When people think of sightseeing in Obihiro, Tokachi, many may picture butadon (pork rice bowls), jingisukan, or hot springs. But in Tokachi and Obihiro, there is a long-established bakery called “Masuya Shoten” that some people visit specifically for.
An “excellent bakery” that fulfills every wish: “I want a light breakfast,” “I want something for the drive,” or “I want to visit a place locals go.” Masuya Shoten is the long-established Obihiro bakery you can recommend without hesitation to anyone traveling in Tokachi.
・Multiple locations across Obihiro and throughout Tokachi
・A versatile food option for breakfast, road trips, and strolling around town—great in many situations
・Classic favorites include the Shiro-Spa Sandwich and the Nejiridonut (twist donut)
There’s also a map of all locations in the second half of this article, so don’t miss it—read to the end!
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Masuya Shoten: Obihiro’s Popular Bakery
Masuya Shoten has been loved in Obihiro for many years. Let’s take a quick look at why bread—eaten all over the world—has become so deeply loved here in Tokachi.
A Long-Established Bakery That Has Walked Together with Tokachi Ingredients
Masuya’s main store, memorable for its large twist-donut object
Since its founding in 1950, Masuya Shoten has offered countless kinds of bread and has become an everyday presence for locals.
Today it’s known as “a bakery that uses 100% Tokachi wheat,” but the path to get there wasn’t a straight line. The first to voice the idea—“If possible, I want to make bread using local Tokachi wheat”—was the father of the current president, Masanori Sugiyama. Back then, most bread ingredients were still made from imported wheat.
Even with wheat fields spreading out right in front of them, locals weren’t able to eat bread made from that local wheat. That sense of disconnect sparked a gradual series of challenges, little by little.
Why They’ve Kept Making “Everyday Bread”
In fact, the current president, Masanori Sugiyama, didn’t originally plan to take over the bakery.
After pursuing a different path and gaining overseas experience while learning about product development, he found himself drawn again to “bread-making where you can see the faces of the people who eat it.”
That choice became a major turning point for Masuya Shoten. At “Mugioto,” the flagship store that opened in 2009, they took on the challenge of baking with 100% Tokachi wheat. With a spacious site that feels like a park and initiatives that value local production for local consumption, word spread by reviews—today it’s a popular spot visited not only by locals but also by travelers.
Spurred by Mugioto’s challenge, the 100% Tokachi wheat initiative expanded to all locations over several years. Their commitment to working closely with the land’s ingredients became the “core” of Masuya Shoten as a whole.
And now, under the vision of “Tokachi will become a Bread Kingdom by 2030,” Mugioto continues to evolve even further—beyond simply a place to buy bread, into a place to experience, spend time, and create lasting memories.
At Mugioto, you’ll find an illustration drawn by President Sugiyama himself, aiming for a Bread Kingdom
That sense of comfort you feel in Masuya Shoten’s bread may come from the accumulation of each of these choices—now then, isn’t your appetite starting to kick in?
Top Picks Recommended by an Editorial Staff Member with 30+ Years of Local Experience
When you first visit Masuya Shoten, what surprises you most is the variety. Savory breads, sweet buns, and everyday table loaves line up in rows—many people likely stop and think, “Which one should I choose…?”
Everything is delicious with no misses, but for your first time, we recommend breads that really feel “so Masuya.” Here are our carefully selected must-tries.
Shiro-Spa Sandwich
A classic signature item that truly lives up to “This is Masuya!” It’s a long-running favorite in the sandwich corner. Fluffy white bread is generously stuffed with spaghetti coated in their house-made mustard mayo—a nostalgic taste that feels somehow familiar.
It looks hearty, but it’s surprisingly light once you eat it. An easy pick for breakfast or a slightly late lunch.
Nejiridonut (Twist Donut)
Loved by everyone across generations, the twist donut is the kind of irresistible bread that makes you reach out and say, “I’ll just grab one.” In addition to classic cinnamon and sugar, different flavors are sold depending on the store and season. The fluffy dough is delicate, and shaping and frying it are said to be surprisingly tricky.
If you know this fun fact—“The number of ‘twists’ that define a Nejiri Donut is fixed at three ridges”—you’ll have no doubt you can brag as a true Masuya fan.
Tokachi Beef Curry Bread
This is a particularly popular item at Masuya Shoten—especially at Mugioto. It’s an award-winning curry bread that took the Gold Prize at the “Curry Bread Grand Prix 2020,” hosted by the Japan Curry Bread Association.
