Asahiya Butcher Shop warns customers to expect a 43-year wait for a box of their popular Kobe beef croquettes. The family-owned shop, founded in 1926 and located in the city of Takasago in Japan’s Hyogo prefecture, saw its beef croquettes become a sensation in the 2000s, leading to an unprecedented wait time.
Shigeru Nitta, the third-generation owner, experimented with e-commerce in 1999 before finding success with the affordable and tasty kibble, which he made and sold at a loss to promote the store’s premium Kobe beef.
Despite raising the price in 2017, the production of Extreme Croquettes has increased, but the store’s owners still incur losses. Nitta remains motivated by the prospect of introducing potential Kobe beef customers to the popular croquettes and thereby supporting the industry.
Though there are 63,000 people on the order list, the shop continues to fulfill orders and maintains customer communication through newsletters and direct calls.
To avoid the lengthy wait for the Extreme Croquettes, travelers can visit the Kobe store to enjoy two grab-and-go snacks, the “Tor Road” and “Kitanozaka” croquettes, which provide a taste of Asahiya’s famous Kobe beef treats.