Celebrating 101 Years: Sasara-ya's Year-End Festival Offers Unique Gifts and Fun Events

Sasara-ya Year-End Festival 2025: A Celebration of Gratitude

From December 10 to 30, 2025, Sasara-ya, operated by Hinodeya Seika Sangyo Co., Ltd., will host its annual "Toshi no Ooi" (Year-End Festival) in appreciation for a wonderful year. As a 101-year-old traditional rice cracker manufacturer, Hinodeya invites you to enjoy this special event at their main store in Toyama Prefecture, as well as various locations across Japan.

Every year, over 30,000 customers flock to Sasara-ya for their highly anticipated year-end celebration, which features festive products suitable for New Year greetings and gifts. This year, the popular “Fukuhikari” gift series is back, along with specially priced “Kine Tsuki Mochi” for family gatherings during the New Year. In addition to shopping, guests can partake in the traditional “Great Lottery,” where everyone is guaranteed a prize, and the “Otanoshi Kuji,” a fun lottery event rewarded with exciting surprises after the New Year.

Top 5 Recommendations for the Festival

1. Limited Edition Fukuhikari Gift Series

As a popular choice for year-end greetings, the exclusive “Fukuhikari” set includes a selection of delectable rice crackers wrapped in elegant furoshiki. Each package features illustrations representing the Zodiac animal for the coming year.

- Fukuhikari (Matsu): Six types of popular products in a beautifully presented box.
- Fukuhikari (Take): A more compact version with four types of treats.

The presentation, along with the delicious contents, makes these gifts ideal for sharing during the holiday season.

2. Winter Gift with Shipping Service

The winter gift selection at Sasara-ya is perfect for sending holiday presents to loved ones. Popular sets such as “Mizuho no Irodori” and “Kine Tsuki Mochi Set” are available with complimentary shipping options, offering great value.

3. Special Price Kine Tsuki Mochi

Sasara-ya's Kine Tsuki Mochi, made from 100% Toyama’s Shin-Taisyo glutinous rice, is famed for its chewiness and smooth texture. This year, it’s available at a special price of 1,000 yen (excluding tax) for an 800g package until December 31.

4. Great Lottery Event

During the festival, shoppers spending 3,000 yen or more can enter the Great Lottery, ensuring everyone wins a lovely prize—there are no losers here! It's a great way to add excitement to your shopping experience.

5. Otanoshi Kuji for New Year Blessings

For every 1,000 yen spent, customers will receive an Otanoshi Kuji, offering a chance to win additional prizes revealed on January 10, 2026. This event has become a highly anticipated, fun tradition for families visiting the store.

Festival Details

The celebration runs from December 10 to 30, 2025. Specific locations such as Toyama's Kanazawa Takayanagi Store and Tokyo's Kudan Store will also participate. Delve into the holiday spirit, enjoy exclusive flavors and products, and create cherished memories with family and friends.

For additional information about the festival and for updates on special promotions, visit Sasara-ya’s official online store at Sasara-ya Official Online Shop.

Company Background

Hinodeya Seika Sangyo Co., Ltd. was founded in 1924 and has deep roots in Japan's culinary traditions, focusing on local ingredients and safe, high-quality products. Today's offerings continue to spread joy and happiness through the delectable flavors of rice crackers, representing Japan's rich heritage.

Join us at Sasara-ya for a festive, delightful experience filled with gratitude, traditional treats, and joyous memories!