Japan is known for its love of washoku (Japanese cuisine), and its deliciousness comes from unique seasonings and a rich food culture that you won’t find anywhere else. With such a strong culinary tradition, it’s no surprise that Japanese snacks are incredibly tasty too!
Of course, snacks like potato chips and chocolate, which are popular worldwide, are also widely loved in Japan. But beyond those, Japan has a huge variety of unique and even more popular snacks.
From low-calorie treats and lightly seasoned snacks that you just can’t stop eating, to ones with unique textures and a surprising mix of sweet and salty flavors, Japanese snacks come in all kinds of varieties. Here, I’ll introduce some of my top picks that you can find at supermarkets and convenience stores.
If you’re looking for traditional Japanese sweets (wagashi) instead of snacks, check out this page for plenty of recommendations!
Sweets
1. KitKat 🍫 – €2 ( family pack )
Everyone is familiar with KitKat, and chances are, you’ve had one before. But when in Japan, you have to try the Japan-exclusive flavors!
One of the most highly recommended flavors is Matcha (Green Tea). Unlike regular KitKats, the rich matcha chocolate isn’t overly sweet—it has a slight bitterness that makes it truly special.
If you visit Kyoto, don’t miss the Kyoto-exclusive Uji Matcha KitKat, which is sold in souvenir shops. It has a different taste from the matcha KitKat available nationwide, so be sure to give it a try when you’re there!
Another must-try is Hojicha (roasted green tea) flavor. Hojicha is a type of Japanese tea known for its deep, toasty aroma that comes from roasted tea leaves. This KitKat has a unique, slightly bitter taste with a mild sweetness, making it unlike any other tea-based chocolate.
For a seasonal treat, the Sakura (cherry blossom) KitKat is available around March each year. Made with sakura leaves and extracts, it has a delicate floral flavor that spreads gently in your mouth. The subtle saltiness of sakura combined with the sweetness of white chocolate creates a perfect balance.
Another favorite is the Kinako (roasted soybean flour) KitKat. Kinako is a popular ingredient in traditional Japanese sweets, made from roasted soybeans that are ground into a fine powder. It has a rich, nutty aroma and a lightly sweet taste, making this KitKat a great choice for those wThe The ho enjoy traditional Japanese flavors.
With so many unique flavors, KitKat in Japan is a must-try snack!
2. Black Thunder 🍫⚡️ – €0.30 (small piece)
This was my foreign friends’ absolute favorite Japanese snack! Black Thunder is a crunchy, bite-sized chocolate bar packed with crushed biscuits and cookie crumbles, giving it a satisfying, crispy and chewy texture.
Its slogan in ads calls it “Thunder God-level deliciousness,” and it’s seriously addictive. The best part? It’s super cheap, so there’s no excuse not to try it!
The original version is available at almost every supermarket and convenience store, but if you’re lucky, you might also find white chocolate or matcha flavors at select supermarkets and souvenir shops. Personally, I love the white chocolate version!
Another must-try is the Black Thunder ice cream, sold at convenience stores. If you love the chocolate bar, you’ll definitely love the ice cream too—so be sure to try both!
3. Pocky – €1
You might have already seen Pocky in international supermarkets. It’s a thin, crispy pretzel stick coated with chocolate, making it a light and easy-to-eat snack.
Besides the original chocolate flavor, Japan offers a huge variety of Pocky, including strawberry, matcha, almond-crusted, and even extra-thin versions for a different texture.
Thanks to its shareable design, crispy texture, and just the right amount of sweetness, Pocky is loved by people of all ages!
4. Koala’s March 🐨– Under €1
Koala’s March is a crispy biscuit filled with chocolate, featuring cute koala illustrations printed on each piece. Amazingly, there are over 100 different designs, so every time you open a pack, you get the fun of discovering which ones you’ll find!
Limited edition versions include koalas dressed in kimonos and special collaborations with anime characters, making this snack not just tasty but also fun and collectible.
The classic chocolate flavor is the most popular, but you can also find strawberry and white chocolate versions in regular stores. If you visit tourist areas, you might even come across region-exclusive flavors, making it a great souvenir!
5. Takenoko no Sato & Kinoko no Yama 🍄🟫– Under €1
These chocolate-covered, crispy cookies melt in your mouth, making them absolutely irresistible. Takenoko no Sato (literally “Bamboo Shoot Village”) is uniquely shaped like a bamboo shoot, a food commonly eaten in Asia. It’s a design you definitely won’t find in Western snacks!
From the same brand, there’s also Kinoko no Yama (“Mushroom Mountain”), which consists of a biscuit stem topped with a chocolate cap.
In Japan, there’s an ongoing debate: Are you Team Takenoko or Team Kinoko? The rivalry is so popular that it’s almost a national discussion!
