Before meeting my acquaintances for a drinking party, I arrived a bit early in Shinjuku, so I decided to make a little detour. I visited "Noix de Boule Shinjuku Isetan Store," a place I had been wanting to go for a while. In the basement of Isetan, there are many shops with long queues, but this one especially had a lengthy line. Unusually, I joined the end of that line. Behind the counter, you could see artisans baking pastries in the kitchen. The specialty of this shop is undoubtedly their freshly baked "fresh baked pastries." There are eight varieties, but by the time I arrived around 4 p.m., five of them were already sold out. However, no worries. The ones I was after, the "freshly baked financiers," were still plentiful. Since they are sold individually, I bought four. The wait wasn't too bad, only about 15 minutes. It seems I timed it well. When I got home, I enjoyed them with coffee. They had a noticeably darker color than regular financiers, with a visual that truly conveys the feeling of being freshly baked. And when I tasted them, I was even more surprised. It completely refreshed my previous image of financiers with its deliciousness! Truly an exceptional flavor! First, there's a crispy texture as expected from the appearance, then comes the scent of butter and almonds, followed by a moist and rich flavor that fills the mouth. They use Spanish Marcona almond powder and domestic fermented butter, but can ingredients alone make such a difference in taste? Of course, having good ingredients is essential, but it's the combination, baking temperature, and timing that all come together to create this taste. The high level of skill is evident in the simplicity of the ingredients. It was definitely worth waiting in line. The bill came to 952 yen for four pieces. Thank you for the meal!

Selected as one of the top 100 dessert shops, this place is located directly connected to the station's underground department store, making it convenient even in the lingering summer heat. Since they specialize in baked goods, there's no worry about them melting during takeout. The only downside is the long queue. Despite hesitations, I decided to give it a try. Sure enough, even in the morning, there was a line circling around the shop. I joined the end of the line, which was a bit away near the stairs. The staff were efficiently serving customers, and after filling out my order form, I reached the front in about 30 minutes. Luckily, nothing was sold out, and I spotted they were selling chestnut Mont Blanc, which I missed out on last time due to it being sold out. Ah, I forgot to bring a cooler bag! What a shame! I ended up getting: - Freshly baked financier (chestnut) for 346 yen each, limited until October. It had a faint chestnut aroma, truly embodying autumn. - Freshly baked financier for 238 yen each, with burnt butter and almond flavors, their signature item. Although they have a shelf life of 3 days, I might have bought too many (laughs). - Madeleines for 238 yen each, with a rustic and generous size. - Lemon cake for 300 yen, with a strong lemony taste, although the sugar coating was quite sweet. - Caramel banana cake for 519 yen, which I bought due to the allure of caramel and banana, but was surprised by the addition of black sugar, which I'm not fond of. Recently, I was impressed by the meticulously crafted freshly baked financiers at "As" in Ebisu during their dessert course, but it's also enjoyable to see new delicious creations being efficiently produced like this. Thank you for the meal.

I stopped by Noix de Blurred on the basement floor of Shinjuku Isetan. There was a long line, about a 40-minute wait. I heard their financiers were famous, so I bought five of them. They were delicious, with a crispy and fragrant crust.

Around 4:00 PM on weekdays. There's always a line in the morning, but even at this time, there's still quite a queue. It's really popular. By now, some of the limited-time financiers and galettes are already sold out. But there's still plenty of the classic financiers available. While the focus tends to be on the financiers here, I wonder if the cakes are delicious too. Someday, I'd like to give them a try.

The famous financiers here always have long queues! If you want freshly baked ones in individual packaging without waiting in line, go in the evening close to closing time. They have a shelf life of 3 days from the purchase date, but the individually packaged ones usually last over a month. If you want to buy in advance or plan to give them as gifts, the individually packaged ones are more convenient. They're delicious even when individually packaged! If you can't go to Isetan, you can also buy them online. Personally, I love the limited edition pistachio flavor in spring, but you can only get them in-store, as they're not available in individual packaging.

I had some business at Isetan Shinjuku, so I visited Noa du Bour, which had high ratings on Tabelog. There was a line, but I was able to purchase my items in about 15 minutes. I got Financiers and Madeleines to go. The freshly baked Financiers were exceptionally delicious and I'd love to repeat the experience as they go really well with coffee. Thank you for the meal.

