Japanese Candy: A Guide to the Sweet Life for Sweet Tooth Travelers

Candy may not be the first thing you think of when it comes to Japanese food. But those who try candy in Japan can’t help but fall in love. There are distinct qualities to it that go far beyond mere notions of kawaii. 

Because wagashi (traditional Japanese sweets) are a whole world in themselves, this guide focuses on the candy you can find in konbini, department stores and specialty shops. 

So while some of the candy covered here has been around for generations, this is not where you can read about daifuku or red bean paste rice cake, konpeito or traditional Japanese sugar candy, or kohakutou or Japanese crystal candy. But don’t worry, there’s more than enough candy to go around. 

The Japanese have been eating candy since at least the Nara Period in the early 700s. The people had their very first emperor, Jinmu, to thank for that, because he believed that candy could make people happy. 

The early 1600s, which ushered in the Edo Period, saw the beginning of candy sculptures made on the spot by street vendors as a form of entertainment. Up until then, water candy (mizuame) made out of rice was the most common kind. It was not until black sugar hit the market that candy became sturdy enough to take on all sorts of fun shapes.

By the mid-1920s, modern candies started hitting the shelves, much of which you can still find today. Many candy brands that debuted during this era have become iconic household names. It’s not unusual to find serious collectors of these candy packages and wrappers.

Dagashiya are traditional candy stores that were especially popular during the Showa period (1926–1989). While these stores have all but disappeared from today’s candy retailing scene, if you stumble upon one, take the chance to explore its confines.

Some of the following Japanese candy brands or types would have been found at a dagashiya 50 years ago, while others are popular candies well on their way to writing themselves in Japanese candy history.

This trendy candy shop in Tokyo features cheerful and colorful lollipops and candy shaped like sumo wrestlers, daruma dolls, maneki-neko cats, cherry blossoms, and Mount Fuji.

Kabuki actors and geisha in the Edo Period used this “sweet lip candy” before putting on their lipstick for extra gloss. Today, you can get that look by picking up a stick or two in Ginza or Shinjuku.

Traditional candy sculpture remains as popular as ever, and you can still watch masters at their craft in Tokyo turn heated sugar into delicately formed animals. Amezaiku shaped like uchiwa (fans) that feature exquisite Japanese nature designs are highly sought after as souvenirs.

Related: Watch Shizuka try Japanese candy sculpting.

Bontan Ame is a candy wrapped in rice paper that you can actually also eat. This candy has been around since the early 1920s and is still a sweet tooth favorite.

This famous Kyoto brand marries time-honored sweet-making traditions with modern candy-making methods. Their bestselling White Silk Temari candy comes in matcha, lemon-lime and other flavors.

Also from Kyoto, this bulwark of Japanese candy-making tradition has been making sweets with natural ingredients since 1911. Fans keep coming back for their Kikko malt candy, Uji tea candy and sesame ginger sweets.

As a leading Japanese candy brand, Morinaga has several iconic candies on the market, but its Milk Caramels are particularly beloved as a Showa period favorite. Expect to enjoy chewing on these for a while.

Also from Morinaga, Ramune takes its name from “lemonade” and is as well-known for its adorable bottled packaging as for its fizzy-sweet taste. But even if Morinaga’s Ramune has been loved since the early 1970s, Kuppy’s Ramune had been growing its own legion of fans a full decade earlier, and is still going strong today. 

A legend among Japanese candy brands, these hard fruit-flavored drops sold in their famous green tins have been loved by Japanese kids since 1908. 

Often brought home after a trip to Tokyo, umeboshi-ame is so named because of the way it looks like an ume (plum). The candy is made with sugar and comes in different flavors.

Book your Japanese sweet-making experience led by a renowned expert here.

If you don’t have much time to go souvenir shopping in Japan, it’s good to know that you can find plenty to take home from the nearest konbini. The following are local favorites that are quintessentially Japanese.

This fruit-flavored hard candy is famous for the floral fun facts printed on each pillow pack, including the flower’s name, meaning, and lucky day.

Another classic from Morinaga, Hi-Chew comes in different flavors depending on the season or region of Japan. The special flavors would be your main incentive to buy them in Japan, as Hi-Chew has been available abroad since the 2000s.

These little candy balls are coated with fizz that adds an extra kick. Think of each piece as a solid candy version of your favorite soda, whether that’s cola, lemon, orange, grape, apple, peach, melon, or ramune.

There’s a reason why this is one of, if not the most popular milk candy in Japan. Once you taste the rich, creamy smoothness of each piece, you also may think its name, Kin, which means gold, is well deserved. The milk used in Kin no Milk comes from Hokkaido. 

Delighting candy-lovers since the mid-1800s, Kuro Ame (“black candy”) by Kasugai uses brown sugar from Okinawa. It may surprise you with its strong, rather than sweet taste, and the fact that some people use it as a sore throat lozenge.

Related: Learn about yatsuhashi, Kyoto's most popular souvenir sweet.

Made by Fujiya, Milky is one of the most iconic Japanese candies, thanks in part to Peko-chan, the girl mascot on the packaging. Another Showa period classic, the original Milky was chewy until a hard candy version was launched in 2021.

