[Founded 565 Years Ago] Souhonke Surugaya Zenemon Launches "Hitokuchi Yokan" and "Tamago Senbei" as Logo Licensed Products for NHK Taiga Drama "Toyotomi Brothers!"
Souhonke Surugaya Zenemon, a Japanese confectionery store with a 565-year history, will release "Hitokuchi Yokan" (bite-sized sweet bean jelly) and "Tamago Senbei" (egg crackers) as logo-licensed products for the NHK Taiga drama "Toyotomi Brothers!" on April 29, 2026. The products aim to appeal to a wide range of customers, including drama fans, history enthusiasts, younger generations, and inbound tourists, with the concept of "savoring history through sweets."
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- 📰 Published: April 22, 2026 at 22:55
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Souhonke Surugaya Zenemon (Headquarters: Wakayama City, Representative: Ryota Okamoto), a long-established Japanese confectionery store founded 565 years ago, will launch "Hitokuchi Yokan" (bite-sized sweet bean jelly) and "Tamago Senbei" (egg crackers) as logo-licensed products for the NHK Taiga drama "Toyotomi Brothers!".
Souhonke Surugaya, founded in the mid-Muromachi period under the name "Tsuruya" in Fushimi, Kyoto, has a history where its red yokan was praised by Toyotomi Hideyoshi. Later, it accompanied the Kishu Tokugawa family as their official confectioner to Shizuoka and Wakayama, and was granted the family name "Surugaya" associated with the Tokugawa family. The techniques and flavors cultivated during the period from the Sengoku to Edo eras have been passed down to the present day. These logo-licensed products for the NHK Taiga drama "Toyotomi Brothers!" were developed with the concept of "savoring history through sweets." The company aims to expand its product offerings to a wide range of customers, including Taiga drama fans, history enthusiasts, younger generations, and inbound tourists.
"Toyotomi Hitokuchi Yokan (5 pieces)"
This product inherits the lineage of the method of "boiling down bean paste" devised by the fifth-generation Zenemon and the "first neriyokan (kneaded sweet bean jelly) in Japan" completed by the sixth generation by incorporating agar. You can enjoy its elegant sweetness in a modern, bite-sized form. The packaging is designed with the image of Wakayama Castle, which Hashiba (Toyotomi) Hideyoshi had his younger brother Hidenaga build. It is a special yokan to be savored along with the history of the Sengoku period. (1512 yen including tax)
"Toyotomi Tamago Senbei (2 pieces x 8 bags)"
It features a simple, somewhat nostalgic taste that utilizes the gentle sweetness of eggs. The surface is branded with the title logo of the NHK Taiga drama "Toyotomi Brothers!", making it a special specification that evokes the story of history. The packaging is designed with the image of Wakayama Castle, which Toyotomi Hideyoshi had his younger brother Hidenaga build. The unique texture and aroma of hand-baked senbei subtly enhance the world of the drama. (972 yen including tax)
■ Release Date: April 29, 2026
■ Retailers: Souhonke Surugaya Zenemon directly managed stores, etc.
Online Shop: https://shop.souhonke-surugaya.co.jp/
■ Contact: Souhonke Surugaya Co., Ltd. E-mail: info@souhonke-surugaya.co.jp
■ WEB Site: https://www.souhonke-surugaya.co.jp/
■ Instagram: https://www.instagram.com/souhonke_surugaya_zen_emon/
■ X (formerly Twitter): https://x.com/honke_surugaya
Souhonke Surugaya, founded in the mid-Muromachi period under the name "Tsuruya" in Fushimi, Kyoto, has a history where its red yokan was praised by Toyotomi Hideyoshi. Later, it accompanied the Kishu Tokugawa family as their official confectioner to Shizuoka and Wakayama, and was granted the family name "Surugaya" associated with the Tokugawa family. The techniques and flavors cultivated during the period from the Sengoku to Edo eras have been passed down to the present day. These logo-licensed products for the NHK Taiga drama "Toyotomi Brothers!" were developed with the concept of "savoring history through sweets." The company aims to expand its product offerings to a wide range of customers, including Taiga drama fans, history enthusiasts, younger generations, and inbound tourists.
"Toyotomi Hitokuchi Yokan (5 pieces)"
This product inherits the lineage of the method of "boiling down bean paste" devised by the fifth-generation Zenemon and the "first neriyokan (kneaded sweet bean jelly) in Japan" completed by the sixth generation by incorporating agar. You can enjoy its elegant sweetness in a modern, bite-sized form. The packaging is designed with the image of Wakayama Castle, which Hashiba (Toyotomi) Hideyoshi had his younger brother Hidenaga build. It is a special yokan to be savored along with the history of the Sengoku period. (1512 yen including tax)
"Toyotomi Tamago Senbei (2 pieces x 8 bags)"
It features a simple, somewhat nostalgic taste that utilizes the gentle sweetness of eggs. The surface is branded with the title logo of the NHK Taiga drama "Toyotomi Brothers!", making it a special specification that evokes the story of history. The packaging is designed with the image of Wakayama Castle, which Toyotomi Hideyoshi had his younger brother Hidenaga build. The unique texture and aroma of hand-baked senbei subtly enhance the world of the drama. (972 yen including tax)
■ Release Date: April 29, 2026
■ Retailers: Souhonke Surugaya Zenemon directly managed stores, etc.
Online Shop: https://shop.souhonke-surugaya.co.jp/
■ Contact: Souhonke Surugaya Co., Ltd. E-mail: info@souhonke-surugaya.co.jp
■ WEB Site: https://www.souhonke-surugaya.co.jp/
■ Instagram: https://www.instagram.com/souhonke_surugaya_zen_emon/
■ X (formerly Twitter): https://x.com/honke_surugaya