If you mentioned to a friend that you were in the mood for Japanese cuisine this weekend, they might immediately think of sushi. However, a new culinary trend from Japan is rapidly winning the hearts and taste buds of food enthusiasts in the UK.
Japanese-style desserts—ranging from mochi ice cream to matcha cookies—are increasingly appearing on shelves across the country. These treats are soft, sweet, and bursting with flavor.
In response to their rising popularity, M&S has introduced its version of the strawberry sando, a beloved item from Japanese convenience stores. This dessert sandwich features soft milk bread filled with whipped cream and delicately layered fruit.
Industry experts note that British retailers are becoming aware of consumers’ growing desire for “joyful” sweets as small pleasures during uncertain times.
“We’re seeing people turn to food as an antidote to life’s uncertainties – they’re looking for small, joyful indulgences that feel novel, premium and culturally rich,” commented Charles Banks, co-founder of The Food People, a food trends consultancy based in the UK.
“Japanese sweets … offer playful formats, surprising textures, and expertly balanced flavors that resonate with this mood perfectly. Coupled with TikTok’s ability to highlight the unfamiliar, these once niche delights have become must-haves.”
At Ocado, searches for mochi have skyrocketed by 96.2% year on year, while searches for “Japanese” have increased by over a third within the same timeframe.
Yuki Gomi, a noted Japanese chef and food writer, expressed her enthusiasm regarding the growing popularity of Japanese sweets in the UK market. She noted that while this trend showcases just a glimpse of Japan’s “rich sweets culture,” it highlights desserts that are not only “cute and comforting,” but also deeply connected to seasonal themes.
Gomi explained that the allure of these treats goes beyond flavor; it also resides in their texture and the “mouth-feel” they provide. “Japanese sweets tend to be lighter and less sugary than their Western counterparts, offering a delightful range of textures, from the soft and creamy mochi ice cream to the airy sponge and the crisp snap of Pocky,” she stated.
The recent influx of these sweets into British supermarkets can be attributed to their unique sensory experience, which merges Japanese flavors with familiar confections. “Often, these sweets receive a Japanese twist, incorporating elements like matcha, yuzu, or kinako. They offer a beloved treat enriched with fresh Japanese flavors,” she added.
On social media platforms like TikTok, the hashtag #mochi has generated over 1.4 million posts, while #matchacookies has accumulated 10,500 posts, and videos of Japanese cheesecakes have garnered hundreds of thousands of views. According to Seyi Oduwole, a foresight analyst at The Future Laboratory, online food trends are pivotal not only in shaping consumer preferences but also in driving people to explore new culinary experiences. “Today’s consumers actively seek connection through texture, cultural heritage, and visually striking food,” Oduwole explained.
Roberta Muir, a gourmet tour operator and cookbook author, commented on the rising acceptance of global flavors and the blending of culinary traditions. She emphasized that as the world becomes increasingly interconnected, it is natural for people to bring home new flavors discovered during their travels. “We can expect to see more fusions, innovative interpretations, and internationally inspired snacks making their way to supermarket shelves,” she noted.