BEST JAPANESE CHOCOLATE GUIDE

INSIDE: The Ultimate Guide to Best Japanese Chocolate in Japan. Updated 2024

The worst thing a chocolate addict can do when visiting Japan is to head to the chocolate aisle in a Japanese supermarket.

If you can’t stop eating chocolate, Japan is both ALL your dreams come true, AND your worst nightmare!

It’s GOOD.

Very GOOD.

Why is Japanese chocolate so good?

That’s a good question and one you’ll soon know the answer to!

Take a look below for our comprehensive guide to popular Japan chocolates, the best Japanese Chocolate Snacks to Buy in 2021 and all the famous Japanese chocolate brands you need to know about!)

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Table of Contents

THE INSIDE SCOOP: THE BEST JAPANESE CHOCOLATE IN JAPAN

Correct at time of publication on Roam the Gnome. Please check with venue for updates. We apologise in advance if there have been any changes we are unaware of. All prices in US dollars, unless otherwise stated

Best Japanese Chocolate Brands?

Arguably, the two most popular Japanese chocolate companies in Japan are Meiji chocolate and Japanese Royce chocolate.

We feature these two famous Japanese chocolate brand companies below, plus a whole bunch of other Japanese chocolates brands and a big list of the Japanese chocolate names to look out for.

Plus, details of where to buy Japanese chocolates online and what is the BEST Japanese chocolate to buy for gifts & souvenirs.

Fun Fact: What is Japanese for Chocolate?

Chocolate in Japan is called ‘chokoreeto’!

RELATED: Monster list of Best Japanese Souvenirs and Gifts to buy!

Image credit: Miki Yoshihito via Flickr CC BY-2.0

No.1: MEIJI CHOCOLATE BARS

Established in 1918, the Japanese Chocolate company Meiji is arguably the most well known of the Japan chocolate brands.

Meiji Milk Chocolate was released in 1926 and to this day is made in much the same way.

The Meiji Japanese chocolate lineup includes nearly 130 products, including:

chocolate snacks, and
cocoa-rich chocolate.

BUY NOW ON AMAZON: Meiji White Chocolate (as pictured above)

Image credit: Chinnian via Flickr CC BY-SA 2.0

No.1: Original Meiji Chocolate Bars めいじ

You can buy the original Meiji chocolate bars in:

Our favourite is the original plain milk chocolate Meiji chocolate bar in the distinctive brown card and gold packaging.

BUY NOW ON AMAZON: Milk Chocolate Meiji Chocolate Bar

No.2: Meiji THE Chocolate Bars

The newest offering from this much-loved Japanese manufacturer of sweets and snack is THE Chocolate.

This high end Bean to Bar chocolate smashed chocolate sales in 2016 with sales of 30 million bars in their launch year, despite costing almost double compared to other chocolates available in store.

The design of this Meiji product was unique, being that these packaging was designed to stand upright vertically.

That feature alone made this product stand out from the crowd of chocolate bars in the Japanese market whose packaging and text is designed to sit horizontally.

The considerate process of how the cacao beans are harvested and roasted was another factor in their success.

This attention to detail in the manufacture of THE chocolate bars captured the attention of chocolate lovers.

Meiji THE chocolate bar flavors are determined by the cacao beans origin as they come from different climes and countries.

THE Japan Chocolate products are available in different cacao percentages too.

Try all the different Meiji THE Chocolate flavors:

Sunny Milk (10 box)
Brilliant Milk
Velvet Milk
Elegant Bitter
Gorgeous Fruit Elegant Bitter
Comfort Bitter
Blossom Bitter (10 box)

BUY NOW ON AMAZON: Meiji THE Chocolate Brilliant Milk x 10 pack

No.3: Meiji Meltykiss Chocolate Cubes

Japanese chocolate cubes by Meiji are so soft to eat, they are only available in the cooler seasons.

Meltykiss flavors include:

Dark Rum
Green Tea
Fruity Strawberry
Macadamia Chocolate
Caramel
Creamy Raisin
Kinako Roasted Soy Bean, and
Creamy Milk flavors.

Buy a Japanese chocolate box today!