Fun fact: If you’ve ever eaten Kinoko no Yama the “Japanese way,” you’ve probably tried licking and melting off just the chocolate without breaking the biscuit underneath—it’s a strangely satisfying challenge that many people can’t resist!
6. Pai no Mi – Under €1
Pai no Mi is a delightful snack featuring 64 layers of crispy, flaky pastry filled with chocolate. The irresistible crunch makes it nearly impossible to stop eating once you start!
For an even better experience, try warming them up in the oven—the flavors become richer, and you’ll feel like you’re eating a freshly baked pastry.
While seasonal flavors like matcha, strawberry, and caramel are occasionally released, I personally think the classic chocolate flavor is the best!
7. Country Ma’am – €2 ( family pack )
This snack defies the typical image of a cookie—instead of being crispy, Country Ma’am cookies are soft and moist on the outside! Not clunky. Have you ever had a cookie with this kind of texture before? You absolutely must try it!
The classic flavors are vanilla and cocoa, and honestly, it’s impossible to say which one is better. If you visit a souvenir shop in a tourist area, you’ll likely come across region-exclusive flavors as well!
For an even richer experience, try warming them up in the microwave—the chocolate inside melts, creating a whole new level of deliciousness. Another great way to enjoy them is by pairing them with ice cream, turning them into a luxurious dessert!
8. Tokyo Banana 🍌 – (４pieces from €5)
Tokyo Banana is the number one souvenir from Tokyo and a must-try treat when visiting Japan’s capital. Since you’ll likely be stopping by Tokyo during your trip, you won’t have any trouble finding it in train stations, airports, and department stores.
Having traveled abroad many times, I’ve noticed that banana-flavored snacks are surprisingly rare outside Japan. That’s why Tokyo Banana is particularly fascinating and unique for international visitors—it’s even famous among tourists as a “one-of-a-kind Japanese snack that you can only buy in Japan.”
This treat consists of a soft, fluffy sponge cake shaped like a banana, filled with smooth, mildly sweet banana cream. In addition to the classic banana flavor, there are chocolate and caramel versions, as well as adorable designs like leopard print patterns!
If you just want to try a little, I recommend getting the 4-piece pack. But if you’re planning to bring some back as a souvenir, you can buy them in packs of 8, 12, 16, or even 24 pieces.
Salty
9. Jagariko – Under €1
When it comes to potato snacks, most people think of potato chips—but Jagariko is just as delicious and just as popular!
These crispy, stick-shaped potato snacks have a unique crunchy texture, and the more you chew, the richer the potato flavor becomes. Plus, they’re not too high in calories, making them a guilt-free snack option!
The three classic flavors are Salad, Cheese, and Jaga Butter (buttered potato), but you’ll also find limited-edition flavors throughout the year. Since Jagariko is such a popular snack, you can even find region-exclusive flavors in souvenir shops at tourist destinations.
Trying the classic flavors is a great way to start, but if you come across a special edition, don’t hesitate to give it a try!
10. Kappa Ebisen – Under €1
Kappa Ebisen’s famous slogan is “You can’t stop, you can’t stop!”—and that’s no exaggeration. Once you start eating, you **literally can’t stop**!
With its light, crispy texture and just the right amount of saltiness, it’s dangerously addictive. You tell yourself, “This is the last one,” but before you know it, your hand is reaching back into the bag.
Have you ever seen a shrimp-flavored snack in Western countries? Probably not! The subtle shrimp flavor adds a unique twist, making it impossible to get tired of. The combination of umami-rich shrimp and perfect seasoning makes Kappa Ebisen an unforgettable snack.
Besides the classic salted flavor, you can find Japanese-inspired flavors like plum (ume) and yuzu pepper. But first, I highly recommend trying the original!
For those who enjoy Japanese beer brands like Kirin or Asahi, Kappa Ebisen is the perfect pairing. If you’re a beer lover, you absolutely need to give this combination a try!
11. Umaibo – €0.10
The most mind-blowing thing about Umaibo is its price—just around 10 yen per stick! Even elementary school kids can afford it with their pocket money, making it a nostalgic snack for almost every Japanese person.
The name “Umaibo” comes from “umai” (meaning “delicious”), and true to its name, it’s incredibly tasty! With a huge variety of flavors, it’s impossible to choose just one favorite. While Corn Potage and Cheese are among the most popular, I highly recommend trying some Japan-inspired flavors:
- Teriyaki flavor – a familiar taste for those who love pizza abroad
- Takoyaki flavor – inspired by Osaka’s famous octopus balls
- Mentaiko flavor – based on Fukuoka’s spicy cod roe
- Natto flavor – recreating the sticky texture of Japan’s famously unique fermented soybeans
Speaking of natto, despite being a crunchy snack, the Natto Umaibo somehow mimics the sticky texture of real natto, making it a fascinating and tasty experience!
