Fusion of natto and entertainment! Sega's Taiyaki "Large Grain Natto" will be available in limited quantities from July 1!

Sega Entertainment, in collaboration with long-established natto manufacturer Naito Shokuhin Kogyo (Muroran City, Hokkaido), will release "Sega's Taiyaki 'Large Grain Natto'" using a pack of "Oragamachi" natto, made from 100% Hokkaido soybeans and awarded the "Grand Prize" at the 15th National Natto Evaluation Committee, as the filling in a limited quantity from July 1 (Sunday) through July 13 (Friday). （Sega's taiyaki store "Sega no taiyaki" (Ikebukuro, Tokyo), which is operated by Sega, will sell the product in limited quantities from July 1 (Sun.) to July 13 (Fri.).

SEGA's Taiyaki "Large Grain Natto" was created on "#Natto Day" last July 10, 2017, by Naito Shokuhin K.K. official Twitter (@naito_natto), a long-established natto manufacturer in Muroran City, in response to a tweet posted on SEGA's official Twitter account (@SEGA_OFFICAL) regarding "natto". (@naito_natto), a long-established natto manufacturer in Muroran City, replied to the tweet, and a friendship between the two companies began to grow through natto.

Sega saw the potential for food innovation through the fusion of natto and entertainment, and after persistent negotiations and trial production, succeeded in developing "Sega's Taiyaki "Large Grain Natto" as an authentic natto food that can be eaten with one hand even during playtime. The "Taiyaki" is a must-try for both Taiyaki lovers and natto lovers, and will be released before "Natto Day" on July 10.

The "Sega's Taiyaki "Large Grain Natto"" has arrived, and the recommended way to eat it is as follows.

Here are the recommended ways to eat the taiyaki.

1) Bite into the Taiyaki as it is!
Inside the Taiyaki is a whole pack (about 45g) of "Oragamachi" natto, one of the representative products of Naito Shokuhin Kogyo, a long-established natto company in Muroran City, Hokkaido, which has received numerous awards including the "Grand Prize" at the National Natto Evaluation Committee. The natto is made from 100% carefully selected large Hokkaido soybeans, and no seasoning sauce is used so that customers can enjoy the original sweetness of the soybeans and the soft and fluffy texture. Please enjoy the original taste of natto, which has won high praise at the National Natto Evaluation Committee, with "one hand.

The natto is a large grain of fermented soybeans, which is broken from the center and used as a string to pray for good luck!
The large natto grains and sticky threads that spill out of the taiyaki as soon as it is broken are entertaining from the outside!
The "natto taiyaki" was made possible by a connection between a natto-loving "Sega official account Twitter person", a game-loving "long-established natto shop Twitter person" from faraway Muroran, and a "natto uncle in charge of taiyaki development", after persistent negotiations, connected by a string of natto. The natto threads may also bring good luck in marriage.


The natto taiyaki is served with a dashi-soy sauce!
After enjoying the subtle sweetness and the original taste of natto, try the "dashi shoyu" (dashi soy sauce), which is given at the time of purchase, to your liking. You will enjoy the harmony of the "sizzle" of the dashi shoyu soaking into the crispy dough and the "goeba nebara" of the natto.

Product Information
Sega's Taiyaki "Large Grain Natto" Price: 250 yen (including tax)
Price: 250 yen (tax included)
Sales period: July 1 (Sun.) to July 13 (Fri.), 2018
Sales quantity: Limited to 50 on weekdays and 100 on Saturdays and Sundays
Sales outlet： Sega no Taiyaki Ikebukuro
Store location：1F TECH35 Building, 1-21-1 Higashi-Ikebukuro, Toshima-ku, Tokyo
Store HP：#


Limited time offer★
For four days only from July 7 (Sat.) to July 10 (Wed.), customers who purchase "Sega's Taiyaki" will receive a "Natto Taiyaki Uchiwa" on a first-come, first-served basis (*Quantity limited, will end when all gone) .


Company Information
Naito Shokuhin Kogyo Co.
Representative: Takayuki Naito
Date of establishment: April 1955
Address: 2-1-3 Gozensui-cho, Muroran City, Hokkaido
Business activities: Production and sales of natto (fermented soybeans) made from Hokkaido soybeans
A natto manufacturer that continues to produce high quality natto using Hokkaido soybeans with a family focus, despite its small-scale operations that are only available at Hokkaido product stores, online retailers, and some retail stores in Hokkaido.
In December 2015, the company confessed on Twitter its "passion for high-quality natto, which the company is committed to, even though the bank refused to finance it," which led to a flood of about 500 orders from all over Japan, with people cheering the company on as a "store that is too good to be closed down.
The shop has received numerous awards at the National Natto Evaluation Committee. Among them, "Oragamachi" is 204 yen (tax included, 45g x 3pcs). It has received numerous awards, including the Minister of Agriculture, Forestry and Fisheries Award, Grand Prize at the 15th National Natto Evaluation (February 5, 2010), the National Federation of Agricultural Cooperatives President Award at the 16th National Natto Evaluation (February 18, 2011), and the Excellent Award in the Large and Medium Grain Category, and has many fans among celebrities.

This time, the collaboration of SEGA's Taiyaki "Large Grain Natto" was realized as a result of communication through Twitter among "middlemen" of the company's official account.


SEGA Entertainment Inc.
Representative: Satoshi Ueno
Establishment: April 1, 2004
Business description: Planning and operation of amusement facilities, planning and operation of restaurant facilities
Aiming to be a company that provides "fun places" that make people want to come back again, SEGA ENTERTAINMENT has positioned "food" as an important element of entertainment, not limiting it to amusement facilities, and has been developing restaurants and cafes that fuse "food" and "fun" since 2015. Sega's Taiyaki, which opened in March 2018, will offer not only authentic and delicious taiyaki, but also "fun" taiyaki.

＜Sega's Taiyaki
Sega no Taiyaki" is a newly opened store by "Sega Entertainment Co., Ltd." which provides a fun time and space with the cooperation of "Kuriko Co.
Yokohama Kurikoan is the perfect partner for "SEGA Taiyaki" as it offers dozens of flavor variations and has a proven track record of collaborations with popular characters. Sega no Taiyaki" will offer five of Kuriko-an's popular products at any given time. In the future, "limited collaboration taiyaki" featuring game and anime titles and characters are planned to be sold, and the company also plans to expand beyond Ikebukuro.

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