Hoshi Tabeyo 40th Anniversary! Online Shop Orders Start June 29, "Hoshi Tabeyo x Sanrio Characters" to be Released July 13

Kuriyama Rice Senbei Co., Ltd. (Head Office: Niigata City, Niigata Prefecture, President: Taiga Kuriyama), which manufactures and sells rice crackers such as "Bakauke," "Seto Shio," and "Hoshi Tabeyo," will release a commemorative product for its long-selling brand "Hoshi Tabeyo," which will celebrate its 40th anniversary in 2026. The product is a collaboration with the characters of Sanrio Co., Ltd., titled "Hoshi Tabeyo (Salt Flavor)." Orders will begin at 9:00 AM on June 29, 2026, at the Befco Online Shop.

[Befco Online Shop: https://befco-shop.jp/]

Product Features

1 Dream Collaboration: "Hoshi Hoshi" x Sanrio Characters

"Hoshi Tabeyo's" new character, "Hoshi Hoshi," is also entered in the Sanrio Character Ranking event "2026 Sanrio Character Awards" held by Sanrio Co., Ltd., in the partner category. In this collaboration, "Hoshi Hoshi" and "Sanrio Characters" appear together on the packaging and cards, achieving a dream collaboration. Popular characters such as Hello Kitty, Cinnamoroll, Little Twin Stars (Kiki & Lala), and Kuromi have been integrated into the world of "Hoshi Tabeyo" to create a cute design.

2 Includes 1 Original Card (4 Types Total)

- Designs You'll Want to Collect -

One original card, randomly selected from four types featuring "Sanrio Characters" and "Hoshi Hoshi," will be included. Which design you get is a surprise until you open it. The cute designs will make you want to collect them all, and they can be enjoyed by a wide range of generations, from children to adults.

3 Easy-to-Eat Individual Packaging & Gentle Texture

Individually packaged in "2 crackers x 13 bags" per large bag, you can easily enjoy as much as you want. Made with fine rice flour for a light, crispy texture. Enjoyable for a wide range of ages, from children to the elderly.

Product Details

Product Name: 26 Sanrio Characters Hoshi Tabeyo (Salt Flavor)

Contents: 86g (approx. individual packaging: 2 crackers x 13 bags)

Release Date: July 13, 2026 (Mon)

Sales Locations

- Supermarkets and drugstores nationwide

- Official Online Shop

Orders will begin at 9:00 AM on June 29, 2026, at the online shop.

Ordered products will be delivered on or after July 13, 2026 (Mon).

URL: https://befco-shop.jp/

Related Information

"40th Anniversary of Release! 'Hoshi Tabeyo' Renewed! New Star-Shaped Character 'Hoshi Hoshi' Born" (Announced April 9, 2026, Press Release)

https://prtimes.jp/main/html/rd/p/000000129.000063435.html

d63435-139-02a2bc63e1dfcafc8046e765d599e6c9.pdf

Company Profile

Company Name: Kuriyama Rice Senbei Co., Ltd.

Head Office: 2661 Shinzaki, Kita-ku, Niigata City, Niigata Prefecture

Representative: President Taiga Kuriyama

Established: February 5, 1949

Number of Employees: Approx. 750 (50% male, 50% female)

Business Activities: Manufacturing and sales of rice crackers

Main Products: "Bakauke," "Seto Shio," "Hoshi Tabeyo," etc.

What is the Corporate Brand "Befco"?

"Befco" is a brand name derived from the initial letters of Beika (Rice Cracker), Frontier, and Company. We aim to be a brand loved worldwide by creating "fun," "deliciousness," and "newness" that go beyond the realm of rice crackers.

Business Activities

A confectionery manufacturer that produces and sells rice crackers such as "Bakauke," "Seto Shio," and "Hoshi Tabeyo."

With the theme of "Fun, Delicious, New," we are challenging ourselves to provide new value in line with the times, in addition to our long-selling products. While cherishing tradition, we continue to propose new ways to enjoy food.

Other Company Data (Fiscal Year 2025)

Sales: 28.2 billion yen

Average Age: 37 years old

Average Length of Service: Approx. 15 years

Childcare Leave Acquisition Rate: 100% for women, 100% for men (ongoing since FY2023)

*Kuriyama Rice Senbei by the Numbers Site: https://recruit.befco.jp/data/

________________________________________

President Profile

Taiga Kuriyama

Date of Birth: April 30, 1994 (32 years old)

After graduating from the Faculty of Economics at Seikei University, he joined Kuriyama Rice Senbei in 2020 after working at Heiwado Co., Ltd. He became President in April 2025 and is leading the next generation of management.

<Official Websites>

Top Page: https://www.befco.jp/

Befco Online Shop: https://befco-shop.jp/

Recruitment Site: https://recruit.befco.jp/

【For Media Inquiries】

Kuriyama Rice Senbei Co., Ltd. Public Relations Representative

Email: publicity@befco.jp

TEL: 080-6801-7109

【For Customer Inquiries】

Kuriyama Rice Senbei Co., Ltd. Customer Service TEL: 0120-957-893