This is Ichiroku Tart Hompo, a Japanese local sweet shop in Matsuyama city, Ehime, Japan. Its specialty, Ichiroku Tart, originated in Portuguese sweet: it was introduced into Nagasaki, Japan in 1647 and spread in Shikoku area. Although it is named "Tart", it is totally different from the ones in the Western countries. Portuguese one is rolled castella(a type of sponge cake) with jam filling, and Japanese one is with Anko(Japanese red bean paste) filling. Anko is seasoned with citron , so it smells nice and tastes delicious.