I am not sure why several people think the customer service is not friendly. I am not asian but have been going to Toyo for about 15 years. I have always been treated nicely there even when I first started going. The women at the counter are always helpful if you ask them where something is, or ask for advice on a recipe, or anything else. Although you may be able to find some items at other stores a little cheaper, you will not be able to find everything elsewhere. The fresh omochi they hand out with purchases is a nice touch as well.
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