Kuriyama Beika (Niigata City, Kita Ward), the maker of long-selling rice crackers including Hoshi Tabeyo, is rolling out renewed packaging for the product from April 2026 to mark its 40th anniversary. Alongside the refresh comes a brand-new character: Hosihosi.
Designed by Takaharu Shimizu — the art director behind TV Tokyo's popular infant program "Shinapushu" — Hosihosi is a soft, fluffy star-shaped creature. The character embodies the brand's wish for Hoshi Tabeyo to feel like a gentle, familiar snack for everyone who picks it up.
Hosihosi Character Profile
A small star-shaped being that appears out of nowhere.
Soft and fluffy. Makes a crispy sound when it walks.
Hosihosi dislikes being alone and is always wandering around looking for someone to be with.
It can only say "ho" and "shi," but loves talking.
New TV Commercials Featuring Hosihosi
Three 15-second commercials showcase Hosihosi's charming movements and expressions, capturing the light, airy texture of Hoshi Tabeyo. All three can be viewed on the brand's new website.
- "Night Sky" – 15 sec: https://youtu.be/wifc0gefAJE
- "Kyun" – 15 sec: https://youtu.be/6NK38vwV4pg
- "Balloon" – 15 sec: https://youtu.be/KWSlnI_9In4
"Night Sky"
Hosihosi plummets from the night sky at full speed, then bounces off the ground with a soft, airy rebound — just like the texture of Hoshi Tabeyo.
"Kyun"
Hosihosi peers shyly from the edge of the screen, cheeks flushed red, standing quietly with a modest and endearing presence.
"Balloon"
Hosihosi watches enviously as a tin clown holds a balloon, then floats lightly into the air once it grabs one — just like the crisp, featherlight bite of Hoshi Tabeyo.
New Brand Website and Official X Account
From April 9, 2026 (Thursday), Hoshi Tabeyo's first-ever brand website went live, celebrating the 40th anniversary milestone. The site features Hosihosi's endearing world, exclusive wallpaper downloads, original merchandise information, and more. On the same day, an official X account for Hosihosi was opened.
- Brand website: https://befco.jp/hoshi_brand/
- Official X (Twitter) account: https://x.com/hosihosi_1986
"Hoshi Tabeyo 40th Thank-You Campaign"
Running from April 1, 2026 (Wednesday, 10:00 AM) through July 31, 2026 (Friday, 11:59 PM), a commemorative campaign is offering star-themed prizes by lottery. Participants can enter by purchasing eligible products and submitting proof of purchase via the campaign website or postcard.
Eligible Products: 20-piece Hoshi Tabeyo (salt flavor), N Hoshi Tabeyo 3-Variety Assortment
Prizes:
- Course A (Purchase of ¥2,500 or more, tax included): A pair of accommodations at Hirugami Onsen, Achi Village, Nagano — Japan's top stargazing destination — plus pair tickets to the "Sky Garden Night Tour." 5 pairs (10 winners).
- Course B (Purchase of ¥1,000 or more, tax included): Pair tickets to the "Sky Garden Night Tour" in Achi Village. 10 pairs (20 winners).
- Course C (Purchase of ¥500 or more, tax included): A set of Hosihosi character goods. 300 winners.
- Web Bonus Chance (Web entries only): QUO Card Pay worth ¥500. 50 winners.
Campaign details: https://www.befco.jp/campaign/cp_hoshi_40th/
Hosihosi Enters the 2026 Sanrio Character Award
To introduce Hosihosi to a wider audience, the character has entered the Partner Division of the 2026 Sanrio Character Award — an annual popularity vote. A collaborative version of Hoshi Tabeyo featuring Sanrio characters is also planned for release in July 2026.
- Voting period: April 9, 2026 (Thursday, 11:00 AM) – May 24, 2026 (Sunday, 11:59 PM) — web voting only
- Interim results (1st–3rd place): May 12, 2026 (Tuesday, 1:00 PM)
- Final results (1st–15th place): June 28, 2026 (Sunday, 1:00 PM)
Vote at the official Sanrio Character Award website: https://ranking.sanrio.co.jp/partner/#profile_hoshihoshi
Product Details
20-piece Hoshi Tabeyo (Salt Flavor)
- Package renewal: Rolling out from April 2026
- Contents: 20 pieces (10 individually wrapped packs)
N Hoshi Tabeyo 3-Variety Assortment
- Package renewal: Rolling out from April 2026
- Contents: 24 pieces (salt flavor 2 pieces × 4 bags, sweet soy sauce flavor 2 pieces × 4 bags, corn potage flavor 2 pieces × 4 bags)
