Hattendo Launches Luck-Bringing 'Shittori Motchiri Shamoji-yaki' – A New Hiroshima Souvenir Rooted in Traditional Confectionery
Hattendo, originally founded as a Japanese confectionery shop, will release 'Shittori Motchiri Shamoji-yaki' on April 29, 2026. This shamoji-shaped sweet reflects Hiroshima's culture of 'scooping up fortune,' targeting the gift and souvenir market.
📋 Article Processing Timeline
- 📰 Published: April 27, 2026 at 20:00
- 🔍 Collected: April 27, 2026 at 11:31
- 🤖 AI Analyzed: April 28, 2026 at 00:14 (12h 43m after Collected)
Hattendo Co., Ltd. (Headquarters: Mihara City, Hiroshima Prefecture; President and Representative Director: Mitsutaka Morimitsu) will launch its new product, 'Shittori Motchiri Shamoji-yaki,' starting Wednesday, April 29, 2026 (National Holiday).
Hattendo was founded in 1933 with the mission to 'cheer up people through sweet and delicious Japanese sweets' during the global economic depression. Since then, the company has transitioned through various formats—from a Western-style confectionery to a bakery—while maintaining its founding spirit. Today, it continues to create products based on the combined history of Japanese, Western, and bakery traditions.
For this new launch, the company returns to its roots in Japanese confectionery (Wagashi) under the theme of 'Fuku' (Good Fortune). The goal was to create a memorable product that connects warm feelings through gift-giving. Embracing the spirit of 'handicraft' from its original confectionery shop days, the company focused not only on texture and taste but also on giving form to Hiroshima's identity and the ancient Japanese spirit of 'Engi' (Good Luck), wishing for the happiness of the recipient.
The sweet is shaped like a 'shamoji' (rice scoop) to 'scoop up fortune,' featuring a moist and chewy dough wrapping gently sweetened red bean paste. It is a comforting Japanese sweet infused with Hiroshima-inspired sentiments.
The outer packaging uses a bright vermilion (Shu-iro) base, evocative of celebratory days. The individual wrapping of the shamoji-shaped portions is designed to allow customers to write personal messages, making it an ideal gift.
'May your important day go well.' Hattendo proposes this Japanese sweet for business scenes, celebratory occasions, and as a distinctive Hiroshima souvenir.
Product Overview: Shittori Motchiri Shamoji-yaki
Release Date: Starting Wednesday, April 29, 2026
Sales Locations: Hattendo stores (Hiroshima, Osaka), highway service areas, etc.
Price: 5-piece box 1,199 yen (tax included) / Single 238 yen (tax included)
Story:
In Hiroshima, the shamoji has long been a symbol of good luck, meant to 'scoop up fortune.' This shape has been captured in Hattendo's original Wagashi style, featuring a chewy and moist texture with a gentle sweetness.
Perfect for:
- Business gifts, celebrations, and congratulatory occasions
- Authentic Hiroshima souvenirs
- Giving with a personal handwritten message on the individual packaging
Hattendo was founded in 1933 with the mission to 'cheer up people through sweet and delicious Japanese sweets' during the global economic depression. Since then, the company has transitioned through various formats—from a Western-style confectionery to a bakery—while maintaining its founding spirit. Today, it continues to create products based on the combined history of Japanese, Western, and bakery traditions.
For this new launch, the company returns to its roots in Japanese confectionery (Wagashi) under the theme of 'Fuku' (Good Fortune). The goal was to create a memorable product that connects warm feelings through gift-giving. Embracing the spirit of 'handicraft' from its original confectionery shop days, the company focused not only on texture and taste but also on giving form to Hiroshima's identity and the ancient Japanese spirit of 'Engi' (Good Luck), wishing for the happiness of the recipient.
The sweet is shaped like a 'shamoji' (rice scoop) to 'scoop up fortune,' featuring a moist and chewy dough wrapping gently sweetened red bean paste. It is a comforting Japanese sweet infused with Hiroshima-inspired sentiments.
The outer packaging uses a bright vermilion (Shu-iro) base, evocative of celebratory days. The individual wrapping of the shamoji-shaped portions is designed to allow customers to write personal messages, making it an ideal gift.
'May your important day go well.' Hattendo proposes this Japanese sweet for business scenes, celebratory occasions, and as a distinctive Hiroshima souvenir.
Product Overview: Shittori Motchiri Shamoji-yaki
Release Date: Starting Wednesday, April 29, 2026
Sales Locations: Hattendo stores (Hiroshima, Osaka), highway service areas, etc.
Price: 5-piece box 1,199 yen (tax included) / Single 238 yen (tax included)
Story:
In Hiroshima, the shamoji has long been a symbol of good luck, meant to 'scoop up fortune.' This shape has been captured in Hattendo's original Wagashi style, featuring a chewy and moist texture with a gentle sweetness.
Perfect for:
- Business gifts, celebrations, and congratulatory occasions
- Authentic Hiroshima souvenirs
- Giving with a personal handwritten message on the individual packaging