Similar products can be found everywhere: some spice mix that makes the food tastier. The reason I noticed this one was, of course the name Hanbagu Herupa (ハンバーグヘルパー/Hamburg Helper). Incidentally, in Japan, a patty that doesn't go into a bun is a "hamburg" whereas one that does is a "hamburger".
(For a bigger version of this picture both in color and black and white, check my "Japan Arekore" set on Flickr)
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