Niigata Senbei Oukoku, Niigata

A rice cracker theme park run by a snack maker in rice-growing Niigata. Watch crackers hand-grilled, then draw in soy sauce on a giant 25cm one and bake it.

A theme park for senbei, Japan's rice crackers

Senbei are a traditional Japanese snack: a rice dough that is grilled and flavoured with soy sauce or other seasonings. Niigata Prefecture, famous for growing rice, is also a big centre for making beika (rice-based snacks) such as senbei and arare (small rice crackers).

Niigata Senbei Oukoku ("Niigata Senbei Kingdom") is run by Kuriyama Beika, a Niigata company known for its popular rice cracker Bakauke, and opened in 2002. It is in Kita Ward, Niigata City, and entry is free.

Watching and hand-grilling

Inside, displays and miniature models tell the history of Niigata's rice snacks. From the viewing corridor you can watch craftspeople grilling senbei over charcoal (depending on timing).

The most popular activity is grilling a giant senbei. You grill a round of dough about 25cm across, flipping it again and again, and once it puffs up you draw whatever picture or words you like on it in soy sauce. As it grills, the soy sauce caramelises and your design appears, and in about 30 minutes your one-of-a-kind senbei is ready. There is also an activity where you flavour crackers with the powder of your choice to make your own original Bakauke.

Eat, shop and pay a visit to the shrine

In the rest area you can try snacks and sweets you will only find here, such as the Senbei Soft: soft-serve ice cream on top of a salad senbei (a lightly seasoned rice cracker).

The souvenir corner sells Kuriyama Beika products as well as items only available here, plus Niigata specialities such as local sake and rice. On the grounds there is also a small shrine, Bakauke Inari, where you can draw an unusual omikuji (a paper fortune).

Getting there

It is about 30 minutes by car from Niigata Station. By local bus, get off at the Nigorikawa Chugakko stop, about 35 minutes from Niigata Station; it is a short walk from there.

Opening hours, activity booking times and prices may change, and besides the regular closing days it sometimes closes temporarily. Check the official website before you go.

Tips

Bookings for the activities close earlier than the building does. If you want to try hand-grilling, give yourself plenty of time.
You cannot always see the craftspeople grilling by hand; whether you catch it is down to timing.
Because it is all indoors, it is a good choice for sightseeing in Niigata on a rainy or snowy day.

Sources

Updated 30 September 2026. Opening hours and prices change, so check the official site before you go.

Niigata Senbei Oukoku