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Satisfy Your Sweet Tooth with Fujiya’s Retro Japanese Snacks

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There’s some high-quality snacking to be had in Japan, with international brands and local manufacturers making such a wide variety of sweets. When it comes to Japanese snacks, products are constantly being developed, tested for a limited time, and improved and re-released. You can always try something new. More importantly, though, when a product sticks around for years, you know it’s good! So today we’re going to tell you about some of the most popular snacks in Japan, all from Fujiya, a Japanese confectionery brand that’s been on shelves for more than 100 years.

Fujiya’s Peko-chan Sweets, Popular All Around Japan



Fujiya's mascot, a big part of what makes the brand so instantly recognizable, is the smiley Peko-chan. With her tongue stuck out (and sometimes a saucy wink!), this mischevious little face graces the packaging of many a Japanese sweet. Thanks to Fujiya's century-long history of developing new snacks, you'll find Peko-chan on a diverse variety of sweets, and on the walls of Fujiya confectioneries nationwide.



The cakes available at Fujiya's specialty shops are popular in Japan, but the real stars of the show are all the little sweets that fit easily into your everyday bag.



Cram a few chocolates into your purse to snack on when you're out and about, or stash some candies in your desk at work. You'll fit right in with the rest of Japan.

Peko-chan is such a popular character, who holds such a nostalgic place in the hearts of people across Japan, that you'll actually find her as part of collaboration products all over the place. Look around while you're in Japan, you might just find Peko-chan cosmetics or stationery. (Or you might even find her on souvenirs from art exhibitions in Tokyo, like this one in our event calendar!)

Six Popular Sweets to Keep You Snacking in Japan

If we tried to tell you about all the many tasty products manufactured by Fujiya over the years, for limited runs and long-term, we'd be here all day. Instead, we're going to introduce you to a handful of sweets that are so popular, they're basically ubiquitous in Japan. Whether you're just hankering for a sweet treat, or you want to bring home the perfect souvenirs for all your friends, we recommend one of these nostaligic Japanese favorites.

① Peko Poko Chocolate



These little choco-pops are made from milk, white, and strawberry-flavored chocolate, and have a creamy melt-in-your-mouth texture. It's not hard to see why they're popular among the kids of Japan, and they might make a sweet little pick-me-up for any kids traveling through the country. They also, however, make fabulous souvenirs. With "Japanese culture" themed packaging, the temples and maiko (geisha) gracing the package make the sweets a special Japanese treat.

Price: 108 yen
Our favorite online review: "These are so good, I bought them in bulk."

② Pop Candy



These little lollipops have been around since 1954, and are still going strong. Looking for the dum-dum of Japan? These little candies will satisfy your craving. The candies are standardly available in orange, strawberry, and grape flavors, which all contain green tea polyphenols good for your health. They're good for the soul, and we can pretend they're good for the body as well!

Price: 216 yen
Our favorite online review: "I didn't know what to get for White Day, so I handed these out to all my female colleagues."

③ Fujiya Home Pie



These crunchy cookies earn their name from their super-flakey texture, reminiscent of a good pie crust. Since 1968 they've been making the home pies by sandwiching butter and dough, and then folding it all to make about 700 layers. They're lightly sweet, so they're popular with people of all ages in Japan. We recommend you have them with a cup of tea (or perhaps a matcha latte!)

Price varies.
Our favorite online review: "So delicious, I don't even mind that these rain crumbs all over. Worth it."

④ Country Ma’am Cookies



Country Ma'am cookies have been around since the 80s, and you'll often find them in bags like this of ten standard chocolate chip cookies, and ten chocolate-chocolates. These cookies are satisfyingly soft (in Japan, a country of crunchy cookies!), but a little cakier and firmer than a chewy chocolate chip cookie you might find in the West. Fujiya is constantly improving the recipe, with over 40 changes made since Country Ma'am first hit the shelves, so they'll only keep getting better.

Price varies.
Our favorite online review: "Once I open a bag of these, I literally can't stop my hands from shoveling more and more into my mouth."

⑤ Milky Soft Candy



These little dollops of bliss are light, creamy caramels. They're made with milk from Hokkaido, which is supposedly where Japan's best dairy comes from. Bring some home for your grandparents, to replace the butterscotch that they definitely keep in their pockets and purses.

