Kaoru Morimitsu, the founder of HATTENDO, opened the first store in 1933. The first store was a Japanese confectionery shop.

 

While Japan was in the middle of its worst crisis since the Great Depression, Kaoru Morimitsu wanted to cheer people up with sweet and delicious Japanese confectioneries.

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In the 1960’s, Yoshifumi Morimitsu, the second generation president, followed in the footsteps of his father. Japan entered a period of rapid economic growth, and people believed in a happy and wonderful future. Yoshifumi Morimitsu incorporated European-style cakes and pastries into HATTENDO, mirroring the overall development of the country.

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Takamasa Morimitsu, the third generation president, is responsible for making the new HATTENDO of today by creating a fusion of Japanese and western confectionery arts.

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Takamasa Morimitsu worked and studied at Freundlieb, a famous German bakery in Kobe, for four and a half years. After taking over at HATTENDO, he expanded the company to more than 10 shops in Hiroshima. However he gradually found himself focusing more on “making the next new hit bread product” than on “making great bread.” Eventually, the number of products reached more than 100.

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He had forgotten the reason why HATTENDO is HATTENDO, and so he decided to return to the company’s beginnings, which were “happiness for the customers” and “happiness for everyone working at HATTENDO.” He cut the number of products from 100 to just a single product which expressed the ideals of HATTENDO.

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Each product must be considered carefully and made with complete dedication to quality. That is the HATTENDO of today.

Working in this way, it is hard to produce a sufficient quantity of our products, but every product is made with all our heart for our customers’ happiness.

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Takamasa Morimitsu has made it HATTENDO’s mission to deliver great taste, safe food and happiness to our customers. This is what is most valuable to us.