Toyama is famous for its kamaboko (fish cake) industry but kamaboko’s image is still traditional and conservative. In honor of the arrival of the Hokuriku Shinkansen to Toyama, we have produced an totally new product — different from any other kamaboko ever seen before. It has been well-received and is particularly popular as a souvenir and gifts for all ages. As for the name, BOU S (BOUZU) comes from having a variety of kamaboko sticks (bou means stick and the S is to indicate a plural).