Exploding in Popularity as an Apology Gift... Japan's "Seppuku Monaka" [Delicious Stories]

A Must-Have Treat for Workplace Apologies
A Bold Design with Filling Bursting Out
"A Gift That Lets You Apologize with a Smile"

Editor's NoteIt is said that the first sweets were discovered in the ancient Mesopotamian civilization. Sweets have accompanied every moment of human history. From biscuits and chocolate to ice cream, we bring you delicious stories behind the treats we love.

In Japan, there is a particular confectionery that people bring as a gift when they must apologize to business partners due to unavoidable circumstances. This is the Seppuku Monaka, made by Shinshodo, a traditional confectionery shop in Tokyo. With its dramatic appearance-red bean paste overflowing from glutinous rice wafers-it has become a snack that represents the apologetic feelings of office workers.

Filling Bursting Through Like Blood, Inspired by a Lord's Seppuku

Seppuku Monaka of Shinshodo. Official Website of Minato Ward, Tokyo, Japan

Monaka is a traditional Japanese wagashi consisting of crispy glutinous rice wafers filled with sweet red bean paste. However, the Seppuku Monaka made by Shinshodo is different. The filling, made by combining glutinous rice cake and red beans, looks as if it is about to burst out.

Shinshodo, the maker of Seppuku Monaka, is a traditional confectionery shop founded in 1912 and has been operated by four generations of artisans. The Seppuku Monaka was developed in the 1990s by former president Watanabe Hisa, the third-generation owner of Shinshodo.

At the time, President Watanabe was focused on developing new products to break the rigid atmosphere of the wagashi industry, and he recalled the Ako incident. The Ako incident refers to a rebellion in 1701 during the Edo period, led by the Asano family who ruled the Ako domain (now Hyogo Prefecture, Japan).

The 47 samurai who are said to have avenged their lord, who ended his life by seppuku during the Ako incident. Trip to Japan Blog

At that time, Asano Naganori, the lord of Ako, was insulted by Kira Yoshihisa, who had come as an envoy of the emperor. Unable to contain his anger, Asano drew his sword. Drawing a sword in front of the emperor's envoy was an unforgivable crime, even for a lord, and as a result, Asano was ordered to commit seppuku and died. However, the 47 samurai who served Asano ultimately killed Kira, successfully avenging their lord. This story remains a parable in Japan, honoring bushido and loyalty.

Although the Seppuku Monaka was inspired by the Ako incident, it faced fierce opposition from the very beginning. Not only Shinshodo employees but also family members expressed discomfort at the unconventional appearance of the confectionery. In a consumer survey conducted before its release, 118 out of 119 respondents disapproved of it. The only reason Seppuku Monaka was launched was due to the persistence of former president Watanabe.

Japan's Unique 'Apology Sweets' Culture

Despite its uncertain start, Seppuku Monaka initially recorded poor sales, but it gained nationwide attention due to an unexpected event. An employee at a securities company, who had caused a client significant losses by making a poor stock recommendation, purchased Seppuku Monaka as a gesture of apology. A newspaper reporter covering the situation published an article titled "Committing Seppuku to Apologize," and Seppuku Monaka quickly rose to prominence as the quintessential "gift for apologies."

Regarding this, former president Watanabe said in an interview with the Tokyo regional magazine "Tokyo Walker" last year, "The reason Seppuku Monaka succeeded is because it is a gift that allows you to express your apology with a smile," and added, "In this industry, selling 80 wagashi a day is considered a success, but now Seppuku Monaka sells 2,000 units every day."

Gift-wrapped halbeok monaka. Shinshodo homepage

Behind the popularity of Seppuku Monaka lies Japan's unique gift-giving culture. In Japan, there is an "omiyage" culture of bringing small gifts when meeting important people such as family, relatives, friends, or business partners. While omiyage is meant to express gratitude, in business relationships, it is also used to convey an apology or request understanding.

Omiyage purchased by companies typically consists of high-end wagashi. In Japanese souvenir and gift shops, there are even dedicated sections that deal exclusively in "wagashi for apologizing to business partners." Popular choices for apology omiyage in Japan include Seppuku Monaka and premium yokan, with prices generally ranging from 4,000 to 6,000 yen (approximately 37,000 to 56,000 won).

Mitsukoshi Isetan, Japan's largest department store chain, shared in a post about how to use apology gifts: "First, communicate your intention to apologize, and then present the gift at the moment when the recipient has clearly accepted your apology. It is also good to say something like, 'This is a gift from my heart, please accept it.'" In addition, it is advised that the gift wrapping should use a "red and white knot" tied in a butterfly shape, and the price of the confectionery gift should be set between 3,000 and 10,000 yen (approximately 28,000 to 94,000 won).