to hear from you!