``We spent a day closely following ``New Mitoya,'' a longestablished cake shop that has been loved in Chichibu for many years and has been in business for 99 years.
For over 40 years, the 3rd generation has been serving local flavors while valuing tradition, and the 4th generation is bringing a new twist.
In a warm atmosphere created by family bonds, what kind of efforts do we make to meet modern needs while still cherishing traditional recipes such as the popular banana cake, pudding and Mont Blanc loved by locals?
Please take a look at the passion and commitment that goes into each and every cake, such as cakes made with seasonal fruits ordered directly from farmers, Chichibu's specialty ``Chichibu no Kaori,'' and freshly baked canelés.

New Mitoya
Address: 1817 Nosakacho, Chichibushi, Saitama 3680033
HP: https://www.chichibumitoya.co.jp/