Unique Store · Yufuin (Yunotsubo)
B-speak B-speak（ビースピーク）
Yufuin's cult roll-cake shop: its fluffy 'P-roll' sells out daily, and the queue of souvenir hunters on Yunotsubo street has been an Instagram fixture for years.
Hours10:00-17:00
ClosedIrregular (about twice a year)
PriceP-roll (whole): ¥1,620
Getting thereYufuin Station, 8 min walk
Time needed15 minutes
Best time10:00 opening
Address3040-2 Kawakami, Yufuin-cho, Yufu, Oita
Websiteb-speak.net
About
Run by the team behind luxury ryokan Sansou Murata, B-speak sells essentially one thing: the P-roll, a featherlight sponge rolled around plain, not-too-sweet whipped cream, sold by the roll (sometimes with a chocolate version). It became famous through word of mouth and later social media, and on busy days whole rolls are gone by early afternoon. Rolls come with ice packs for a few hours of travel.
Highlights
- Signature P-roll with light whipped cream
- Whole rolls boxed with ice packs
- On Yunotsubo street, easy to combine
Tips
- Arrive near 10:00 opening for whole rolls on weekends
- Rolls must be kept cold: buy last before heading home
- Chocolate roll appears seasonally
- Closes at 17:00 and sometimes earlier when sold out
Open in Google Maps · Info checked 2026-10-09
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