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Japan is renowned for its rich and diverse culinary culture, and its sweet and savory snacks are no exception. The Japanese are very fond of biscuits and sweets. Among the most popular are KitKat, Pocky, but also candies, more traditional salty snacks like dagashi and other snacks. Their brightly colored packaging, fun advertising, price and wide variety make them favorites among children and adults. Discover our selection of salty, sweet, grilled, fruity treats...


In Japan, the word "Kit Kat" is similar to the Japanese expression kitto katsu, meaning "certainly win". Kit Kat are therefore often offered as lucky snacks to students before exams. Japanese Kit Kat are also known to be popular souvenirs for tourists. The packaging is sometimes decorated with images of popular tourist sites in Japan, and makes a lovely souvenir to take home. Japanese kit kat advertisements are very popular and also vary with the seasons. The wide variety of flavors not found elsewhere, such as wasabi, sweet potato, strawberry, cheesecake, melon and many others, add to this popularity.

Japanese KitKats are famous for their varied and creative tastes. Unlike traditional KitKats, which are usually milk chocolate, Japanese KitKats offer a multitude of unique flavors. You can find different assortments of KitKat: wasabi, matcha tea, sesame, sweet potato, strawberry, sakura (cherry blossom), melon, yuzu, and many other unexpected flavors. This variety has made Japanese KitKat a kind of taste quest for candy lovers.

Different regions of Japan often produce their own special editions of KitKat, featuring local ingredients and flavors. For example, you'll find matcha KitKats from Kyoto, apple KitKats from Aomori and chestnut KitKats from Hokkaido. These special editions are highly prized and sometimes become travel souvenirs. Japanese KitKats are also associated with various celebrations and seasons. For example, sakura KitKats are popular during cherry blossom season, while pumpkin KitKats make their appearance in the run-up to Halloween. Special seasonal editions with dedicated packaging add a festive dimension to these sweets, which have made them popular in many countries.

Pocky have gained immense popularity in Japan due to their unique combination of flavors, textures and role in popular culture. These crunchy sticks coated in chocolate or other toppings offer a simple yet refined taste experience. Their practical format has made them a popular snack for gourmet breaks and moments of relaxation. The slogan "Pocky, Share Happiness" reflects the idea of sharing a moment of joy by enjoying these treats.

As with Japanese KitKat, Pocky is available in a wide range of creative flavors, from classic chocolate to matcha, strawberry, banana, condensed milk, caramel and more. This variety allows consumers to find their favorite flavors and experience new taste sensations in every box. Also, Pocky has often collaborated with other popular brands or franchises to offer themed special editions, which often create a buzz in Japan and many other countries. That's why they're often available as a boxed assortment, with special packaging.

Dagashi are inexpensive and traditional Japanese sweets, appreciated for their retro character and nostalgic taste. These sweet and savory snacks have a long history in Japan, often being associated with childhood memories and bygone eras. Dagashi come in a variety of forms, from tangy, jelly-like sweets to salty, puffy cookies.

These sweets are generally offered in small, colorful packages at affordable prices, making them accessible to a wide audience. Dagashi are often sold in grocery stores, kiosks and vending machines across Japan. They have also become collectors' items for nostalgic enthusiasts, and are sometimes given as gifts.

In short, dagashi embody an important part of Japanese culture and offer a unique opportunity to sample flavors from yesteryear while exploring the diversity of traditional Japanese sweets.

Senbei, or Japanese rice cakes, are a popular snack in Japan for several reasons. They have a unique umami flavor due to seasoning with soy sauce, salt or other ingredients. This umami flavor is highly appreciated in Japan. Senbei are also simple in their composition, allowing their flavors to shine through.

They are known for their crisp, crunchy texture, which is very appealing and differentiates senbei from classic potato chips. As with other Japanese snacks, senbei are available in a wide variety of flavors, from salty to sweet, from mild to spicy. This variety particularly appeals to Japanese and foreign consumers alike!

What's more, senbei have a long history in Japan and are considered a traditional snack. They are often associated with Japanese culture and the tea ceremony. They are often given as gifts or offerings, particularly at festivals and ceremonies. They are considered traditional gifts and symbolize sharing and conviviality. That's why they're often found as an assortment in a box or gift set, beautifully packaged.

Affordable price: Umaibo are affordable, making them accessible to a wide audience. Economy snacks are popular with students, families and those looking for inexpensive snacks.

