About us | Hattendo

The first-generation President, Kaoru Morimitsu

In 1933, life was hard as the Great Depression that originated in the United States swept the world, Kaoru apparently opened the store because he wanted “to cheer people up, even a little, with sweet and delicious Japanese sweets.”

Kaoru passed that motivation down to the second-generation owner, Yoshifumi Morimitsu. When Yoshifumi took over in the late sixties, Japan’s post-war construction was almost complete and the nation had entered its stage of rapid economic growth. It was a brilliant, shining time, when everyone believed they had a wonderful future in store. In the same way that Japan was changing and growing, Yoshifumi introduced Western-style confectionery to Hattendo.

And now, the third-generation owner, Takamasa, is creating a new Hattendo, fusing together Kaoru’s Japanese style and Yoshifumi’s Western style.

The Second-Generation President, Yoshifumi Morimitsu

After serving a four-and-a-half-year apprenticeship at Freundlieb, a famous German bakery in Kobe, Takamasa took over Hattendo and grew the business into a bakery with as many as ten stores in Hiroshima Prefecture. Along the way, he gradually found himself focusing more on coming up with the next hit product, rather than on making good pastries, and eventually, the line-up at Hattendo’s stores exceeded 100 different items.

Feeling that he had lost sight of the reasons why Hattendo was Hattendo, Takamasa decided to return to the business’s original intent of “putting smiles on the faces of our customers and everyone working for Hattendo.” He took Hattendo’s original intent, which had been scattered among the many stores and 100 product varieties and decided to concentrate it into a single product. He came up with a single product that embodies what Hattendo is all about.

Takamasa Morimitsu, The Third-Generation President

Each and every product must be given full consideration and made with care. That is what Hattendo is all about today. This makes it harder to deliver our products in the quantities that we would like, but we make them with the greatest possible care to ensure the happiness of our customers.

Takamasa has made it his mission to deliver to everyone who is associated with Hattendo’s products “great taste” and “happiness,” along with “safety and peace of mind.”

Offering our employees various benefits packages such as infant care leave or company retreats. Besides, we introduce our efforts below as CSR.

Introduction of our persistence on products.

Name	Hattendo Co., Ltd.
Representative	Takamasa Morimitsu, Representative Director
Headquarters address	3-31-7 Miyaura, Mihara, Hiroshima Prefecture, 723-0051
Websites	Corporate website　http://hattendo.jp/
Websites	Hattendo Online Shopping　http://shop.hattendo.jp/
Founded	1933
Incorporated	June 25, 1953
Capital	¥10 million
Basic Philosophy	To create dreams and hopes for the future and to become the type of person that others will be happy to have met.
Management Philosophy	Creating great products, great people, and a great company.
Slogan	Aim high! Gold medals for our sweet buns! Pioneer a new food culture with our sweet burger!
Businesses	Business focused on a single product, e-commerce business, Cafelie business, overseas business
Employees	Approx. 100 (including permanent staff, partners, and temps)
Main trading banks	Hiroshima Bank, Chugoku Bank

1933	Founder, Kaoru Morimitsu, founds Japanese confectionery shop, Morimitsu Hattendo, in Minatomachi, Mihara.
1953	Incorporation of company
1975	Second-generation owner, Yoshifumi Morimitsu, changes store to Western-style confectionery and Japanese confectionery, La Seine Hattendo, in the same location.
1991	Third-generation owner, Takamasa Morimitsu, opens Takachan no Panya bakery in Miyaura, Mihara.
2004	Company headquarters and factory are relocated to Miyaura, Mihara. Adjoining shop is named Komugi Kobo.
2008	Work starts on sweet bun specialty store.
2009	All stores are standardized as sweet bun specialty stores under the “Hattendo” name. Branch opens in Tokyo.
2011	Hattendo receives Chugoku New Business Award for Excellence from the Chugoku New Business Conference. Hattendo receives Japan New Business Award for Excellence from the Japan New Business Conferences.
March 2013	Hiroshima Mihara Rinku Factory is established.
November 2013	New company headquarters is established.
August 2015	Hattendo Singapore Pte. Ltd. is established (80 Robinson Road #10-01A Singapore 068898)
July 2016	Hattendo Cafelie opens.
March 2019	HATTENDO International Co.,Ltd. is established.

Partner Companies	HATTENDO Retailing Co., Ltd http://www.hattendo.biz/
Partner Companies	HATTENDO Treasure Island Hattendo Operation Department http://www.hattendo.com/

Permanent shops	Feb 2011 Metropia Akihabara
	Apr 2011 Ecute Shinagawa South shop
	Aug 2011 Tokyo st, Keihin Street shop
	Oct 2011 JR Hakata city St. shop
	Nov 2011 Alio Kurashiki shop
	Apr 2012 JR Nagoya Takashimaya shop
	May 2013 JR Ikebukuro shop (Melon-Shaped bun)
	Aug 2013 Tokyo Metro Nataga-Cyo shop
	Sep 2013 LUMINE Shinjyuku (Jam bun)
	Oct 2013 Hiroshima airport shop
	Oct 2013 Shin-Osaka St. Shop
	Apr 2014 ekimo Umeda shop (Ann bun)
	Dec 2014 AEON mall Okayama shop (Cream donut)
	Jan 2015 (Korea) Lotte Korea, Lotte Department Main shop Korea, Hyudai Dapartment Trading Center Store Korea, Shinsegae Department Konan Store
	May 2015 Hattendo Café LaQua shop
	May 2015 (Philippines) SM Megamall shop, SM Mall of Asia shop
	June 2015 JR Sannomiya shop
	Nov 2015 (Taiwan) Global Mall shop
	2016 (the Philippines) Green Hills Theater Mall shops

Event Information	HATTENDO Retailing Co., Ltd
Event Information	HATTENDO Treasure Island Hattendo Operation Department