Niigata Senbei Kingdom

A theme park where you can experience the delights of senbei with all five senses

Niigata Senbei Kingdom is an interactive facility operated by Kuriyama Beika, the company famous for its popular rice cracker brand, Bakauke. Visitors can enjoy factory tours and hands-on experiences such as grilling their own senbei and painting designs on them. A particular favorite is the “Extra-Large Senbei Painting Experience,” where you create artwork on a giant senbei about 25 cm in diameter.

A kingdom where you can taste, learn, and shop all in one place

From the observation walkway, visitors can watch skilled artisans handcrafting senbei up close. Inside the facility, exclusive menu items like Bakauke croquettes and senbei-flavored soft serve ice cream await. The souvenir corner is stocked with limited-edition Bakauke snacks and a wide range of Niigata specialties—perfect for keepsakes or gifts.