Mugioto uses a branded beef from Memuro, Tokachi: “Mirai Memuro Beef.” One bite and the richness and umami of the beef gently spreads, followed by their house-made European-style curry with restrained heat. Another key point: they use cornflakes in the coating! The crispness lasts even as time passes, so it stays delicious even if you eat it a little later.
Mini Chocolate Croissant
This mini size is especially recommended for croissant lovers. “I love croissants, but I hate how they crumble everywhere…”—for those people too, this is just right.
Small but still satisfyingly crisp on the outside. There’s chocolate inside, and the sweetness is subtle, so you’ll find yourself reaching for another.
With an approachable size and price, it also works well as a small “souvenir gift.” Perfect not only as a snack, but also with coffee or as a light dessert.
Masuya Shoten: Complete Guide to All Locations
Masuya Shoten has several locations across the Tokachi area, centered around Obihiro. The reason “Masuya bread” is known throughout vast Tokachi may be this easy accessibility and the long history of staying close to everyday life.
For travelers too, being able to enjoy “Masuya bread” in many places is all upside. From shops you can casually drop into while walking around town, to locations convenient for road trips, to the flagship store that actively hosts events—you can stop by easily depending on your travel route.
＜Masuya Shoten Locations＞
- Masuya Main Store (2, Nishi 1-jo Minami 10-chome, Obihiro, Hokkaido)
- Bonheur Masuya (25, Nishi 17-jo Minami 3-chome, Obihiro, Hokkaido)
- Trandtran Masuya (9, Nishi 3-jo Minami 12-chome, Obihiro, Hokkaido)
- Mugioto (16-43, Inada-cho Minami 8-sen Nishi, Obihiro, Hokkaido)
- Masuya Otofuke Store (17-1-4, Kino Odori Nishi, Otofuke-cho, Kato-gun, Hokkaido)
- Memuro Kiln (1-1-1, Higashi Memuro 3-jo Minami 1-chome, Memuro-cho, Kasai-gun, Hokkaido)
Each shop plays a different role, yet wherever you go, you can still feel that distinct “Masuya Shoten-ness”—and that’s part of the appeal.
With the map below, you can check all Masuya Shoten locations in Tokachi at a glance. Find the easiest stop for your schedule and route.
Masuya Shoten’s Flagship Store: “Mugioto”
“Mugioto,” a rock-solid favorite in Obihiro’s Inada area, is the flagship store that drives the Masuya brand. Said to have the largest site area in Japan for a standalone bakery, Mugioto lets you feel Tokachi’s expansive nature—even though it’s surrounded by residential neighborhoods and commercial facilities.
Step inside, drawn by the aroma of freshly baked bread, and you’ll find rows upon rows—from savory breads to sweet buns to everyday loaves. Deciding everything in one visit while resisting each temptation is no easy feat, but don’t worry: the store is designed so you can loop around in a full circuit. Getting stuck thinking “Which one should I choose?” is part of the fun of visiting a bakery.
As you pick your bread and head toward the register, your eyes are likely to be caught by the word “Soup” on the board above. Mugioto has an eat-in space behind the register, where you can enjoy side menu items along with the bread you bought. For drinks, you can choose from milk or boxed juice in the shop, or purchase tea and coffee at the drink bar in the eat-in corner.
Drink corner (100 yen per cup; 1 cup free with purchases over 2,000 yen)
There’s also an outdoor area where you can eat, and on a sunny day you can savor your bread while feeling Tokachi’s sky. Of course, the outdoor space is open in winter too. You might be surprised—“Outdoors in Tokachi, where the minimum temperature can drop below -20°C?”—but inside a heated vinyl greenhouse, you can actually relax and enjoy your meal.
A snowy landscape just beyond a single sheet of vinyl—Mugioto is a place where you can savor both a white-silver view and a food experience at the same time.
In spring of Reiwa 8 (2026), a horse ranch will also open on the grounds, making it an even more attractive sightseeing spot. They also actively hold events, so don’t miss announcements on Instagram!
If You’re Not Sure Which Bakery to Choose in Obihiro, Start with Masuya Shoten
For people living in Tokachi and Obihiro, if you ask, “Which bakery would you choose in Obihiro?” Masuya Shoten is a name that comes up almost without fail.
With a long bread-making history rooted in Tokachi ingredients, Masuya also offers locations that are easy for travelers to drop by. That sense of security—“No matter which one you choose, you can’t go wrong!”—is the secret to why it’s such an easy pick even while traveling.
If you’re not sure which bakery to choose in Obihiro, start with Masuya Shoten. Through its deliciousness, you’ll come to know Tokachi more deeply.
