It’s chocominto season in Japan. Everything, from bubble-tea to bagels, is flavoured with chocolate-mint
Japanese cooking and traditional sweets have long placed a premium on seasonality. Contemporary candy and snack producers now tap into the seasonal mindset to great effect, peddling cherry-flavoured goods during cherry blossom season and sweet potato-flavoured snacks in the autumn. Chocominto is only the latest limited-edition snack fad to enthrall Japanese consumers.
Where big international confectionery firms tend to manufacture the same items consistently at scale to minimise costs, “the Japanese model is completely opposite,” says Takaoka Kozo, the former head of Nestlé Japan, a big food and drink company. Under his watch, KitKat, a chocolate-covered wafer, began churning out seasonal and limited-edition flavours; the company has produced hundreds of flavours exclusive to Japan, including salt lychee, red-bean paste and wasabi.
The confectioner produces a sweet shaped like a chicken wing for stores in Nagoya, which is known for its fried chicken, and one for Osaka resembling a steamed pork bun, a local speciality. In May, it opened a chocominto pop-up shop in Tokyo’s trendy Aoyama district. Pumping out new flavours every few months can present challenges, especially for foreign companies used to producing high volumes of fewer products. But buzzy items make up for the additional costs in sales, says Mr Takaoka.
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