A new twist on a classic Asakusa souvenir is arriving. Rise Up Co., Ltd., which operates Tokyo Rickshaw in Asakusa, and Tokiwado Kaminari Okoshi Honpo have jointly developed "Kaminari Monjayaki Okoshi (Sauce Flavor)," targeting young people and international tourists. The product goes on sale February 21, 2026 (Saturday).
The new snack combines the traditional techniques of Asakusa's famous "Kaminari Okoshi" with insights from rickshaw pullers who interact with customers on the front lines. Breaking away from the conventional "sweet snack" image, this savory okoshi offers a completely new experience that pairs perfectly with alcoholic beverages.
Development Background: Traditional Craftsmanship Meets Rickshaw "Field Experience"
Tokiwado Kaminari Okoshi Honpo has operated in front of Sensoji Temple since the Edo period, making it a symbol of Asakusa. However, while highly recognizable, the company faced challenges with "brand penetration among younger demographics" and "increasing purchases from international tourists."
To address this, they partnered with Tokyo Rickshaw, which maintains the closest communication with domestic and international tourists year-round. Young people's real preferences and international visitors' desire for "Japanese authenticity combined with accessibility" were directly incorporated into product development.
Impressive Data: Taste Tests with Young Rickshaw Pullers and Passengers Averaged 4.61 Points
Before the launch, taste test surveys were conducted with Tokyo Rickshaw's young staff and passengers. The product received overwhelming support from those unfamiliar with the existing sweet okoshi.
Overall satisfaction: 4.61 points (out of 5)
Positive responses: 93.4% ("Very good" and "Good" combined)
Recommendation intention: 95.1% (responded "Would recommend to friends/customers")
Comments included "The savory monjayaki sauce flavor goes perfectly with beer" and "It's okoshi but not sweet—totally new," proving the potential of this unprecedented Asakusa "snack/light meal."
Inbound Tourism Considerations and Design Details
To accommodate diverse tourists, the product uses ingredients selected with halal certification in mind, ensuring Muslim visitors from Asia and beyond can enjoy it with peace of mind.
Tokyo Rickshaw collaborated on the package design. With the theme "Japanese modernity meets impact," the design features a matte-printed, zippered stand-up pouch. The design balances social media appeal with conveying "Japanese-ness" to international visitors while incorporating Tokiwado's signature "Wind God and Thunder God" logo and Edo-style lettering.
Product Details
Product Name: Kaminari Monjayaki Okoshi
Flavor: Sauce
Launch Date: February 21, 2026 (Saturday)
Sales Location: All Asakusa directly-operated stores
Price: ¥540 (tax included)
Specifications: Zippered stand-up pouch (matte surface printing)
About the Companies
Tokiwado Kaminari Okoshi Honpo
Kaminarimon Main Store
Located next to the iconic Kaminarimon gate, the entrance to Asakusa, the Kaminarimon Main Store offers live demonstrations of okoshi making. Freshly made okoshi is exceptional. The second floor "Kaminarimon Tenbō Shokudō" serves as a dining and café space.
Official website: https://tokiwado.tokyo/
Kaminari 5656 Kaikan Instagram: https://instagram.com/goro_2_kaikan/
Kaminarimon Main Store Instagram: https://instagram.com/tokiwado_kaminari_okoshi/
Kaminari 5656 Kaikan
Located behind Asakusa Kannon Hall as a base for Asakusa sightseeing. The building features "2nd floor souvenir shop and okoshi-making experience," "3rd and 4th floors Asakusa Kobo (okoshi manufacturing observation facility)," and "5th floor Tokiwa Hall (rental hall)" for various uses. The 1st floor has parking for up to 6 tour buses.
About Rise Up Co., Ltd. Tokyo Rickshaw
With the motto "Becoming the face of tourism," Tokyo Rickshaw is the most entertaining rickshaw company in Japan, based in Asakusa. They serve not merely as transportation but as "hospitality professionals" who create memorable experiences, proposing customized sightseeing plans for each customer. They thoroughly convey the area's attractions, including history, culture, and gourmet food. In recent years, they've expanded beyond Asakusa to collaborate with the Kabukiza theater in the Higashi-Ginza and Tsukiji areas and have been appointed as Minato Ward tourism ambassadors, contributing to Tokyo's tourism revitalization.
Rise Up Co., Ltd. (Tokyo Rickshaw): Company Overview
Company name: Rise Up Co., Ltd.
Head office: 4F Saegusa Building, 1-8-1 Kaminarimon, Taito-ku, Tokyo 111-0034
Established: December 9, 2019
Representative: Ryuta Nishio
Business: Rickshaw sightseeing tours, wedding/event production, advertising, on-site rickshaw services
Official website: https://tokyo-rickshaw.tokyo/
Instagram: https://www.instagram.com/tokyorickshaw_japan/
TikTok: https://www.tiktok.com/@tokyorickshaw
X: https://x.com/tokyo_rickshaw
YouTube: https://www.youtube.com/@tokyo-rickshaw-japan
