Originally known as Matsuzaki Senmochi, Matsuzaki Shoten has been around since 1804, specialising in kawara senbei, a sweet cracker that’s square and tile-like, made with sugar, flour and eggs. The shelves at this beautifully designed shop are stocked with the brand’s popular Oedo Matsuzaki Sanjido. These are kawara senbei with delicate decorations representing the four seasons; there are also limited-edition ones with character and holiday designs. If you prefer to stick to the standard rice crackers, the selection here comes in flavours such as shoyu (soy sauce), black sesame, kombu (seaweed), basil, mayo, and more.
If you have time to sit down for a cuppa, order a Matsuzaka roll (¥495). It’s a dessert with fillings encased inside a soft, folded kawara senbei. In autumn you’ll find a luxurious mont blanc cream filling topped with chestnut cubes and sprinkled with gold flakes. Summer, on the other hand, will have the kawara senbei filled with red bean paste, kinako (roasted soy bean powder) cream and yomogi (mugwort) mochi. The matcha and strawberry kakigori (eat-in ¥825, takeout ¥810) shaved ice are not to be missed if you're here during the warmer months – especially if you’re looking for a cool down after some retail therapy in Ginza.