Inspired by Tochigi’s “Kaminari-sama,” a new-texture donut featuring “real mochi” at its center Matsuya to release “Kaminari-sama’s Belly Button Donut” on July 25

A snack with a new texture that makes kids want to cover their bellies

2026.07.13 10:30

株式会社松屋和菓子店

Shimotsuke Saifuka Matsuya (Matsuya Wagashi Ten Co., Ltd., located in Mibu Town, Shimotsuga District, Tochigi Prefecture,Representative Director: Katsuhiro Kaminaga) will begin selling “Raijin-sama’s Belly Button Donut,” a playful new Japanese-style sweet inspired by “Raijin-sama”—a Tochigi tradition—in stores and on its official online shop starting Saturday, July 25, 2026.

雷さまも大好物！モチモチおへそドーナツ

Even Raijin-sama Loves It! Chewy “Belly Button” Donut

■ Background and Design Philosophy Behind “Raijin-sama’s Belly Button Donut”

Tochigi Prefecture is one of the regions in Japan with the highest frequency of thunderstorms, and since ancient times, locals have affectionately referred to “thunder” as “Ra-sama.”We’ve woven this unique Tochigi culture and terminology—along with the everyday local scene where children instinctively want to cover their bellies when fierce thunder roars in the evening—into a heartwarming original story (The Tale of Ra-sama’s Belly Button Donut) that reads like a picture book.

“Ra-sama loves children’s belly buttons…”

本物のモチ入りドーナツの断面

Cross-section of a real mochi-filled donut

This product is a creative Japanese confectionery that perfectly embodies this gentle, humor-filled world. We pursued the “chewy texture” that has become popular in recent years with the meticulous attention to detail unique to traditional Japanese confectionery artisans, ultimately arriving at a one-of-a-kind, luxurious three-layer structure featuring “real mochi (dango dough)” inside.

At the center of the donut lies a specially prepared dango dough made with Koshihikari rice from Tochigi Prefecture, wrapped in our signature homemade koshi-an (smooth red bean paste) made from Hokkaido adzuki beans that have been carefully simmered.To fry the dough until it’s crispy, we use 100% rice oil—light and perfect for bringing out the natural flavors of the ingredients. The aromatic, crispy outer dough, the moist and refined koshi-an filling, the meticulous handcrafting of each “belly button” during shaping, and the chewy texture that emerges from the center all come together in exquisite harmony.This new specialty snack from Tochigi evokes a heartwarming scene: Thunder God, who has stopped plucking his belly button, busily frying these donuts every day high above the clouds.

おへそドーナツ物語

The Story of the “Belly Button” Donut

■Product Features

[The story is designed on the packaging wrapper! A heartwarming world]

The wrapper features a charming story: “Thunder God, who has stopped plucking children’s belly buttons, busily fries and eats donuts every day atop the clouds.” This design is sure to bring smiles to gift-giving occasions and family gatherings.

[Made with Real Mochi! A New Texture Unique to a Traditional Japanese Confectionery Shop]

Unlike the “chewy-style” donuts commonly found on the market, these feature whole dumpling dough balls made from Tochigi Prefecture’s Koshihikari rice—delivering an authentic, chewy texture that only a traditional Japanese confectionery shop could achieve.

[Our Commitment to Homemade Koshian and Rice Bran Oil]

The sweetness of the smooth koshi-an made with Hokkaido adzuki beans, combined with the fact that they’re fried in 100% rice oil, creates a healthy, refined texture that isn’t cloying—so you can enjoy as many as you like.

[Unique Story and Packaging]

The adorable shape is modeled after the navel of “Kaminari-sama,” the symbol of Tochigi. The fun story behind wanting to hide the navel, combined with the yellow packaging inspired by Kaminari-sama’s lightning bolts, makes these perfect for daily snacks, gifts, or as a conversation starter with family.

中央のくぼみは可愛いおへそに

The indentation in the center forms a cute little belly button,

包餡の美しい三層断面

reveals the beautiful three-layered cross-section of the filled dough

あん餅ドーナツの断面

Cross-section of an An-mochi Donut

■About the Product

Release Date: Saturday, July 25, 2026

Price: 194 yen per piece (tax included) / 583 yen for a pack of 3 (tax included) / 1,360 yen for a pack of 6 (tax included)

Where to Buy: ・Shimotsuke Saifuka Matsuya (in-store)

　　　　　　・Michi-no-Eki Mibu “Lashic Marche”

　　　　　　・Official Online Store

Best-by Date: Individually wrapped: 3 days from the date of manufacture

　　　　　　 3-piece and 6-piece packs (with oxygen absorber): 20 days from the date of manufacture

Storage Instructions: Store at room temperature away from direct sunlight

Ingredients: Sugar (produced in Japan), adzuki beans, wheat flour, non-glutinous rice, glutinous rice, eggs, vegetable oil,

　　　　　　 starch, agar/trehalose, leavening agent, emulsifier, thickener (carrageenan),

　　　　　　 enzymes, (contains wheat, milk, and egg ingredients)

　　　　　　 [Nutrition Facts (per piece)]

　　　　　　 Calories 119 kcal, Protein 1.6 g, Fat 3 g, Carbohydrates 21.6 g

　　　　　　 Salt Equivalent 0.08 g (Estimated Value)

Online Store: https://saifuuka-matsuya.com/store/item/index.php

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■About Matsuya Wagashi Co., Ltd.

Founded in Showa 30 in Mibu Town, Tochigi Prefecture, the company was incorporated in July Heisei 20. We are committed to carefully selecting ingredients and traditional production methods to provide Japanese sweets that reflect the local culture.

≪Company Overview≫

Company Name: Matsuya Wagashi Ten Co., Ltd.

Headquarters: 2284-1 Yasuzuka, Mibu Town, Shimotsuga District, Tochigi Prefecture

Phone Number: 0282-86-0051

Mobile: 090-8831-4988

Representative: Katsuhiro Kaminaga, Representative Director

Founded: April, Showa 30

Incorporated: July Heisei 20

Business Activities: Manufacture and sale of traditional Japanese sweets

Capital: 3 million yen

Number of Employees: 10 (including part-time staff)

URL: https://saifuuka-matsuya.com/