Usami Senbei
Tradition Wrapped in Every Crunch.
Founded in 1949 in Tsuruoka City, Yamagata, Usami Senbei is dedicated to preserving Japan’s confectionery traditions. Their signature Karakara Senbei, filled with tiny folk toys and made with Okinawan brown sugar, brings a playful twist to centuries-old sweetness.
Preserving a Sweet Legacy
For over 70 years, Usami Senbei has stayed true to its mission: to pass on the charm of Japan’s traditional sweets to future generations. Their iconic Maruyama Karakara Senbei, a triangular rice cracker filled with a small folk toy, has delighted the Shonai region since the Edo period. Each bite is not only a taste of history, but also a playful reminder of childhood joy.
Sweetness Born of Craft and Community
Made with 100% Okinawan brown sugar from Yonaguni Island, the senbei dough has a deep, mellow sweetness that perfectly complements a cup of tea. Each piece is crafted with care, honouring both the ingredients and the tradition behind it.
“We want each bite to spark a feeling of wonder—just like when you were a child,” says Ms. Usami (宇佐美様), who continues her family’s mission to deliver handcrafted sweets filled with warmth, history, and a little bit of surprise.
Discover Other Makers
Snack Box Subscription
Experience a taste of Japan from the comfort of your home. Subscribe now to enjoy new flavours and beloved classics every month with your preferred subscription plan.
JR EAST PASS
Unlock unlimited railway travel across Eastern Japan with our JR EAST PASS. Journey through iconic destinations at your own pace.
