Sugiyama Fruit has frequently featured in the media since scoring a major hit with its Nama Jelly. Although it specializes in high-class fruits to give as gifts, one corner of the store has shelves lined with colorful Nama Jelly. The jelly was created by the owner, Kiyoshi Sugiyama, who calls himself a "fruit artist". It is a water-based jelly made with Mt. Fuji spring water and packed with premium fruits. As a result of his insistence on the highest levels of quality and service (for example, gift-wrapping), the reputation of the shop spread by word of mouth, leading to nationwide acclaim. Despite even apparently being approached about mass producing the jelly and expanding his business, he won't budge and still insists on selling his jelly directly through his shop, saying that he would never do anything that would undermine the level of quality or service. Give this extremely popular, special jelly as a gift to someone you love, or get some as a treat for yourself.