Price: 108 yen for 69g, 216 yen for 120 g
Our favorite online review: "I like these. My children like these. We go through a lot of them."

⑥ Look Chocolate



The packaging for these chocolates offers a colorful look at what's inside them, but one glance at that logo and it's not surprising to hear that the designer behind it all is Raymond Loewy, whose high-profile portfolio includes work for Coca Cola. 

Price: 119 yen



Look chocolates come in a few varieties, with "Look A La Mode" featuring ice-cream inspired chocolate fillings.

Price varies.



Look 4, on the other hand, is pure chocolate! If you're just craving that cacao flavor, you can grab a pack of these and at your fingertips will be 27% cacao milk chocolate, 40% cacao bitter chocolate, 55% cacao dark chocolate, and high-cacao chocolate that weighs in at 70%. A little something for everyone, or a little something just for you.

Price varies.

Our favorite online review: "With the four different varieties, Look is always there for me during my different mood swings."
And one bonus review: "These taste pretty convincing."

The Fujiya Specialty Confectionery Shop



Fujiya's snacks are available anywhere in Japan you might find cookies and candy, but they also have specialty shops. Step inside and the sweet smell of fresh cakes will drift through the air from the glass cases, sat alongside shelves of packaged sweets, and some special souvenir items. If you've got a sweet tooth like we do, you might think you've walked into heaven. These stores are open all over the country, but we've noticed that the goods vary.

Fujiya Makes Sweets for Everyone



The cookies and candy we showed you might come in cute packaging with a mascot and bright colors, but part of the appeal for these snacks is that people of all ages really enjoy them. There's a little bit of nostalgia adding to Fujiya's popularity, but the brand could never have kept going for 100 years if the sweets didn't really appeal to Japanese palates. Ask anybody in Japan, and they'll be able to tell you their favorite Fujiya treat. So if you want to show your friends back home what's cool in Japan, show them you're in the know, and bring home some sweets as souvenirs.

⇩ Watch Fujiya keep us going throughout the day. ⇩

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NAME:Fujiya Confectionery

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      Hokkaido (北海道) is the northernmost of the four main islands that make up Japan. The area is famous for Sapporo Beer, plus brewing and distilling in general, along with fantastic snow festivals and breathtaking national parks. Foodies should look for Hokkaido's famous potatoes, cantaloupe, dairy products, soup curry, and miso ramen!

    • Niki, in south-west Hokkaido, is about 30 minutes from Otaru. The small town is rich with natural resources, fresh water, and clean air, making it a thriving center for fruit farms. Cherries, tomatoes, and grapes are all cultivated in the area, and thanks to a growing local wine industry, it's quickly becoming a food and wine hotspot. Together with the neighboring town of Yoichi, it's a noted area for wine tourism.

    • Niseko is about two hours from New Chitose Airport, in the western part of Hokkaido. It's one of Japan's most noted winter resort areas, and a frequent destination for international visitors. That's all because of the super high-quality powder snow, which wins the hearts of beginners and experts alike, bringing them back for repeat visits. That's not all, though, it's also a great place to enjoy Hokkaido's culinary scene and some beautiful onsen (hot springs).

    • Otaru is in western Hokkaido, about 30 minutes from Sapporo Station. The city thrived around its busy harbor in the 19th and 20th centuries thanks to active trade and fishing, and the buildings remaining from that period are still popular attractions, centered around Otaru Canal. With its history as a center of fishing, it's no surprise that the area's fresh sushi is a must-try. Otaru has over 100 sushi shops, quite a few of which are lined up on Sushiya Dori (Sushi Street).

    • SAPPORO

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      Sapporo, in the south-western part of Hokkaido, is the prefecture's political and economic capital. The local New Chitose Airport see arrivals from major cities like Tokyo and Osaka, alongside international flights. Every February, the Sapporo Snow Festival is held in Odori Park―one of the biggest events in Hokkaido. It's also a hotspot for great food, known as a culinary treasure chest, and Sapporo is a destination for ramen, grilled mutton, soup curry, and of course Hokkaido's beloved seafood.

