This use of regional products transforms their snacks into miyagegashi, or "souvenir snacks". Bringing back souvenirs for friends, family, classmates, and coworkers is a big part of Japanese culture, and miyagegashi are a delicious way to bring back something unique from the region you visited. Fuubian's Hakata snacks can't be found outside Fukuoka, and they feature Kyushu ingredients making them a popular choice among travelers. The founder Hisashi Kawagoe established Fuubian in the hopes that it would help people all over Japan and the world appreciate the rural regions more. As he says, "even the smallest towns in Japan have lots of high-quality produce. We try to use these ingredients to promote the regions they come from."