The second branch of "Chiikawa Mogumogu Honpo," a specialty store themed around the beloved character "Chiikawa" and "mogumogu" (eating), opened in Kawagoe, Saitama, on Thursday, February 20, 2025! A day before its grand opening, FUN! JAPAN editors had the chance to attend a special preview. In this article, we’ll introduce the shop’s exclusive products, adorable interior decor, and all the must-see highlights of the Kawagoe location.
What is "Chiikawa"? A Look into Its World and Characters
"Chiikawa" is a manga series by illustrator Nagano that originated on social media. The story follows the everyday adventures of Chiikawa, who is always giving their best effort, along with their unique friends Hachiware and Usagi. Their daily lives are filled with fun, bittersweet moments, and a touch of hardship, which has captivated fans everywhere. The book series, "Chiikawa: Nanka Chiisakute Kawaii Yatsu," is currently available in seven volumes from Kodansha. Since April 2022, the "Chiikawa" TV anime has been airing as part of "Mezamashi TV" on the Fuji TV network.
Features of "Chiikawa Mogumogu Honpo Kawagoe"
"Chiikawa Mogumogu Honpo Kawagoe" features artwork inspired by the nostalgic Kurazukuri (traditional warehouse-style buildings) and Kashiya Yokocho (Candy Alley), both iconic to Koedo Kawagoe. The store’s retro yet modern Japanese aesthetic perfectly reflects the town’s atmosphere, creating a relaxing and inviting space.
One of the highlights of the Kawagoe store is its exclusive merchandise. The shop offers a variety of sweets made with the area’s famous sweet potatoes, along with uniquely Kawagoe-themed goods. With so many tempting options, it's hard to decide what to buy!
Preview Report! Photo Spots and Hidden Chiikawa Details
On February 19, 2025, a day before the grand opening, FUN! JAPAN had the opportunity to visit the store. The Japanese-style exterior blends seamlessly with the historic streets of Kawagoe, making for an inviting first impression.
Inside, the one-floor shop is packed with Chiikawa merchandise, displayed in a cozy yet stylish setting. Traditional Japanese patterns decorate the pillars and walls, adding a sophisticated touch. The ceiling features a giant Chiikawa illustration that immediately grabs your attention.
Right at the entrance, to the right, there is a photo spot where Hachiware and Usagi welcome visitors with a scenic backdrop of Kawagoe. Hachiware is holding "Ganso Nihonichi Nagai Kokuto Fugashi," a famous Kawagoe specialty. This long brown sugar wheat gluten snack measures an impressive 95 cm and is available at Matsuriku Seika, a short walk from Mogumogu Honpo Kawagoe.
As you explore the store’s decorations, you might even spot some "hidden Chiikawa" details! Keep an eye on the interior design while shopping for a fun surprise.
Exclusive to "Chiikawa Mogumogu Honpo Kawagoe"! Must-Buy Items
Now, let’s take a look at some of the exclusive products available only at Chiikawa Mogumogu Honpo Kawagoe. From the many items on offer, the FUN! JAPAN editors have selected their top recommendations!
Oimo Plushies (Chiikawa, Hachiware, Usagi) - ¥2,970 each (tax included)
These adorable plushies feature the characters dressed in Kawagoe’s signature sweet potato-themed costumes. If you look closely, you'll notice their "mogumogu" (munching) expressions. *The box in the front is a separate product.
Oimo Mascots (Chiikawa, Hachiware, Usagi) - ¥1,870 each (tax included)
The three characters dressed as Kawagoe’s sweet potatoes look irresistibly cute! These mascots are perfect for carrying around with you. A key detail is Chiikawa’s occasional serious expression.
Trading "Inuhariko Transformation" Acrylic Charms (8 designs) - ¥440 each (tax included)
These acrylic charms feature the characters dressed as Inuhariko, a traditional Edo-period folk toy. Which one you'll get is a surprise!
Trading "Daruma Rocking" Acrylic Stands (8 designs) - ¥550 each (tax included)
These colorful Daruma acrylic stands, marked with the kanji for "fortune," are sure to bring good luck!
