Yokohama Vanilla, maker of a Guinness-certified financier, makes its Shikoku debut at Takamatsu Mitsukoshi

Yokohama Vanilla Inc. will open its first pop-up in Shikoku at Takamatsu Mitsukoshi from Aug. 12 to 18, in the main building's basement event space, the company said. The Yokohama-based gift-confectionery brand, founded in October 2024 and led by chief executive Yuto Takahashi, said the store marks its first appearance in the region.

The brand's signature Salted Vanilla Financier was certified by Guinness World Records for the most financiers sold in 12 hours, following its February 2025 launch, according to the company. The pop-up will sell the financier (¥1,100 for three, ¥2,160 for six), a lemon variant, a Detective Conan collaboration box (¥1,620) and a salted-vanilla creamy sablé, the release said; customers buying two boxes of qualifying items receive a limited sticker.

A touring pop-up model — one week, one department-store basement, then on to the next city — is the standard growth playbook for young Japanese gift-confectionery brands, letting a company barely two years old reach a new prefecture without the cost of a permanent store, provided the record-setting launch story keeps travelling with it.