"Peasen (ピーセン)," the peanut senbei long known as a Tokyo souvenir staple, is being renewed and will go on sale on Sunday, November 1, 2026. The maker is Eitaro Souhonpo (榮太樓總本鋪), a confectioner based in Nihonbashi, Chuo-ku, Tokyo.
The dough is made with domestic rice and kneaded with Chiba-grown peanuts, then finished into a fragrant snack using a method unique to Eitaro Souhonpo. The flavor has evolved to bring out more of the peanuts, and the package has been redesigned in a modern, refined style. The renewal keeps the long-loved tradition of Peasen while offering something new.
Peasen's Origins, Carried On Since 1956
Peasen is a peanut senbei first sold in 1956 by Ginza Edoichi (銀座江戸一). It was welcomed as a product that was a forerunner of snack culture at the time, and it has built its history as a Tokyo souvenir staple.
Today Eitaro Souhonpo carries on the brand and makes Peasen while valuing the taste that is unique to it. For this renewal, the maker took a fresh look at what has made Peasen appealing over the years and refined the flavor by deepening its commitment to ingredients.
Reviewing the Ingredients to Refine the Taste
The renewal keeps the signature of Peasen, a dough made with domestic rice and kneaded with peanuts, while reviewing where the peanuts come from and how much is used.
For the Salt and Cheese flavors, the peanuts themselves were reviewed and Chiba-grown peanuts are now used. For the Shrimp flavor, the blend of Chiba-grown peanuts was reviewed.
The result is a light, crisp texture with the fragrant flavor of peanuts, refined while keeping the taste people have enjoyed for years.
A Redesigned Package That Carries On the Tradition
The package carries on the tradition of Peasen that has continued since 1956 while taking on a modern, refined design. A red, blue and white tricolor scheme with the Eiffel Tower as an accent expresses both the dignity of a Tokyo souvenir and a friendly feel. The design is meant to be familiar to long-time Peasen fans and to appeal to new customers as well.
Peasen 6-bag box
Peasen 12-bag box
Peasen 18-bag box
Peasen 24-bag box
Three Flavors to Choose From
- Peasen Salt: A simple salty flavor that brings out the fragrant taste of the peanuts.
- Peasen Shrimp: The savory depth and aroma of shrimp spread through every bite for a rich, satisfying taste.
- Peasen Cheese: The richness and mellow flavor of cheese make for a taste that keeps you reaching for more.
Product Details
- Product name: Peasen (Salt, Shrimp, Cheese)
- Price: ¥120 per bag for each flavor (tax excluded)
Peasen 6-Bag Box
Contains 2 bags each of Salt, Shrimp and Cheese. ¥800 (tax excluded)
Peasen 12-Bag Box
Contains 4 bags each of Salt, Shrimp and Cheese. ¥1,600 (tax excluded)
Peasen 18-Bag Box
Contains 6 bags each of Salt, Shrimp and Cheese. ¥2,400 (tax excluded)
Peasen 24-Bag Box
Contains 8 bags each of Salt, Shrimp and Cheese. ¥3,200 (tax excluded)
Release Date and Where to Buy
- Renewal release date: Sunday, November 1, 2026
- Seller: Eitaro Souhonpo Co., Ltd. (株式会社榮太樓總本鋪)
- Where to buy: Eitaro Souhonpo Nihonbashi Main Store, the Eitaro Souhonpo official online store, and department stores, supermarkets and other shops nationwide
- Product page: https://www.eitarosouhonpo.co.jp/SHOP/320162/320183/list.html
Please note that the official online store starts selling on Monday, November 2. It carries the 6-bag, 12-bag, 18-bag and 24-bag boxes.
