New Take on Kawaii in Quiet Castle Town
In Japan, the word kawaii often evokes images of pastel hues, animated characters, and playful pop culture. But in the tranquil castle town of Matsue, a small bakery is reimagining kawaii as something more profound—something that nourishes the heart as much as it delights the eye.
Meet the Woman Behind the Loaves
Bakeshop Konjoneko, founded in 2021 by baker, calligrapher and mother El Nomoto, blends tradition, artistry and heartfelt care into every loaf. The name itself—Konjoneko, a word she created from konjo (grit) and neko (cat)—is El’s creative signature, embodying a philosophy that combines tenacity with gentleness. It is a spirit you can sense in her bread, her story and the space she has lovingly created.
Life Shaped by Grace and Grit
El’s journey began in Tokyo after she graduated from high school in Matsue, where she studied calligraphy before marrying and becoming a mother in her mid-twenties. When her husband became unable to work, El—then a young mum with no formal baking experience—found herself as the family’s sole provider. A chance encounter with a female, compassionate baker changed everything. Realising El’s difficult circumstances, the baker kindly took her under her wing and taught her the art of baking.
From Dream to Dough: Opening Konjoneko
In 2015, El returned to her home prefecture of Shimane as a single mother, carrying with her both technique and a quiet dream: to bake bread that could offer comfort and calm joy to other families like hers. With support from the Shimane Industrial Promotion Foundation, a local organisation that helps aspiring entrepreneurs, she opened her bakeshop, Konjoneko—a space where community, kindness and craftsmanship come together. Perhaps in every mother who visited, she glimpsed a reflection of her past self—tired, hopeful, and yearning for a bit of peace.
‘My wish,’ she says, ‘is for every loaf to bring happiness—not only to your body, but to your spirit.’
Adorable Bread with Depth and Purpose
Adorable Bread with Depth and Purpose
Konjoneko’s signature item is the now-beloved, cat-shaped Nyan Butter Bread (¥270)—undeniably adorable, but far from just a gimmick. This charming loaf is baked with A-ko naturally cultured yeast, cultivated from wheat, malted rice (kōji), and water, following traditional Japanese fermentation methods. The fillings—silky custard, house-made anko (sweet red bean paste), and rich curry—are all crafted in-house with care, free from additives or preservatives.
The result? Wholesome, heartfelt bread: gentle enough for toddlers, satisfying for grown-ups, and crafted with care for everyone in between.
Space That Speaks with Japanese Beauty
The aesthetic of the shop is equally thoughtful. Shelves are lined with handwritten calligraphy cards that describe each product, and the space itself feels serene and quietly elegant, much like a traditional Japanese setting. Rather than navigating metal trays and plastic tongs, guests are invited to speak with the staff, fostering a connection over a transaction.
Local Gem Loved Far and Wide
Konjoneko’s daily Instagram updates often lead to sell-outs, as locals and visitors alike keep a close eye on her seasonal creations. Word of mouth has made the shop a quiet favourite among families who value nourishment not only for the body but for the soul.
This is kawaii, redefined—with warmth, intention and grace.
Stepping into Konjoneko, you are not just buying bread; you are becoming a part of a heartfelt story, one delicious bite at a time.
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How to Get There
From Shimane University, head towards Mihonoseki for two minutes by car. You’ll know you’ve arrived when you spot a charming yellow kei-car out front.
Coming from outside Matsue or another region?
For visitors travelling from further afield, take the San’in Expressway, cross the scenic Dan-dan Road and continue towards Nishikawatsu.
(Words by Takashi Saito)