Hiroka Hirosaki's coffee shop "Non-Non" (Suehiro, Hirosaki) will open on October 31st for about 40 years.

Hiromasa Matsumura (67), the owner of the store, is from Tottori prefecture. Worked at the Fujiya family in Ginza, Tokyo, and met a wife from Hirosaki city. In 1972, when he moved to Hirosaki, he opened a coffee shop "Non-Non" in the Nishi-Hiro area to offer pizza, spaghetti, etc. by taking advantage of his experience in Tokyo. Coffee was 70 yen at that time, but there were days when 100,000 yen was sold a day.

Mr. Matsumura recalls, "I worked, anyway." Go to bed at 16:30 and start preparation at the store at 24:30. Not only the menu in the store, but also the bento distributed to employees working in the market. "I can't serve the same side dishes because they are bento distributed to the same person," he thought about the menu every day, and when there were many, he made 60-70 bento per day.

There were various encounters in 40 years. Invited by regular customers, he will serve as a referee for high school baseball for 30 years. Matsumura laughs, "I was invited just because I had a good physique." I didn't even know the rules of baseball, but I studied using idle time at the store. The tempura manufacturing and wholesale business, which is still ongoing, started with the invitation of customers.

Contributing to the development of the cafe culture of the city. Mr. Matsumura said that the restaurant "Sable" (Matsumori Town) and the now closed coffee shop "Swan" (Dote Town) cooperated with him from the start up. Considering the menu provided, I also made food samples to be displayed at the entrance. According to Mr. Matsumura, he was involved in dozens of coffee shops and restaurants in the city alone.

The most popular non-non menu item is nabeyaki udon (600 yen). At the beginning of the move to the market, it was limited to a coffee menu and only served light meals such as toast and sandwiches. However, after being founded by Hirosaki Chuo Fruits and Vegetables Co., Ltd., the late Masanori Ohnaka said, "Isn't there nabe-yaki udon?" "I am deeply impressed that it became the best-selling menu," he said.

Mr. Matsumura opened a liquor store "Yumeizumino" (Izumino) in April of this year. It has been a long-standing dream to create a cozy izakaya at home, and after closing "Non-Non", he continued to stand in the store as a master of izakaya. “I want to be active in the store until I am 75 years old,” says Matsumura. Regarding "non-non", "please contact us if you want to continue".

Business hours are from 5:30 to 14:00. Closed on Sundays and public holidays.