Toyosaya announces Hato Sabure collaboration with drama VIVANT

Toyosaya, the manufacturer of the traditional Kamakura confection Hato Sabure, has announced a collaboration with the popular TBS drama series ‘VIVANT’. The collaboration resulted in the release of ‘Hato Sabure VIVANT Cans’ in two versions: ‘Ver. N’ and ‘Ver. F’, representing the different personalities of the protagonist, Nogi Yusuke.

The partnership originated from a proposal by TBS during the production of the drama. The series required a Japanese snack to be introduced to a foreign character, and Hato Sabure was selected as a symbol of peace and a familiar Japanese treat. The special edition cans, priced at 1,944 yen including tax, feature stylized illustrations of the drama’s characters alongside the brand’s signature pigeons dressed in various outfits, such as suits or medical coats.

The products are available through Toyosaya’s physical stores, the TBS Store in Tokyo Station, and their official online store.