New 'Shio Mame Daifuku'
2025-06-20 01:21:48

Introducing the New 'Shio Mame Daifuku': A Delightful Treat from Toyama Prefecture

Introducing the New 'Shio Mame Daifuku'



On June 20, 2025, Hinodeya Seika, a long-established rice snack manufacturer based in Nanto City, Toyama Prefecture, will unveil their eagerly awaited new product in the "Okomejaya" brand: the "Shio Mame Daifuku". This sweet treat, crafted with the rare Shin Taisho Mochi rice, aims to connect people through the joy of food.

The Concept Behind 'Okomejaya'


The "Okomejaya" brand centers around the idea of creating substantial happiness from small grains of rice. With the tagline, "Big happiness is brought by little fortunes", the brand embraces the essence of Japanese rice culture while elevating its appeal. The name "Daifuku" itself, which translates to "big fortune", is symbolically linked to the "God of Fortune with a Big Belly", emphasizing the importance of cherishing small blessings that accumulate into greater happiness.

Quality Ingredients


Hinodeya Seika places a strong emphasis on quality, particularly with their ingredients:

1. Shin Taisho Mochi Rice: This special mochi rice variety, known as the "phantom sticky rice" of Toyama, is grown in the region’s rich natural environment. Its rarity stems from its consumption predominantly within Toyama Prefecture itself. The rice is soaked and steamed, then crafted using traditional pounding techniques, resulting in a chewy and elastic texture that daifuku is known for.

2. Hybrid Anko: Utilizing an original blend developed by Hinodeya, this hybrid sweet bean paste combines both tsubuan (chunky) and koshian (smooth) styles. The goal was to create a filling that offers the unique textures of both styles. Tsubuan provides a delightful bite, while koshian adds a smooth finish, making it enjoyable for all preferences.

3. Domestic Tanba Black Beans: These black beans, sourced from Tanba in Japan, are steamed to perfection. Their natural sweetness is preserved, and skilled artisans adjust their texture to complement the daifuku, ensuring the perfect bite every time.

4. Optimal Size and Ingredient Balance: The daifuku is crafted to provide just enough satisfaction, leaving a desire for more. The balance between the size and the ratio of mochi to anko creates a delightful experience for snacking.

Development Background


Since its establishment, Hinodeya Seika has strived to contribute to Japanese food culture through rice snacks. The creation of the 'Oyatudaifuku' is a testament to their ongoing desire to explore new possibilities for rice in Japanese cuisine. By prioritizing high-quality ingredients, historical methods, and innovation, the company has created an entirely unique daifuku.

Future Developments


Alongside the primary product, the 'Shio Mame Daifuku', Hinodeya plans to introduce seasonal variations and fruit-filled daifuku options. The aim is to promote the culinary charm of Toyama across generations, providing a widened selection that highlights their commitment to quality.

Where to Find the New Treat


Starting June 20, 2025, the 'Shio Mame Daifuku' will be available at various locations, including:
  • - Sasara-ya Fukumikohonten
  • - Sasara-ya Tateyama
  • - Sasara-ya Toyama Kinsenji
  • - Sasara-ya Takaoka
  • - Sasara-ya Toyama Fuchu
  • - Sasara-ya Osaka Sumiyoshi
  • - Sasara-ya Tokyo Hachioji
  • - Sasara-ya Tokyo Kudanshita

Additionally, from July 4, the product will be available at Sasara-ya Kanazawa Takayanagi. The online frozen sales are slated to start in March 2026, allowing for easy access to this delicious treat.

About 'Okomejaya'


The brand 'Okomejaya' was born from the desire to connect people through Toyama's delightful rice snacks. Emphasizing local products and ensuring safety and quality, Hinodeya Seika has been a beloved name in rice snacks since its founding in 1924.

Company Overview


  • - Established: 1924
  • - Headquarters: Nanto City, Toyama Prefecture
  • - Representative: Yohei Kawai, President
  • - Website: Hinodeya Seika Official

With the launch of 'Shio Mame Daifuku', Hinodeya Seika is set to bring joy to many, ensuring that happiness continues to be delivered through their beloved rice snacks.


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Topics Consumer Products & Retail)

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