Just a 5-minute bus ride from JR Kitahiroshima Station and a short walk from the bus stop, a cheerful flag bearing the name "THE DAY" flutters into view. "A bakery, here?!" — that's the reaction most visitors have upon discovering this tucked-away treasure. But step inside just once, and you'll be hooked by the irresistible crunch and the unmistakable quality of Hokkaido-sourced ingredients.

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The name THE DAY reflects owner-patissier Yasui-san's heartfelt wish: "I hope everyone leaves feeling that today was a good day." His vision is simple yet powerful — to bring a moment of sweet respite to busy lives through muffins and scones. After nearly a decade selling baked goods, he opened this brick-and-mortar shop in Kitahiroshima in March 2025. Every treat is crafted with Hokkaido-produced flour, butter, seasonal fruits and vegetables, nuts and spices — with a signature dense, crumbly texture that's utterly addictive.

Luxury Muffins Made with Hokkaido Ingredients

The undisputed bestseller is the Blueberry & Cream Cheese Muffin (¥370). Hokkaido wheat flour forms the base, generously loaded with cream cheese and an astonishing amount of plump blueberries — the fruity aroma and silky cheese melt together in every bite. For autumn and winter, the Caramel Pumpkin Muffin (¥390) steals the spotlight, blending oven-roasted pumpkin into the batter with ribbons of house-made caramel sauce and a charming pumpkin seed garnish.

Whole-Wheat Scones & Seasonal Specials

The Whole-Wheat Scone (¥330) boasts a light, crumbly texture with satisfying nutty bites — so perfectly simple that loyal fans declare "this is all I ever buy." The Apple Pie-Style Scone (¥390) wraps caramel-simmered apples and cinnamon in dough, finished with a zesty lemon icing for a beautifully balanced treat.

Fan Favourites: Cookie Assortment, Granola & Victoria Cake

The shop's most popular item is the "Pochi-Pochi" Cookie Assortment (¥540) — a bag of six mini cookies with almond florentine and salted cookies as permanent fixtures, plus four rotating seasonal varieties. The salty-sweet interplay makes them dangerously moreish. The Cranberry Granola Cookie (¥300) is a tangy, crunchy delight that Yasui-san says actually improves with age. And the Victoria Sandwich Cake (¥470) — two buttery sponge layers hugging tart raspberry jam — appears only occasionally, making each sighting a small victory.

Shop Details

THE DAY | Address: 1-1-18 Kyoeicho, Kitahiroshima, Hokkaido (Suzuki Building 1F) | Hours: 12:00–18:30 (open roughly 10 days per month) | Closed: irregular (check Instagram for monthly schedule) | Parking: 3 spaces