#Japan #Tokyo #Kichijoji #SHIRO SASARAYA #White Shrimp

SHIRO SASARAYA Grand Opening in Kichijoji

SHIRO SASARAYA, a specialty store dedicated to white shrimp rice crackers, is set to launch its first permanent location at Atre Kichijoji on September 2, 2025. Located directly at the train station, this store marks a significant milestone for the brand, which has held a special place in its heart for Kichijoji, as it represents the company's first foray into Tokyo nearly 60 years ago.

Previously, the establishment operated various pop-up stores, receiving warm affection from customers. The new permanent shop will serve as a hub to promote the delights of Toyama and its rice, showcasing the brand's commitment to quality and local flavors.

Inside the store, visitors can explore popular items such as the “Shiro Ebi Sen” rice crackers and the much-talked-about new product “Antorobei,” both of which were previously available only through online channels or temporary events. Whether you’re a local resident or a commuter passing through the station, everyone is welcomed to stop by and experience the unique offerings of SHIRO SASARAYA.

Exclusive Opening Celebrations

To commemorate the grand opening, the store will feature a limited-edition “Happy Bag,” which includes popular products:

• - 9 pieces of Shiro Ebi Sen
• - 3 pieces of Antorobei
• - 10g of Shiro-Tsumami Cheese Truffle

This Happy Bag is only available in limited quantities, so make sure to grab one before they sell out!

Special Opening Benefits

From September 2 to September 7, customers who purchase SHIRO SASARAYA products worth 5,000 yen or more will receive an exclusive, non-sale original eco-bag. Only the first 100 customers will receive this special gift!

Popular Product Highlights

1. Thin Baked European Style - Shiro Ebi Sen
These rice crackers are made using the precious “Shiro Ebi” sourced from Toyama Bay, finished with a hint of olive oil and zesty acidity for a unique European twist.


2. New Harmonious Rice Snack - Antorobei
This innovative treat combines sweetened red beans from Hokkaido with the “Shiro Ebi” to create a rice cracker sandwich. Experience a unique blend of tradition and innovation that leads to a new harmonious taste.
Discover Antorobei Here


3. Shiro-Tsumami
This delightful snack features ultra-thin rice crackers made with handpicked premium white ingredients. Enjoy the luxurious taste by savoring one cracker, then another for a true indulgence.

About SHIRO SASARAYA

The name “SHIRO SASARAYA” translates to a shop dedicated to the shimmering little jewel-like “Shiro Ebi” and the rice from Toyama. The rice crackers made from these two white elements symbolize a unique taste born from the connection between people, nature, and culinary traditions. The concept, represented through the color white (SHIRO), fuses Japanese and Western culinary elements to create a new sensation with rice snacks. SHIRO SASARAYA operates pop-up stores across various locations in Kanto and Kansai regions.

For more information, visit the official website of SHIRO SASARAYA at SHIRO SASARAYA Official Website.

Store Details

SHIRO SASARAYA Atre Kichijoji
Address: 1-24 Kichijoji Minamicho, Musashino-shi, Tokyo, Japan (1F, 4th street)
Phone: 0422-22-1973
Business Hours: 10:00 AM - 9:00 PM (subject to facility regulations)
Closed: Irregular (subject to facility regulations)

Company Overview

Founded in 1924, Hinodeya Seika Co., Ltd. is a rice cracker manufacturer deeply intertwined with Japan's history, culture, and natural landscape. They strive to bring happiness to everyone through their high-quality rice snacks produced with locally sourced ingredients, promoting the value of safe and reliable products with the slogan “Locally Produced, Locally Consumed.”

Hinodeya Seika Co., Ltd. Headquarters
Location: 411 Tanaka, Nanto City, Toyama Prefecture, Japan
Founded: 1924
Capital: 800 million yen
Employees: 347 (as of February 28, 2025)
CEO: Yohei Kawai
Corporate Website: Hinodeya Seika Corporate Website