Maker’s Story: Handcrafted Rice Crackers by Fujimido

Looking for unique and handmade rice crackers to bring home as souvenirs from Tokyo? 

Maker Fujimido (富士見堂) has been in the business for more than 70 years and we had the great opportunity to speak to a representative from Fujimido, Mr. Sasaki (佐々木), to learn more about this local brand and its humble beginnings.

Introduction to Fujimido

Sasaki san is the third-generation owner of Fujimido. | ©Fujimido

Sasaki-san, thank you for letting us interview your company. Please tell us more about Fujimido’s story.

Our company Fujimido was founded in 1950 in Katsushika Ward in East Tokyo, specifically at Aoto (青戸). Aoto was an area with many rice paddy fields and has had many rice cracker shops for a long time.

As the third-generation owner, I inherited my father’s craftsmanship and expanded the sales channel from wholesale to retail sales.

Rice cracker artisan from Fujimido. | ©Fujimido

Fujimido’s rice crackers are made with high-quality Japanese rice from contract farmers in Hokkaido and Nagano. | ©Fujimido

As a small rice cracker shop, our big mission is as follows:

• Continue the handmade process
• Make products with Japanese rice
• Spread the culture of Japanese rice
• Convey the thoughts of makers who produce the ingredients
• Foster craftsmanship amongst young people
• Continue to be open to new ideas
• Stay simple 
• Be a rice cracker shop that customers are happy to buy from

The dough is kneaded and meticulously shaped with precision. | ©Fujimido

Our customers’ satisfaction is a source of motivation for us to continue with our business, while using ingredients exclusively from Japanese makers, even if only a little at a time. 

Through our rice crackers, we wish to convey the deliciousness of Japanese cuisine, encouraging everyone to consume Japanese ingredients while supporting our domestic farmers, producers, and counterparts. 

Edo Origami: Rice crackers inspired by Edo

Fujimido’s Edo Origami rice crackers are featured in JAPAN RAIL CLUB’s “From Edo to Tokyo” Omiyage Snack Box this September 2024. 

Your company’s dedication and commitment to handmade rice crackers is very admirable! Could you share more about the snack that is featured in our snack box this month?

The “Edo Origami” (江戸折り紙) is an assortment box featuring four classic flavours of baked rice crackers and deep-fried rice crackers from Fujimido that emphasises on the taste of rice. 

The packaging is popular for its traditional Japanese-style patterns inspired by the streetscape of Aoto, Edo town waterways, and rice crackers. The other attractive thing about the snack is its shape, which looks more three-dimensional by shifting the squares.

Rice crackers rich with umami

Rice crackers baked with precision to bring out the natural flavour of rice. | ©Fujimido

The Edo Origami definitely looks stylish, perfect for a souvenir from Tokyo! What would you say makes Fujimido’s rice crackers stand out from other brands?

Our rice crackers are made primarily from domestically-produced ingredients and are created to convey the heartfelt messages and feelings of their producers and makers. 

In terms of technique, our craftsmen adjust the heat level bit by bit, slowly baking the dough at a temperature that suits it which brings out the umami flavour of the rice, allowing you to enjoy the rice flavour to its fullest. 

We guarantee that what you taste will make you realise that these rice crackers are, indeed, most definitely, made from rice. 

Beyond Edo Origami: Anko Tenbei and more!

Anko Tenbei (left) and Shiro Hobari (right) rice crackers by Fujimido. | ©Fujimido

That sounds lovely! What are Fujimido’s main products, and can we buy Fujimido products outside of Japan?

Our flagship products include the popular Anko Tenbei (あんこ天米), which features Hokkaido red bean paste sandwiched between crunchy and fragrant rice crackers, as well as the Shiro Hobari (白ほおばり), which are light and crispy rice crackers flavoured with dashi-infused sweet soy sauce.

As for our overseas activities, they are currently limited to Switzerland via this website and Hong Kong, as part of a special project by a food delivery subscription service “Oisix”.

Fun facts about Aoto, Fujimido’s hometown

Fujimido’s Headquarters or Main Shop is located in Aoto, Tokyo. | ©Fujimido

Are there any attractions or fun facts about Aoto that you would like international tourists to know?

The word “戸” (to) in Aoto (青戸) means “pier” or “wharf”. It is believed that Aoto was an area with a large port in the olden days. In 1956, the Japan Housing Corporation began accepting applicants for the Aoto Housing Complex, where the area rapidly developed into a residential area.

Of course, Fujimido’s Main Shop is also located in Aoto, so please visit us when you have the time in Tokyo.

Message from Fujimido

Staff of Fujimido. | ©Fujimido

Thank you for sharing, Sasaki-san! Lastly, do you have any messages for our overseas customers?

Made from the country’s staple food, rice, rice crackers are a familiar snack in Japan. They can be savoury with a soy sauce or salty base, or sweet combinations with sugar or chocolate, and even red bean paste.

At Fujimido, our rice crackers are made with the flavour of rice in mind, and many of our products are made without artificial additives, so that you can savour the natural flavours of the ingredients. 

JAPAN RAIL CLUB is proud to feature Fujimido’s stylish rice crackers—Edo Origami—as part of our exciting Tokyo-special ensemble in the “From Edo to Tokyo” Omiyage Snack Box. For more unique and local snacks from Tokyo and the rest of Japan, subscribe to JAPAN RAIL CLUB today!