There are so many types and flavors, and you can buy them anywhere!

Japan is a confectionery and snack paradise—you can easily find a wide variety at any time. They are found at not only specialty confectionery and snack shops, but also at convenience stores, drugstores, supermarkets, and discount stores. They are available everywhere. Choosing from all the different types is loads of fun, and a trip to buy some can be its own adventure.

Almost all visitors to Japan buy Japanese confectionery and snacks!

Q.What purchase were you most pleased with?

About 60% of visitors to Japan buy confectionary and snacks as souvenirs. Not only that, but over 20% said the purchase they were most pleased with was confectionery and snacks. The reason given was that they could be bought easily anytime, anywhere, in a variety of flavors and textures that are only available in Japan. Videos about Japanese confectionery and snacks on YouTube and other platforms by residents and visitors in Japan from around the world are also popular. They talk about features you will not find in their home countries’ treats.

Japanese Sweets

Why there are so many different kinds


Emphasis on seasonal and local flavors

Japan’s four seasons are very distinct among countries. Each season has its own fruit and other seasonal crops that are widely known. Also, the climate differs greatly from north to south and each locality has its own specialties. Limited edition flavors packed with unique seasonal or local essence are very popular. There are a lot of Japanese and international fans who research in advance which treats are only available during certain periods or in certain places and visit those places specially.


Variety of textures!

There are a lot of onomatopoeia words for sensations of taste in Japan. In addition to taste, there are many words for textures, like mocchiri (soft and sticky), shittori (moist), and fuwa-fuwa (light and spongy). There is a huge variety of textures among treats. For example, gummy candies can be puni-puni, meaning a little springy, or puchit, describing it bursting open to reveal a juicy center. There are guni-guni (soft and bendy) ones that are very filling and hard ones that are chewier. Snacks also range in textures from light saku-saku (crispy or flaky) to firm bari-bari (crunchy). Knowing the Japanese words for flavors and textures can expand your understanding of Japanese confectionery and snacks even more.


Many functional foods too!

Health consciousness is part of many general consumers’ lives nowadays, and people want various features in their snacks. For those who want something sweet with less sugar, some treats are made with lower fat or sugar or ingredients that suppress fat and sugar absorption in the body. Also popular are nutritional elements that help relieve stress and snacks that help activate your brain. So many confections and snacks have been developed, but there will always be a demand for new elements to fulfill consumer wishes. As long as manufacturers are responding to this demand, the variety of Japanese treats will continue to grow.