Every time we plan a trip to Japan, we think we won't buy much — but somehow, our bags are always fuller on the way back.
"What should I buy this time in Japan?" is a common question for anyone planning a trip. Let's update the list. Nowadays, many treats can be found elsewhere, making it harder to find something truly special to bring back. As for non-food souvenirs, there are also plenty of options, especially local specialties unique to different regions, found in almost every city across Japan. So we've put together new must-try souvenirs and treats, including items sold only in Japan. Here are our top picks of popular souvenirs from Japan. Clear some space in your suitcase and get ready to shop.
23 Souvenirs from Japan
New York Perfect Cheese
This has been hugely popular for years. Cheese lovers should not miss New York Perfect Cheese, one of Japan's most sought-after treats, with long queues of people waiting to buy it. It's a biscuit filled with rich, satisfying cheese cream. The filling combines cheddar cheese cream and white chocolate for a perfectly balanced flavor, while the thin Langue De Chat biscuit adds a crispy texture and a fragrant cheese aroma. It's a great choice for a souvenir or to enjoy yourself. You can find it at Tokyo Station.
Marusei Butter Sandwich
Marusei Butter Sandwich is one of the most iconic and popular souvenirs for anyone visiting Japan — a must-try. This legendary treat has been made since 1977. It's a biscuit made from Rokkatei's original special recipe, filled with white chocolate cream made from 100% raw Hokkaido milk butter, giving it a rich, smooth flavor unlike any other. The raisins are a perfect match, and the soft, melt-in-the-mouth texture is sure to win you over. It comes in distinctive, classic vintage packaging that makes a wonderful gift.
Hakodate Pastry Snaffle
Hakodate Pastry Snaffle is one of Hokkaido's most famous souvenirs, ranked among the top 7 most popular treats — not to be missed. It's a 100% organic cheesecake pastry, handmade and freshly baked every day. Its signature texture is smooth and melts in the mouth, made with Hokkaido milk from cows fed on beer lees and quality grains for extra richness, along with organic, grain-fed eggs from certified farms only. Every treat from Snaffle's is guaranteed to satisfy.
ON Shoes
In the past, Onitsuka Tiger (made in Japan) and New Balance were the go-to shoe brands, but now it's ON Cloud. This popular running shoe brand is also a favorite for casual wear. If you're looking for a gift for someone who loves fitness or exercise, ON Cloud shoes are a great option. Many athletes look for this Swiss brand while in Japan, thanks to its functional design and comfortable fit for everyday wear. The brand has built a reputation over more than 10 years, offering great value and a wide range of models to choose from. It makes a quality gift that's sure to impress. You can find it at shoe stores across Japan, such as ABC-Mart, Sneaker Freaker, and Sports Depo.
Hakata potato
Hakata Potato is another easy-to-find souvenir suitable for all ages. It's a sweet potato treat with a soft, smooth texture, made from 100% Satsuma sweet potatoes for an authentic, rich flavor that's sure to please. It comes in the original flavor or a box combining two types of Satsuma sweet potato — Hakata Potato and Hakata Murasaki Imo Potato, made with naturally purple sweet potatoes that are just as delicious. It's available in various box sizes, making it a great souvenir choice.
Tokyo Banana
Tokyo Banana is a legendary souvenir that never goes out of style — anyone visiting Japan will think of it. Created back in 1991, it remains hugely popular. Its signature look is a soft, pale-yellow banana-shaped cake filled with banana custard cream in the original flavor, made with quality ingredients for a perfectly balanced sweetness. The packaging has also been updated with modern designs, from floral patterns to playful prints. It comes in many flavors, such as Banana Caramel, Choco Banana, Coffee Milk, and Apple, giving you plenty to choose from. You can find it at Skytree or the Studio Shop in department stores.
Royce Potato Chip Chocolate
This is another timeless Japanese souvenir. Royce Potato Chip Chocolate is perfect for chocolate lovers. It's a crispy potato chip coated in rich, smooth chocolate — the signature charm of Royce Potato Chip. The texture is crunchy, combined with the sweet richness of chocolate for a perfectly balanced treat. It comes in premium box packaging, ideal for gifting, available in both white chocolate and dark chocolate versions. It's a well-known Japanese souvenir you can find at Fa-So-La (Terminal 1) or ANA FESTA (Terminal 2), among other locations.
Chocolate
Besides Royce, Japan has plenty of other chocolates to choose from. If you're not sure what to buy as a souvenir, chocolate is always a great choice — it's one of the country's most famous treats, with many brands to pick from. It comes in convenient, portable packaging that's easy to pack, and the flavor is rich and satisfying. One brand worth trying is Muji, known for its rich, smooth chocolate with a distinctive flavor unlike any other. There are also many types of chocolate treats to choose from, such as chocolate-covered corn snacks, wine-soaked raisin chocolates, and Cocoa Truffles Raspberry Macaroon. These are delicious treats well worth buying as souvenirs.
Pocky Yubari Melon
Pocky Melon is a signature treat that many people buy as a souvenir, and it's only available in Hokkaido. It's a famous premium souvenir from Hokkaido, made with a special melon variety called Yubari King Melon, giving it a fragrant, juicy, sweet flavor that's perfectly balanced. It's also reasonably priced, making it a great gift for coworkers or kids back home. Both givers and receivers are sure to love it.
