Celebrating 90 Years: The Unique Pancake Mix by Showa Sangyo and Tsuyoshi Domoto

Showa Sangyo's 90-Year Anniversary

In a remarkable collaboration, Showa Sangyo, a company celebrated for its flour products, has joined forces with the beloved artist Tsuyoshi Domoto to create a standout product: "I Love Thin and Tiny Pancakes Mix". Launching on March 1, 2026, this pancake mix not only honors Showa Sangyo's impressive 90-year legacy but aims to transform the way we enjoy pancakes.

This pancake mix is unique in its size and texture, offering a distinct dining experience. With a diameter of just 8 centimeters, the pancakes are small enough to hold in one hand, making them perfect for a quick bite. But what really sets this product apart is its thinness—promised to be the thinnest on the market (according to company standards)—which allows for a quick cooking time of just three minutes. These pancakes, with a thickness of under 1 cm, are ideal for those who want quality without sacrificing time.

The Vision Behind the Product

The development of this pancake mix emerged from a shared vision between Showa Sangyo and Domoto: to bring pancakes closer to everyone and to foster a new generation of pancake enthusiasts. Domoto, well-known for his love of pancakes—so much so that he’s written songs about them—was the perfect partner for this project. The collaboration began in August 2025, involving several months of trials and discussions to create a product that embodies the essence of pancakes while appealing to a broad audience.

Speaking on the inspiration, Domoto stated, “My journey with pancakes started from exploring traditional cafés and progressively moved toward making them at home. It became part of my daily routine, and I’m thrilled to express my passion through this product.” He noted that the challenge was to create a unique pancake mix that was not just a dessert but could also be enjoyed as a meal, making it suitable for various occasions.

Product Features

1. Convenient Size: Measuring around 8 cm, they’re just the right size for a quick snack.
2. Incredibly Thin: With a thickness of less than 1 cm, these pancakes cook in a flash.
3. Flavors for All Occasions: The pancakes boast a sweet-savory buttery flavor that pairs beautifully with both sweet and savory toppings.
4. Quick Cooking Time: Ready in only three minutes—just 1.5 minutes per side!
5. Generous Yield: One pack can make approximately 16 pancakes, perfect for gatherings.
6. Perfect for Parties: Get creative with your toppings and make pancake parties a hit!

Marketing and Promotions

On March 1, the release will be supported by a nationwide advertising campaign featuring a new TV commercial starring Tsuyoshi Domoto. The ad showcases the product's sleek packaging and includes Domoto, who shares his catchy phrase, “I love it!” at the end—adding a memorable touch to the campaign. The commercial emphasizes the ease and versatility of the pancakes, inviting viewers to recall the product when shopping.

To further engage consumers, a special website will launch alongside the product, highlighting Domoto’s favorite pancake recipes and encouraging fans to explore exciting new ways to enjoy pancakes. “I want to encourage everyone to experience the joy of pancake parties, which we lovingly refer to as ‘Ho-ke-pa’,” Domoto adds, promoting a fun, inclusive atmosphere around pancake making.

In conclusion, as Showa Sangyo marks its 90th anniversary, the introduction of "I Love Thin and Tiny Pancakes Mix" is a delightful innovation reflecting the company’s commitment to evolving its offerings while embracing cultural passions. With Tsuyoshi Domoto's creative input and enthusiasm, this product is poised to create a new wave of pancake lovers across the nation.

Availability: From March 1, 2026, available in stores nationwide.
Suggested Retail Price: 378 yen (tax included).

For more updates, visit the official product page here.