“Oyatsu Times” was launched in March 2016 as a snack produced by the local product shop “Nomono.” It is a small packaged snack product designed to be easy to pick up and eat, created with the desire for people to casually enjoy ingredients and traditional sweets from various parts of Japan. “Nomono” is a shop developed by the JR East Group as part of a regional rediscovery project, introducing the charm of regions with the concept of “seasonal items,” “local items,” and “connected items.” Utilizing the JR East Group’s railway network and sales channels, it discovers foods such as famous sweets, local sake, and processed products from various parts of eastern Japan. The package includes not only a main visual with a sizzling feel but also introductions of ingredients and producers, as well as regional tourist information. With the theme “Snack time. Now, where shall we travel today?” it is expected that you can enjoy a bite while reading the tourist information and get a little sense of travel. Although Japan is a small country, the island stretches long from north to south, resulting in significant climate differences by region, which leads to variations in harvested crops and food culture. Through this product, we hope you can easily experience the ingredients and food culture from various parts of Japan and convey the charm of Japan together with local producers.

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