In the early post-war years of the 1950s, Hinodeya confectionery began selling hand-baked soda crackers in the Yunoyama Onsen spa in Mie Prefecture, Japan, while pulling a cart.
Hinodeya Seika's confectionery production began when the company sold hand-baked soda rice crackers in the Yunoyama Onsen spa resort in Mie Prefecture in the 1950s, just after the end of World War II.
The company has continued to use the pure water flowing at the foot of Mount Suzuka and a simple production method without any extra additives since its establishment.
We place great importance on making confectionery that can bring a smile to the face of both the giver and the recipient, by feeling the atmosphere and the feelings of the destination.

The future of souvenirs.

In recent years, the company has taken on various challenges, collaborating with different industries and selling limited-edition items.In 2021, it released its own brand 'tabino ondo' based on the concept of 'travelling sweets'.
In collaboration with patissiers, the ingredients selected after visiting every production area in Mie Prefecture are marketed nationwide as 'new-style Japanese sweets' with the air of the region and the journey in the confectionery.
In 2020 and 2021, the company won the Gold Award for two consecutive years at the Omotenashi Selection, where judges from 20 foreign countries select outstanding Japanese hospitality products. They were described as 'a mix of traditional and modern that is uniquely Japanese', and a gallery exhibition in N.Y., USA, was also realised. The journey of confectionery continues overseas.