This is a Daifuku. Daifuku is a Japanese confection that small rice cake stuffed with mainly sweet bean paste. There are several varieties of Daifuku like mugwort (yomogi daifuku), strawberry (ichigodaifuku), azuki beans (mame daifuku ), salty taste, and Japanese apricot and so on.
The rice cake of ” Echigo Turuya ” is very soft and inner bean jam isn’t too sweet. It’s exquisite sweetness. It has a soft texture and moderate sweetness. Echigo Turuya is a tiny rice cake shop, and the craftsman makes them one by one from every morning.