Noda Beika

Noda Beika's history began with a small rice cake shop opened in 1934 in Sugamo, Toshima-ku, Tokyo. After the war in 1948 — seeking better water and natural environment — relocating to Osato-Mutsuai-cho, Tsu City, Mie Prefecture — and in 1975 incorporating as Noda Beika Co., Ltd. Continuing to walk as a community-rooted rice confectionery specialty shop — also setting up a direct sales shop next to the factory.

What determines arare deliciousness is first the raw mochi rice. At Noda Beika — originally blending Shiga Habutae mochi rice — said to be Japan's top — and Himenomochi — engaging in dough making balancing sweetness, umami, and light texture. The countryside arare series also uses local Tsu City Mie Prefecture-grown "premium Habutae mochi rice" — also cooperating with regional agriculture.

The series of processes — steaming, pounding, drying, baking — are all managed by craftsmen's eyes and hands. Drying takes about 3 days slowly removing moisture — so the finish doesn't change by season or weather — craftsmen finely check the dough condition. Then by carefully baking in a stone tunnel kiln — fragrant, crisp arare is completed.

For seasoning — using only carefully selected domestic ingredients: Seto Inland Sea small shrimp, Shikoku green nori, domestic burdock, and Hokkaido black soybeans. Inheriting the founder's thinking that "ingredient quality determines most of the flavor" — from raw material selection to manufacturing to inspection — consistently maintaining "real-thing orientation."

Currently, in addition to direct sales shop and online shop sales — also accommodating OEM manufacturing: collaboration products leveraging regional ingredients, original arare for businesses and municipalities, and original packaging for anniversaries and novelties. Consultations from small lots are also possible — also chosen as a partner accompanying voices saying "I want to make arare like this."

Founded in 1934. "Noda Arare" made with 100% domestic mochi rice

Noda Beika was founded in 1934 — and now is a long-established arare maker continuing arare making in Tsu City, Mie Prefecture. Using 100% domestic mochi rice originally blended from Shiga Habutae mochi rice and Himenomochi — finishing into arare with crispy, light, and elegant texture.

Shrimp, green nori, burdock, black soybeans — all seasoning ingredients are domestic too

Seasoning ingredients — Seto Inland Sea dried small shrimp, green nori grown by Shikoku clear streams, domestic burdock, Hokkaido black soybeans — all domestic ingredients are selected. Under the policy "when domestic ingredients become unavailable, that seasoning ends" — thoroughly committed to flavor inheritance and safety.

Fragrance born from stone tunnel kiln and artisan intuition

After pounding steamed mochi rice and forming the dough — slowly drying for 3 days — then baking with far-infrared rays in a stone tunnel kiln. While discerning the season and the day's temperature and humidity — adjusting heat and baking time is the work of skilled craftsmen. Fragrant, crisp arare is born from this process.

"Fresh-made" delivered as-is from the factory-direct sales shop

Arare baked at the factory is brought to the nearby direct sales shop, packaged, then to customers. As the concept "fresh arare direct from the factory" — arranging the flow from manufacturing to sales — so the freshly made flavor can be tasted as-is.