    • Consisting of six prefectures, the Tohoku Region (東北地方) is up in the northeastern part of Japan's main island. It's the source of plenty of the nation's agriculture (which means great food), and packed with beautiful scenery. Explore the region's stunning mountains, lakes, and hot springs!

    • Akita Prefecture is on the Sea of Japan, in the northern reaches of Japan's northern Tohoku region. Akita has more officially registered important intangible culture assets than anywhere else in Japan, and to this day visitors can experience traditional culture throughout the prefecture, from the Oga Peninsula's Namahage (registered with UNESCO as a part of Japan's intangible cultural heritage), to the Tohoku top 3 Kanto Festival. Mysterious little spots like the Oyu Stone Circle Site and Ryu no Atama (Dragon's Head) are also worth a visit!

    • FUKUSHIMA

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      Fukushima Prefecture sits at the southern tip of Japan's northern Tohoku region, and is divided into three parts with their own different charms: the Coastal Area (Hama-dori), the Central Area (Naka-dori), and the Aizu Area. There's Aizu-Wakamatsu with its Edo-era history and medieval castles, Oze National Park, Kitakata ramen, and Bandai Ski Resort (with its famous powder snow). Fukushima is a beautiful place to enjoy the vivid colors and sightseeing of Japan's beloved four seasons.

    • YAMAGATA

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      Yamagata Prefecture is up against the Sea of Japan, in the southern part of the Tohoku region, and it's especially popular in winter, when travelers soak in the onsen (hot springs) and ski down snowy slopes. International skiiers are especially fond of Zao Onsen Ski Resort and Gassan Ski Resort, and in recent years visitors have been drawn to the area to see the mystical sight of local frost-covered trees. Some destinations are popular regardless of the season, like Risshakuji Temple, AKA Yamadera, Ginzan Onsen's nostalgic old-fashioned streets, and Zao's Okama Lake, all great for taking pictures. Yamagata is also the place to try Yonezawa beef, one of the top 3 varieties of wagyu beef.

    • Japan's most densely populated area, the Kanto Region (関東地方) includes 7 prefectures: Gunma, Tochigi, Ibaraki, Saitama, Tokyo, Chiba, and Kanagawa, which means it also contains the Tokyo Metropolitan Area. In modern-day Japan, Kanto is the cultural, political, and economic heartland of the country, and each prefecture offers something a little different from its neighbors.

    • Gunma Prefecture is easily accessible from Tokyo, and in addition to the area's popular natural attractions like Oze Marshland and Fukiware Falls, Gunma also has a number of popular hot springs (Kusatsu, Ikaho, Minakami, Shima)―it's even called an Onsen Kingdom. The prefecture is popular with history buffs and train lovers, thanks to spots like world heritage site Tomioka Silk Mill, the historic Megane-bashi Bridge, and the Watarase Keikoku Sightseeing Railway.

    • TOCHIGI

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      Tochigi Prefecture's capital is Utsunomiya, known for famous gyoza, and just an hour from Tokyo. The prefecture is full of nature-related sightseeing opportunities year-round, from the blooming of spring flowers to color fall foliage. Tochigi also has plenty of extremely well-known sightseeing destinations, like World Heritage Site Nikko Toshogu Shrine, Lake Chuzenji, and Ashikaga Flower Park―famous for expansive wisteria trellises. In recent years the mountain resort town of Nasu has also become a popular excursion, thanks in part to the local imperial villa. Tochigi is a beautiful place to enjoy the world around you.

    • Tokyo (東京) is Japan's busy capital, and the most populous metropolitan area in the world. While the city as a whole is quite modern, crowded with skyscrapers and bustling crowds, Tokyo also holds onto its traditional side in places like the Imperial Palace and Asakusa neighborhood. It's one of the world's top cities when it comes to culture, the arts, fashion, games, high-tech industries, transportation, and more.

    • The Chubu Region (中部地方) is located right in the center of Japan's main island, and consists of 9 prefectures: Aichi, Fukui, Gifu, Ishikawa, Nagano, Niigata, Shizuoka, Toyama, and Yamanashi. It's primarily famous for its mountains, as the region contains both Mt. Fuji and the Japanese Alps. The ski resorts in Niigata and Nagano also draw visitors from around the world, making it a popular winter destination.

