About Us
Hattendo was founded in Minomachi in Mihara,
Hiroshima in 1933.
Hattendo was first founded as a Japanese confectionary shop in the city of Mihara in Hiroshima by Kaoru Morimitsu in 1933.
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.
Hattendo Grows into a bakery with ten stores in
Hiroshima Prefecture.
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.
Making a product that returns to our origins
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.
Delivering "great taste" and "happiness" alongside "safety and peace of mind"
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.”
Hattendo's Activities
Offering our employees various benefits packages such as infant care leave or company retreats. Besides, we introduce our efforts below as CSR.
Quality Control
Introduction of our persistence on products.
Corporate Profile
| 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/ |
| 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 |
History
| 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. |
| 2013 | Hiroshima Mihara Rinku Factory is established. |
| 2013 | New company headquarters is established. |
| 2015 | Hattendo Singapore Pte. Ltd. is established (80 Robinson Road #10-01A Singapore 068898) |
| 2016 | Hattendo Cafelie opens. |
| 2016 | HK FC opens. |
| 2017 | Canada FC opens. |
| 2018 | Australia FC opens. |
| 2019 | HATTENDO International Co.,Ltd. is established. |
| 2020 | Incorpoation of Hattendo Malaysia Bhd Sdn established. |
| 2022 | Malaysia whole sales launch. |
| 2023 | Classic Cream buns are certified by JAKIM. |
| 2023 | PIPES by HATTENDO@Great World City, Singapore opens. |
| 2024 | PIPES by HATTENDO@Alexendra, Singapore opens. |
