“Buy it immediately if you see it” and “I wanted to buy it as a souvenir, but I couldn’t.” These are the kinds of comments coming from all over the country about Sagaeya Senbei Workshop’s “Yamitsuki Shimikarisen = Addictive ShimiKarisen.”

The product gained attention after being featured on TV ‘The World Unknown to Matsuko,’ and now every time it appears in events or limited-time sales at places like Tokyo Station, Takashimaya, Sendai’s Fujisaki Department Store, and Osaka’s Hankyu Department Store, it becomes a hot topic.
*Sales at Hankyu Department Store are also not permanent, but only during events or for a limited time.

On the other hand, Seijo Ishii hardly carries this product, so it’s not something you can always buy anywhere in the country. Surprisingly, even locals in Yamagata Prefecture, where Sagaeya is located, often say things like, “I went there, but it wasn’t available” or “The timing of restocks never matches up,” making it difficult even for locals to get hold of it.

Although it is not a limited-time product, its restocking is irregular. That’s why it’s especially hard to get when you want to buy it as a souvenir for returning home or for a trip, making it somewhat frustrating, yet unforgettable.

Every time I read such comments, I honestly thought, “But if you’re a local, the store is nearby—you should be able to buy it easily, right?”

I thought it would surely be fine on a weekday. With that in mind, without any special preparation and with a casual attitude, I decided to go buy the ‘addictive rice crackers’—and this article is the result of that experience.

This time, I actually visited the Senbei Workshop Sagaeya store and will share the real sales situation from the perspective of a local resident, as well as the atmosphere I felt there. So, were I able to get some souvenirs this time without any trouble?

What is “Yamitsuki Shimikarisen”?

The trending “Yamitsuki Shimikarisen” featured on SNS and TV.

• “Yamitsuki Shimikarisen” 140g ¥600 (tax included) Shelf life: about 3 months

It is characterized by its shape, which looks like a broken piece of rice cracker, and uses an original soy sauce glaze created with a long-established soy sauce manufacturer. Each piece is hand-broken, which allows the sauce to soak in much better. The sweet soy sauce glaze with a rich dashi flavor permeates the cracker, and the moment you bite into it, your mouth fills with umami.

Look! You can see that the sauce has soaked well even into the cross-section. With a thickness of 5mm, it’s crisp! In fact, it’s got a hard texture that feels more like snap! crunch! The sweet and salty rich flavor really stimulates your appetite.

Before I knew it, I couldn’t stop eating, and the whole bag was gone in no time. Please be sure to take special care of your teeth when eating it.
Watch the introduction video here

What is Senbei Workshop Sagaeya?

In November 1987, they were founded in Sagae City, Yamagata Prefecture. At the time of their founding, we only had a single assortment of “Sagae-yaki” and “Hibi-sen,” with no store, starting mail-order sales from a corner of the factory—that was the beginning of Sagaeya.

In November 1990, the Sagaeya main store opened next to the factory, and now they have directly managed stores and retailers nationwide, making us popular across the country.
Here is what the inside of the store looks like.

The moment you step in, the staff warmly welcome you with a cheerful “Welcome!” As you enter the store, right in front of you are elegant gift sets that seem perfect for giving. Your sought-after item, “Yamitsuki ShimiKarisen,” is also included. From large bags for home use to small bags perfect for a little gift, the impressive lineup of rice crackers is truly remarkable.

When I visited in January, decorations like battledore boards and lion dances were placed throughout the store. The space, filled with remnants of the New Year and a festive atmosphere, gave me a warm, cozy feeling and made it very comfortable to be there.

Inside the store, there’s also a tasting corner, which is a great perk because you can try the popular rice crackers before choosing. What surprised me even more was that warm tea was available. You can enjoy tasting while holding a steaming cup, taking pleasure in the indecision of thinking, “This is delicious, that one looks interesting too.” The space really conveys a sense of hospitality where you can relax and take a moment to unwind.

