The History of Japanese Candy: From Dagashi to Modern Treats

Japanese confectionery has a long and practical history that ranges from affordable childhood snacks to premium seasonal items. Japanese candy reflects both cultural tradition and innovation that have changed substantially over time, beginning historically as varieties of candy meant to be affordable and subtle, then later evolving into treats that are recognizable, trendy, and with iconic flavor profiles.

Dagashi refers to inexpensive snacks and sweets that became popular during the Showa era (1926–1989). Made for children, dagashi were sold in small corner stores and often cost just a few yen. Their appeal came from the combination of low prices, colorful packaging, and unique flavors, and they were easily transported without fear of spoilage as their production and ingredients aimed for easy availability and long shelf lives.

Alongside dagashi, traditional sweets called wagashi have existed for centuries in Japan. These are often made with natural, traditionally Japanese ingredients like red bean paste, rice flour, soybean powder, and agar. While not considered "candy" in the Western sense, wagashi are important in the overall history of Japanese sweets. Items such as yokan (sweet jelly blocks) and kintsuba (sweet bean cakes) are still considered foundational when it comes to Japan’s sweet and dessert market.

From the 1980s onward, Japan shifted toward more commercial, mass-produced confections. Major brands like Meiji, Lotte, and Glico began releasing chocolates, chewing gum, gummies, and novelty snacks aimed at a broader market. Seasonal and limited-edition products also became a defining feature, with many items reflecting regional flavors or trends. Often times, these flavors reflect a certain prefecture or town’s iconic flavors, such as Aomori featuring apple flavors and Osaka with takoyaki and okonomiyaki.

In modern day, Japanese treats have shifted towards recognizable brands that also frequently cycle new and exotic flavors and packaging to keep customer interest and to follow trends. Social media also contributes, with wacky and original flavors and snacks often appearing for limited times for those in the market for something unique, such as super-spicy wasabi, corn-flavored ice cream, and more. Seasonal flavors that mark Japan’s seasons are also a defining supermarket and conbini experience; sakura and more traditional Japanese flavors in spring, mint chocolate in the summer, sweet potato and chestnut in the fall, and white chocolate in the winter.

Understanding the history of Japanese candy helps appreciate the range of products available today. Whether you're trying dagashi for the first time or exploring modern gummies and chocolates, each item reflects a part of Japan's approach to food and fun.

At Oyatsumart, we aim to provide a balanced mix of nostalgic classics and new favorites to give you the full Japanese snack experience! Browse our selections to experience this history for yourself, no matter where you are.