Mont Blanc with chestnut: Seasonal specialty using chestnuts from Takachiho, Miyazaki Prefecture! Inside is filled with fresh cream ❤️ The base is also delicious!! It's always a struggle every year to find a Mont Blanc that isn't made with meringue. Financier (chestnut): Seasonal delight, so tasty! I'm usually a Bretonne fan when it comes to financiers, but as someone who loves sweet potatoes and pumpkins, I'll allow myself this little indulgence! 😄 I think I'll go buy another one! 🌟

I arrived in Shinjuku a bit after 10 a.m. since my morning errands finished early. I headed straight to our usual spot in the basement floor of Shinjuku Isetan, expecting it to be quiet at this hour on a weekday. However, I was mistaken. There were already over 20 people lined up. I grabbed a paper for pre-ordering while waiting in line. After about 40 minutes, I reached the counter. I handed over the pre-filled paper and waited a bit. I got my Financier and Canele packed in a box to take home. As soon as I got home, I dug in. The Canele had a crispy outer layer and a moist inside, creating an enjoyable texture contrast. The Financier, being their signature item, was undeniably delicious. It didn't have as much contrast between the outer and inner texture as the Canele, but it was still crispy and moist. Its unique flavor is hard to describe, but it's definitely tasty. I wish I could express it better, but my lack of vocabulary is saddening. I'll definitely come back for more. Thanks for the meal!

Located a 3-5 minute walk from Shinjuku-sanchome Station is the sweets shop Noix de Boule at Shinjuku Isetan. This place consistently has a long line, often about an hour wait, so it's best to plan ahead when visiting. It was selected as one of the top 100 sweets shops in Tokyo in 2023. Being located on the first basement floor of Isetan Shinjuku means you don't have to wait in the hot or cold weather, which is a relief. Many people also buy in bulk at once. This time, I tried the freshly baked financiers and canelés. As expected from such a long line, the quality of the freshly baked financiers is high, with a crispy surface, a fluffy texture inside, and a rich, buttery aroma mingling with the sweetness as it melts in your mouth. The canelés, with their adult flavor reminiscent of brandy, have a fantastic crunchy texture, showcasing the overall high quality of the baked goods. You can purchase these exceptional baked sweets, which would surely be appreciated as gifts. Be sure to visit. Bon appétit!

On Tuesday morning, around 10:05 am, I arrived at Isetan and was wandering inside, wondering which shops to visit. As I was strolling, I noticed a long line! Without thinking, I joined the queue and waited absentmindedly. After a while, it seemed like I had progressed quite a bit, but then I saw a sign that said it would still take about 20 more minutes from there! Even though I had been waiting for almost 20 minutes already, there was still another half of the wait time left? I was a bit surprised. Finally, it was my turn, and I quickly paid 475 yen for a financier (220 yen + tax) and madeleine (220 yen + tax). I couldn't help but wonder how much others were buying while I was waiting in line. Later, when I tried them, they were incredibly delicious with lots of butter! Well, it's more enjoyable when received as a gift than when bought by oneself. If you ever buy from this place, I thought about expressing my gratitude with the feelings of waiting in line. Thank you for the delicious treats! ^ ^

I visited during a weekday morning, and there was an incredible line! I waited for about 20 minutes... I bought all the freshly baked pastries except for the lemon cake, keeping the quantity moderate since they don't last long. The best one was undoubtedly their signature product, the financiers! It was the tastiest I've ever had. The seasonal pistachio financier was also superb, right after the plain one! I regretted not buying more financiers after eating them. 😄 The galette had a satisfyingly hearty texture, leaving me feeling content. I'll definitely buy some again when I come back to Tokyo.

Shinjuku Sanchome. Shinjuku Isetan Basement 1st floor. Weekday 10:50 with more than 30 people lining up. The line reached downstairs and couldn't be measured. Purchased at 11:25. It was faster than expected. Today's purchases: Financier ¥220 x 2, Madeleine ¥220 x 2, Canele ¥200 x 2. I've known about the long lines for years, but this time, since it's become a popular store, I decided to brace myself and line up. The same store has outlets in other locations, but I wonder how they differ. When I got home and tried them, I could tell they use a lot of butter, but I couldn't understand why they're so highly praised or what the point of the line is. I actually found them tastier the next day than the day I bought them. Maybe the reasonable price and the line attracting more people contribute to its popularity. Thank you for the meal.

