Event Overview
On Saturday, January 18, 2025, the Japan Food Product Overseas Promotion Center (JFOODO), a Japanese government organization dedicated to promoting Japan’s food culture worldwide, hosted an exclusive event at Japan Village in Brooklyn’s Industry City. Nestled within the vibrant Japanese market, which includes six food stalls, an izakaya, a sake store, a specialty grocery, and more – the event welcomed social media influencers, global journalists, and food enthusiasts to explore the unique pairing of regional Japanese snacks and candies with matcha green tea.
Japanese snacks and candies reflect the diverse flavors of the country’s regions, each offering specialties that embody local culture and ingredients. Iconic examples include Shinshu’s apple-flavored KitKats and Aichi’s Azuki Sando, both of which are popular souvenirs for visitors to Japan. Thanks to this event, guests could enjoy these treats without boarding a plane, experiencing the delightful creativity and artistry of Japanese sweets right in New York City.
Celebrating Snacks and Matcha
The “Love Snacks, Love Japan: FIND & SHARE a Bite” campaign aimed to inspire Americans to explore regional Japanese confections and seasonal snacks, ranging from artisanal creations to the irresistible treats found in convenience stores and supermarkets. Matcha, a Japanese beverage growing in popularity in the U.S., was central to the event. In Japan, matcha is often paired with snacks and sweets, as the tea’s earthy, bitter notes are perfectly balanced by their sweetness.
To showcase this pairing, the event featured a modern twist on Japanese confections: masu parfaits, layered desserts served in traditional wooden boxes. These delicious creations included sponge cakes, Japanese gummies, savory crackers, and sweet cookies, thoughtfully designed to complement matcha tea.
“I loved the masu parfait pairings! I’m obsessed with adorable things and pandas, and this was one of the cutest presented desserts I’ve seen in NYC. It was a thoughtful combination of tradition and modern innovation.” said Arianna O’Dell, an entrepreneur, songwriter, and invited social media influencer who enthusiastically shared her love for Japan.
A Journey Through Japanese Snacking
Guests were treated to an array of regional Japanese snacks that highlighted the creativity and diversity of the country’s food culture.
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- Popin’ Cookin’ Kits: Interactive snack kits by Kracie, Ltd. allow you to assemble miniature edible creations like sushi, ramen, or cakes, blending DIY fun with tasty results.
- Gummies and Candies: Favorites included Bourbon Corporation’s Fettuccine Grape Gummies and Fruitia Fruits Mix Gummy Candy by Kasugai Seika Co., Ltd, offering vibrant, fruity flavors in chewy textures.
- Savory Rice Crackers: Traditional senbei from Iwatsuka Confectionery Co. were presented in flavors like teriyaki, butter, and bean, showcasing bold umami notes and crispy textures.
- Specialty Snacks: Guests enjoyed unique treats like chocolate hamburger biscuits and Morihaku Citrus and Rice Salted Malt Corn Arares.
- Bite-sized fluffy sweets:Funwari Meijin Kinako Mochi by Echigo Seika is crafted from 100% Japanese glutinous rice. Enjoy this delightful treat with its perfectly balanced fluffy texture and melt-in-your-mouth goodness.
- Biscuit and double layered chocolate: SakuSaku Panda by Kabaya Foods Corporation combines crispy biscuits with double-layered milk and dark chocolate. With 70 unique facial expressions, find the one that matches your mood!
Honoring Tradition and History
To provide a deeper cultural context, tea ceremony expert Yoshitsugu Nagano led a special demonstration in a tatami-lined tea room. He explained how matcha tea drinking evolved from Chinese Buddhist meditation practices into a ritual adopted by Japan’s samurai class. When Portuguese missionaries introduced sugar, samurai paired sweet confections, known as wagashi, with matcha tea to increase energy and signify status.
Traditional wagashi, made from rice flour, red bean paste, and sugar, are designed to reflect seasonal themes, with delicate shapes and colors evoking nature. These confections continue to be paired with tea in modern Japanese cafes, enhancing the experience of harmony and balance.
Community Engagement and Beyond
Later that day, the event opened to 100 enthusiastic members of the public, who eagerly lined up to create their own masu parfaits using a variety of Japanese snacks. Each guest took home their custom dessert and a curated snack bundle, beautifully wrapped in furoshiki, the traditional Japanese art of cloth wrapping.
The excitement extended beyond Brooklyn, with additional pop-up events held at Sunrise Mart in NYC, Mitsuwa in New Jersey, and later in Dallas, TX. These events featured in-store snack sampling and furoshiki wrapping demonstrations, continuing to showcase the beauty and creativity of Japanese snack culture.
Seasonal Inspiration
The campaign celebrated Japan’s Valentine’s Day traditions, where women give chocolates to men as gestures of affection or gratitude. The timing of these events highlighted the cultural significance of the holiday while encouraging attendees to embrace Japanese snacks as unique gifts for loved ones.
Social media influencers and public attendees shared their experiences using the hashtag #LoveSnacksLoveJapan, generating buzz and inspiring more Americans to discover the joy of Japanese snacks and sweets.
How to Explore Japanese Snacks
We hope this event inspires you to visit Japan and explore the local confections, traditional wagashi, and unique regional sweets available in each area. While you plan your trip, you can experience Japan’s rich snack culture by visiting your local grocery stores, cafes, tea vendors, and restaurants. Stay up to date on future campaigns from JFOODO by visiting their website and social media platforms.
How to Participate
Explore Japanese snacks and sweets at local grocery stores, tea vendors, or restaurants. Stay updated with JFOODO campaigns:
Rediscover the charm of Japanese culture through its vibrant snacks and desserts! Before you know it, you’ll be booking a flight to immerse yourself in the experience firsthand.
