“Unagi Imo” is a brand of sweet potato grown in Hamamatsu using fertilizer made from powdered leftover parts of eel, such as bones and heads, generated during processing…

“Unagi Imo” is a brand of sweet potato grown in Hamamatsu using fertilizer made from powdered leftover parts of eel, such as bones and heads, generated during processing.

When aged Unagi-imo is roasted, its natural sweetness intensifies, reaching a sugar content of around 40°Brix.

Sweets that highlight the natural flavor of Unagi-imo, such as puddings, soft-serve ice cream, and dorayaki, are very popular.

You can find them at stores including Hamamatsu Station, Hamanako Service Area, and the Unagi-imo store in Togoshi-Ginza, Tokyo, as well as select items available through online shopping.

Unagi Imo Store – Hamamatsu Station

Unagi Imo Store – Hamanako Service Area

Landscaping Company × Hamamatsu Specialty Eel = “Unagi Imo” Born!

Mr. Takuma Ito, who developed Unagi-imo, works in the recycling division of Cosmo Green Niwayoshi, a landscaping company in Chuo Ward, Hamamatsu, where he converts pruned branches and other green waste into compost.

While selling compost, Mr. Ito became aware of the shortage of farmers and the abundance of abandoned farmland.

This led him to wonder, “Is there a way to make agriculture profitable and sustainable so that people can continue farming?”

He came up with the idea of putting Hamamatsu’s specialty eel to use in agriculture.

By turning leftover parts of the eel, which are usually discarded, into powdered fertilizer, he began cultivating sweet potatoes.

Since then, he has successfully branded Unagi-imo, emphasizing its Hamamatsu roots, and developed a business that handles everything from raw sweet potato cultivation to processed products, creating a fully integrated sixth-sector enterprise.

In 2013, he established the Unagi Imo Cooperative, creating a safe and supportive environment for producers and processors.

Mr. Ito continues to support Unagi Imo today as the chairman of the cooperative.

Production of Unagi-imo has expanded over the years, and it is now grown on about 10 hectares, yielding around 230 tons annually.

In addition to processed products, the raw sweet potatoes are exported to countries such as Taiwan and Hong Kong, helping to grow the fanbase for this Hamamatsu-branded sweet potato overseas.

Why is Unagi Imo so delicious?

The leftover parts of the eel, which are usually discarded, are actually rich in nutrients essential for the growth of sweet potatoes.

In particular, the zinc and manganese found in the eel leftovers are believed to enhance the natural sweetness of the sweet potatoes.

Thanks to the nutrient-rich eel fertilizer and the sandy soil ideal for sweet potato cultivation, these factors work together to produce exceptionally delicious potatoes.

Additionally, the harvested Unagi Imo is stored for over two months in a dedicated warehouse, which helps to enhance its sweetness.

The cooperative manages the potatoes according to its own quality standards, ensuring that they are delivered with consistently delicious flavor.

“Unamo,” the PR Ambassador of Unagi Imo

The Unagi Imo mascot, Unamo, is so popular that it even has its own fan club!

Known for its cute expressions, Unamo is also featured on various souvenirs.

Unagi-imo Sweets Ranking!!

5th Place – Kin no Kiwami Potato

This sweet potato won the Gold Award at the 2017 Fuji no Kuni New Product Selection.

Made without any additives, it’s a rich sweet potato treat baked with butter and fresh cream.

Since its launch, it has been a favorite for its consistently delicious flavor.

4th Place – Unamocchi

This sweet is inspired by Unamo, the PR ambassador of Unagi Imo.

Inside the chewy mochi, you’ll find a creamy filling made from Unagi Imo and soy milk.

Its cool, chewy texture and adorable design make it as fun to look at as it is to eat, perfect for sharing on social media!

3rd Place – Unagi Imo Dorayaki

This dorayaki is filled with a generous amount of sweet Unagi Imo paste.

It can be stored at room temperature, making it a great souvenir.

A delicious treat that really brings out the flavor of Unagi-imo!

2nd Place – Unagi Imo Pudding

This rich sweet potato pudding is made without any additives.

Handmade Unagi Imo paste is mixed generously into the custard, creating a smooth texture reminiscent of sweet potato.

Its gentle sweetness makes it a treat you’ll want to enjoy every day!

1st Place – Unagi Imo Mont Blanc Soft Serve

This indulgent soft serve is topped with freshly piped 100% pure Unagi Imo Mont Blanc.

The natural sweetness of the syrupy Unagi Imo, with a sugar content over 40%, blends perfectly with the creamy soft serve, creating a luxurious dessert.

To finish, it’s sprinkled with roasted sweet potato powder and a touch of Mongolian rock salt, enhancing the flavors even further! 🍦

A Message from Mr. Takuma Ito, Chairman of the Unagi Imo Cooperative

“Unagi Imo” is cultivated to support local farmers’ income and revitalize the region.

Every time you enjoy our sweet potatoes, you help bring us closer to that goal.

Even small, gradual support goes a long way—thank you for cheering us on!

￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣

We’ve introduced some delicious sweets made with Hamamatsu’s sweet and flavorful “Unagi Imo” sweet potatoes 🍮.

Many of these treats are also available for online purchase, so be sure to check the official website for more details!

Unagi Imo Store – Hamamatsu Station

Address: 6-1 Sunayama-cho, Chuo-ku, Hamamatsu-shi (Meiwan West)

Hours: 8:00 AM – 9:00 PM (Open daily)

Unagi Imo Store in Tokyo

Address: 1-5-5 Yutaka-cho, Shinagawa-ku, Tokyo

Hours: 10:30 AM – 7:30 PM (Occasional irregular holidays)

Access: Opposite “Gyunyu-ya” in Togoshi Ginza

9 min from Togoshi Station (Toei Asakusa Line)

11 min from Togoshi-Ginza Station (Tokyu Ikegami Line)

14 min from Osaki Station (JR Yamanote Line)

Unagi-imo Store – Hamana-ko Service Area

Address: Sakume, Mikkabi-cho, Hamana-ku, Hamamatsu-shi

Hours: 11:00 AM – 7:00 PM (Open daily)

Official Website: https://www.unagiimo.com/

Unagi Imo Store in Tokyo Instagram: https://www.instagram.com/unamo_imo/

Unagi Imo Store – Hamamatsu Station: https://www.instagram.com/unagiimo_store/

Photo credit: Unagi Imo Cooperative Association