There is a spacious parking lot in front of the store, accommodating around 10 cars.

During busy times, the line of cars can stretch onto the road, and cars may be lined up outside the designated spaces. Please follow proper etiquette and remember to be considerate of others.

There are two large signs at the entrance of the parking lot that can be seen from a distance, so please use them as landmarks.

Who introduced “Yamitsuki Shimikarisen”?

Kabuki actor Ainosuke Kataoka introduced it on TV saying he buys it by the box, which further boosted its popularity. Inspired by the idea that if someone buys it by the box, it must be “absolutely delicious! I have to try it!”, I immediately went out to buy it myself.

There’s also a signature from pro wrestler Masahiro Chono! In fact, Chono has been serving as the “Yamagata Special Tourism & Tsuyahime Ambassador” since 2025, so he has a deep connection with Yamagata. The signatures and photos displayed in the store are incredibly convincing.

Additionally, it has been featured on TV “The World Unknown to Matsuko“, and is also known for being introduced by Yamagata-born celebrities like Manami Hashimoto, Maasa Takahashi, and Riho Yoshioka on TV and in the media.

The Beginning of “Yamitsuki Shimikarisen” That Even Celebrities Can’t Resist

It seems it all started with a customer’s comment saying, ‘I’m not really fond of the soggy texture of wet rice crackers…’ For some, this might be a strength, but for those who prefer a crispy texture, it could have been a downside. After all, the crispiness is one of the appealing aspects of rice crackers.

Why “Yamitsuki Shimikarisen” is Recommended as a Souvenir from Sagae?

Living in Sagae City, there are surprisingly many moments when you wonder, ‘What kind of souvenir would please someone from out of prefecture?’ At such times, the first thing that comes to mind is “Yamitsuki Shimikarisen.”

Reasons that stand out, understood because we live locally and based on our actual experiences, include the following.

• I hope more people will learn about it and that it will become an opportunity to visit Sagae City.
• It is difficult to obtain as there are only a limited number of stores in Yamagata Prefecture where it can be purchased, and it is appreciated when given as a souvenir. Friends visiting from home always say they want to buy it to take back, but often can’t find it.
• The seasonal limited items are also attractive, offering the enjoyment of being available only during that season.
• Priced in a way that makes it easy to give casually.
• Can be transported at room temperature and has a relatively long shelf life of about three months (based on the items purchased this time).

There are various reasons why I recommend it, but the main one is that when they receive it, they are genuinely happy and naturally smile. As a local, I feel confident saying, “This is a surefire gift.”

I thought I could buy it on a weekday! That was a naive assumption… then a miracle happened!

I visited at 4:00 PM on a weekday. There was only one car in the parking lot. Could it be that I might get one!? I suppressed my eager feelings and went inside the store.

There, a sign said ‘Sold Out’…

I froze for a moment, but I absolutely didn’t want to give up until I confirmed it with my own eyes! Maybe there’s at least one bag left!? With that faint hope in my heart, I went into the store. My excitement wouldn’t stop!

As expected, it was sold out. So sad… I asked the staff since they were there.

Me: “Around what time did it sell out?”

Staff: “It was sold out by 12:00, sorry.”

Me: “Even on weekdays, it sells out so quickly.”

So, I couldn’t buy the regular ‘Yamitsuki Shimi Karisen,’ but amazingly! I was able to get the seasonal ‘Yuzu’ ‘Yamitsuki Shimi Karisen!’

Even though there was a notice in front of the store saying it was sold out, I’m glad I didn’t give up and went in anyway. It turned out to be a miraculous encounter, so I immediately dug in!

• “Yamitsuki Shimikarisen Yuzu” 130g ￥600 (tax included) Shelf life: about 3 months

As stated on the package, the full flavor of yuzu spreads throughout your mouth. The sweet special sauce seeps out more and more with each bite, and the refreshing aroma of yuzu that lingers in your nose is very pleasant. It’s great as it is! You won’t be able to stop eating. I finished it in no time. I wonder if there’s anyone who can actually stop eating it? That’s something I’d like to know.

