Gateau Festa Harada, famous for its rusks! Factory tour and shopping at the headquarters

Gateau Festa Harada is renowned for its crispy and delicious “Gouter de Roi” rusks. At its headquarters in Gunma Prefecture, the factory is open for tours—completely free and no reservation required. Visitors can enjoy exclusive sweets only available on-site and shop for limited-edition products that can’t be found elsewhere. This article covers all the charms of the Gateau Festa Harada headquarters factory, enjoyable for both adults and children!

What is Gateau Festa Harada?

Gateau Festa Harada is a Western confectionery company headquartered in Takasaki City, Gunma Prefecture. Its rusk, “Gouter de Roi,” is a popular souvenir treat. The brand has expanded into department stores across Japan and is now known as the “rusk shop that draws lines of customers.” With region-exclusive flavors available, the treats are loved not only in Gunma but throughout Japan.

Although now a well-known Western sweets shop, Gateau Festa Harada was originally founded in 1901 as a traditional Japanese confectionery store. In 1946, the company began baking bread. The rusks, originally sold as processed bread products, became highly popular, prompting the launch of the “Gouter de Roi” brand in 2000 and full-scale sales of rusks.

“Gouter de Roi” means “snack of the king” in French. These rusks are made using the “ultimate French bread,” the result of over 60 years of research and experience in bread-making.

Factory tour at the Headquarters!

The factory tour is free and requires no reservation, so you can visit casually. Upon checking in, you’ll receive freshly made rusks and an original sticker.

The tour course, called the “Factory Tour Gallery,” focuses on their signature rusk. You’ll be able to see the entire manufacturing process—from making the French bread dough, cutting the baked bread, to finishing it with butter and granulated sugar. There are also videos and exhibits explaining the production process and the history of bread, so take your time exploring.

Audio guides are available for those who want more detailed information. One sweet available only to factory visitors is the “Gouter de Roi Brûlée.” This is French bread, pre-rusk stage, caramelized with a torch. It offers a chewy texture unlike typical rusks. It's such a hit that many visitors come just to try it!

Exclusive items! Shopping at the official store

After the tour, head to the Château du Bonheur main building. At the official store, you’ll find more than just rusks—there are fresh cakes, baked goods, chocolates, and butter products. It’s a dream lineup for sweets lovers. Here are some of the popular exclusive items available:

A free drink server offering coffee and tea is also available in-store, so you can relax and enjoy your shopping. Be sure to grab some for yourself or as a souvenir.

◆ French Bread

The same French bread used for their rusks is sold in limited quantities. Made with special flour and butter, one loaf can make about 50 rusks. Since it’s only available on weekdays and sells out early, it’s recommended to buy it as soon as possible if you’re interested.

◆ Broken Rusks

“Broken Rusks” are also sold exclusively at the headquarters. These are rusks that cracked during production but taste the same as regular ones. They’re more affordable and make great souvenirs. Their cute packaging has also attracted attention.

◆ Gouter de Reine (Snack of the Queen)

“Gouter de Reine (Snack of the Queen)” is a Gunma-exclusive product. It features a thin rusk sandwich with raisin cream, offering a refined flavor. With the regal name, it’s especially popular among women. The purple packaging is also elegant.

The headquarters also hosts events!

Within the grand, Parthenon-like building is a multi-purpose hall. There, events blending sweets and culture—like concerts and art exhibitions—are held. Event details are regularly posted on the official website, and tickets can also be purchased there. Enjoying exquisite sweets in a refined, peaceful setting can be a truly special experience.

◎ Summary

Gateau Festa Harada’s headquarters factory is easily accessible by car or train. By train, get off at “JR Shinmachi Station,” two stops from Takasaki Station. It’s a 15-minute walk or about 5 minutes by taxi from the station. If driving, it’s about 12 minutes from Joshinetsu Expressway Fujiooka IC, or about 23 minutes from Kanetsu Expressway Honjo-Kodama IC. Free parking for 60 cars is available on-site. Whether you’re a sweets lover or rusk fan, or just looking for a fun sightseeing spot, don’t miss this one-of-a-kind experience at Gateau Festa Harada’s headquarters factory!

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Gateau Festa Harada, famous for its rusks! Factory tour and shopping at the headquarters