BUY NOW ON AMAZON: MeltyKiss Creamy Chocolate

Image credit: T-Mizo via Flickr CC BY-2.0

No.2: ROYCE CHOCOLATE JAPAN

No.1: Famous Royce Chocolate in Japan

This is the fancy Japanese chocolate!

Delicious ROYCE pure chocolate bars are carefully made in the cooler climes of Hokkaido. Locals travel from all over to get their hands on these Japan chocolate cubes.

The northernmost tip of Japan is an area well known by foodies who love visiting to devour full flavored cheese, creamy milk, and thick buttery cream.

Royce Japanese chocolate cubes have a special spot in the hearts of many Japanese people and more and more visitors to Japan are discovering this Japanese brand of chocolate too.

Image credit 700: Ninjakeg via Wikipedia CC BY-SA 3.0

No.2: Royce Nama Chocolate なま

The best and most famous Royce chocolates are Nama Chocolates, pictured above.

Nama chocolate is kind of like the best gooey chocolate brownie you’ve ever tasted.

Made from locally made dark chocolate and fresh, thick Hokkaido cream, the chocolate dust coating finish on these Japanese chocolate squares reminds me of pixie dust.

Royce dark chocolate is a melt in your mouth experience you must try at least once.

Words to describe this unique chocolate include rich, thick, moist and a chocolate explosion in your mouth.

Velvety smooth and silky Nama chocolate is made in limited edition batches, so be quick to jump on those. It’s probably the most expensive Japanese chocolate but worth it.

Why is Royce chocolate expensive? The ingredients are top notch.

(Looking for a Royce Chocolate price list? Take a look at this Royce Chocolate Japan Price list for a guide)

BUY NOW ON AMAZON: Royce Nama chocolate “Au Lait”

Image credit: Riana-santos via Wikimedia CC BY-SA 3.0

No.3: Japanese Royce Chocolate Bars

Royce chocolate bars come in a distinctive wholesome minimalist packaging with a stamped nameplate in different colours depending on the flavor.

Royce chocolate bars come in:

Almond bitter
Matcha bar chocolate
Almond
Creamy Milk
Black
Fruit Bar chocolate
Milk
Nut
Rum Raisin
Champagne and Raisins
White

BUY NOW ON AMAZON: Royce Chocolate Bar in Milk flavor

No.4: Royce Matcha Chocolates まっちゃ

Their range of matcha chocolates make a unique gift.

You can buy:

Matcha and chocolate covered almonds
Chocolate wafers in matcha flavor
Matcha truffles
Tiny squares of Royca Nama Chocolate in matcha
Boxes of hand crafted matcha pralines.

BUY NOW ON AMAZON: Box of Royce Nama Chocolate in Matcha Flavor

Image credit: Tzuhsun HSu via Flickr CC BY-SA 2.0

Where to buy Royce chocolates

Firstly, take a peek at the whole range of Royce products here.

Royce chocolate products are sold at souvenir stores, airports and their directly managed shops in Hokkaido.

For more information about where to find Royce chocolate shops, click here.

Want to know where to buy Royce Chocolate in Tokyo?

The best place to buy Royce chocolate in Tokyo is at Narita Airport and Haneda Airport.

Both airports have multiple duty free outlets selling them.

Royce chocolates can also be purchased at Duty Free Shops in most airports in other parts of Japan too.

Image credit: Kentaro Ohno via Flickr CC BY-2.0

Visit Hokkaido with Kids to see Royce Chocolate World!

The New Chitose airport is home to ROYCE Chocolate World, the first chocolate factory and museum located inside an airport in Japan!

World of Royce chocolate in Japan stocks over 200 varieties of Royce chocolates, including speciality Royce chocolates you can’t buy anywhere else.

No.3: MORINAGA DARS CHOCOLATE BARS

Dars chocolate bar flavors include:

raspberry
milk chocolate
chocolate rum raisin
chocolate strawberry
white chocolate
white strawberry.
dark bitter chocolate
mint

Try this Japan chocolate bar at least once!

BUY NOW ON AMAZON: Morinaga DARS Milk Chocolate Bar

No.4: LOTTE CHOCOLATE JAPAN

No.1: LOTTE Ghana Chocolate

Ghana Milk chocolate bars have a creamy texture. I swear you can hear the cows mooing!