Variety of flavors: They are available in a variety of tempting flavors, from classics like cheese and popcorn to more exotic flavors like Japanese curry. This diversity of choice attracts consumers looking for new taste experiences.

Convenience: They come in crispy sticks that are easy to hold and nibble. They're perfect for a quick snack on the go, at school, at work or while traveling.

Large size: Umaibo are generally larger than other Japanese snacks. This gives the impression of getting more for one's money, and may satisfy the appetite more.

Nostalgic aspect: Umaibo have been around for many years in Japan, creating a kind of nostalgia among adults who enjoyed them as children. This has contributed to their enduring popularity.

Fun marketing: Manufacturers have adopted a playful marketing approach by incorporating mascots and colorful designs on packaging, which attracts children's attention.

Addictive taste: Salty, spicy and sometimes sweet flavors are designed to appeal to Japanese taste buds. People often find them deliciously addictive.

Easy availability: Umaibo are widely distributed in grocery stores, convenience stores and vending machines in Japan, making them readily available.

Overall, Umaibo have managed to strike a balance between affordability, flavor variety, user-friendliness and attractive marketing, making them a popular snack in Japan for many years.

Gummies are very popular sweets in Japan! Popular and fun, gummies have a chewy, elastic texture that makes them fun to eat. This playful texture can be reminiscent of traditional Japanese sweets called "wagashi."

Japanese gummies are available in a wide variety of shapes, colors and flavors. Their sweet, fruity taste appeals to a wide range of consumers, especially children, thanks to their fun packaging. Gummies are often associated with popular franchises, cartoon characters or films, making them all the more attractive.

The preparation of mochi, the popular Japanese delicacy made from glutinous rice, is a Japanese culinary tradition that requires a little know-how. The ingredients are simple: Japanese glutinous rice, water and cornstarch. Rinse the rice well, then cook it until it becomes quite sticky. The next step is to knead the rice, which is a common sight on the streets of Tokyo or Kyoto in Japan, as it's common practice for craftsmen to use a large wooden pestle called a "kine", and strike the mochi dough with a quinquonce. Once well kneaded, hot water is added to the rice to make the dough sticky but manageable. Then divide, shape into balls and fill to your liking, before sprinkling lightly with cornflour. Mochi can be eaten as a snack, deep-fried, or stuffed with traditional sweet fillings such as red bean paste (anko), sesame paste (nori), or even ice cream.

Mochis, daifukus, dangos, warabi mochis, and similar desserts in Japan share similarities, but they differ in their ingredients, textures, shapes, preparation methods and fillings. Here's an overview of the main differences:

Mochi: These are glutinous rice cakes. They are made from glutinous rice cooked and kneaded to an elastic, sticky texture. Mochi are often eaten as they are, but can also be stuffed with a variety of sweet or savory fillings.

Daifuku: Daifuku are a variety of stuffed mochi. They consist of a thin layer of mochi wrapped around a filling, usually sweetened red bean paste (anko). Daifukus can also be filled with other ingredients, such as cream, fruit or mochi itself.

Dango: dangos are glutinous rice dumplings cooked on skewers. Dangos are not kneaded, which gives them a slightly firmer texture. They are usually coated with various sauces, such as sweet soy sauce or peanut sauce.

Warabi Mochi: Warabi mochi is a dessert made with fern starch, which gives it a gelatinous texture. Unlike traditional mochi, warabi mochi is made with fern starch and water, then sprinkled with kinako (roasted soy powder) and black sugar syrup.

Ichigo Daifuku: This is a variant of daifuku that contains a whole strawberry, in addition to the red bean paste filling. The mochi surrounds the strawberry, creating a delicious combination of flavors and textures.

Taiyaki: Although not strictly speaking a mochi, taiyaki is a popular Japanese pastry. It's a fish-shaped waffle filled with various fillings, such as red bean paste, chocolate, cream or even mochi.

Sakuramochi: This is a springtime specialty in Japan. It is wrapped in a cherry leaf (sakura) and is often stuffed with red bean paste.

Yomogi Mochi: This is a mochi scented with Japanese mugwort, which gives it a characteristic green color and flavor.

In short, these different Japanese sweets have in common the use of glutinous rice or similar ingredients, but they differ in their specific textures, fillings and preparation methods.




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