    • Nagano Prefecture's popularity starts with a wealth of historic treasures, like Matsumoto Castle, Zenkoji Temple, and Togakushi Shrine, but the highlight might just be the prefecture's natural vistas surrounded by the "Japanese Alps." Nagano's fruit is famous, and there are plenty of places to pick it fresh, and the area is full of hot springs, including Jigokudani Monkey Park―where monkeys take baths as well! Thanks to the construction of the Hokuriku shinkansen line, Nagano is easily reachable from the Tokyo area, adding it to plenty of travel itineraries. And after the 1998 Nagano Winter Olympics, ski resorts like Hakuba and Shiga Kogen are known around the world.

    • Aichi Prefecture sits in the center of the Japanese islands, and its capital city, Nagoya, is a center of politics, commerce, and culture. While Aichi is home to major industry, and is even the birthplace of Toyota cars, it's proximity to the sea and the mountains means it's also a place with beautiful natural scenery, like Saku Island, Koijigahama Beach, Mt. Horaiji. Often used a stage for major battles in Japanese history, Sengoku era commanders like Oda Nobunaga, Toyotomi Hideyoshi, and Tokugawa Ieyasu left their own footprints on Aichi, and historic buildings like Nagoya Castle, Inuyama Castle, and those in Meiji Mura are still around to tell the tale.

    • NIIGATA

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      Niigata is a prefecture on Japan's main island of Honshu, situated right on the coast of the Sea of Japan, and abundant with the gifts of nature. It's known for popular ski resorts such as Echigo-Yuzawa, Japanese national parks, and natural hot spring baths, plus local products like fresh seafood, rice, and sake. Visitors often spend time in the prefectural capital, Niigata City, or venture across the water to Sado Island.

    • SHIZUOKA

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      Shizuoka Prefecture is sandwiched between eastern and western Japan, giving the prefecture easy access to both Tokyo and Osaka. Not only is it known for beautiful natural attractions, with everything from Mount Fuji to Suruga Bay, Lake Hamanako, and Sumata Pass―Shizuoka's Izu Peninsula is known as a go-to spot for hot springs lovers, with famous onsen like Atami, Ito, Shimoda, Shuzenji, and Dogashima. Shizuoka attracts all kinds of travelers thanks to historic connections with the Tokugawa clan, the Oigawa Railway, fresh eel cuisine, Hamamatsu gyoza, and famously high-quality green tea.

    • Kansai (関西) is a region that includes Mie, Nara, Wakayama, Kyoto, Osaka, Hyogo, and Shiga Prefectures. Kansai contained Japan's ancient capital for hundreds of years, and it's making a comeback as one of the most popular parts of Japan. Kyoto's temples and shrines, Osaka Castle, and the deer of Nara are all considered must-sees. Plus, the people of Kansai are especially friendly, making it a fun place to hang out.

    • Kyoto flourished as the capital of Japan between the years 794 and 1100, becoming a center for poilitics and culture, and to this day it's a great place for close encounters with Japanese history. The cobbled streets of Gion, the atmospheric road to Kiyomizudera Temple, Kinkakuji's golden walls and countless historic attractions, even Arashiyama's Togetsukyo Bridge―Kyoto is a place of many attractions. With new charms to experience throughout the seasons, travelers can't stop themselves from returning again and again.

    • Nara Prefecture's important history reaches back to 710, a time now called the Nara era, when it was once capital of Japan. Called "Heijo-kyo" during its time as a capital, it's said that nara was once the end of the silk road, leading it to flourish as a uniquely international region and produce important cultural properties of all kinds. To make the most of each season, travelers head to Nara Park, where the Nara deer who wander freely, or climb Mount Yoshino, a famous cherry blossom spot.

    • Osaka is known for friendly (and funny) people, but its history is nothing to laugh at, playing a major part in Toyotomi Hideyoshi's 16th century unification of Japan. Thanks to long years of economic activity, it's one of Japan's biggest cities, and Osaka's popular food culture earned it the nickname "The Kitchen of the Nation." To this day Osaka is the model of western Japan, and alongside historic structures like Osaka Castle, it also has major shopping malls like Umeda's Grand Front Osaka and Tennoji's Abeno Harukas. Osaka is a place to eat, eat, eat, with local specialties like takoyaki, okonomiyaki, and kushi-katsu, and for extra fun, it's home to Universal Studios Japan.