For seasonal limited editions, besides yuzu, flavors like ‘Shichimi Togarashi‘ or ‘Shrimp‘ are available, changing depending on the season. For the latest information, <ahref=”https://www.instagram.com/sagaeya_shop/” target=”_blank” rel=”noopener”>InstagramCheck it out!

A Must-Read for Those Who Definitely Want to Get It! Strategies for “Yamitsuki Shimikarisen” (Sold-Out Times and Purchase Limits)

To get straight to the point, if you want to be sure to buy “Yamitsuki Shimikarisen,” it is recommended to visit the store right after opening (10:00 AM).

At Sagaeya Main Store, even on weekdays, it often sells out before noon, and on the day we visited, it was sold out by 12:00 PM. Therefore, if you want to definitely get it, make sure to visit at the store’s opening time of 10:00 AM.

Sales start every morning at 10:00 AM, and there is a purchase limit of 5 bags per person. If you want to buy multiple bags as souvenirs or for other purposes, it is realistic to visit the store with several people.
※Please note that business hours and sales conditions may vary during the year-end and New Year period, so be sure to check the latest information on the official website or official Instagram in advance.

Where to Buy? Can You Get It at Yamagata Station or Sendai Station? Overview of Direct Stores and Retailers

Yamitsuki Shimikarisen is sold mainly at Sengaeya’s directly-managed stores and officially listed retailers. According to the ‘List of Direct Stores and Retailers’ on the official website, direct stores are located within Yamagata Prefecture and the Sendai area, making it possible to purchase at Yamagata Station (S-Pal Yamagata) and Sendai Station (S-Pal Sendai).

However, because it is a popular product, it often sells out quickly after restocking, so depending on the timing of your visit, you might not be able to buy it. On the other hand, there are occasional reports of people having ‘bought it’ or ‘seen it’ at places like Tokyo Station, Takashimaya, Sendai’s Fujisaki Department Store, and department stores in Osaka, but these are not official direct stores or permanent retailers.
Therefore, you should be aware that this is not a product that is “always available at Tokyo Station” or “guaranteed to be in department stores.” There have been cases where it was sold at special events, fairs, or as limited-time spot sales.

Moreover, Seijo Ishii does not carry this product on a permanent basis, and it is not listed as an official retailer.

For the latest information on directly managed stores and official retailers, it is best to check the official website of the Senbei Kobo Sagaeya. The list of directly managed stores and retailers can be found here.

If there is no store nearby, you can also purchase from the official online shop.
In addition to regular products, the online shop may also sell seasonal limited items.
Sagaya Official Online Shop is here.
Shimikarisen is also available on Amazon. Sagaya’s Amazon page is here.

Store Information

If there is no store nearby, you can also purchase from the official online shop. In addition to regular products, the online shop may also sell seasonal limited items. The Sagaya Official Online Shop is here. Shimikarisen is also available on Amazon. Sagaya’s Amazon page is here.Store Information

Summary

This time, we looked into the actual sales situation of Sagaeya’s signature product, “Yamitsuki Shimikarisen”. The regular version was sold out by noon, but there was a pleasant surprise in being able to find the seasonal “Yuzu” flavor, making it worthwhile to visit without giving up until the end. From this experience, we learned that if you want to make sure you get it, go in the morning, and ideally, plan to arrive right when the store opens for peace of mind.

However, depending on the timing, there’s a chance to encounter limited-edition products, and perhaps part of the charm is enjoying that element of chance. Seeing what products are on display with your own eyes and taking the time to choose them yourself is another joy unique to Sagaeya. No matter when you visit, you can feel the genuine hospitality, making it such a wonderful store.

Here is the store information for Sagaeya