The fried sandwich sensation sweeping Asia opens in Manila its 4th overseas store. Local-exclusive Tropical Pine Sandwich sells out on day one amid huge crowds
Age.3, the fried sandwich specialty brand from Fukuoka, celebrated its grand opening in the Philippines at one of the largest commercial complexes in Manila, SM North EDSA, on July 24, 2025.
Having built a strong presence in popular Japanese tourist areas such as Ginza, Asakusa, and Harajuku, Age.3 has expanded globally to Hong Kong, Shanghai, and Sydney. Now, this much-talked-about Japanese sweets brand—known for drawing long lines around the world—has made its highly anticipated Southeast Asian debut.
Pronounced “Agesan,” Age.3 is a playful abbreviation of the Japanese words for “fried” (age) and “sandwich” (sando).
Huge crowds from day one: a dazzling launch taking Manila by storm!
On opening day, many customers gathered from the morning, and a long queue quickly formed as soon as the shop opened.
The store got off to a spectacular start, with #Age3Manila is trending on social networking sites and first-day sales expected to exceed those of the flagship store in Japan.
Customers praised the appearance of the product, the new texture of fresh whipped cream on freshly fried bread, and the one-of-a-kind flavor, proving that the brand’s blend of Instagrammable-worthy visuals and delicious taste resonates strongly in the local market as well.
Manila exclusive Tropical Pine sandwich: A taste of the islands in every bite
The spotlight was on Tropical Pine, an island-inspired creation available only at the Age.3 MANILA store. This tropical dessert layers juicy chunks of pineapple with melt-in-your-mouth mango sauce and airy, low-sugar whipped cream, all wrapped in crispy-yet-fluffy fried bun.
Combining the refreshing lightness of a beachside treat with the indulgent satisfaction of an Age.3 style treat, this exclusive menu item proved a runaway hit—selling out completely on opening day.
A new local store experience born from Japanese expertise and Filipino sensibilities
The Manila store is a store experience tailored to the unique culture and lifestyle of the Philippines, with Age.3 headquarters in Japan handling manufacturing, quality control, and product development, in partnership with a local company.
From staff hospitality to store layout, operations have been optimized for the local market, resulting in the birth of a sweets store that blends naturally into Manila while maintaining the same quality as in Japan.
Expanding the Fried-Sandwich craze across Asia
Age.3 has established fried-sandwiches as a new dessert category —a concept independent from both traditional Japanese confections and Western-style sweets.
In addition to tourist destinations in Japan, the brand has grown internationally to Hong Kong, Shanghai, Sydney, and now Manila. With eyes on further expansion, Age.3 aims to spread its innovative crispy-soft fried dessert across the entire Asia region.
Store Details
Store Name: Age.3 Manila – SM North EDSA Store
Location: Second Floor, The Block, SM North EDSA, Quezon City, Manila, Philippines
Instagram: https://www.instagram.com/age3_manila/
The whipped cream used in Age.3’s fried sandwich dessert is a custom-developed formula of low-sugar fresh whipped cream.
Made without refined sugar, it is sweetened with Lakanto, a zero-calorie natural sweetener that matches sugar in sweetness. Lakanto combines high-purity extract of the cucurbitaceous plant monkfruit and the natural sweetener ingredient erythritol in perfect balance to achieve a sweetness close to that of sugar.
The result is a light, refreshing low-sugar whipped cream that’s satisfying until the very end.
About Age.3
The franchise began in 2020 in Kama City, Fukuoka Prefecture, as a sweet sandwich shop named FRUITS SAND THREE, promoting local fruit-based dessert sandwiches.
In 2023, the brand developed a new-style treat—the fried sandwich new dessert—featuring low-sugar whipped cream and a unique crispy-soft textured bun and opened Age.3 GINZA in December that same year.
Since then, the company has expanded internationally to Hong Kong, Shanghai, and Sydney, and by 2025, shops were also established in Asakusa and Harajuku. On July 24, 2025, the fourth international location, Age.3 MANILA, officially opened its doors.
This press release has also been published on VRITIMES
