SHINSEIDO / 進世堂
7-8-10, Nishi Gotanda, Shinagawa-ku, Tokyo, JAPAN
This senbei store which was opened so long ago, is well-known to but just a few, however the pitter patter of footsteps never ceases, and nevertheless it is located just one street down from Gotanda's main street. Aside from the historic signature product "Edo Miyage," which became a theme of Kabuki, they carefully make each senbei one by one in order to condense its taste, and so their customers can understand the great flavor of mochi they started making a variety of Daifuku (mochi sweets). These have been loved by a wide range of customers. They also run tours to their rice fields so that they can show their devotion to their ingredients, and hold really popular mochi pounding events.