#Japan #Tokyo #BAKE INC. #Tokyo Senbei #EATo LUMINE

Tokyo Senbei Opens Second Permanent Store at EATo LUMINE Shinjuku

On June 21, 2025, BAKE Inc. will unveil its second permanent location for the popular brand, Tokyo Senbei, inside JR Shinjuku Station at the EATo LUMINE food spot. This launch follows the overwhelming success of their first store at the Daimaru Tokyo basement. Tokyo Senbei is known for its unique take on rice crackers, promising a combination of nostalgia and innovation: “crispy to bite into, yet new to chew.”

This new store aims to provide convenient options for travelers and commuters looking for trendy gifts. As one of Japan's largest transport hubs, Shinjuku Station sees a constant influx of people due to its popularity among tourists and business travelers. The new shop offers a diverse range of stylish and delicious items, making it an ideal choice for those seeking gift options.

Tokyo Senbei has gained substantial popularity as a new standard for gifts since its launch, showcasing a variety of uniquely flavored rice crackers that pay homage to traditional taste while integrating modern elements. Their offerings include products perfect for casual gifts or visits, aligned with today’s appetite for quality and aesthetics.

The opening of the Tokyo Senbei EATo LUMINE store includes a special commemorative event where the first 100 customers who spend over 2,500 yen (tax included) will receive a unique embroidered keychain. This keychain, a first for the brand, features a design inspired by Majolica tiles, providing an exclusive keepsake for early customers.

Store Information:

• - Store Name: Tokyo Senbei EATo LUMINE Shinjuku Store
• - Location: 3-38-2 Shinjuku, Shinjuku-ku, Tokyo, 160-0022, Japan (B1 inside JR Shinjuku Station)
• - Hours: 8:00 AM - 10:00 PM
• - Holiday: As the building operates
• - Opening Day: June 21, 2025

Limited-Time Gift:

To celebrate the store opening, customers who spend over 2,500 yen will receive an exclusive embroidered keychain, available to the first 100 visitors. Please note that limited quantities are available, and each person is entitled to only one keychain.

Featured Products:

Senbei Sandwiches:

Tokyo Senbei offers a trendy snack called Senbei Sandwiches, which pair perfectly with various beverages including tea and coffee.

• - Bitter Caramel Senbei Sandwich: Featuring a rich caramel cream developed through numerous trials, balanced with crunchy caramel chips.
• - Praline Chocolate Senbei Sandwich: A chocolate cream with caramelized nuts creates a delicious sweet and salty experience.
• - Cheese Maple Senbei Sandwich: Combining creamy Camembert with maple syrup for a delightful blend of flavors.

Gift Box Options:

The range of Senbei Sandwiches is also available in assorted gift boxes, making them an excellent choice for special occasions.

About Tokyo Senbei:

Tokyo Senbei is dedicated to exploring a new frontier in rice crackers by balancing nostalgia with contemporary tastes. They offer not only Senbei Sandwiches but also an array of packaged options including ‘ara-re’ and mini ‘fuki-yose’. Ideal for casual gifts or special occasions, Tokyo Senbei caters to a wide variety of gifting needs.

Company Overview:

• - Name: BAKE Inc.
• - Founded: April 2013
• - CEO: Takeshi Nakano
• - Headquarters: 3-19-1 Shirokanedai, Minato-ku, Tokyo, 108-0071
• - Website: BAKE INC.
• - Snacking Brands: BAKE offers nine distinct brands including BAKE CHEESE TART, PRSS BUTTER SAND, and now, 越界 Videos for its exciting new Tokyo Senbei.

With its new permanent location in Shinjuku, Tokyo Senbei is set to capture the hearts (and taste buds) of many more patrons looking for the perfect blend of tradition and innovation.