ÉCHIRÉ MAISON DU BEURRE

ÉCHIRÉ MAISON DU BEURRE is the world's first specialty store run by France's best-known premium butter company, Échiré butter. This humble shop opened in Marunouchi Brick Square, a place full of restaurants, bars, and cafes, yet somehow Japan's first-ever butter boutique is the one with the biggest buzz and longest lines. Échiré butter is a fermented butter produced in the village of Échiré in the Midwest of France using traditional French techniques. The butter itself, while sold at this shop, isn't the only thing that's in demand. Baked goods that are produced the very same day line the shelves and displays. The classic, signature products like the butter cake and all three types of croissant — traditional croissant, and two other types of croissant containing 50% of Échiré butter that are either salted or unsalted — are always sold out within the first few hours of the store's opening. Even with the limit of six croissants to a customer, they still manage to run out in the first 90 minutes. Don’t be down if you miss out though, there are plenty of other great offerings. The madeleines and financiers are perfect dainty cakes that are just as delicate and lightly textured, and the Sable Échiré and Galette Échiré are great for souvenirs. Échiré Maison de Buerre's store in Marunouchi was such a huge success that the company opened up sweet-specialty stores in Osaka and also one in Shinjuku. If you find yourself in central Tokyo, go find out why for yourself.