Mini Lantern Magnets (2 designs) - ¥770 each (tax included)
A rare find! These traditional Japanese lantern-shaped magnets feature the characters dressed as rickshaw drivers and surrounded by delicious sweets.
Omamori-style Long Keychains (3 designs) - ¥880 each (tax included)
Chiikawa’s keychain reads "Happiness," Hachiware’s says "Laughter and Fortune," and Usagi’s is marked with "Full Blessings"—perfect for inviting good luck your way!
Lunch-Size Tote Bag - ¥2,640 (tax included)
This tote bag features Chiikawa and friends dressed as Inuhariko (traditional papier-mâché dog figurines). The warm yellow color adds a cozy, comforting touch.
*The plushies on the left are not included.
Character Photo Stick - Sweet Potato (Chiikawa, Hachiware, Usagi) - ¥1,320 each (tax included)
An acrylic stand designed for easy photography! It comes with a retractable handle, making it perfect for "plushie photography." It can also be used as a keychain and attached to your belongings.
*The plushies in the background are sold separately.
Smartphone Stickers (8 designs) - ¥330 each (tax included)
These stickers feature Chiikawa and friends happily "mogumogu" (munching) on sweet potato desserts. Look closely, and you’ll notice each character is eating a different treat!
Chiikawa Mogumogu Honpo Kawagoe Store Exclusive! Recommended Sweet Souvenirs
Tsubu-an Dorayaki - ¥1,296 (tax included)
These fluffy, moist dorayaki are shaped like Chiikawa and made in collaboration with "Kameya," a long-established wagashi (traditional Japanese sweets) shop in Kawagoe. Comes in a set of three.
*Due to the handmade nature of this product, there is a daily limit on sales. Once sold out, they will not be restocked for the day.
Castella Manju - Sweet Potato & Chocolate Flavor - ¥1,080 (tax included)
These castella-style manju feature adorable Chiikawa and Hachiware imprints. A perfect souvenir to share with colleagues or friends! Comes in a set of eight.
Shrimp Senbei - ¥626 (tax included)
A large-sized shrimp cracker. The crispy texture and the savory flavor are irresistible! Four pieces in one pack.
Sweet Potato Tea - ¥1,811 (tax included)
A sweet potato-scented tea makes a great souvenir. The tin and tea bags feature illustrations of Chiikawa and friends.
Sweet Potato Cookies - ¥842 (tax included)
These cookies have a strong sweet potato flavor. The elegant black tin gives them a special touch.
Konpeito - ¥756 (tax included)
Cute konpeito in a printed tin. After eating, you can use the tin as a small container. "Fuji" is a limited edition for the Kawagoe store.
Access to Chiikawa Mogumogu Honpo Kawagoe Store. Can you walk from Honkawagoe Station?
Chiikawa Mogumogu Honpo Kawagoe Store is located in the "Kashiya Yokocho" area, which is close to the main tourist area of Kawagoe, "Kawagoe Ichibangai Shopping Street (Kurazukuri Townscape)." The nearest stations are Honkawagoe Station on the Seibu Shinjuku Line or Kawagoe Station on the JR and Tobu Tojo Lines.
It takes about 15-20 minutes on foot from each station, so if you're not confident about walking, it's recommended to use the Tobu Bus (towards Shinmei-cho Shako, Okegawa, or Josai Kawagoe High School, among others) and get off at "Ichibangai."
In addition to the Kurazukuri Townscape, Kawagoe is also home to many tourist spots, such as the Kawagoe Hikawa Shrine, which is known as a god of matchmaking. After picking up your Chiikawa items, enjoy sightseeing in Kawagoe!
Store Information
- Name: Chiikawa Mogumogu Honpo Kawagoe Store
- Address: 2-7-9 Motomachi, Kawagoe City, Saitama Prefecture
- Hours: 9:30 AM - 5:30 PM
*Please note that hours may change depending on the season or circumstances. For more details, please check the official Chiikawa Mogumogu Honpo website. - Closed: Open year-round
- Official Website: https://www.chiikawamogumogu.jp
- X (formerly Twitter): https://x.com/chiikawamgmg
- Instagram：https://www.instagram.com/chiikawamgmg/
- EC site: https://www.chiikawamogumogu.shop
©nagano / chiikawa committee
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