Akafuku Isuzu River Store is one of Akafuku's shops in Ise. Akafuku mochi, created in 1707, is a rice cake topped with smooth red bean paste, its three ridges shaped after the ripples of the Isuzu River that runs through the grounds of Ise Jingu and the white mochi beneath standing for the pebbles on the riverbed. You can eat it in the shop or buy a boxed set to take away, and the seasonal offerings are shaved ice with Akafuku in summer and Akafuku zenzai in winter.