Crunchy Dreams: How Jodi is Bringing Japanese Senbei Crackers to NYC
Senbei NYC’s founder Jodi is on a mission to share the crispy, savory joy of handmade Japanese rice crackers — and New Yorkers are loving every bite.
Crispy, golden, and packed with umami — senbei crackers might be a classic Japanese snack, but at Senbei NYC, they’re getting a whole new spotlight. For owner Jodi, each hand-pressed cracker is a way to share her roots, her creativity, and a little bit of joy with every crunch.
From a Different World to a Dream Realized
Jodi didn’t always see herself as a business owner. In fact, her career began in a completely different industry. But deep down, she knew she wanted to do something special — something that spoke to her passions and roots. That dream took shape as Senbei NYC, a charming spot on Elizabeth Street dedicated to freshly made Japanese senbei crackers and refreshing drinks.
“This is something I haven’t really seen in New York,” Jodi explains. The idea was clear: bring authentic, crunchy senbei to the city, with flavors and textures that would surprise and delight locals and visitors alike.
Finding Home in Chinatown
Jodi’s connection to New York runs deep. She came to the city at age 13, growing up immersed in its energy and diversity. That sense of belonging made choosing Chinatown for her first business an easy decision. “Chinatown is a diverse place where you hear Cantonese, Mandarin, even Italian,” she says. “It feels right to start here.”
Senbei NYC quickly found its place in the neighborhood, offering a unique snack experience that stands out even in a city known for its culinary variety.
The Crunch That Keeps People Coming Back
When it comes to customer favorites, Jodi doesn’t hesitate: “People always come for the octopus senbei.” Its bold, savory flavor and perfect crunch have made it a standout item. But for Jodi herself, there’s another star. “My personal favorite is the scallop senbei,” she shares, a choice that reflects her love for delicate yet rich seafood flavors.
Every cracker is handmade and freshly prepared, a detail that makes a difference. “I feel so proud and happy when I see the customers enjoying it,” Jodi says. “That moment when you can see their happiness — it means everything.”
Seasonal Flavors and Creative Combos
At the time of the interview, Jodi was working on a new seasonal item: rose matcha. The floral and earthy combination promises to bring a refreshing twist to the menu. “I’m really looking forward to seeing how this combination turns out,” she says.
This focus on seasonal creativity ensures that Senbei NYC always has something new and exciting for customers to try, while staying true to its roots.