What Makes Japanese Snacks So Unique?

When it comes to Japan’s global image, few examples stand out to foreigners as much as Japan’s food scene does. Even more iconic is Japan’s diverse world of snacks, which takes center stage across social media regularly with viral unboxings, taste tests, vlogs, and more. But what exactly sets Japan’s snack scene apart from other parts of the world, and makes it as iconic as it has become?

Japan’s culinary world can often be characterized by subtle, cultural flavors such as bonito broth, soy sauce, and more, often favoring complexity versus overtly strong flavors. The same applies to Japan’s snacks and desserts, finding roots back in Japan’s history with wagashi, traditional Japanese treats that were often made from local ingredients such as various plants, agar sugar, soybean powder, grain flour, miso, and more. Wagashi were made with methods that predate Western cooking methods, and often served with green tea. 

These subtle flavors continued throughout Japan’s history, even after the introduction of Western influences, and are found in many savory snacks throughout Japan today, such as dashi-flavored chips, wasabi peanuts, and more. These unique flavor profiles are difficult to find outside of Japan, making the country the place to visit for those who have yet to try these original flavors or those who have developed a love for them.

In the present day, alongside these traditional and more subtle flavors, Japan is also known as a pioneer when it comes to extravagant, original, and sometimes strange treats. The most prolific example is KitKats; different than the KitKats those in the west might be familiar with, the KitKats sold in Japan are regularly cycled through different flavors, many as limited-edition or seasonal variations, and others reflecting iconic Japanese tastes. Apple Pie around Halloween is one such example, as well as Wasabi, Choco Mint Ice Cream, Cookies and Cream, and more. Seasonal flavors are common when it comes to Japanese treats, and extend beyond KitKat to other snacks, cookies, and even chips. Characters and marketing are also a huge staple of snack consumption across Japan, making it uncommon to see products collaborating with Sanrio characters, anime and video game series, and more.

Seasonality is just one aspect Japanese snack manufacturers often cycle through when flavoring their products, but another unique aspect of Japan’s snack game is their love of regional flavors and exclusivity. Different regions across Japan are known widely for different specialities, such as the northern island of Hokkaido being known for its dairy, seafood, and rich foods, the region of Aomori being known for its apples, Kyoto being known for its matcha, and so on. With this, many snack varieties and flavors are modeled after a region’s specific specialties, often also being exclusively available in said region. Umaibo, a low-priced example of Japanese dagashi treats, comes in many flavors, with region-based examples such as Tokyo Apple Pie and Osaka Okonomiyaki only available in their respective regions.

Between its subtle, complex, and historically rich treats and its iconic, colorful, original, and fun treats, Japan’s snack scene rivals its culinary scene in originality, flavor, and stardom. Regardless of generation, demographic, or whether you live in Japan or abroad, there’s a certain magic that comes with Japan’s many unique treats that can’t be found anywhere else. While normally only available within the island country, we here at Oyatsumart ship all across the world, giving you a taste of both sides of this incredible world of treats at guarantee you’re getting the most up-to-date products you’d find as if you walked into a Japanese conbini yourself. Explore our sweet and savory options and try them for yourself!