New 'Tokachi Milk Cheese Senbei' Launches from Original Sweets Brand 'Tokachikara' Featuring Rich Flavors of Milk and Cheese

● A new product is launching from 'Tokachikara,' an original sweets brand that promotes the charm of Tokachi in Hokkaido.

● The new 'Tokachi Milk Cheese Senbei' features the mild sweetness of milk and the rich flavor of cheese, offering a light, crispy texture and a savory aroma.

● At the 'JAL PLAZA New Chitose Airport Departure Lobby Store,' sample giveaways will begin on Saturday, August 1, as part of the store's renovation reopening event.

JALUX Co., Ltd. (headquartered in Minato-ku, Tokyo; President and CEO: Toshiaki Kouno; hereinafter 'JALUX'), a member of the JAL Group, will launch the new product 'Tokachi Milk Cheese Senbei' from its original sweets brand 'Tokachikara' on Friday, July 3, 2026. This brand aims to convey the charm of Tokachi, Hokkaido.

The product will be rolled out sequentially starting at the renovated 'JAL PLAZA New Chitose Airport Departure Lobby Store' and other JAL PLAZA stores across Hokkaido, as well as tourist souvenir shops.

To commemorate the launch, 'JAL PLAZA New Chitose Airport Departure Lobby Store' will offer free samples of the 'Tokachi Milk Cheese Senbei' during its renovation reopening event starting Saturday, August 1. We invite you to experience the rustic, savory flavor of this crispy senbei infused with cheese.

Luxurious Harmony of Milk and Cheese

The 'Tokachi Milk Cheese Senbei,' a new addition to the 'Tokachikara' lineup, maximizes the flavors of milk and rich cheese cultivated in the fertile lands of Tokachi.

The light, crispy base blends the gentle sweetness of milk with the perfect saltiness of cheese, creating an irresistibly savory snack that keeps you reaching for another piece. Individually packaged and ideal as a snack when hungry or as a souvenir, it appeals to a wide range of generations.

Product Information

・Product Name: Tokachikara Tokachi Milk Cheese Senbei

・Price: 648 yen (tax included) for 12 pieces, 1,728 yen (tax included) for 36 pieces

・Release Date: Sequential release starting Friday, July 3, 2026

・Sales Locations: JAL PLAZA New Chitose Airport Departure Lobby Store, JAL PLAZA Obihiro Airport Departure Lobby Store, and other airport JAL PLAZA stores and souvenir shops across Hokkaido

Event Details at 'JAL PLAZA New Chitose Airport Departure Lobby Store'

・Period: August 1 (Sat) – August 10 (Mon), August 25 (Tue) – August 31 (Mon)

・Eligibility: First 20 customers per day who purchase 2,000 yen (tax included) or more, including Tokachikara-related products

・Gift: Sample pack of Tokachi Milk Cheese Senbei (3 pieces)

About the 'Tokachikara' Brand

'Tokachikara' is JALUX's original sweets brand that transforms the 'gifts of nature = power (chikara)' received from the land of Tokachi into delicious, heartfelt food products, delivered 'from Tokachi.'

Since its launch in 2021, the brand has focused on developing products that showcase the appeal of ingredients sourced from Tokachi. In January 2026, the packaging design was refreshed to reflect the imagery of Tokachi's sky and land, making the brand more approachable.

Moving forward, the brand will continue to promote high-quality ingredients and food unique to Tokachi, spreading the region's charm through its products.

Tokachikara Brand Website: https://www.tokachikara.com

Under its corporate philosophy of 'Partner in Creating Happiness – Bringing greater brilliance to people, society, and the environment,' JALUX will continue to propose products that enrich people's lives.