Onigiri × Kiri® = "OniKiri" is Born! "OniKiri Photo Submission Campaign" to Win Exclusive OniKiri® Molds Starts April 1st

Bel Japon Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Aytekin Yildiz; hereinafter "Bel Japon") will launch a new "OniKiri" campaign in April for its No. 1※1 cream cheese brand "Kiri". Along with this, recipe videos for "OniKiri" will be released on its website and social media, and an "OniKiri Photo Submission Campaign" will be held starting April 1, 2026 (Wednesday).

"OniKiri" Campaign Starts!

"Kiri", the No. 1※1 brand in the cream cheese category, has been loved by many, from children to adults, for over 40 years in Japan. In recent years, the rice ball market has continued to expand due to an increase in the number of specialty rice ball shops, mainly at terminal stations and airports, and a wider variety of ingredients. As "onigiri" diversifies and gains renewed attention, with high-end and "evolved" rice balls focusing on ingredients, seasonings, shapes, and appearance, the combination of "cheese x onigiri" is already a hot topic on social media.

Therefore, "Kiri" proposes "OniKiri" to expand the possibilities of deliciousness of familiar rice balls, utilizing its creamy taste that pairs well with any ingredient. A flash of inspiration from one "Kiri" in your usual rice ball. The simple encounter of "Japanese x Kiri" will spark a revolution in taste. The method is simple: just add one "Kiri" to your favorite rice ball. From easy and simple arrangements to collaborations with local ingredients, enjoy the encounter with "OniKiri" through "Kiri"'s wide versatility.

With the start of this initiative, from April, recipe videos for various "OniKiri", from classic to unique local arrangements, will be sequentially released via social media and YouTube.

※1 Intage SRI Cream Cheese Market, March 2025 - February 2026, cumulative sales amount

13 Types of "OniKiri" Recipes Released

"OniKiri" recipes are available on the Bel Japon official website. A total of 13 types of "OniKiri" recipes are provided, including classic arrangements, local "OniKiri" combining smoked daikon (iburigakko), mentaiko (spicy cod roe), takoyaki, and unique ones using zunda (sweet edamame paste), sweet chestnuts, and prosciutto.

URL：https://www.bel-japon.com/belrecipe/kiri.html

OniKiri® Photo Submission Campaign Overview

To coincide with the launch of this campaign, a photo submission campaign will be held where participants can post photos of their favorite "OniKiri" using "Kiri". Among those who post photos of homemade "OniKiri" on Instagram with the specified hashtag, 20 winners will be selected by lottery to receive an "OniKiri mold" that can create a perfect indentation for "Kiri" in the center of a rice ball.

＼Currently Running／ "Kiri® de Happy Campaign" Overview

Simultaneously, the "Kiri® de Happy Campaign" is being held. In this campaign, during the period, if you apply via LINE with a receipt for purchasing eligible "Kiri" products worth 300 yen (tax included) or more, or 1,500 yen (tax included) or more, a total of 1,200 winners will be selected by lottery to receive Kiri® original goods or an original QUO Card Pay worth 1,000 yen.

▼Campaign website here

https://www.bel-japon.com/kiri/happycampaign/

【Campaign Period (Receipt Validity Period)】

March 1, 2026 (Sunday) - May 31, 2026 (Sunday) *Application deadline: May 31, 2026 (Sunday) 23:59

【How to Participate】

1. Add "Kiri Campaign" LINE official account as a friend

2. Follow the instructions in the chat room, enter necessary information, take a photo of the receipt, and send it

3. If you win, a winning message will be sent in early to mid-July 2026

【Prizes】

"Kiri" original goods, product assortment set, original QUO Card Pay 1,000 yen

About "Kiri"

Company Profile

Trade Name: Bel Japon Co., Ltd. Representative Director: Aytekin Yildiz

Established: November 1, 2005 Capital: 270 million yen

Business Activities: As a subsidiary of Bel S.A. in France, import and sales of Kiri/Belcube/Boursin brands (some products manufactured domestically under contract), marketing activities, new product development, sales support for distributors, quality improvement, etc.

Office: 5F 313 Minami Aoyama Bldg., 3-13-18 Minami Aoyama, Minato-ku, Tokyo 107-0062

URL：https://www.bel-japon.com/