Attractive towns often have good coffee shops.

　I think Toyama is a city blessed with great coffee shops. It's not just that the coffee is delicious; the personality of the barista is reflected in the atmosphere of each shop, and each shop has its own unique character. That's why I feel it would be a bit of a waste to become a regular at just one shop, so I try to visit various shops.

　What Toyama's coffee shops have in common is that they are located in quiet places, just off the main streets. To those visiting Toyama from outside the prefecture or city, I want to say, please try to find and visit these wonderful shops that are hidden away.

　I heard that in November 2025, a new branch of 'hazeru coffee,' which has its main store in Toyama City, opened in front of Toyama Station. And to top it off, they also have baked goods! I absolutely have to go!

　Upon entering the shop, I saw seven kinds of baked goods displayed on a glass shelf next to the register: scones, hot biscuits, muffins, and pound cake. Each baked good was simple, unpretentious, and had a lovely appearance. Among them, the one that caught my eye was the "fermented butter scone." I had always thought of scones as a treat to be enjoyed with tea, so I was pleasantly surprised to find that "you can choose scones even at a coffee shop." And the words "fermented butter" had an overwhelming power of temptation.

　Store manager Mishima told me, "For our baked goods, we received recipe supervision and technical guidance from 'OYATSUYA SUN' in Setagaya, and practiced for months in preparation for opening the store." Because they are simple baked goods, you can feel their sincerity in wanting customers to eat something absolutely delicious. And just like at the main store, 'hazeru coffee' is good at offering a helping hand. With Mishima's kind words of encouragement gently pushing me forward, I successfully chose the "fermented butter scone" and ordered a warm cafe latte.

　Personally, I believe that the cracks that form when scones rise are a symbol of their deliciousness. The "Fermented Butter Scones" had the perfect rise. The outside was crisp and crunchy, and the inside was moist. The texture was irresistible. And the greatest delight was, of course, the aroma of fermented butter. The scent wafted gently into my mouth just before I took a bite. And the lingering aftertaste was simply blissful. I wanted to close my eyes for a while to solidify this memory. It's no wonder that they quickly became a local favorite.

　I had another reason for wanting to come to this shop. The coffee bags feature illustrations by Marie Asaba (from Toyama City), an illustrator and the younger sister of a friend of mine. Marie is a highly sought-after illustrator who works on book and magazine covers, and product packaging for famous brands. A few years ago, this seemingly unattainable Marie held a solo exhibition at "hazeru coffee," and that's when the coffee bags featuring ptarmigans, ermines, and serows were created. I often buy them as souvenirs from Toyama for friends outside the prefecture, and I also use coasters with the same serow pattern as the coffee bags, so the design feels very familiar to me.

　At "hazeru coffee BAKE STAND," you can see a drawing of the Tateyama mountain range and a drawing of an ermine, both of which were drawn by Marie-chan to coincide with the opening, and which are also featured on the coffee bags. Just knowing that so many people will see these drawings makes me proud.

　In addition to the coffee lineup at the main store, this location offers a "Bake Stand Blend" exclusive to this shop. And for my favorite cafe latte, they use pasteurized "Adair Milk" produced in Toyama City.

　I love shops that blend seamlessly into the cityscape, becoming a part of your life without you even realizing it. I think 'hazeru coffee BAKE STAND' will become one of those shops. The thought of that makes me incredibly happy.

　The individuality and density of coffee shops are one measure of a town's cultural level. That's why I believe that attractive towns inevitably have good coffee shops.