Oimon

This is the first store of the OIMON (オイモン) brand, perfecting the art of new “sweet potato treats”, integrating local ingredients and food culture of Kagoshima Prefecture. Its signature product is a freshly baked sweet potato cake with the flavor of komikan (small mandarin oranges). Upon designing the store, we visited local producers and factories within the prefecture, traveling around sweet potato fields, sweet potato processing factories, craft gin distilleries, and Sakurajima komikan orange groves. The highlight of our research trip was the sight of sweet potatoes being pulled out from the fertile soil of Kagoshima. The process of digging deep into the soil while feeling out the sweet potatoes with hands reminded us of a co... More