Ghana milk chocolate bars cost about 100 yen, and they are readily available in convenience stores and supermarkets.

Japanese mothers use this chocolate in their home made chocolate cakes and desserts.

BUY NOW ON AMAZON: Lotte Ghana Milk Chocolate Bar

Image credit: Arnold Gatilao via Flickr CC BY-2.0

No.2: LOTTE Crunky Chocolate

My favourite chocolate bars in Japan are made by the LOTTE Japanese chocolate maker.

Crunky chocolate has a biscuity texture due to the puffed wheat but it’s quite a different taste sensation to Nestle Crunch.

First made in 1974, they’ve proven they can go the distance and rank as one of Japan’s favourite chocolate bars with families.

BUY NOW ON AMAZON: Lotte Crunky Chocolate Bar

No.5: BEST JAPANESE CHOCOLATES FOR KIDS

Hot tip: Read our complete guide to sweet and savory snacks in Japan here.

No.1: Meiji Kinoko No Yama chocolate biscuits きのこのやま

BUY NOW ON AMAZON: Kinoko No Yama chocolates in Japan

We can’t write a story on Japanese chocolate products from Meiji confectionery without mentioning the kawaii cute Kinoko No Yama, literally “mushroom mountain”.

Kinoko no Yama are a brand of biscuits shaped like mushrooms topped with chocolate that come in several flavors.

We don’t call them mushrooms because Gnomes would never have that. These biscuits are toadstools.

RELATED: 34 Best Candies from Japan to buy – shopping guide!

Image credit: Hajime Nakano via Flickr CC BY-2.0

No.2: Meiji Takenoko No Sato Chocolate Snacks たけのこのさと

Meiji manufactures a sister product called Takenoko No Sato.

Almost as cute as the toadstools, these biscuit snacks are shaped like bamboo shoots.

BUY NOW ON AMAZON: Takenoko No Sato chocolate biscuits

No.3: Koala no March biscuits

Who can resist cute Koala biscuits filled with a sweet creme?

Try these in vanilla, chocolate and strawberry flavors.

Buy now on Amazon: Koala no March biscuits

No.6: MOST POPULAR JAPANESE CHOCOLATE SNACKS

No.1: Japanese Chocolate Meiji Almond

Meiji Almond Chocolate is a delicious combination of roasted almonds covered with Meiji’s iconic milk chocolate.

Buy Meiji Chocolate Almond 10 pack on Amazon.

These Japanese chocolate almonds packs make wonderful Japanese food souvenirs as they are small and lightweight to carry.

Image credit: Christian Kadluba via Flickr CC BY-SA 2.0

No.2: Meiji Apollo Strawberry Chocolate

These tiny strawberry-topped chocolate cones look like pointy shells with fluted sides. They are almost too adorable to eat.

But eat you must.

The strawberry-flavored white chocolate cream inside means you cannot stop at one.

BUY NOW ON AMAZON: Meiji Apollo Strawberry Chocolate

Image credit: Merle Tsuki via Flickr CC BY-ND 2.0

No.3: Meiji Hello Panda Japanese Chocolate Biscuit

These Japanese chocolate biscuits are a big hit with the kids.

Japanese chocolate panda cookies are light crunchy biscuits with a delicious smooth choco cream filling.

Warning: You can’t stop at one.

BUY NOW ON AMAZON: Hello Panda biscuits, pack of three. Flavors – Choco Creme, Strawberry, Vanilla

No.4: Chocoball Chocolate Candy

CHOCOBALL snacks are a chocolate coated treat with a surprise inside.

They come in three flavors:

classic peanut Chocoball with the crispy crust and chocolate coating
smooth caramel and
exquisite strawberry with crunchy strawberry seeds.

Image credit: 毒島みるくvia Wikimedia public domain CC BY-1.0

Kyoro-chan

Every Chocoball chocolate packaging since 1967 features the Chocoball mascot Kyoro-chan with his signature large beak.

He’s so famous in Japan he’s appeared in commercials, promotional materials and his own cartoon series!

I love that these Choco Ball Japanese chocolate candies are sold in packaging with a beak-shaped opening in honour of Kyoro-chan bird.

Cleverly, this opening is designed to dish out one of these Japanese chocolate balls at a time.

