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Favorite wagashi in Japan 2020

The most popular traditional confectionery (wagashi) in Japan was, with over 11 percent of votes, ichigo daifuku, as revealed in a survey conducted in May 2020. Ichigo daifuku is a variation of filled glutinous rice cakes, which are wrapped around a red bean paste-covered strawberry.

Bite-sized tradition

Wagashi is a staple product of the Japanese confectionery industry with a long-standing tradition. Initially limited by the handcrafting process, the typically bite-sized confections have been heading the confectionery production in Japan since the move to automated food production. Wagashi are mostly crafted according to an artistic theme and served at tea ceremonies.

Confectionery retail market

With the import of sweet and savory confections from overseas, the Japanese palate adapted to new flavor profiles. While wagashi remains a top seller in the domestic retail market, chocolate is the undisputed leader. Furthermore, non-traditional sweet treats such as ice cream, cakes, and chocolate are the first choices for the majority of consumers for desserts, creating a significant gap between the traditional handcraft and trending flavors.

Most popular traditional confectioneries (wagashi) in Japan as of May 2020

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Release date

June 2020



Survey time period

May 21 to 23, 2020

Number of respondents

5,252 respondents

Age group

15-59 years

Special properties

smartphone web survey directed at LINE users

Method of interview

Online survey

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