Japanese convenience stores, known as Konbini, are places where new food trends are constantly born. Today, we are introducing the latest addition to the popular “Seto Shio” series by Kuriyama Beika, a long-established rice cracker manufacturer. “Seto Shio” is a long-selling product celebrating its 20th anniversary. To mark this milestone, a new flavor, “Shrimp Salt Garlic Flavor,” will be released in advance at convenience stores nationwide in Japan starting Monday, February 23, 2026.
What is the Traditional Japanese Snack “Age-sen”?
Founded in 1949, Kuriyama Beika is based in Niigata Prefecture, which is famous for its rice. The “Seto Shio” series belongs to a category of snacks called “Age-sen” (Fried Rice Cracker), which are made by frying rice dough in oil. They are loved by many Japanese people for their light, crispy texture and the savory aroma characteristic of fried crackers. This new product is an ambitious combination of “Shrimp,” which allows you to directly taste the umami of the ingredients, and “Garlic,” which stimulates the appetite.
Perfect for Satisfying a Small Hunger: Product Details and Release Date
This product will be available at convenience stores ahead of supermarkets and drugstores. Japanese Konbini are often open 24 hours a day and are important places for people looking for a late-night snack or a bite to eat on their way home from work. This product is made in a 45g size, which is just right for finishing in one sitting.
- Product Name: Seto Shio Shrimp Salt Garlic Flavor
- Release Date: Monday, February 23, 2026
- Sales Area: Convenience stores nationwide in Japan
- Net Weight: 45g
Harmony of Umami and Aroma: Three Flavor Elements
The feature of this new flavor lies in the balance of its taste composition. While maintaining the crispy texture that is the identity of “Seto Shio,” the following three elements are in harmony:
- Shrimp Flavor: The seafood umami spreads the more you chew.
- Garlic Richness: A punchy aroma that lingers.
- Sharpness of Salt: Tightens the overall taste and invites the next bite.
Japanese Snack Culture Enjoyed as “Otsumami”
In Japan, there is a culture called “Otsumami,” where snacks are enjoyed with alcohol. The official announcement also introduces it as “perfect not only for a snack but also for Otsumami.” By matching the “garlic flavor,” which goes well with carbonated drinks and alcohol, with the light texture of fried rice crackers, it achieves both the ease of a snack and satisfaction.
Look for the Red Package at Japanese Konbini
“Seto Shio” is a brand with a 20-year history, but it is constantly evolving to suit modern tastes. The “Shrimp Salt Garlic Flavor” is a modern update that adds a garlic accent to the classic shrimp salt. When you visit Japan after February 23, 2026, be sure to look for the red package in the snack aisle of a convenience store. Why not give it a try?
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