Favorite wagashi in Japan 2023

The most popular traditional confectioneries (wagashi) in Japan were, with almost 37 percent of votes, dango as revealed in a survey conducted in September 2023. The traditional sweets refer to dumplings made from rice and glutinous rice flours, commonly served on skewers. There are different variations of dango, including savory and grilled versions.

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. To bridge the gap between traditional handcraft and modern demand, manufacturers introduced new flavors like vanilla, chocolate, and cheese in selected wagashi.