Yutoku Senbei Ideshoten

Founded in 1912 (the first year of the Taishō era) as a senbei shop, Ideshoten is a long-established Japanese confectionery with a rich history. Known for its simple, nostalgic flavors, the shop is especially loved for its ginger senbei, miso senbei, and Yutoku senbei.

Ideshoten’s senbei are made using traditional methods and carefully selected, high-quality ingredients, offering comforting flavors that bring a sense of warmth with every bite. The ginger senbei has a gentle aroma of ginger and a lightly sweet taste, the miso senbei delivers a rich and savory depth of flavor, and the Yutoku senbei is popular for its crisp texture and toasty fragrance.

In addition to its classic offerings, the shop has embraced new ideas, such as original illustrated senbei cookies that can be customized with a company logo, illustrations, or text baked onto the surface. These make excellent choices for corporate celebrations, event giveaways, or original collaboration products.

The shop also sells collaboration items with anime titles, including Zombie Land Saga Revenge × Yutoku Senbei. These senbei are available 24 hours a day from a senbei vending machine. For 600 yen, customers receive one randomly selected Yutoku senbei featuring a variety of designs, adding an element of fun to the experience. With a bit of luck, you might even win a “jackpot” prize, such as a 5,000-yen product exchange senbei (Go-Sen Pay), a senbei featuring a portrait of the shop owner, or a “Fox’s Wedding” senbei.

While preserving its traditional flavors, Ideshoten continues to refine its methods and ingredients and is always taking on new challenges. Be sure to experience these special flavors for yourself at least once.