Revamping Tradition: Kirinosaka Unveils New Brand Identity and Store Opening

On March 28, 2026, Kirinosaka, a brand under the esteemed Chuo Ken Senbei, will open its new store at OIMACHI TRACKS, directly connected to Oimachi Station in Tokyo. Known for its innovative approach to traditional rice crackers, the brand has undergone a complete revamp. This initiative reflects its commitment to exploring the limits of deliciousness beyond conventional norms, which has been at the heart of Kirinosaka since its establishment in 1923.

A Fresh Start

With a new brand statement, logo, and packaging design, Kirinosaka aims to redefine itself as a provider of rice crackers that go beyond traditional boundaries. The revamped brand statement reads: “Rice crackers can be even more free and delicious.” This essence is woven into every product, a testament to the company’s 100 years of expertise combined with creative thinking.

The offerings include unique items such as:

- Dipable Rice Crackers: Enjoy the crispness of rice crackers paired with rich sauces.
- Rice Palette: A visual delight that transforms flavors with each bite, promising an artistic experience at your table.
- Brown Rice Chips: Light and packed with flavor, these chips highlight the refreshing aroma of brown rice combined with gourmet seasonings.

Kirinosaka's Unique Products

Kirinosaka has always pushed the envelope with its products. The latest lineup features:

- Brown Rice Chips: Crafted from premium brown rice, these chips boast an exquisite crunch. Using rice bran oil extracted from nutritionally rich rice, they are expertly fried to achieve a light, airy texture.
- Sakura Shrimp with Herbs: A blend of rosemary, thyme, and parsley enhances the richness of sakura shrimp, marrying flavors with the nutty character of brown rice.
- Parmigiano Pepper: This combines the intense flavor of aged Parmigiano-Reggiano with the richness of Camembert cheese, leaving a memorable aftertaste.
- Caramelized Onion and Truffle: The sweetness of domestic onions melds with luxurious truffle aroma, delivering a sophisticated flavor profile.

The Rice Palette is another innovative offering that presents an array of colors, forming a culinary piece of art perfect for leisurely evenings.

Innovative Experiences Await

At the new Kirinosaka store, not only will customers experience the reimagined world of rice crackers, but they’ll also find a diverse selection catering to various needs—from self-indulgences to suitable gifts for business occasions. The store is designed to be welcoming, offering a glimpse into the history of rice crackers intertwined with exciting new perspectives.

About OIMACHI TRACKS

OIMACHI TRACKS is a large multi-purpose facility developed under the Shinagawa area urban development project led by JR East. This hub will host offices, hotels, residences, and around 80 retail outlets, making it a vibrant addition to the Oimachi area—set to open on the same day as the Kirinosaka store.

Conclusion

Steering traditional rice crackers into a modern era, Kirinosaka is set to captivate the palettes of a new generation. With its unique offerings and commitment to quality, this brand is more than just a store; it is a journey of culinary exploration. Discover the transformations at the Kirinosaka store on March 28, 2026, and find an exquisite selection that promises innovation and quality in every bite.

Store Details:

- Name: Kirinosaka by Chuo Ken Senbei
- Opening Date: March 28, 2026
- Address: OIMACHI TRACKS HOTEL & RESIDENCE TOWER 3rd Floor, 2-1-3 Hirocho, Shinagawa-ku, Tokyo
- Phone: 03-6429-8338
- Hours: Sun-Thu 10:00 AM - 8:00 PM, Fri-Sat 10:00 AM - 9:00 PM
- Closure: Adheres to OIMACHI TRACKS' closure schedule.
- Product Range: Kirinosaka’s offerings include “Brown Rice Chips”, “Rice Palette”, and “Dipable Rice Crackers”, alongside selections from the Chuo Ken Senbei brand.