Èchiré Maison du Beurre appeared on the Marunouchi scene on September 3, 2009. Although widely available in France, Èchiré butter is restricted to select department stores and supermarkets in Japan, with sales of its butter-rich baked goods further limited to the shop in Marunouchi.
We asked the shop manager how the store came to be.
''It all sprang from the desire to spread the wonderful quality and taste of Èchiré butter. It occurred to us to demonstrate how the butter could be used as well, by offering delicious breads and sweets. As our products are a bit on the expensive side, we looked for a location drawing shoppers who appreciate high quality, and Marunouchi was just the place.''
The decision was spot on-as soon as they opened, lines began to form. ''We never expected so many devoted customers-we were thrilled!''

Most butter produced in Japan is non-fermented, yet Èchiré represents the common type in Europe, made from cream that has been lactate fermented, or cultured, giving it a slightly sour flavor, like in yogurt, and a characteristic fragrance.
As butter, like wine, is considered fruit of the terroir, or soil, the milk used to create Èchiré butter comes only from dairies within a 30-kilometer radius of the factory. Èchiré continues to employ traditional manufacturing processes, insisting on the time-honored wooden churns and lactic acid bacterium handed down through generations. After production, the butter is refrigerated, not frozen, requiring that Èchiré be flown from Paris to Japan on a weekly basis.

The Marunouchi branch carries Èchiré butter in all sizes, as well as baked goods loaded with butter. Original-recipe treats are fashioned in the kitchen found at the back of the shop, expressly showcasing the distinctiveness of Èchiré butter. With limited production, when something runs out, that's it for the day.
Croissants, the showcase item, come in three varieties: the original fragrant Tradicion, and the choice of salted or unsalted 50% Beurre (butter). On most days, people are lined up before the shop opens, so croissants sell out by noon.
The shop also offers madeleines and financiers, as well as cakes and ice cream. A highly recommended delight is the Sablé 1894, a collaborative creation celebrating the year both the Mitsubishi Ichigokan (now the Mitsubishi Ichigokan Museum) and Èchiré butter came into existence. And don't miss the Èchiré original bags, plates and other gifts.
Although the predominant majority of customers are female, you will find many businessmen in line as well!
''In fact, the busiest days of the year occur right around White Day. During the days surrounding March 14, we see businessmen in line all day long; they are on the hunt for baked goods, such as our madeleines and financiers, in return for the Valentine's Day gifts they received back in February,'' reveals the shop manager.