Shiroi Koibito
Shiroi Koibito is another great souvenir idea that everyone in the family will enjoy. It's a cookie with a thin, crispy base and a fragrant vanilla aroma, with a rich flavor available in several varieties, including White Chocolate, Milk Chocolate, and Chocolate fillings. It pairs wonderfully with coffee. It comes in premium-looking packaging, making it a memorable gift. You can find it at airports or souvenir shops across Japan — a popular souvenir not to be missed.
Apple Baumkuchen Cake
Apple Baumkuchen Cake is a popular Japanese souvenir with a unique, one-of-a-kind design shaped like an apple, filled with honey-baked apple for a sweet, juicy flavor combined with a soft cake texture that you won't find anywhere else. It's considered a top premium souvenir from Japan. The brand uses only quality ingredients — butter, eggs, sugar, vanilla, flour, ground nuts, honey, rum, and more — through a meticulous process to create this premium cake. As a souvenir from Aomori, it's guaranteed to impress. You can find it at leading bakeries across Japan.
LuLuLun Mask
LuLuLun Mask is a bestselling sheet mask in Japan, perfect as a gift for the ladies. It's a well-known Japanese skincare brand that continues to release new mask formulas, offering deep nourishment for the skin, including anti-aging formulas, brightening formulas, and acne/blemish-reducing formulas — addressing all kinds of skin concerns. This popular mask gradually brightens the skin naturally, while boosting hydration and strengthening the skin's protective barrier. It's free from fragrance, dyes, and mineral oil, making it gentle enough for all skin types. It's guaranteed to be a hit with anyone who loves skincare.
Nikka Whisky Samurai
Nikka Whisky Samurai is another classy, high-end souvenir — Japanese whisky is a must. It's a legendary gift for whisky lovers, and Japan is considered one of the world's leading whisky-producing countries. It has a smooth, well-balanced taste with a warm, enticing finish. Try it neat and you'll be hooked. If you're looking for a souvenir for a whisky lover, this is a great option.
Otaru Rue Ironai Fromage Cheese Cookies
Otaru Rue Ironai Fromage is for cheese lovers — another interesting Japanese souvenir. It's a premium cheese cookie with a rich, smooth aroma, a top souvenir from Otaru, Hokkaido, that cheese fans shouldn't miss. It has a crisp yet soft texture, filled with fromage blended with mascarpone for a rich flavor, and made with carefully selected ingredients throughout. If you're looking for a popular Japanese souvenir, this cheese cookie is a great choice that's sure to please.
Rohto Vita 40 Eye Drops
Rohto Vita 40 eye drops make a great gift for parents, elders, or coworkers. They rank among the most famous health products in Japan. These eye drops help boost oxygen and moisture in the eyes, reduce eye fatigue, and improve blood circulation. With a gentle level-3 cooling formula, they not only boost moisture but also help prevent infection, and they contain amino acids and eye-nourishing vitamins and minerals, including Vitamin E, B6, sodium (Na), and potassium (K) — ideal for those who spend long hours in front of screens or use their eyes a lot. This eye drop brand makes a great gift that's sure to impress.
Lucky Charms from Various Shrines
One of the top things to do when visiting Japan — no matter which city or when — is to visit its famous temples and shrines. You don't need to be a believer to appreciate them — each one is beautiful and charming in its own way. Souvenirs and charms from many shrines are often beautifully designed and unique, making them popular items to collect. They're great as souvenirs, whether to keep for yourself or give to someone, and they're usually inexpensive too.
Daruma Dolls
Another hugely popular Japanese souvenir is the Daruma doll, a papier-mâché figure believed to bring good luck. Originally sold only at temples during the New Year season in January, nowadays you can find these big-headed red dolls with various expressions for sale almost anywhere in Japan, especially at popular tourist spots and shopping areas.
Maneki Neko - Japanese Beckoning Cat
Maneki Neko, the Japanese beckoning cat, comes in a wide variety of designs, styles, and price ranges. These charming cat figures make great decor, whether to display at home or on your office desk.
KitKat
Don't write this one off — matcha KitKat may have had its heyday, but KitKat keeps releasing new and sometimes unusual flavors. These range from region-specific flavors across Japan to seasonal specials, so if you spot a new flavor, it's well worth buying.
Green Tea Varieties
Where else but Japan for green tea? If you love tea, you have to try it here — with its own unique brewing methods and region-specific leaves. Enjoy tea while admiring gardens at various spots across Japan, especially in Kyoto. Once you've tried it, you'll likely want to bring some home too, whether it's matcha powder, tea leaves, or other green tea products.
Instant Ramen from Various Brands
Ramen is one of Japan's all-time favorite dishes. Besides countless small but incredibly delicious ramen shops across the country, there are also famous nationwide ramen chains. Some shops sell take-home ramen kits, available both at their branches and at various souvenir stores. Having tried a few, we can say that while the taste isn't quite the same as eating at the shop, it's still much better than instant packet ramen. If you're interested, give it a try.
Local Specialties
Each region in Japan has its own local specialties — and nearly every city has something distinctive. Each place has woven its own story into products worth buying, such as crab in Tottori, green tea in Kyoto or Shizuoka, and ramen in Fukuoka.
Jeans Made in Japan
This one's a bit niche — for jeans lovers, especially raw denim fans, Japan is known as one of the world's top producers. If it won't break the bank, visiting the original store of your favorite brand and picking up one or two pairs is well worth it, especially in Okayama, the city of denim.
That's our list of 23 popular souvenirs from Japan. There are actually many more items worth buying, such as various medicines and vitamins, seasonal fresh or dried fruits, all kinds of local Japanese snacks sold only in specific regions, instant noodles, and instant ramen in countless flavors — plus so much more. You might need to leave some extra luggage space for it all!
