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A traditional sweets shop by trade, this long-time Asakusa fixture does a roaring trade selling one thing – jumbo melon pan. This melon-shaped (but not flavoured) sweet bun is sold hot off the oven for ¥300 each. But here’s why it’s so popular: you can have your melon pan stuffed with vanilla, matcha or a seasonal soft-serve ice cream for ¥700.