Exciting Collaboration Between Milay Biscuits and Sooup Consulting in Celebration of 10th Anniversary

A Unique Treat: Milay Biscuits Collaboration

In a delightful celebration of creativity and joy, Sooup Consulting, based in Toshima, Tokyo, is thrilled to announce its collaboration with Milay Biscuits, known for their signature treats. This partnership marks a special milestone as Sooup celebrates its 10th anniversary. This collaboration is highlighted by limited-edition Milay Biscuits themed around the book, "What Happy People Think".

The Creative Collaboration

The packaging of these special biscuits showcases the unique illustrations by Takashi Yanase, the creator of the beloved character Anpanman, and Wada Radio, the illustrator for the book. The combination of these artistic representations offers a reflection of both brands' commitment to quality and positivity. Incorporating Wada Hironobu's illustrations, the biscuit package presents a fun and collectible item rather than a commercial product, intended for special events and campaigns.

Currently, there are no plans for retail availability of these biscuits. Instead, they will be distributed through events associated with the book and various social media campaigns.

Upcoming Events for Distribution

The biscuits will be featured at several upcoming events where attendees can get their hands on these collectibles:

- July 4, 2026: Sooup Yushun Special at Kochi Racecourse, PR booth. More details can be found here.
- July 5, 2026: Talk event celebrating the launch of "What Happy People Think" at Kochi Tsutaya Bookstore. More information can be accessed here.
- July 17, 2026: Sooup Consulting's 10th Anniversary Lecture at Toshima Community Hall.
- Various campaigns conducted by the author on their official X account: @sooupconsulting.

What is Milay Biscuits?

Milay Biscuits are known for their unique preparation method that involves baking and quickly frying the biscuits, resulting in a crunchy texture infused with a nutty aroma. Their delightful salty-sweet taste has won over generations, gaining popularity not just in Kochi but all over Japan. The distinctive packaging often features "Milay-chan," a character drawn by Takashi Yanase, adding to the charm of these beloved treats.

Author Wada Hironobu has cherished the taste of Milay Biscuits for over 40 years, recalling how he was mesmerized by their warmth and flavor during his childhood.

About Nomura Seika Co., Ltd.

Since its establishment in 1923 as a snack food manufacturer focusing on bean-based snacks, Nomura Seika has been dedicated to enriching the everyday moments of Kochi inhabitants. Starting biscuit production in the 1950s, the company has become synonymous with quality snack foods.

Their official website can be explored at Nomura Seika.

Product Details

- Name: Milay Biscuits (4-piece set)
- Price: Not for sale
- Contents: 30g x 4
- Description: Milay Biscuits are irresistibly sweet and make for an addictive snack.

Meet Wada Hironobu

Wada Hironobu, born in 1977 in Aichi Prefecture, has become a notable figure in the consulting realm as the CEO of Sooup Consulting. After working with major firms, he launched Sooup in 2016, providing vital support for over 660 companies, cumulatively improving revenue beyond 100 billion yen. A passionate supporter of his hometown, he has contributed to regional fiscal initiatives for six consecutive years.