5 Must-Try Snacks You Can Find in Japanese Supermarkets

April 13, 2025

Stepping into the snack aisle of a Japanese supermarket can feel like entering a whole new world – exciting, but maybe a little overwhelming! Forget the usual tourist souvenirs; this is where you find the everyday treats locals love. To help you navigate, here are five of our absolute favorites we think you should try.

With its bright pink box and cute characters, it’s easy to think of Tabekko Doubutsu as just a children's snack. But adults continue to love it for its simplicity and nostalgic charm. Known for its consistent quality and flavor, Tabekko Doubutsu stays fresh and exciting with a wide range of ever-evolving flavors like matcha, caramel, strawberry, apple pie, and more. These new flavors often come in convenient, smaller-sized packages and are primarily sold at convenience stores. So next time you’re at the store, keep an eye out for the latest flavor!

① Tabekko Doubutsu

As Tabekko Doubutsu approaches its 50th anniversary, it continues to be one of Japan’s most beloved snacks. These simple butter biscuits, shaped like various animals, have stood the test of time, even inspiring an animated movie set to release later this year.

② Banzai Sansho

Banzai Sansho is a relatively new snack, but it’s quickly become a local favorite. Each small triangle-shaped package contains a mix of arare (rice crackers) and peanuts, reminiscent of the classic kaki no tane—but with a twist: sansho, a Japanese pepper known for its spicy, slightly numbing kick. The result? A snack that’s surprisingly addictive.

It’s tasty on its own, but thanks to its saltiness, it also pairs well with alcohol—making it perfect for sharing at a picnic or bringing to a friend’s house. The bite-sized packaging and clever name help it stand out in a sea of snack options, and the casual, playful design makes it easy to grab on the go.

You can find Banzai Sansho at most major supermarkets and even at Costco—though the Costco version only includes arare, with no peanuts.

Individual packages of banzai sansho snack

③ Matcha Pocky

A staple in Japan for decades, Pocky’s popularity hasn’t faded—either at home or abroad. While the original chocolate flavor is a classic, other variations like almond crush, strawberry, and skinny chocolate (a personal favorite) keep things fun. I’ve always loved hunting for new releases, and although the skinny version held the top spot for me for years, I’ve finally found a new favorite: the limited edition matcha flavor.

Matcha snacks are everywhere these days, and to be honest, I was skeptical at first. With so many matcha-flavored things on the market, it’s hard to know which ones are actually good. Some taste weak, others chalky or overly sweet—but matcha Pocky delivers. It has a robust, authentic matcha taste that feels satisfyingly premium, giving it a more high-quality feel than your average supermarket snack.

Speaking of matcha snacks, another recently discovered favorite is the Alfort Matcha, which uses Uji matcha, famously grown in Kyoto. Alfort’s version strikes the perfect balance—rich and earthy matcha paired with smooth milk chocolate and their signature buttery biscuit base.

The matcha flavor really stands out without being too intense, and the texture is incredibly satisfying. The biscuit gives it a nice crunch, and the chocolate melts just enough to feel indulgent. It's the kind of snack that feels thoughtful and well-crafted, even though you can find it at just about any supermarket. Definitely one to add to your snack rotation if you're a fan of matcha—or just want something a little different from your usual chocolate bar.

④ Alfort Matcha

⑤ Koikeya Pride Potato

Koike-ya is a Japanese snack manufacturer that is most well known for their potato chips. Made with 100% domestic potatoes, Pride Potato skips the usual blanching process to preserve the full flavor of the potato. The chips are triple-fried at carefully controlled temperatures—first hot and fast, then low and slow, then crisped again—to create their signature texture.

Instead of relying on standard powdered seasonings, each chip is first coated in a rich oil that enhances flavor from the very first bite. From the oil to the seasoning blend, every detail is chosen to highlight the natural sweetness of the potato.

It’s this commitment to technique and ingredient integrity that gives the chips their name: a product made with real pride in every step.

There are currently five flavors: nori, salt, black pepper, carpaccio, and gold (no salt). The series originally launched in 2017, but it got renewed attention in 2020 after a major rebrand. Since then, Koikeya has continued to release new flavors—black pepper in 2023, no salt in 2024, and carpaccio just this year. They’re constantly reinventing and evolving to match the changing tastes of their customers.

You probably won’t be able to bring these home without crushing the bag in your suitcase, but they’re definitely worth trying while you’re here. You can find them in most major grocery stores, Matsumoto Kiyoshi, and Don Quixote locations—perfect for a late-night snack on your way back to the hotel. After trying them all, my favorite is the black pepper. But if you’re feeling snack fatigue after a long day of eating in Tokyo, the gold (no salt) is a nice, healthier option.