Top 5 Japanese Snacks to Try in 2025

Top 5 Japanese Snacks to Try in 2025

 

Japan’s snack makers never sit still, and 2025 is already shaping up to be the most creative year yet. Expect sustainable ingredients, nostalgic revivals, and Instagram-ready limited editions you’ll want to collect—then devour.

2025 Snack Trends at a Glance

  • Nostalgia × luxury mash-ups – dagashi staples with premium fillings.
  • Hyper-regional flavors – Uji matcha, Setouchi lemon & beyond.
  • Space-age textures – freeze-dried crunch and aerated foams.

#1 Matcha KitKat

Uji Matcha KitKat bar split open
Photo: Bodo  |  CC BY 2.0 via Wikimedia Commons

Flavor Profile & Why It’s Special

Nestlé Japan doubled the Uji-grown matcha concentration for 2025, giving every wafer bite a deep, almost umami-like green-tea finish. Limited to 3 million bars nationwide. 

Collectible Packaging

The outer box features a holographic gold foil crest of Kyoto’s Byōdō-in Phoenix Hall—designed for gift-giving.

 

#2 Lawson's “Karaage-kun”

Lawson Karaage-kun nuggets in red package
Photo: Corpse Reviver  |  CC BY-SA 3.0 via Wikimedia Commons

Flavor Profile & Why It’s Special

Karaage-kun is a bite-sized Japanese fried chicken snack sold at Lawson convenience stores. Launched in 1986, these golden, juicy nuggets are made from seasoned chicken breast, coated in a light, crispy batter. They come in classic flavors like Regular (mildly seasoned), Red (spicy chili), and seasonal limited editions—sometimes featuring playful collaborations. Served in a small paper box, they’re easy to eat on the go, making them a beloved konbini staple for a quick snack or light meal.

 

#3 Hi-Chew

 

Amazon.com : Konbini Japan - Hi Chew 5 Assorted Fruit Flavored ...


Hi‑Chew is a beloved Japanese fruit chew from Morinaga, known for its intensely fruity flavor, chewy texture, and signature double-layer structure—an outer layer and a fruit‑flavored center. Since its debut in 1975, it has grown to feature over 170 flavors worldwide, ranging from classic fruits to innovative combos, premium, plus‑nutrient lines, and limited editions.

Latest Releases & Product Highlights:

  • Blue Raspberry Stick – A fresh addition to the stick family, offering bold blue raspberry flavor in a convenient format

  • Getaway Mix – Launched in early 2025, this mix brings vibrant new flavor combinations and comes in both peg bags and stand-up pouches

  • New Packaging Refresh (2025 onward) – Original Mix and Tropical Mix now sport bright, eye-catching designs with reversed chewlet colors (colorful exteriors with white centers), making them pop on shelves. Chewbie, the brand’s cheerful mascot, now appears on packaging too

  • HI‑CHEW Bites – Bit‑sized, unwrapped versions of the chews, perfect for snacking—available in Mango, Green Apple, and Strawberry

  • Hi‑Chew Gummies & Gummies Sour – A playful new gummy format that reinvents the chewy original into fruit‑flavored gummy pieces, available in both Original Mix and Sweet & Sour varieties

Available Mix Options (according to official listings):

  • Peg Bags include:
    Original Mix, Tropical Mix, Superfruit Mix, Sweet & Sour Mix, Soda Pop Mix, Berry Mix, Plus Fruit, Fantasy Mix, Reduced Sugar, Dessert Mix, and the new Getaway Mix

  • Stand‑Up Pouches include:
    Original Mix, Tropical Mix, Sweet & Sour Mix, Fruit Combos, Infrusions Orchard Mix, Dessert Mix, and new Getaway Mix


#4 Umaibo

Assorted Umaibo sticks
Photo: MiNe  |  CC BY 2.0 via Wikimedia Commons

Flavor Profile & Why It’s Special

Umaibo (“delicious stick”) is a classic Japanese puffed corn snack beloved for its light, crunchy texture and endless flavor variety. First sold in 1979, these colorful 10-yen treats come in playful, individually wrapped sticks featuring the mascot “Umaemon.” Flavors range from savory favorites like Corn Potage, Takoyaki, Cheese, and Teriyaki Burger to quirky limited editions such as Natto or Shrimp Mayonnaise. Affordable, portable, and full of nostalgic charm, Umaibo remains a fun go-to snack for kids and adults alike.

 

#5 Taiyaki

Traditional taiyaki pastry
Photo: Ocdp  |  CC0 (Public Domain) via Wikimedia Commons

Flavor Profile & Why It’s Special

Taiyaki is a beloved Japanese fish-shaped cake traditionally filled with sweet red bean paste, though modern versions feature custard, chocolate, matcha cream, or even savory fillings. Made by pouring batter into a fish-shaped mold and baking until golden, it has a crisp outer shell and a warm, fluffy interior. Often enjoyed fresh from street stalls at festivals or specialty shops, Taiyaki combines nostalgic charm with endless flavor creativity, making it a delightful treat for all ages.

Back to blog