They used to stick to your teeth. There was a man who thought, "I'm sure Houten can be made even more delicious." Maruei Seika, which continues to make Houten, one of Osaka's confectionery traditions, is a confectionery shop that started from such a small discrepancy.
Enclosing the character "Ei" in a circle
The trade name Maruei Seika comes from the founder's name, "Hideo." It all started when he enclosed the character "Ei" in a circle and named it "Maruei Seika Honpo."
Seeking the ideal taste, we welcomed live-in artisans
Process of wrapping karinto dough with Ariheito candy
In order to pursue the ideal taste, artisans were welcomed to live in 1955, and the company was founded in a small workshop.
From a sense of discomfort with Houten "sticking to teeth"
The founder worked with the karinto dough inside Houten. As he saw various Houten, he began to think, "I can make it even more delicious." At that time, many Houten tended to stick to the teeth, making them difficult to eat. The origin of this product lies precisely in this sense of discomfort.
Confectionery offered to Tenjin-san
The product name "Houten" is said to have been called "Umebachi" because it resembles the plum blossom crest pattern of Tenjin-san. It is also said to have been called "Houten" because it was a confectionery offered to Tenjin-san.
We want Houten to be "liked for its taste"
The most important value that Maruei Seika wants to convey is summarized in the phrase "liked for its taste." We aim to create products that make people say, "This is completely different from what I expected from Houten, and I want to eat it again." Through Houten, we hope to deliver "relaxing moments" and "nostalgic moments" to our customers' daily lives. Because it is a traditional confectionery, we want it to be a confectionery that can be enjoyed by families and loved ones across generations, creating conversations like, "This is delicious." We will continue to carefully make each Houten, hoping to add small joys and smiles to our customers' lives.
The less starch syrup, the more difficult it becomes
To improve the texture, the amount of starch syrup must be reduced as much as possible. However, this also makes production more difficult. Mass production is not possible, the amount that can be made at one time is limited, and if the timing of the artisans is off, the product will not be made and loss will occur. Nevertheless, Maruei Seika has prioritized quality over efficiency. Many of the manufacturing processes are still done by hand, with artisans working in unison to carefully create the products.
From ordinary ingredients
We do not use any special ingredients. We make confectionery from simple ingredients. The white outer shell is Ariheito, which is made by boiling down sugar with a small amount of starch syrup. If there is less starch syrup, it is harder to manufacture and there is more waste, but because we are particular about the texture, we minimize the amount of starch syrup.
Two full days from preparation to finishing
Cut Houten
It takes approximately two days to complete Houten, from preparation to finishing. One day is spent frying and cooling the karinto dough inside. Another day is spent wrapping it with Ariheito candy, making it thin, and cutting it. The most critical part is synchronizing the cooling of the outer Ariheito candy and the boiling down and wrapping of the karinto dough inside. If the timing is off, both candies will harden and cannot be thinned, resulting in total loss.
The crispy texture protected by the artisans' eyes and hands
The most challenging part of making Houten is achieving a crispy texture while assessing the condition of the candy. Since the candy's condition changes depending on environmental factors such as temperature and humidity, precise adjustments are required to achieve the same quality every time. Based on years of manufacturing experience, artisans adjust the heat and timing of operations while observing the condition of the candy each day, carefully finishing each piece to maintain consistent quality.
The candy softens, and the texture deteriorates over time. Through repeated failures, the causes were identified one by one, and the boiling temperature and time, as well as the timing of the work, were meticulously adjusted. The accumulated experience of each artisan in manufacturing while observing the temperature, humidity, and condition of the candy on any given day has led to the current unique crispy texture. It is difficult to achieve a uniform finish with machines alone, and there are processes that still require human eyes and hands. While processes could be simplified for efficiency, the careful confirmation of each candy's condition and the delicate balancing with the dough continue to be uncompromising.
Osaka's confectionery culture to the next generation
Houten is a confectionery that has been passed down through generations in the lives of local people as one of Osaka's long-loved confectionery cultures. Maruei Seika believes that continuing to make Houten means preserving traditional manufacturing methods and artisan skills while connecting the deeply rooted "manufacturing culture" to the next generation. While protecting the taste that has been loved by the local community for a long time, we want to continue to introduce the charm of Houten to new generations and pass on the local confectionery culture to the future.
Three charms of Houten
Colorful Houten
If I had to list the three biggest appeals of Maruei Seika, they would be as follows: The crispy and unique texture, unlike ordinary candy, created by wrapping it with Ariheito made with a lot of sugar and less starch syrup. The craftsmanship by artisans, where many processes are carefully finished by hand. And its somewhat nostalgic and simple taste that can be enjoyed by people of all ages, from children to adults. It's also appealing that it can be enjoyed in various everyday situations, such as tea time or family gatherings.
With a warm cup of tea
Houten is best enjoyed slowly with a warm cup of tea or coffee. You can savor the traditional simple sweetness while enjoying the crispy texture of the candy and the crunchy karinto dough. It's perfect for snacks and tea time, and also recommended for everyone to enjoy during family or friend gatherings. It's also suitable for everyday snacks, family gatherings, tea treats for guests, or a small gift at work. Since it's a confectionery that can be enjoyed regardless of the season, it's perfect for seasonal gifts like Ochugen and Oseibo, souvenirs when returning home, or gifts for loved ones on Respect for the Aged Day.
The discovery of "delicious, even though I've never had it before"
Recently, even younger generations unfamiliar with traditional sweets are said to enjoy Houten as a new confectionery, saying, "I've never eaten it before, but it's delicious," or "The texture is interesting." We've also heard stories like, "My parents used to buy it for me, but now I buy it for my children," which makes us realize that Houten is being passed down through generations. Repeat customers also tell us, "The crispy texture is addictive," and "The simple sweetness makes me keep reaching for more."
Our future goals
While cherishing the traditional taste and manufacturing methods of Houten, we want to challenge ourselves to create products that will appeal to younger generations who have never known Houten. We aim to add new innovations to the taste, size, and packaging, and increase the range of Houten that can be chosen not only as an everyday snack but also as souvenirs and gifts. We want Houten to not just be "traditional confectionery," but to be passed on to future generations as a confectionery that will be loved. From "nostalgic confectionery I used to eat" to "confectionery I want to eat now and in the future." We aim for a future where Houten creates smiles and conversations across generations, and where the local confectionery culture is passed on to the next generation.
To our readers
For those who have never tried Houten, we encourage you to experience its texture and taste at least once. The combination of crispy candy and crunchy karinto dough is simple, yet it has a deliciousness that makes you want to eat it again and again. We would be delighted if those who have known Houten for a long time feel "nostalgia," and if those who are new to it discover something new, saying, "There's such a confectionery!" Maruei Seika was awarded the OMOTENASHI Selection in 2024 and was also selected as one of the top 100 companies in Kansai.
※Maruei Seika is not yet available at the ENGAWA STORE online store. You can purchase it at ENGAWA ASAKUSA.