This financiers here are personally my number one choice. They have a perfect balance: the firmness on the day of purchase, the softness the next day, and a delightful texture. When reheated, they become wonderfully buttery. Financiers, in general, vary widely in quality from convenience stores to famous patisseries, often being too sweet, too greasy, or leaving an unpleasant aftertaste. However, the financiers from Noa Douleur are exceptional, truly showcasing the authentic deliciousness of financiers. They pair wonderfully with tea! However, due to the limited number of sales outlets, there's always a queue at the shop. It's quite a challenge to get them without some determination. Yet, no matter how long the line, it seems they never run out of financiers.

I love financiers the most among all baked sweets. I often give them as presents or receive them as gifts. This financier was selected as one of the top 100 sweets shops, so I decided to buy it again. I waited for 40 minutes on a Sunday evening at the Shinjuku Isetan store. Although they prioritize customers with an MI Card, I couldn't remember my app password, so I waited in line like everyone else. The end of the line extended to the stairs leading to the second basement floor. It was tough down there due to the strong scent of cosmetics from the lower-level beauty section! At the counter, freshly baked financiers were being displayed one after another and sold quickly. I bought three freshly baked financiers and two madeleines maman, each priced at 235 yen. The financiers had a crispy and fragrant exterior, while the interior was soft and moist with a buttery aroma. The madeleines maman had a rich flavor of honey, and I could taste a hint of sourness, likely from the addition of sour cream. I remember not having to wait in line like this at the Mitsukoshi Nihonbashi store, but there's always a huge queue here.

Visited on August 27, 2023, at 11:04. There was a line of about 20-30 people, and the wait was around 40-60 minutes. I joined the line a bit away from the front, beyond the staircase landing. Finally managed to make a purchase at exactly 12:00. For home consumption, I bought the freshly baked Financier (220 yen + tax) and Madeleine Maman (220 yen + tax). - **Freshly Baked Financier:** It had a strong flavor of almonds and butter, showcasing the use of high-quality ingredients. The exterior was crispy, and the texture was delightful (though those who prefer a fluffy texture might have a different opinion). - **Madeleine Maman:** The batter was dense and had a substantial weight. Similar to the Financier, it carried a pleasant aroma of butter. Despite the somewhat challenging wait, the deliciousness certainly justified it.

I visited a store in the basement of Isetan in Shinjuku on a weekend afternoon. I often come to this floor, and there is always a long line in front of "Noa du Bour," but I never had the chance to buy anything. Surprisingly, there was hardly any line this day, so I decided to buy something. I purchased Financier, Madeleine, and Maman's basic items. I'm not sure if they are worth waiting in line for, but they tasted delicious. Since there was no line this time, maybe I should have tried something else. Thank you for the delicious meal!

I used to buy sweets in Ginza often, but this time I visited the Shinjuku store, which was selected as one of the top 100 sweets shops in 2023. They had a new item, a lemon pie, which I saw for the first time. It was released at 12:00, and I managed to get there just in time. However, there was a crazy long line, and it took almost an hour. I was quite surprised. The taste, though, was unbelievably delicious. The lemon pie was exceptionally tasty, and the limited edition financiers were pistachio flavored this time. The lemon cake was also delightful with a perfect balance of sweet and sour, and the crispy icing was superb. Thank you for the wonderful treat!

Fluffy and fragrant financiers with a crispy texture, available at Noa du Bour, Shinjuku Isetan Store (Isetan Shinjuku, Tokyo). Freshly baked financiers for ¥238. Instagram: tsukasan777, Twitter: tsukasan2010.

I visited Noix de Beurre Shinjuku Isetan, famous for its freshly baked financiers in the depachika (basement floor of the department store). It seems that the freshly baked financiers are sold out by the evening. What I received: - Freshly baked financiers - Freshly baked pistachio financiers - Madeleines Mamman They were moist and delicious. The limited-time pistachio flavor also had a noticeable pistachio taste. I think it would be perfect as a gift. Thank you for the delicious treats!