    • CHUGOKU

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      The Chugoku Region (中国地方) consists of five prefectures: Hiroshima, Okayama, Shimane, Tottori, and Yamaguchi. In Chugoku you’ll find the sand dunes of Tottori, and Hiroshima’s atomic bomb site, plus centers of ancient history like Grand Shrine of Izumo.

    • HIROSHIMA

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      Hiroshima Prefecture has everything, from world heritage sites to beautiful nature and delicious local cuisine, and it's either an hour and a half from Tokyo by plane, or four hours by train. Itsukushima Shrine on Miyajima Island and the Atomic Bomb Dome, two Hiroshima UNESCO sites, are famous around the world, but in Japan it's also famous for food. Seafood from the Seto Inland Sea, especially oysters, Hiroshima-style okonomiyaki, and Setouchi lemons are all popular, and the natural scenery alone is worth seeing.

    • SHIKOKU

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      On the other side of the Seto Inland Sea opposite Japan’s main island, Shikoku (四国) is a region made up of four prefectures: Ehime, Kagawa, Kochi, and Tokushima. The area is famous for its udon (in Kagawa), and the beautiful Dogo Onsen hot springs (in Ehime).

    • Kagawa Prefecture is on the northern part of the island of Shikoku, facing Japan's main island and the Seto Inland Sea. It's known for being the smallest prefecture in Japan, by area, but at the same time Kagawa is called the "Udon Prefecture" thanks to its famous sanuki udon. Aside from Kotohiragu Shrine and Ritsurin Garden, the prefecture's small islands are popular, and Kagawa is full of unique destinations, like Angel Road. They say that if you lay eyes on Zenigata Sunae, a huge Kagawa sand painting, you'll never have money troubles ever again.

    • Located in the most southwestern part of Japan, Kyushu (九州) is an island of 7 prefectures: Fukuoka, Saga, Nagasaki, Kumamoto, Oita, Miyazaki, and Kagoshima. The island's unique culture has been influenced by Chinese and Dutch trade, along with missionaries coming in through Nagasaki's port. Modern-day travelers love the lush natural scenery and fresh food, plus the natural hot springs found all throughout the area (thanks to volcanic activity)!

    • FUKUOKA

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      Fukuoka Prefecture has the highest population on the southern island of Kyushu, with two major cities: Fukuoka and Kitakyushu. Thanks to growing transportation networks, Fukuoka is more accessible than ever, and so are the many local attractions. On top of historical spots like Dazaifu Tenmangu Shrine, travelers shouldn't miss Fukuoka's food scene, with motsu nabe (offal hotpot), mentaiko (spicy cod roe), and famous Hakata ramen―best eaten from a food stall in the Nakasu area of Hakata. Plus, it's full of all sorts of destinations for travelers, like trendy shopping centers, and the beautiful nature of Itoshima and Yanagawa.

    • KAGOSHIMA

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      Kagoshima Prefecture played a major role in Japan's modernization as a backdrop for famous historical figures like samurais Saigo Takamori and Okubo Toshimichi, who pushed Japan out of the Edo era and into the Meiji. Because of that, Sengan-en Garden is just one of many historical destinations, and when it comes to attractions Kagoshima has plenty: the active volcano of Sakurajima, popular hot springs Ibusuki Onsen and Kirishima Onsen, World Heritage Site Yakushima Island, even what Japan calls the "island closest to heaven," Amami Oshima. Kagoshima might be found on the very southernmost tip of the southern island of Kyushu, but there's plenty to see.

    • OKINAWA

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      The island chain of Okinawa (沖縄) makes up the southernmost tip of Japan, which is why it's also the most tropical area in the country. Thanks to a history of independence and totally distinct political and cultural events, Okinawa has a unique culture, and remnants of the Ryukyu Kingdom are still visible all over the islands. Food, language, traditional dress, it's all a little different! It's also said to be the birthplace of karate.

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