Tenjinya
Tenjinya is a Shizuoka-based chain of onigiri, bento and Shizuoka oden shops founded in 1954, known for its 'shizooka oden' and tanuki musubi.
Last updated September 29, 2026
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Overview
Tenjinya (株式会社天神屋) is a Japanese food retail chain headquartered in Suruga-ku, Shizuoka City, Shizuoka Prefecture. It operates shops selling onigiri (rice balls), bento boxes, side dishes and Shizuoka oden, and is known for its signature 'shizooka oden' (Shizuoka-style oden) and 'tanuki musubi' rice ball. The company traces its origins to a hina doll shop in Tenmacho, Shizuoka City; the name 'Tenjinya' was carried over from that doll business. In November 1954, while still running the doll shop, the family began selling the onigiri and oden they had made for staff meals, and this side business grew into the present food company. Tenjinya's product range centers on rice balls, bento, prepared side dishes and Shizuoka oden, which is sold year-round. Its shops display white lanterns reading 'Shizuoka meibutsu shizooka oden', and the chain has used the catchphrases 'Koko wa Shizuoka, Tenjinya' and 'Yasukute oishii Tenjinya'. The company also sells products online, including canned Shizuoka oden, oden powder, and retort curry, and has collaborated with FamilyMart on Tenjinya-supervised products. Its corporate emblem uses a plum blossom (umebachi) motif, linked to Sugawara no Michizane, the deity of learning. Historically, Tenjinya expanded across Shizuoka Prefecture with factories in Numazu, Shimizu, Hamamatsu, Fujieda, Fuji, Mishima and Yaizu, and at its peak operated over 100 shops. It absorbed the rival chain Asahiya in 1997, and in 2001 became a subsidiary of Tokinosumika, part of the Yonekyu group. After financial difficulties, in 2017 it underwent a 100% debt-equity swap and a third-party allotment to Eclipse Hidaka, leaving the Tokinosumika group. As of the late 2010s it operated around 27–28 shops, concentrated in central and eastern Shizuoka Prefecture, including locations in Shizuoka City, eastern Shizuoka, the Chuen area, and eight shops in service areas and parking areas along the Shin-Tomei Expressway. It has also opened shops inside commercial facilities such as KADODE OOIGAWA and as tenants of the Shizuoka-only drugstore chain Kyorindo. In 2026 it acquired the ekiben maker Tokaiken.
History
Tenjinya's history begins not as a food company but as a hina doll shop. Before 1954, the business operated as a hina doll store named Tenjinya in Tenmacho, Shizuoka City (present-day Aoi-ku, Tenmacho). The name 'Tenjinya' derives from the doll shop's trade name, which itself relates to the local custom of displaying Tenjin (Sugawara no Michizane) dolls for Boys' Day celebrations in the Shizuoka region. In November 1954, while still running the doll shop, the family began selling the 'torimeshi musubi' (chicken rice balls) and oden they had prepared as staff meals; these proved popular, and the side business became a prepared food shop at the same location, effectively converting the doll shop into a food shop. Early products included torimeshi musubi, sekihan musubi, inari sushi, norimaki, and oden. In 1959, Tenjinya began wholesale supply to local supermarkets. It opened the Ryogaecho store in 1961, the Shimizu Nanatsuyagawa store in 1963, and the Shimizu Ginza store in 1964. A factory was built in Numazu in 1967, followed by new factories in Shimizu and Hamamatsu in 1971, Fujieda in 1972, and Fuji in 1974. In August 1975, a new Shizuoka factory was established in Kutsukake 5-chome, Shizuoka City, and the headquarters was moved into it; the company began opening suburban stores with parking to match car-oriented society. In May 1976, a Mishima factory was built and an in-house microcomputer section was established, developing a computer management system covering manufacturing through sales. In May 1982, the first Japanese-style restaurant, the Fuji Tajima store, opened; in July 1984, the Kutsukake main restaurant opened and the headquarters moved to the Kutsukake main store building. In 1989, the sales method changed from face-to-face service to a choose-your-own style. In September 1991, the Yaizu factory began operation. In September 1997, the Shizuoka and Shimizu factories were integrated, and the Yaizu and Fujieda factories were integrated; the company also absorbed and merged the rival 'Asahiya' chain, which had been operating at a loss and had stores only in western Shizuoka Prefecture. Tenjinya had already been developing roadside stores in the western region on its own before the merger. By 2000, the chain had 60 stores. In 2001, it became a subsidiary of Tokinosumika, part of the Yonekyu group. A membership card was introduced in August 2002, and by 2003 the chain had 100 stores. In April 2004, the Shizuoka Kobo was integrated with the Yaizu Kobo, and the Yaizu Kobo was renamed Shizuoka Kobo. In April 2012, eight stores opened in service areas and parking areas of the Shin-Tomei Expressway. In 2013, the membership card was abolished and the company switched to carefully selected domestic rice chosen by employee tasting. In 2014, the former Asahiya stores had continued the cafeteria style and menu (popular Asahiya items included katsu curry, soba, and udon), but with the closure of the Kasai Kaido Tsunetakecho store on April 13, the company withdrew from operating roadside stores in the western region. All former Asahiya stores disappeared, and the chain concentrated on central and eastern Shizuoka Prefecture. By 2016, the number of stores had fallen to 29 due to closures of unprofitable locations and management rationalization. In May 2017, the company announced a 100% debt-equity swap of existing shares and a third-party allotment to Eclipse Hidaka, leaving Tokinosumika and becoming a subsidiary of Eclipse Hidaka to pursue business reconstruction, including domestic sourcing of main products. In December 2018, it operated 27 stores. In November 2019, it marked its 65th anniversary. On November 12, 2020, it opened the KADODE OOIGAWA store inside Food Park KADODE OOIGAWA, together with a soft-serve ice cream specialty shop 'Kadode Soft Cream'. In December 2020, it operated 28 stores. In January 2026, it acquired the ekiben (station bento) maker Tokaiken.
- 2014
Withdrew from roadside store operations in western Shizuoka Prefecture; all former Asahiya stores closed.
- 2013
Abolished membership card; switched to selected domestic rice.
- 2012
Opened 8 stores in Shin-Tomei Expressway service/parking areas.
- 2004
Integrated Shizuoka Kobo with Yaizu Kobo; renamed Yaizu Kobo to Shizuoka Kobo.
- 2003
Reached 100 stores.
- 2002
Introduced membership card.
- 2001
Became a subsidiary of Tokinosumika (Yonekyu group).
- 2000
Reached 60 stores.
- 1997
Integrated factories and absorbed rival Asahiya chain.
- 1991
Yaizu factory began operation.
Products and positioning
Shizuoka-only chain offering affordable, everyday onigiri, bento and year-round Shizuoka oden, positioned as a local soul-food brand.
Shizuoka oden
Shizuoka-style oden sold year-round, known for its dark soy-based broth and oden powder.
Tanuki musubi
Rice ball mixed with tenkasu, green onion and soy sauce, originally a staff meal.
Genkotsu musubi
Large round rice ball introduced in 2002.
Shizooka oden can
Canned Shizuoka oden, portable and sold nationwide online.
Oden powder
Original powder made from domestic ingredients including dried sardine and mackerel flakes with aonori.
Asahiya curry (retort)
Retort curry reviving the taste of the former Asahiya chain.
Sources5 sources
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