1 minute walk from the torii gate of Ise Jingu (Inner Shrine). Ebiya Daishokudo / OEbiya Shoten (Ebiya) is in Oharai Machi, which flourishes as a town in front of the torii. As a long-established restaurant that has been in business for over 100 years, it has long been loved by local people, including worshipers visiting Ise Jingu.

In 2016, it was completely renewed as "Ebiya Daishokudo". In addition, with the support of Nakagawa Masashichi Shoten, the Ebiya Shoten, which sells souvenirs filled with the charm of Mie Prefecture's food and crafts, has been attracting attention from all quarters.

This time, we will introduce the charm of "Ebiya".

Ebiya is located in Ise City, Mie Prefecture. It is about a 1-minute walk from the torii of Ise Jingu (Naiku).

A long-established restaurant is reborn through branding

Chiharu Horiguchi, who we interviewed for this time.

First of all, we asked about Ebiya's background and the reason for the renewal.

Chiharu: "Ebiya was founded in 1912 during the Taisho era. Since then, it has been a favorite of visitors to Ise Jingu. Before the renovation, it was really a long-established diner where you had to order your meal with a ticket from a vending machine.

In 2016, we renewed our branding. The cafeteria menu has been reconsidered, and now we deliver local cuisine to everyone from local ingredients that we have carefully examined on our own.

Also, the number of seats, which used to be about 170, has been reduced by 10, and part of it has been converted into a store. It is said that the culture of hospitality has been rooted in Ise since ancient times. In particular, it is said that during the Edo period, onshi, who served as travel guides, served meals, lodgings, and even prepared souvenirs for worshipers. It is said that the origin of the word 'miyage' (souvenir) is the 'miyake' (meaning a board on which the amulets you receive at a shrine are affixed) that you brought back with you at that time.

Since you have come all the way to Ise, the birthplace of souvenirs, we would like you to take one home with you as one of your memories. With that in mind, we have prepared a lot of Ise souvenirs, including our own original products. ”

A logo with a symbol of Ise as an icon

Chiharu: “According to one theory, it is said that the name of the restaurant is derived from two things: 'Ise-Ebi' (Ise lobster), a specialty of Ise, and 'Ebisu-sama,' the god of business. Therefore, when the branding was renewed, various things such as “Ise lobster” and “Ebisu-sama”, the symbol of Ise Jingu and the specialty products of Ise-Shima were made into icons and adopted for the logo. .

This logo is used on shop bags, original items, and everywhere in the store, so please check it out. We hope that you will visit both the cafeteria and the store and learn more about the goodness of Ise through Ebiya. ”

From here, we will introduce the state of the shop. Let's start with the cafeteria.