Niigata produces more rice crackers (senbei) than anywhere else in Japan, and this unusual factory-museum near the port celebrates the fact with considerable enthusiasm. The Bakauke Inari shrine on the premises — dedicated to the success of the snack business — is a genuine if tongue-in-cheek piece of folk religion. Visitors can watch senbei being made, try samples of the various styles (from sweet soy-glazed to sesame-studded), and purchase bags to take home at factory prices.
The museum is run by the Befco confectionery company and makes a cheerful stop, particularly if you're traveling with children. The sheer variety of rice cracker shapes, seasonings, and textures on display is an education in how seriously Niigata takes its rice culture.