Hokuriku Confectionery's fried rice cracker, "Beaver," beloved as "Hokuriku's soul food," is celebrating its 55th anniversary. To commemorate this milestone, a BE@RBRICK is being released. We spoke with Beaver-san, the chief of Hokuriku Confectionery's "Buchi-age" (Super-Excited) team.

Launched in 1970, Hokuriku Confectionery's fried rice cracker "Beaver" has been cherished as "Hokuriku's soul food." Made with Hokuriku-grown glutinous rice kneaded with Hidaka kelp and fried to a light, crispy texture, these crackers offer a perfect balance of saltiness and kelp umami that makes them utterly irresistible. Having journeyed through the Showa, Heisei, and Reiwa eras, the product marks its 55th anniversary this year. To celebrate, MEDICOM TOY is releasing the "BE@RBRICK Beaver 400%"! We had the chance to speak with Hokuriku Confectionery. And who did we have the pleasure of speaking with? None other than...

"I'm Beaver, Chief of Hokuriku Confectionery's Buchi-age Team ★"

Beaver
Despite his cute appearance, Beaver has lived through the Showa, Heisei, and Reiwa eras. He lives somewhere within Hokuriku Confectionery, pretending to help make sweets while secretly snacking on them. A native of Kanazawa, he speaks with a strong Kanazawa dialect. He loves sports!

—To start, could you tell us about Hokuriku Confectionery's "Beaver," including the origin of its name?

BeaverHokuriku Confectionery Co., Ltd. was founded in 1918 and is a confectionery maker based in Kanazawa City, Ishikawa Prefecture! "Beaver" is a soul food of Hokuriku, celebrating its 55th anniversary this year.
The name "Beaver" actually came about because the teeth of a "beaver doll" displayed at the Canadian Pavilion of the 1970 Osaka Expo resembled the shape of two of our snacks placed side-by-side!
We've maintained the same manufacturing method since its launch, delivering the same delicious taste then and now!

—In recent years, "Beaver's" recognition has grown nationwide. What kind of promotional efforts have you undertaken?

BeaverI believe that having everyone try them is the best promotion, so I help out at sales events by handing out samples, participate in many events, and even throw the first pitch at baseball games. I'm working hard to increase opportunities for everyone to connect with us!
An event that significantly boosted our visibility was when NBA player Rui Hachimura introduced "White Shrimp Beaver" to his teammates in 2019! That was a great opportunity for more people to learn about us!

—You are also participating in the ongoing Osaka-Kansai Expo.

BeaverAt the Osaka-Kansai Expo, we're offering limited-edition items like the "Beaver-shaped Box," which contains a die-cut Beaver box filled with individually portioned Beavers, and the "Beaver Assortment Tote Bag," a tote bag perfect for everyday use packed with six bags of Beavers!

Furthermore, "Maple Beaver," made with Canadian maple syrup and supervised by the Canadian Pavilion—the very place that inspired our name—is now available at the Osaka-Kansai Expo!
I'll be there in person at the venue, so please come and visit!

—You've also released many regional and limited-time products, such as the Hokuriku-exclusive "Nodoguro Beaver." Could you tell us about one that left a particular impression?

BeaverLast year, we released "Fugu Beaver" for a limited time, using pufferfish farmed in Noto Town, Ishikawa Prefecture.
Due to the Noto Peninsula earthquake, all the farmed pufferfish were lost. However, the pufferfish that had been frozen were miraculously saved, which allowed us to release "Fugu Beaver." It was very popular, with its leek flavor and refreshing acidity!

—Could you tell us about any specific points you focused on for the upcoming "BE@RBRICK Beaver 400%"?

BeaverThe 100% size BE@RBRICK Beaver we released two years ago was a huge hit and sold out immediately!
This is our 55th anniversary year, so we absolutely had to make a 400% version!
Its charmingly endearing expression is captivating, and the large 280mm size makes it a striking piece for room decor!

—Finally, do you have a message for our readers who love "Beaver"?

BeaverEnjoy Beaver not just as a snack, but also as a companion for outings or an accompaniment to your evening drinks! I hope you can enjoy Beaver in various situations! ʕ*`ꎴ ́*ʔ

BE@RBRICK Beaver 400%
Size | Approx. 280mm in height
Release Date |Hokka Online ShopScheduled for release in June 2025
Price | ¥11,000 (tax included)
*Limited quantity. Please forgive us if sold out.
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