BUY NOW ON AMAZON: Morinaga ChocoBall chocolate candy

No.5: LOTTE Choco Pie チョコパイ

Lotte Choco Pie is a Japanese version of a wagon wheel with a thick chocolate shell covering a soft cake.

It’s the cream filling inside that is the real winner though.

Biting into one of these is every Japanese child’s dream.

BUY NOW ON AMAZON: Lotte Choco Pie- 2 Pack (24 snack pies)

No.6: Royce Potato Chip Chocolate

Kids LOVE their chocolate covered potato chips!

Buy them in:

original chocolate flavor
caramel
white chocolate, and
dark chocolate varieties.

BUY NOW: The Original Royce Potato Chip “Chocorate” in Milk Chocolate

No.7: Royce Biscuits & other Royce products

They sell buttery chocolate-covered thin biscuits in coconut and hazel cacao flavours – these are called Royce Baton cookies.

They also sell marshmallows covered in chocolate dust, Royce chocolate coated coffee beans, and Royce praline chocolates.

Chocolate lovers can purchase:

wafer biscuits
pure chocolate rounds
leaf chocolate (similar to “after dinner mints”) and
Royce finger-sized chocolate bars (similar to the look of a Kit Kat).

BUY NOW ON AMAZON: Box of Royce Baton Cookies in Coconut flavor

No.8: LOTTE Crunky Chocolate Balls (the BEST Japanese Chocolate Candy!)

If I spot Crunky Chocolate balls in a konbini in Japan, there goes the diet.

Also available in seasonal flavors like Caramel and Cereal.

THESE ARE ROAM THE GNOME’S FAVOURITE JAPANESE CHOCOLATE EVER!

BUY NOW ON AMAZON: Lotte Crunky Balls x 6 pack

No.9: LOTTE Toppo トッポ

These are a creme filled pretzel stick, and come in:

chocolate
strawberry, and
matcha flavors.

Where to buy Japanese candy? Try Blippo.

No.10: LOTTE Pai no Mi パイの実

THESE are hands-down one of my fave Japanese snacks ever.

They are like a flaky but crunchy miniature croissant/bread filled with choco cream.

Look for the squirrels on the pack.

Don’t miss them!

No.7: POCKY JAPANESE CHOCOLATE STICKS BY GLICO CHOCOLATE

Made by Glico chocolates, Pocky deserve their own section.

Many kids (and adults) would argue these are the best Japanese chocolates in Japan!

Pocky is a chocolate covered biscuit stick (like a pretzel) that offers the perfect balance of creamy chocolate and a crunch of biscuit and that was released in Japan in 1966.

Pocky come in a tsunami of flavor choices.

Rich Milk Pocky
Pocky Strawberry Heartful
Almond Crush Pocky
Luxury Chocolate Pocky
Matcha Green Tea Pocky
Amazake pocky
Strawberry Pocky
Cookies and Cream Pocky
Pocky Cocoa Powered chocolate sticks
Chocolate Banana pocky

You can also buy fruit flavored Pocky in Orange, Strawberry, Kintoki Sweet Potato, Sato Nishiki Cherry, King Melon, Grape and Matcha flavors

Try them ALL.

BUY NOW ON AMAZON: Variety Pack of 5 Flavors of Pocky

Image credit: Janine via Flickr CC BY-2.0

No.1: The Original Pocky Chocolate ポッキー

The original Pocky chocolate and Pocky Strawberry come in a multiple pack, with 9 individual packs inside if you want to buy in bulk.

They release special Pocky in seasonal varieties too.

No.2: Giant Pocky Sticks by Glico

Look out for the GIANT POCKY versions!

Giant Pocky sticks are the ultimate souvenir for a chocolate addict.

Here’s something fun for the kids to do: Record yourself saying ‘Pocky’ and Pocky Global will make you a Pocky Happiness playlist on Spotify to boost your mood!

Image credit: Bodo via Flickr CC BY-2.0

No.8: JAPANESE KIT KATS

The most famous chocolate in Japan is the Japanese KitKat.

I’ve no idea why Kit Kats are one of the most popular Tokyo souvenirs to buy, but let’s run with it.

Maybe it’s the multitude of flavor combinations?

Or the crunchy Japanese chocolate wafer biscuit?

I’m intrigued but not convinced.