I’ve gifted various Japanese snacks to my foreign friends before, and multiple people said the Teriyaki Umaibo was their absolute favorite.
You can 100% find Umaibo in every supermarket and convenience store, so don’t leave Japan without picking some up!
12. Kaki no Tane – Under €2
Kaki no Tane is a small, crunchy, rice-based snack that resembles tiny senbei (rice crackers). Made from rice, it has a toasty, savory flavor and a satisfying crispiness.
The classic soy sauce seasoning gives it just the right amount of umami, with a slight spicy kick. The peanuts mixed in help balance the heat, making them an essential part of the Kaki no Tane experience.
While the original soy sauce flavor is delicious, my personal favorites are Plum (Ume) and Wasabi—I love them so much that I hardly buy anything else! Both are distinctly Japanese flavors, so they’re definitely worth trying.
If you’ve had sushi before, you’re probably familiar with wasabi. But be warned—Kaki no Tane’s wasabi flavor packs a serious punch! Sometimes, it’s so strong that it even brings tears to my eyes.
This snack is also a perfect beer companion—so much so that you’ll almost always find Kaki no Tane at Japanese drinking gatherings. Why not pair it with a drink for the perfect late-night snack?
13. Potelong – Under €1
This has been one of my absolute favorite potato snacks since I was a kid! When you hear “potato snack,” you probably imagine something deep-fried, but Potelong is actually made using a non-fried process, meaning it has less oil and fewer calories, giving it a light and crispy texture.
With its simple, salt-based flavor, it’s incredibly easy to eat—so much so that once you start, you just can’t stop!
14. Ottotto – Under €1
The best thing about Ottotto is its adorable shapes! Each piece is shaped like a sea creature, such as fish, octopuses, and dolphins, making it a fun and exciting snack where you never know which shape you’ll get next.
These light, crispy crackers are baked, not fried, using a non-fried process, making them low in calories. Despite being a snack, it’s actually a relatively healthy option, which is a nice bonus!
With its playful design and addictive crunch, Ottotto isn’t just for kids—adults love it too!
15. Happy Turn – €1
With its bright orange packaging, Happy Turn is one of Japan’s most beloved snacks—it’s no exaggeration to say it could be the No.1 favorite among Japanese people!
What makes it so special? The perfect balance of sweet and salty flavors. The irresistibly addictive taste makes it dangerously easy to finish an entire bag in one sitting.
Each crispy senbei (rice cracker) is coated with a special sweet-salty powder( it is called Happy powder), which is the true star of this snack. The best part? Licking the leftover powder off your fingers at the end! It’s so popular that they even sell the powder on its own because fans just can’t get enough.
You can find Happy Turn in every convenience store and supermarket, so be sure to grab a bag!
16. Exclusive Japanese Pringles – € 2 Euros
Pringles are loved worldwide, but did you know Japan has exclusive flavors you won’t find anywhere else? From Teriyaki Burger and Takoyaki to Sukiyaki and Yakisoba, these unique flavors offer a taste of Japan in every bite.
However, they’re not always easy to find. Not every store stocks them, so consider yourself lucky if you spot one! If you are lucky, you can find them at the convenience store and supermarket, Don Quijote(the most famous discount store in Japan. It’s like a must-visit for unique Japanese products and amazing deals.)
17. Kinako Mochi – € 2 Euros
Imagine a snack so incredibly light that it vanishes the moment it touches your tongue. Have you ever experienced something like that? Probably not. But with just one bite, you’ll be hit with a wave of surprise and delight.
This airy, sponge-like treat is dusted with kinako, a roasted soybean powder that’s a staple in traditional Japanese sweets. The delicate balance of gentle sweetness and subtle bitterness creates an irresistible harmony of flavors—one bite is never enough.
What’s even better? It’s made using a non-fried method, so you can indulge guilt-free!
But beware—this snack is so delicate that packing it in your suitcase might crush it, ruining its signature texture. So don’t wait—experience this unique Japanese treat while you’re here!
Conclusion
Tasting local food at restaurants and food stalls in tourist spots is a must—but don’t overlook one of Japan’s hidden delights: the unique and affordable snacks you’ll find in supermarkets and convenience stores all across Japan.
These everyday treats are a world of their own, offering flavors and textures you probably won’t find back home. From sweet to savory, crunchy to chewy, Japan’s snacks are full of surprises. You might just discover your new favorite!
So don’t stop at sushi and ramen—prepare for some serious mouthwatering moments with Japanese snacks too!
