40th Anniversary of "Hoshi Tabeyo" Brings a Renewal! Birth of a New Star-Shaped Character, "Hoshi Hoshi"

Kuriyama Beika Co., Ltd. (President & CEO: Taiga Kuriyama / Kita-ku, Niigata City) will sequentially renew the packaging of its long-selling product "Hoshi Tabeyo," which celebrated its 40th anniversary in 2026, starting from April of the same year. Along with this, a new symbol character for the product, "Hoshi Hoshi," makes its debut. Featuring a fluffy appearance, "Hoshi Hoshi" was designed by Takayoshi Shimizu, who handles the art direction for TV Tokyo's popular infant program "Synapusyu." The character was created to embody the desire for the product to be a kinder and more familiar snack for those who pick it up. In conjunction with the rollout of this new packaging, a new brand site and an official X account will be opened, and starting Thursday, April 9, 2026, a new commercial featuring the cute movements of "Hoshi Hoshi" will be released. In addition, to commemorate the 40th anniversary, the "Hoshi Tabeyo 40th Thank You Campaign," where you can win gorgeous star-themed prizes, has been underway since Wednesday, April 1, 2026. Please enjoy the renewed "Hoshi Tabeyo" along with the gentle worldview spread by "Hoshi Hoshi." ### "Hoshi Hoshi" Character Profile A star-shaped creature that appeared from nowhere. It is fluffy. It makes a crispy sound when it walks. It doesn't like being alone, so it is always walking around looking for someone. It can only say "ho" and "shi," but it loves to talk. ### New CM Story Featuring "Hoshi Hoshi" (15 seconds each) These are short stories that express the charm of "Hoshi Tabeyo," known for its light texture, through the adorable movements and gestures of "Hoshi Hoshi." You can also watch the 3 types of CMs on the brand site. "Night Sky" Edition 15 seconds: https://youtu.be/wifc0gefAJE "Kyun" Edition 15 seconds: [URL truncated]