Your browser does not support JavaScript, or it is disabled．Please check the site policy for more information Niigata Prefecture---As a tasty thank you for its customers' decades-long patronage a leading rice cracker maker is distributing its “magic powder" that gives its popular products a special flavor added Happy Powder to the list of gifts under its promotional campaign The company launched a drive themed around its mainstay biscuit product called Happy Turn on May 29 as the date can be read “kofuku” (happiness) in Japanese the sweet and salty particle that coats the oval “senbei” cracker will be delivered to those who have long craved it at home in the run-up to the 48th anniversary of the line’s release The seasoning material for Happy Turn is famed as a magic powder for the irresistible flavor of the cracker and its core factory sits in the Agano granary in Niigata Prefecture The prefecture accounts for more than 60 percent of Japan’s rice confectionery shipments Walking for 10 minutes along National Road No a pharmacy and other structures from the Agano city office in the municipality’s central area leads one to the company’s Suibara Plant The establishment started operations in 1971 on the 4.5-hectare site though many would want to see what is going on behind the scenes detailed along with images on the product’s dedicated Japanese site at (https://www.happyturn.com) Online descriptions state that the rice flour is first mixed with water and steamed for 10 minutes The treated dough is rolled out thinly and molded into Happy Turn shapes Pieces of dough are dried and baked in an oven Each cracker is placed in an individual pack in a way that the particles can remain on the senbei Their quality is inspected at the same time multiple crackers are put in a larger package and shipped It was so named in the hopes that happiness would come to cracker eaters amid the economic slump that followed the first oil crisis at the time including limited-time lines and regional flavors Hundreds of variations have gone on sale under the brand Many gimmicks have been devised in its long history to make Happy Turn even tastier Those improvements are etched deeply into each biscuit while some may deem Happy Turn as merely a casual snack Grooves were added to the senbei’s surface in 2005 to retain Happy Powder more effectively Sections between grooves were rendered far rougher in 2007 for particles to adhere better More grooves were put in place in 2009 and they became deeper in 2015 Its taste has been made a bit milder than that immediately following its introduction in line with the trend of the time Happy Powder's unique recipe is shared exclusively among a limited number of people such as executives and technical personnel sugar and an amino acid are still shrouded in mystery salted tenderly just like beloved kids in a traditional saying likening seasoning to child care saw its first “rival” emerge earlier this year an official of Kameda Seika’s marketing department who was involved in the conceptual planning and development of Happy Spice retraced the process of selecting ingredients that are similarly kept a secret “We had difficulty finding spices to further boost Happy Turn’s irresistible aroma,” said Hayashi A variety of Happy Turn treated with Happy Spice was put on sale on March 27 Kameda Seika simultaneously decided that Happy Powder and Happy Spice should be presented as top gifts under the line’s promotional campaign this year as part of the Happy Turn’s new brand concept of “powdered savor.” The move came because the corporation’s customer service department had received requests from consumers who wanted to try just the powder for Happy Turn on many occasions Kameda Seika concluded that the drive will provide patrons the opportunity to understand the appeal of Happy Turn’s particles whereas it previously did not distribute the powder solely on its own Asked how recipients of Happy Powder and Happy Spice can enjoy them Kameda Seika said not only a Spanish omelet and coating salmon but a doughnut and “chawanmushi” egg custard using the particles have been served at its employee cafeteria Hayashi sampled those dishes and discovered Happy Powder can go well with green soybeans Happy Spice proved to be the best match for French fries Neither reportedly paired well with “warabi-mochi” pastry The gift campaign will continue through the end of June Franchise-free village comes together on ‘Abii Road’ in Iwate Pediatrician creates easier way to determine egg allergy limit ‘Watery’ custard pudding steals show at Japan Pudding Award Glico celebrates 100 years with toys designed by famous creators Sleep tech market doubles in value during COVID pandemic Osaka sweets maker running on soft power of marshmallows Information on the latest cherry blossom conditions Please right click to use your browser’s translation function.) A series based on diplomatic documents declassified by Japan’s Foreign Ministry Here is a collection of first-hand accounts by “hibakusha” atomic bomb survivors chefs and others involved in the field of food introduce their special recipes intertwined with their paths in life A series about Japanese-Americans and their memories of World War II In-house News and Messages No reproduction or republication without written permission.