You can buy Matcha Green Tea Kit Kats in bulk in most Japanese supermarkets, Japanese convenience stores, Japanese souvenir shops, and duty free shops in Japan.

Made by Nestle, Kit Kat varieties in Japan change from time to time, and include limited edition kit kats in odd flavors too.

Image credit:Mira Pangkey via Flickr CC BY-2.0

Popular Japanese Chocolate Kit Kats

No.1: Classic Japanese KitKats

Matcha green tea (pictured above)
Classic chocolate kit kat
Raspberry kit kat
Adzuki sweet red bean
Sakura Matcha Latte kit kats
Royal Milk Tea (that’s one I’d love to try!)
Dark Chocolate kit kat
Salt and caramel
Premium mint kit kats

No.2: Unique Japanese Kit Kat Flavors

Sakura kinako cherry blossom and roasted soybean
Banana kit kats
Blueberry cheesecake
Cantaloupe/rockmelon
Peach mint kit kats
Maple kit kat

No.3: Limited Edition Kit Kat Flavors

Pumpkin Pie Kit Kat!
Autumn Chestnut kit kats
Strawberry Cheesecake (Limited edition)

It’s worth taking a look in a Japanese supermarket to see what flavors in the range are currently in stock.

BUY NOW ON AMAZON: 4-pack of Kit Kat Bags in Variety Assortment of Japanese Kit Kat Flavors

Image credit: source unknown

No.9: MORE FAMOUS CHOCOLATE IN JAPAN

No.1: Black Thunder III Japanese Chocolate Snack

Black Thunder III is a Japanese chocolate bar with dark cocoa-flavored cookie pieces mixed with Japanese-style crisped rice, and coated with dark milk chocolate.

Image credit: Boneyard90 via Flickr CC BY 3.0

It retails for less than 50 yen, making it one of the most popular Japanese chocolate sweets around.

This the top Japanese chocolate candy according to those in the know.

Legend says these chocolate bars have made their creator a millionaire!

BUY NOW ON AMAZON: Black Thunder Choco Bar from Japan

No.2: Fujiya Japanese Chocolate Bars ぺこちゃん

Fujiya Chocolate is brought to you by the same company that makes the delicious Milky Candy featuring the adorable Peko-chan girl.

Fujiya Confectionery makes Look chocolate and Peko Chocolate, plus very cute Peko Poko Chocolate Stick chocolates with Peko Chan’s head on it!

We adore Japanese chocolate packaging like this too!

BUY NOW ON AMAZON: Peko x Sanrio characters Strawberry Chocolate Bar

Image credit: Madeline via Flickr CC BY-ND 2.0

WHERE TO BUY CHOCOLATES IN JAPAN?

Wondering where to buy Japanese chocolate in Japan for the best price?

Japanese supermarkets should be your first port of call because that’s the cheapest place to buy Japanese chocolate.

More bang for your buck and all that.

Hot tip: How to Find Supermarkets in Tokyo guide

No.1: Read our Guide!

It includes:

a list of the best 100 yen stores to buy Japanese snacks
where to find the Kit Kat cafe where you can order a personalised KIT KAT!
the best konbini stores in Tokyo, and
other UNIQUE places to buy Japanese chocolate that you never would have thought of!

READ NOW: BIG LIST of all the best places to buy chocolate in Japan.

We tried hard to answer your most common questions.

Is Japanese chocolate good?
What is Japanese chocolate like?
Do Japanese like chocolate? (Obviously!)
What is the best Japanese chocolate?
What type of chocolate is the most popular in Japan

But sadly, we can’t tell you:

how to make Japanese chocolate
how to make Japanese chocolate cake
how to make Japanese chocolate mochi (although we’d love to know how)
how to make Japanese chocolate pudding, or
how to make Japanese chocolate muffins.

We’ll leave that to the experts!

RELATED: Fun Guide of What to Buy in a Japanese Grocery Store!

Japan Train Station Music!

Just for fun, here’s a little taste of Tokyo to get you in the mood for a Japanese chocolate feast.

A recording of all the Japanese train station music jingles from the Yamanote line. Isn’t it cute?

More Japanese Food Shopping ideas for you!

Click the links in blue below for more Tokyo food shopping ideas.