Welcome to Hinodeya

Hello travelers! I’m Suno, a writer for Sarukuma.

Today I’m taking you to Toyono-machi in Uki City, just south of Kumamoto City, to visit
Hinodeya — Specialists in Tofu and Yuba (soy milk skin).You may have spotted Hinodeya products at supermarkets, roadside stations (michi-no-eki), or local food events around Kumamoto. But did you know there’s a factory direct shop where you can grab them at insider prices?

If this is news to you, read on — you’re in for a treat!

Heading along Prefectural Route 32 (the Ogawa–Kashima Line) toward Toyono, you’ll spot the shop on your left.

Look for the bright yellow signboard — that’s your landmark. (If you have trouble finding it, you can also call ahead for directions.)
Parking is just across the road, with space for about 5 cars.
Step through the door of the small white building inside the factory grounds, and you’ll find shelves lined with all kinds of tofu products!Just look at this!

Hinodeya’s giant aburaage (deep-fried tofu pouches) — exclusive to the factory shop.

Eight pieces of these jumbo aburaage for just ¥200!“How about a yuba hotpot tonight?” Sounds fancy, right? But with these yuba rolls (filled with soy-milk fishcake or vegetable tofu), it’s surprisingly easy to pull off!
The fresh yuba tofu is also a fantastic pick.

I’m a huge yuba fan myself — that natural sweetness and aroma straight from the soybeans is simply unbeatable.
And here’s another factory-direct deal!

Items normally ¥400 each are 3 for ¥1,000 — an absolute steal.

The best part? You can mix and match freely.Now let’s check out the prepared dishes — perfect for a quick weeknight dinner!

The famous “phantom” agedashi tofu — ¥300 for 4 pieces.

My whole family adores this one, so I always grab two packs!
The tofu cutlet at ¥300 is also tempting.

It wasn’t in stock today, but the “tofu cheese cutlet” is delicious and super popular too!Thick, pre-seasoned aburaage that’s amazing in udon or soba — just ¥200.
Once you’ve made your picks, simply press the call button on the wall to let the staff know!
Don’t forget to grab a stamp card while you’re there.

Fill it up and you’ll score a free “phantom tofu” — pretty hard to resist, right?

Hinodeya’s Must-Try Items

“Factory-direct exclusive!” — yes, I keep saying it, but trust me, these deals are worth shouting about!

You absolutely have to try the legendary “phantom tofu.” One bite and you’ll understand why tofu from a true tofu specialist is on a whole different level.

And remember — it comes straight from the factory’s fridge to your basket. You really can’t get fresher tofu anywhere.
Now let’s talk about Hinodeya’s snack lineup — perfect souvenirs to take home!
Okara karinto (crunchy bean-curd-pulp sticks), roasted soybeans, soy milk karinto, and even soy milk bouro biscuits — the variety of soy-based sweets here is endless!
My kids’ all-time favorite is the soy milk castella — fluffy and irresistible.

It has the gentle natural sweetness of soy milk and is so soft that even toddlers can enjoy it — there’s always a friendly fight over the last piece in our house!The dessert cheese tofu is another sweet-treat winner.

Mix it with frozen strawberries or blueberries and watch the kids’ faces light up!
And then there’s my personal obsession — the soy milk donuts!

4 pieces per pack for ¥400.

They were sold out at the direct shop on this visit, so I rushed over to Agri Park Toyono — where Hinodeya runs a stand — just to get my fix!

They taste like sata andagi (Okinawan-style donuts), with a soft texture and a gentle soy milk flavor that’s absolutely addictive. Kids love them too!

Available every day except Mondays and Thursdays. Highly, highly recommended!

If you want to taste Hinodeya’s signature “true flavor of real soybeans,” make the trip to the factory shop and try it for yourself — it’s an experience worth the detour!

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Frequently Asked Questions

※Information is based on the time of the visit. Prices and hours may change — please confirm before heading out.