YOKU MOKU Cigare has captured hearts the world over

In many countries of the Middle East, where alcohol is forbidden on religious grounds, sweet treats are very popular, typically to have with coffee at an evening gathering with friends or family. It turns out that YOKU MOKU Cigare from Japan has garnered an enviable reputation among those with a sweet tooth.

Maintaining the butter at the perfect level of softness and monitoring the state of the batter is an exacting science that requires years of skill as well as patience and dedication, not to mention making the famous roll shape, a process that has been finessed over many years at YOKU MOKU.
Miida tells us that there are three parts to the baking process: low, medium and high heat. They have to achieve three objectives at the same time: producing fragrant edges, getting a soft, crisp texture in the middle, and ensuring the batter is pliable enough for rolling. The batter is rolled very gently into shape, allowing a slight gap between the layers, which is what gives it that wonderful melt-in-the-mouth texture. In the pre-automation days, the workers would roll the batter by hand in front of the oven, and their hands would swell up terribly from the intense heat. Today, the punishing work is performed by machines designed specifically for the task, which is good news for the workers. And the end result, of course, is just as tasty as before.

The first overseas YOKU MOKU store was located in the upmarket department store chain Neiman Marcus in the United States. Despite the lack of a major advertising campaign, the new “YOKU MOKU from Japan” quickly developed a loyal following that spread to other countries. Word travelled fast, and it was not long before YOKU MOKU started fielding requests to open up more overseas stores. Thus it was that in 2012, YOKU MOKU became the first Japanese confectioner to set up business in the UAE (United Arab Emirates).
The ongoing global success of YOKU MOKU can be attributed to the in-store philosophy as much as the products.

For example, the YOKU MOKU store in the UAE is stocked entirely with supplies from Japan, extending beyond the products themselves to the wrapping paper and ribbon and even the carry bags. The in-store displays and the etiquette of greeting customers are designed to exactly replicate the largest store at Aoyama store in Tokyo. In other words, there is a strong emphasis on quality of presentation.

Thus the in-store environment aims to convey a sense of Japanese hospitality. Local workers are trained in Japanese etiquette, including greeting customers in Japanese, opening the door in the correct manner and presenting the goods with both hands.
At the same time, customer service must also take into account the cultural considerations of the host country. In the UAE, for instance, confectionery is commonly presented on a large tray when welcoming guests to the home or office. The UAE store caters to this demand with a home delivery service, and often fields bulk orders for gift trays and multiples of 100 boxes.

Our last stop is the YOKU MOKU store in Aoyama, a short walk from Meiji Jingu shrine and the famous Omotesando shopping strip, home to leading fashion brands from around the world. The conveniently located store is popular with locals and tourists alike. Being close to foreign embassies and headquarters of foreign corporations, it also does brisk trade with foreign residents looking for that quintessential Japanese gift to take back home.
When you shop at the YOKU MOKU store in Aoyama, an attendant escorts you back to the door after your purchase, handing over your goods with both hands. It’s an example of the elegancy of expression in manufacturing that Japanese people take for granted, as well as the hospitality extended to the customer. The fame of the YOKU MOKU Cigare has spread all over the globe. It is a gift to be proud of on the world stage, one that rediscovers the Japanese spirit that has been treasured since long ago, even among Japanese people.