I ate the winter treat, Obanyaki (large round pancake), from Yamakawa Seikaho in Hayakawa, Itoigawa City.

They used to be sold in many places, but I haven’t seen them around lately.
Obanyaki: 150 yen each
Yamakawa Seikaho’s classic “Akacyan no Hoppe (Baby’s Cheeks)” is also very popular.

Yamakawa Seikaho
253 Shinmachi, Itoigawa City, Niigata Prefecture
https://maps.app.goo.gl/agHRRXaj6Zf2rmC28

Mail Order
https://shop.ng-life.jp/yamakawaseika/