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Calling all Chocolate Lovers! Have you ever tried Japanese chocolates before? If you have, then you know just how delicious yet slightly different they are from Western chocolates. While Western chocolate comes in many different varieties, they tend to be on the overly sweet or bitter side, depending on the brand and type. On the other hand, Japanese chocolates tend to be more mild in flavor, and a bit on the milkier side.
Chocolate is by no means a traditional or native confection to Japan. However, it is still one of the most popular snack and dessert options. It is said that its popularity really picked up in the 1960s, as many Japanese people began to become accustomed to western flavors during this time.
One of the most unique points about Japanese chocolates is the flavors that they come in. While of course milk, dark, and white chocolate can be found quite easily and virtually anywhere in Japan, many Japanese chocolate brands have found ways to incorporate unique flavors such as strawberry, matcha, and more into their chocolates. It is thought that by releasing flavored-chocolate products, they will be more palatable to the tastes of Japanese consumers.
In this article, we’ll go over the most famous Japanese Chocolate brands and their flagship products. We'll also provide options for many delicious chocolates that can be purchased on Japanese Taste, so that anyone can enjoy delicious and authentic Japanese chocolates. If you’re a fan of chocolate or Japanese sweets, you better not miss out on this one!
How we decided
- Brand ReputationLong-established, trusted chocolate makers in Japan
- Signature or Flagship Chocolate ProductsEach brand is known for at least one iconic chocolate item
- Variety & Innovation in FlavorsBrands were chosen for offering unique Japanese-style flavors and textures
- Availability for International ShoppersBrands whose products can be purchased outside Japan or directly from Japanese Taste
1. Meiji
As one of the biggest companies producing chocolates and chocolate snacks, Meiji has been delighting chocolate lovers since 1926. Today, the company offers more than 20 different chocolate brands, allowing consumers to enjoy chocolate in many forms, whether as pure chocolate, cookies, biscuits, or nut-based treats.
Meiji has made it possible for everyone to savor the rich and delicious taste of cocoa in their preferred style.
Some of their most popular offerings include Meiji Almond Chocolate, with almonds covered in creamy milk chocolate, perfect for nutty chocolate lovers; Meiji Macadamia Chocolate, featuring buttery macadamia nuts coated in luscious milk chocolate for macadamia fans; Meiji Apollo a cone-shaped strawberry and milk chocolate treat that’s ideal for those who enjoy fruity and sweet chocolates, and of course Meiji Milk Chocolate.
Meiji Milk Chocolate is Meiji’s flagship Chocolate brand and perhaps the most well-known chocolate brand in Japan. This milk chocolate has a rich and creamy milky texture, and brings the perfect notes of cacao flavor without being overly bitter. It is also not overly sweet, meaning that it is a quite balanced chocolate.
Pros
- Smooth, milky-cocoa balance
- Not too sweet or bitter
- Affordable
Cons
- Not very rich or premium
- May feel plain if you like deep chocolate.
2. Glico
Glico is known for producing many kinds of snacks, including sweet and savory products. However, Glico’s signature brand is Pocky. Another well known Japanese chocolate snack by Glico is the Giant Caplico Chocolate Cone.
An iconic snack not only in Japan but worldwide, Pocky are crunchy stick biscuits coated in a luscious chocolate. The most fun point about Pocky is the amount of flavors they come in. Depending on the season or region in Japan, different seasonal flavors can be found. However, the most popular varieties of Pocky are hands down the original chocolate, strawberry, matcha, and chocolate almond flavors.
Pros
- Light, crispy biscuit sticks
- Balanced chocolate coating, not too sweet
- Super easy to snack and share
Cons
- Chocolate layer is thin
- Not ideal if you want rich, heavy chocolate
3. Nestle Japan
While Nestle is a world wide corporation that operates in many different countries, Nestle Japan is the producer of the ever-so popular Japanese Kit kat line up.
If you’re familiar with Japanese kit kats, then you are aware of how greatly they differ from other countries’ kit kats. The first point about Japanese kit kats is that they are quite small in size, making them bite-sized. The second point is that more than 300 different flavors are sold in the Japanese market. Similar to the concept of Pocky, unique regional and seasonal variations exist that can only be found in Japan. While most kit kat flavors are hard to come by, dark chocolate, dark matcha, and strawberry flavors can all be found at the Japanese Taste shop.
Pros
- Deep, bold matcha flavor (less sweet)
- Uses Uji matcha for authentic taste
- Perfect balance of earthy bitterness + chocolate
Cons
- Bitterness may be too strong for casual matcha fans
- Not ideal if you prefer sweeter chocolate
4. Lotte Japan
Lotte Japan is a snack manufacturer that was founded in 1948. The company was first founded in Tokyo, but later expanded into South Korea. While Lotte Japan is well known for producing many types of snacks, their products Crunky Chocolate, Choco Pie, Koala March, and Ghana Chocolate are undoubtedly big hits in Japan.
Pros
- Soft, fluffy cake with creamy marshmallow filling
- Individually wrapped for freshness
- Slightly stronger, deeper chocolate aroma
Cons
- The cake can feel slightly dry
- Includes nuts
5. Morinaga
Morinaga is another one of the most popular chocolate brands in Japan, and has been producing chocolate products for over 100 years. If you are a fan of normal chocolate, you must check out Morinaga DARS chocolate.