If you prefer sour candy, Otoko Ume (“Man Plum”) may be right up your alley. Each piece has the juice equivalent of one whole plum, so be ready to enjoy the intense salty-sour flavor.

Pineapples were considered a rare delicacy in Japan after the war. Pineapple Candy was developed so that more people could enjoy it, and the candy remains a favorite today.

Made by UHA Mikakuto, Tokuno Milk candy combines Hokkaido milk with Madagascar vanilla. It also comes in regional flavors such as Fukushima peach and Tochigi strawberry.

Here are the top 10 delicious Hokkaido milk products.

On top of chocolate in its many forms, the following also includes products such as biscuits and nuts that come with chocolate dip or coating. Among them are favorites sure to be recognized even by chocolate-lovers abroad. 

These milk chocolate-covered almonds from Meiji come in a whole range of flavors, from matcha to white chocolate, strawberry and milk, butter caramel, brown sugar, and more.

One of the most recognizable and beloved Meiji chocolate products even outside of Japan, Apollo continues to be a fan favorite since its 1970 debut.

Named for Raijin, the thunder god of Japanese mythology, Black Thunder is among Japan’s bestselling candy bars. This irresistible combination of chocolate cookies and rice puffs also comes in matcha, Hokkaido butter, apple pie and other flavors.

If you can’t decide between milk and dark chocolate, Meiji makes it easy for you with their “Best 3” pack of bitesized bars, which includes their original brown and Hi milk chocolate. 

Another cuteness overload from Meiji, Choco Baby is a container of milk chocolate pellets that is easy to carry around and even easier to love. Some people also love to save or reuse the container.

A white chocolate delight, Dars by Morinaga is designed to share and save thanks to its resealable box. Since its launch over 30 years ago, Dars now also comes in milk and bitter chocolate.

Japanese KitKats are in their own class, thanks to quintessentially Japanese flavors including green tea matcha, yuzu sake, wasabi, hojicha, sakura, and sweet potato.

Also popular outside of Japan, Koala’s March is as much loved for its super cute koala designs as for its creamy chocolate filling and cookie crunch. Hundreds of koala designs have been printed on these biscuits, including 47 that pay homage to each prefecture in Japan.

Read how Japan has redefined its relationship with chocolate. 

If you happen to be in Japan in the winter, you’ll be able to pick up a pack of Meltykiss by Meiji. These delicate, cocoa powder-coated chocolates are unable to withstand the summer heat, so fans enjoy the seasonal strawberry, matcha and vanilla fillings while they can.

Like Almond, Macadamia by Meiji is also roasted and coated in milk chocolate, with the macadamia nut’s peculiar taste and texture giving the chocolate a sweetness all its own. 

Also by Meiji, Marble is chocolate encased in chocolate shells, some of which have cute puppies printed on them. You might think of them as the Japanese equivalent of Smarties or M&Ms. 

Yet another forever favorite from the Showa period, Chocoball by Morinaga owes its longevity not just to its classic chocolate, caramel and peanut flavors but also to Kyoro-chan, the cute little parrot mascot on the box.

One of the most famous Japanese food imports across the planet, Pocky comes in a whole range of flavors including strawberry, cookies and cream, matcha, almond crush, and banana.

Learn more about giving chocolate as gifts in Japan here.

A pack of Japanese gummies is a quick and easy souvenir to take back to family and friends who are bound to love them for their cuteness and tasty flavors. You can pick these up at the konbini or supermarket and pack them easily into your luggage. 

Here’s another favorite for sour candy-lovers. Named for and inspired by the Italian pasta, Fettuccine gummies come in sweet-sour kiwi, cola, peach, lemon and grape flavors.

Almost too pretty to eat, these rose-scented gummies also contain collagen for healthy hair, nails and skin, as well as Vitamin C to help you better absorb the collagen content. 

Also by Meiji, these gummies are made from real orange, strawberry, white peach, kiwi, and green muscat grape juice with no artificial colors.

Kids and adults who love to cook (or at least pretend to) will love the Popin’ Cookin’ gummy kit, which has everything you need (except water) to shape gummies into sushi, omelettes and burgers. The gummies are sweet, fruity and even have added calcium. 

A combination of taffy and gummy candy, Puchao comes in individually wrapped mango, melon, grape and strawberry pieces that are melt-resistant and easy to carry.

Also by UHA Mikakuto, Sakeru adds the pleasure of tearing pieces of candy to pop into your mouth to the pleasure of chewing. Available in apple, peach and grape, Sakeru can also be eaten whole if you have no patience.

These gummy jellybeans by Kasugai come in fun Japanese soda flavors including ramune, energy drink and cola. Highly addictive, Tsubu Gummy jellybeans come in resealable packages that are easy to pass around and share.

Also by Kasugai, Yuzu Gummy candies capture the tart, citrus goodness of yuzu fruit, which is only natural since they are made with real yuzu juice. 

Find the perfect food souvenirs from Japan, here.

A feast for both the eyes and tastebuds, Japanese candy lets you experience Japan in  colorful, quirky, and fun-filled ways. Whether you splurge on specialty shop selections or fill your suitcase with konbini candy, you’re going to love binging and sharing these sweet little treasures. 

Discover Tokyo’s own “candy store alley” right here!