company profile

Yamasan Co.,Ltd.

To pursue the well-being of all employees both materially and mentally, while also contributing to the advancement of humanity and society.

1. Strive harder than anyone
2. Remain humble
3. Reflect daily
4. Appreciate life
5. Do good deeds and serve others
6. Don’t dwell on the past

1. Clearly state the purpose and mission of your business.
2. Set specific goals.
3. Keep a passionate desire in your heart.
4. Strive harder than anyone else.
5. Maximize revenues and minimize expenses.
6. Pricing is management.
7. Success is determined by willpower.
8. Possess a fighting spirit.
9. Face every challenge with courage.
10.Always be creative in your work.
11.Be kind and sincere.
12.Always be cheerful and positive. Hold great dreams and hopes in the pureness of your heart.

Our Business

Yamasan manufactures assorted types of senbei crackers in baked and fried style, using the Japanese traditional ebi (shrimp) senbei hot press method. We are producing OEM products for various companies as well as name brand (NB) original products.

By maximizing our creativity, which is our strength as a manufacturer, we are developing new products through innovative ideas while staying true to traditional techniques and manufacturing methods.

We are constantly aiming for ever higher levels by leveraging the strong relationships with our clients to learn about product development, and quality management.


Special equipment for the traditional ebi senbi hot press method has been installed in our facility to manufacture in small lots the diverse products developed by the Product Planning Department. We are continuously making improvements to further enhance our production capabilities.

Through a partnership with Suzutani, we are outsourcing the packaging and shipment processes of our products. We are building an efficient distribution system by working in tandem to streamline these processes.

Convenience stores
Specialty stores
・Can Do

Department stores
・Tokyu Department Store
・Meitetsu Department Store
Trading companies
・Nihonbashi Kabou
・Seijo Ishii
・York Benimaru
・A-COOP (National Federation of Agricultural
Cooperative Associations)

Export Markets
・Hong Kong

Premium Select Ingredients Series

Bringing out the most authentic taste from natural ingredients at great value, these healthy snacks are made using minimum flavorings and additives, in addition to ensuring safety and security.

Ika-ten (Squid tempura)

The tentacles of Japanese flying squid are mixed with coral calcium and CPP, cooked on a griddle and lightly fried in vegetable oil, to enhance the ingredients’ natural goodness.

Tako-ten (Octopus tempura)

Ocellated octopus mixed with coral calcium and CPP are cooked whole on a griddle, and then fried in vegetable oil. Enjoy the octopus’ light flavor.

Sankaian Okonomi Ebi-sen
(assorted ebi-sen crackers)

This long-time best seller is packed with fruits of the sea, and contains an assortment of seven popular varieties of ebi-sen crackers.

Sankaian Non-fried Mix

This popular ebi-sen assortment is now offered in a non-fried style for even more goodness. The oil-free cooking process brings out the ingredients’ full natural flavor, and also succeeds in extending the expiration date to 150 days.

Nagoya Kinshachi Kaisen Senbei
(Golden orcas seafood senbei)


This long-selling product can be found at shops in station platforms and at the airport, making a great souvenir when visiting Nagoya, Japan.

Company name Yamasen Co., Ltd.
Business Manufacturing and sales of seafood
delicacies and ebi senbei
Head office 〒470-3412
82-6, Kamiotamen, Toyohama,
Minamichita-cho, Aichi Prefecture
Established November 1954
President Eiji Noguchi
Capital 40 million yen
Net sales 580 million yen
Employees 28
Main clients ITOCHU Corporation, Ryohin Keikaku Co.,
Ltd., Seiyu Procurement Ltd., Kokubu
Shutoken Corp., Nihonbashi Kabou,
Mitsubishi Shokuhin Co., Ltd., Miyata Co.,
Ltd., etc.
Main suppliers ITOCHU Corporation, Ajinomoto Co., Inc.,
Hattori Koryo Company, Ltd., Daiei Sangyo
Kaisha, Ltd., Shinmaru Tokushushigyou
Corporation, Tokai Denpun Co., Ltd., etc.
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