The Five Secret Secrets of Long-established BusinessesGinza (shopping district in Tokyo)tile-shaped rice-cracker
Bringing the best of Japan to the world, and the best of the world to Japan, agatajapan.Japan is one of the few countries in the world where there are more than 33,000 long-established shops that have been in business for a hundred years. In this series of articles, we ask the owner of a long-established business about the “five secrets” that make it a long-established business.Senbei (rice crackers) are one of the most popular Japanese sweets. Founded in 1804, Ginza Matsuzaki Senmochi, which has been in business for eight generations, is a long-established business that has been loved by people for its original rice crackers, including its signature product, the kawara senbei (tile rice cracker). The kawara senbei has evolved over the years, changing its design, shape, and texture.Let’s explore the tradition and innovation of Ginza Matsuzaki Senmochi from the perspective of the “five secrets” cherished by long-established shops.
We are not afraid to explore because we are long-established.
Put your heart and soul into each piece and don’t cut corners.”With these words in mind, “Ginza Matsuzaki Senmochi” is committed to “making the most delicious rice crackers. However, Sohei Matsuzaki, the eighth generation head of the company, says that this is “not the goal yet.The “future” of Matsuzaki Senmochi’s kawara senbei (tile rice crackers) is born from the belief that in order to maintain the philosophy that should be upheld, it is necessary to evolve in a way that redefines the image of a long-established company.It is precisely because we are a long-established company that we are not afraid to explore.This attitude is reflected in the modern storefront of the “MATSUZAKI SHOTEN” SHOP&CAFE, which opened in July 2021. The fashion of Mr. Matsuzaki in his interview for “The Five Secret Secrets” is also modern, not at first glance like the eighth generation of a 200-year old shop.
The aesthetic sense that responds to the times may be reflected in the company’s signature product, “kawara senbei,” a visually pleasing product that also serves as a campus on which various pictures are drawn. In addition to “rice crackers,” the company also offers numerous other novelties such as “chocolate and cacao nib crackers” and “kawara senbei topped with shiratama and anko (sweet bean paste).
The foundation of the company is the technique and spirit that have been handed down for more than 200 years. The 8th generation head of the family takes pride in upholding tradition and wants to continue to produce the most delicious rice crackers.
Five secrets of long-established shops No. 1: The most important feature is a fine and beautiful surface.
The most distinctive feature of kawara senbei is its beautiful surface,” says Matsuzaki.Ordinary rice crackers tend to develop crater-like holes during the baking process, and the surface tends to be rough. It is not easy to make a beautiful surface.
KAWARA-SENBEI is made by combining sugar, eggs, flour, and other ingredients. There are no recipes with so-called gram measurements,” says Matsuzaki. It is a craftsman’s skill to maintain the same quality by making subtle adjustments according to the temperature and humidity of the day.The technology developed over many years produces a beautiful “surface” that is smooth to the tongue.
Five secrets of long-established stores No. 2: Delicious, pleasing to the eye, and beautifully painted
One of the main characteristics of kawara senbei is the beauty of the patterns drawn on the smooth surface.To begin with, the rice crackers are brown in color and have an image that is not associated with the season.The history of kawara senbei began with the seasonal designs of flowers, birds, winds, and the moon, which have continued to the present day. It was Fusakichi Matsuzaki V who started drawing pictures using molasses made of syrup and sugar. The designs were compiled in a design book, and some of them are still used in products sold today.
Painting done by hand is truly an art. The patterns range from traditional flower, bird, wind, and moon to cute pop characters, and the list is endless. Mr. Matsuzaki says that by increasing the number of pop designs, he has been able to increase the number of occasions where his products are appreciated, such as wedding gifts and corporate shareholders’ meetings.
Five Principles of Long-established Businesses No. 3: Never be afraid of change
Matsuzaki Senmochi pursues “beyond kawara senbei,” a type of rice cracker with a strong identity.A typical example is the kawara senbei (kawara rice cracker) topped with a shiratama (white bean paste) or anko (sweet bean paste). The idea of bending the rice cracker, which has an image of being hard in principle, led to the new perspective of “sandwiching something in between.
Matsuzaki Rouru, which is created by baking an article made of butter, meringue, and other ingredients of Western-style confectionery in an iron mold, has a great impact on people with its new texture that has never been seen in kawara senbei before.
The Five Secret Secrets of Long-established Businesses No. 4: Always have new ideas
The new store “MATSUZAKI SHOTEN” has an eat-in space. This reflects two thoughts: “to convey the appeal of rice crackers to more people” and “to make it a place of relaxation in the Ginza district.The goal is to create a “place where new connections are born,” such as stopping by after work, or just showing up because people are gathered here.
The Five Secret Secrets of Long-established Businesses No. 5: Respect for predecessors, adherence to philosophy, and continuous evolution
When asked, “What is the reason for the longevity of this long-established business?” Mr. Matsuzaki replied, “In a good sense, there is nothing.Mr. Matsuzaki believes that the reason the business has lasted as long as it has is because his predecessors have continued to make rice crackers with honesty and integrity, and his customers have remained fans.
With gratitude and respect for his predecessors and the people around him, he says he would like to continue to evolve and keep his philosophy alive by exploring the best ways to present and offer products that change with the times.
Evolution allows tradition and innovation to match.
Tradition and innovation. At Ginza Matsuzaki Senmochi, which continues to evolve its signature kawara senbei (tile cracker), these two seemingly contradictory concepts are in perfect harmony.I would love to stop by Ginza for a moment and enjoy the company’s gorgeous products, either eat in or take them home.
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