Yamabun, a rice cracker shop in Niigata Prefecture, has been producing rice crackers that bring out the flavor of locally grown Niigata rice for over 100 years since its establishment in Ojiya, Niigata Prefecture in 1919. Despite the abundance of food in Japan and the country's prosperity, Yamabun continues to uphold traditional production methods that require time and effort, offering a taste of nostalgia with their simple and traditional rice crackers. Please enjoy the authentic Yamabun rice crackers. ■ Store Information Keio Department Store Shinjuku Store Echigo Yamabun Direct Sales Section 1-1-4 Nishi-Shinjuku, Shinjuku-ku, Tokyo 160-8321 Main phone number: 03-3342-2111 Yamabun Keio Department Store Shinjuku Store: 03-3342-2111 1-1-4 Nishi-Shinjuku, Shinjuku-ku, Tokyo Keio Department Store Shinjuku Store Basement Floor https://tabelog.com/tokyo/A1304/A130401/13236682/

As we approach the end of the year and head towards the New Year, it's the season when mochi (rice cakes) taste delicious. I always buy my mochi from "Echigo Arare Yamabumi" in Uonuma City, Niigata Prefecture. However, to my surprise, the mochi corner at Nihonbashi Mitsukoshi, where I usually bought them, closed at the end of February. Although there is still a mochi corner at Keio Department Store Shinjuku, I had never bought mochi there before, so I was worried if they would carry the same brand. In past years, mochi would be displayed at Mitsukoshi by the end of November, so I decided to check out the Keio corner while in Shinjuku. To my relief, the same cut mochi that used to be at Mitsukoshi was proudly displayed on the corner of the showcase. I immediately purchased two packs of 450g for 713 yen each. When I got home, I cooked and ate them using a cooking appliance called "Amiyaki Taisho" (650W) by Tamahashi. I had been using Lithon's "Senbero Maker" (470W) for a long time, but it didn't have enough heat to cook mochi properly. Despite just replacing it, the new appliance worked wonders. In just 7-8 minutes, the mochi puffed up like it was cooked on a charcoal brazier. I brushed soy sauce on them twice, grilled them, and made them into isobe-maki (seaweed-wrapped rice cakes), which turned out to be the most delicious I've ever made. The cooking appliance played a significant role, but if the mochi wasn't good, it wouldn't have turned out this way. On another day, I made mochi mixed with grated daikon radish and natto, which was also delicious. Mochi mixed with fresh, soft mochi is exceptional, but using grilled mochi adds a nice crunch. When it comes to New Year mochi, Keio's corner is the best choice. Update: As planned, I bought New Year mochi from Echigo Arare Yamabumi at the Keio Department Store Shinjuku corner. I had them in ozoni (mochi soup) on New Year's Day, and they were indeed delicious. The soup included Miyazaki-raised Kirishima chicken, Odawara Kago Kiyoshi kamaboko (fish cake), Kyoto-grown komatsuna (Japanese mustard spinach), and dashi made from chicken and Okui Kaishindo's Rishiri kombu (kelp). The mochi's flavor, stickiness, elasticity, and texture were all top-notch. It's true that if the mochi wasn't delicious, the ozoni wouldn't have been as good. When it comes to New Year mochi, this is the place to go.

This is the second-floor sales floor of an arare (rice cracker) shop from Uonuma City, Niigata Prefecture, located in Keio Department Store. The sales are managed by Yamabun Co., Ltd. in Nishi-Ochiai, Shinjuku Ward, but the manufacturing is done by Yamabun Co., Ltd. in Uonuma City. I have always been a fan of their products at the Nihonbashi Mitsukoshi Main Store, but unfortunately, they closed at the end of February. They still seem to be available at the Mitsukoshi's select shop corner called Kawayuan, but the selection is limited. Since I ran out of stock at home, I decided to stop by here while in Shinjuku. I was relieved to see the usual lineup of products here, but I also found a "trial set" for 1,080 yen. It includes 12 types of rice crackers, senbei (rice crackers), and arare in individual small bags. I have tried almost all of these products before, so there was no need for me to try them again, but the fact that they are individually packed is convenient. I love the taste of rice in these products, but my only complaint is that there are few individually wrapped items, so once opened, they need to be eaten before they get moist. This set, with each item in a single-serving size, provides peace of mind. I decided to get one bag and took it home. The senbei and arare I ate at home had the consistent quality I expected. For me, these are still the best. The withdrawal of the brand from Mitsukoshi Nihonbashi Main Store will likely have a negative impact on their image. I sincerely hope that this "trial set" will help attract new customers. Once you try it, you will surely understand its deliciousness.

Last year, on my final business trip, I had bought some kaki mochi as a year-end greeting for my destination from Echigo Arare Yamabumi at Nihonbashi Mitsukoshi, but I forgot to bring it with me when leaving home. I don't want to get old. So, I had some time in Shinjuku, and I waited for the store to open and visited the same arare shop on the second floor of Keio Department Store. After securing the original "Oomasa" gift box, I also bought a bag of "Oomasa" and cut mochi for home use. I was able to successfully complete the greetings for my business trip. The "Oomasa" kaki comes in four flavors: nori, salad soy sauce, soy sauce, and tamari soy sauce. They all have the delicious taste of the original rice, but my favorite is the salt-flavored salad. I waited until New Year's morning to open the cut mochi. When baked in my favorite cooking appliance, the Senbero Maker, it puffs up nicely as if grilled over charcoal. I enjoyed it first in zoni. It's convenient that Keio Department Store also has a sales area.