DARS Chocolate prides itself in not being too sweet, but still delivering rich chocolate flavor and creamy texture. These chocolate bars are some of the most popular in Japan, and can be found virtually anywhere ranging from supermarkets, convenience stores, drug stores, and more.
The chocolates themselves are bite sized, making them the perfect size for when a small chocolate craving hits. DARS comes in milk, bitter, and white chocolate flavors, so there is a flavor option for all chocolate lovers! Depending on the season, matcha and strawberry flavors are also widely available.
6. Fujiya
Established in Yokohama city Kanagawa prefecture, Fujiya has been making delicious Japanese sweets since 1910. That means that they have been producing confections for over 100 years! They are most well known for their character “Peko Chan” who is always displayed in their milky series of candies. While Fujiya may be most well known for producing milky-flavored candies, they also carry a fair amount of chocolate goodies.
For those who love filled chocolates, you need to check out Milky Chocolate! Milky Chocolate consists of pieces of milk chocolate filled with Fujiya’s signature milky cream filling. This chocolate is definitely on the sweeter side, so those who love sweet chocolates will love Milky Chocolate!
Another fun fact about Milky Chocolate is that each piece of chocolate features Peko chan, the iconic character of Fujiya’s milky series. If you’re familiar with Japanese candies you must have seen her at least once in your life.
Pros
- Creamy, chocolate-covered milk flavor
- Nostalgic Japanese candy
- Uses Hokkaido milk
Cons
- Very sweet to some
- Lacking a deep chocolate flavor
7. Royce'
Well known as a more luxurious Japanese chocolate brand, Royce' Chocolate is a family-owned business based in Sapporo city Hokkaido. Founded in 1983, Royce’s mission has always been to deliver delicious chocolate products using only high quality ingredients. With the clean air and climate of Hokkaido, Royce' believes that Hokkaido is the ultimate place for making the tastiest chocolate confections.
Royce’s chocolate sweets are known all over Japan as a Hokkaido confection, but their popularity has spread overseas in recent years. Now, people all over the world are familiar with the exquisite taste of Royce' Chocolate products.
Nama Chocolate is the most well known product from Royce' that has gained global recognition. It is a type of chocolate made using the chocolate ganache method, meaning that it has a much silkier texture compared to the standard chocolate bar. Nama chocolate is made using high quality chocolate, cream, rum, and cocoa powder. There are also alcohol-free versions of Nama Chocolate, as well as other seasonal flavors available.
Chocolate-Covered Potato Chips may possibly be the most western-like snack sold in Japan! They also come exactly as advertised - chocolate-covered potato chips! Royce’s chocolate-covered potato chips have the perfect harmony of sweetness and saltiness.
Royce' specializes in creating high-quality chocolate confections, so there is no doubt that these potato chips are also coated in luxurious, delectable chocolate. Milk chocolate is used as the coating, to give the potato chips an extra layer of rich flavor. The flavors of rich milky chocolate and salty potato chips pair so well, you may not be able to stop eating these once you try them!
Pros
- Perfect sweet–salty balance
- High-quality Royce’ milk chocolate coating
- Thick, crispy ridged chips for great crunch
Cons
- Pricey for a potato-chip snack
- High-calorie indulgence
8. Muji
Although Muji, or more commonly referred to as Mujirushi Ryohin in Japan, is not a chocolatier, they are well known for producing delicious chocolate snacks! In fact, one of their most popular products is their chocolate covered strawberries, which come in four different flavors:
This snack consists of freeze-dried strawberries coated in a delicious chocolate. The sourness of the strawberries pairs very nicely with the sweetness of the chocolate. White chocolate is used as the base for the white, strawberry, and matcha varieties, but there is also a milk chocolate version. These are definitely a must try Japanese chocolate snack.
Pros
- Whole freeze-dried strawberries
- Coated in smooth, creamy white chocolate
- Premium feel but still affordable
Cons
- On the sweeter side due to white chocolate
- Some pieces can feel very light
9. Yuraku
Yuraku Seika, a confectionery company from Aichi prefecture mainly manufactures chocolate, cookies, biscuits, and cakes, but their flagship product is black thunder, a beloved chocolate snack.
Black Thunder is a handy pocket-sized chocolate snack filled with pieces of plain and chocolate biscuits, as well as chocolate coated rice puffs. A layer of milky chocolate covers the crunchy bits, giving Black Thunder a unique texture. Though Black Thunder is a chocolate snack, it is not overly sweet yet is packed with chocolate flavor.
There's also a white chocolate Black Thunder, which is a specialty of Hokkaido. The outside is coated in white chocolate, but the inner layer is the same as the original Black Thunder. This is a great option for those who want to experience the taste of Black Thunder but are not necessarily huge chocolate fans.
Pros
- Balanced sweetness and bitterness
- Rich chocolate flavor
- Satisfying crunchy texture
Cons
- Can feel heavy or sugary after a few bars
- High calorie per piece
10. Bourbon
Alfort is a smart two in one snack. A crisp biscuit is topped with a molded piece of chocolate, often with a small ship design. The biscuit gives structure, the chocolate delivers richness and the portion size stays reasonable.
This is the kind of snack that pairs nicely with tea and feels slightly more polished than many convenience store options.
Pros
- Bite-sized, easy to snack on
- Perfect balance of rich chocolate and crunch
- Generally considered affordable
Cons
- Small pack may not satisfy bigger cravings
- Difficult to stop eating once you start
Which one of these Japanese chocolate brands is your favorite or would you like to try? Let us know in the comments below!
