Maker’s Story: Original Squid Crackers from Iwate by Sugata
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Have you ever heard of Iwate Prefecture (岩手県)? Located in the northern part of Japan’s Tohoku Region, Iwate and its neighbouring region are renowned for the distinctive “nanbu senbei” (南部せんべい), a local cracker made from wheat rather than the traditional rice. Positioned along the east coast of the region, Iwate also boasts some of the freshest seafood in the country—especially its prized sea urchins and squids—making seafood bowls a must-try when visiting the region.
One local producer has brilliantly combined both of Iwate’s best offerings into their flagship product squid crackers. Meet Sugata (有限会社すがた), one of our Featured Makers for December, as we highlight Iwate Prefecture in our “White Winter” Omiyage Snack Box.
We had the pleasure of speaking with Mr. Hoshino, the company representative, to learn more about this unique snack and its fascinating history.
Sugata’s Signature Product: The Original Squid Crackers
Hoshino-san, thank you for speaking with us! Please tell us more about Sugata and its signature product.
Our company Sugata was established in 1881 (Meiji 14) in Miyako City (宮古市), a coastal city in Iwate Prefecture, and our signature product is the original squid cracker, also known as “ika senbei” (いかせんべい) or “ikasen”.
Our ika senbei is characterised by the rich aroma and subtle sweetness of squid emerging through the flavour of the sea. Just like dried squid, the more you chew, the tastier the cracker becomes.
Wow, that sounds phenomenal. The squid crackers are one of the featured snacks in our “White Winter” Omiyage Snack Box! What do you want fellow snackers to know about these delicious senbei?
The squid crackers are the heartfelt creation with local ingredients sourced from nearby producers, crafted specifically for local enjoyment and consumption. Two ingredients that I would like to highlight is Miyako salt, which is processed from the seawater in our hometown Miyako City, as well as Iwate wheat flour.
Although they are thinly-baked with a crispy-soft texture, these mini-sized crackers pack a punch when it comes to taste. The Japanese name of this snack includes the word “mago”, which conveys a sense of being “small and cute” as well as “well-loved across generations”.
Also, our squid crackers are low in additives (we only use baking soda), and as a company, we are always happy to take part in projects to welcome more tourists to visit us.
Must-visit spots in Miyako, Iwate
We are certain that many of our readers are interested in visiting Iwate! What are your recommended sightseeing spots and activities in Miyako City?
I would like to invite readers to know more about Iwate’s Rias Coast, an impressive fishing ground since ancient times, known for its abundant seafood. Although the coastal towns were struck by tsunamis multiple times and suffered severe damage in the 2011 Great East Japan Earthquake, they have since made a remarkable recovery.
Besides that, I would recommend the Miyako’s must-visit natural sightseeing spots, including Jodogahama Beach (浄土ヶ浜), known for its stunning white rocks and blue waters; and the Michinoku Sea Breeze Trail (みちのく潮風トレイル), a scenic coastal hiking trail that offers amazing views of the rugged coastline.
Of course, you have to try the fresh and delicious seafood—from sea urchin to scallops and squid—at Iwate’s local markets and seaside eateries. Miyako offers the unique “bindon” (瓶ドン), a fun take on seafood kaisendon served in glass bottles instead of traditional bowls.
Last but not least, the ports along Iwate’s coastline welcome international cruise ships, so foreign visitors can get the chance to explore the local culture during their stopovers here.
Many people around the world may not be accustomed to eating squid, but its taste is exceptional, especially when mixed with the juice from boiling dried squid and squid powder processed in-house using a special method. In fact, even those who don’t usually like squid often buy it when they visit Japan!
Although our baked products are called “senbei” or rice crackers, they do not contain rice. Instead, they are baked snacks made with wheat flour, a flavour unique to this area, and each piece carefully crafted by artisans. This is our first time importing our products to an international market, so we hope you get to try them and visit the beautiful coast of Iwate!
Enjoy “White Winter” with JAPAN RAIL CLUB’s Omiyage Snack Box this December 2024!
JAPAN RAIL CLUB is proud to introduce the snack “Mini Squid Rice Crackers (Sanriku Railway Special)” which features the unique harmony of wheat crackers and squid. This marks Sugata’s first overseas pursuit, so be sure to try their tasty squid crackers and other local Japanese snacks in our “White Winter” Omiyage Snack Box, supported by our friends at the JR Morioka Branch Office. Subscribe to JAPAN RAIL CLUB today!
Sue Lynn
Currently based in Tokyo, Sue Lynn first came to Japan as a university exchange student. With 6 years of experience in Japan’s inbound tourism, she is familiar with Japan, particularly on rail passes and East Japan spots, and has a passion for travelling.
Sue is also passionate about Japan’s thrifting culture, and is keen to uncover more hidden gems while visiting all 47 prefectures during her stay in Japan. Sue’s 5Cs are cats, cameras, cinema, climbing, and city pop. Ask her about how her favourite JR Pass (JR TOKYO Wide Pass) saved her life (and wallet).
