Why Japanese Desserts Are Trending

1. Texture and Portion

These desserts feel different to eat. Mochi has a chewy, elastic texture that’s fun and satisfying. Japanese milk bread, often used in sandos, is soft and springy. Compared to many British desserts, these textures are more playful and varied.

Most are also small. One mochi. One slice. One bite. That fits what many people now want: a quick treat that doesn’t feel like too much. This “little treat” mindset continues to shape how snacks and desserts are chosen, especially among younger adults and shoppers looking to cut back without missing out.

2. Flavour

Matcha, yuzu, kinako and miso caramel are now showing up in a wide range of products. These are flavours that offer something different, but don’t push people too far. They feel new, yet easy to enjoy.

Matcha adds a gentle bitterness that pairs well with sweet formats like cookies or cakes. Yuzu brings a bright citrus note, while kinako — roasted soybean flour — adds a toasty, nutty flavour. Miso caramel balances sweet and savoury in one go.

For food developers, these ingredients offer chances to refresh familiar formats without overhauling a product line.

3. Lighter Feel

Japanese desserts tend to be less sugary than traditional Western treats. Many also use fewer processed ingredients. This gives them a natural advantage in today’s market.

People are paying more attention to how food is made. That doesn’t always mean cutting things out. Often, it just means keeping things simple. These desserts fit that shift. For brands, that can mean shorter ingredient lists, easier on-pack claims and clearer messaging.

4. Shareable Appeal

Many of these desserts are designed to look good. Cross-sections of fruit sandos. The smooth stretch of mochi. The wobble of a soufflé cheesecake. These details lend themselves to visual content.

This makes them easy to share on TikTok or Instagram and easy to talk about in social settings. That visibility is part of what’s made them take off. But it also gives brands a reason to consider seasonal launches, retail theatre or product formats that create moments.

Mochi Ice Cream

Mochi ice cream is a standout example. It’s compact, clean, and playful. That’s a strong mix.

Little Moons, the brand often credited with bringing mochi to the masses, saw 79 percent growth year on year for three years. By 2023, they had reached £53.4 million in revenue and were exporting to over 35 countries.

A TikTok trend helped fuel the jump. One viral post in 2021 led to a 1,400 percent spike in Tesco sales that week. The product works well because it delivers contrast: chewy rice dough on the outside, creamy ice cream inside. It’s also available in portion-controlled formats, which appeals to shoppers trying to make more mindful food choices.

Brands have since followed with plant-based versions, new formats (like snackable mochi balls) and limited-edition flavours.

Strawberry Sandos

Strawberry sandos — or furutsu sando — started in Japanese convenience stores. They’re made with whipped cream and fresh fruit, sandwiched between slices of soft white bread. They look bold but taste simple.

M&S launched a version this summer which became their best-selling sandwich within two days. That shows there’s strong consumer interest, even for something that might seem unfamiliar at first glance.

The appeal lies in the colour, the format and the nostalgia. It’s light, fun and easy to enjoy. Retailers could explore other versions, mango and cream, clementine, even plant-based takes, or use the format to highlight seasonal fruit.

Matcha Cookies

Matcha cookies are turning up more often in supermarkets and bakery sections. According to Asian Trader, they’re gaining traction thanks to both social media and a growing interest in “cleaner” treats.

Matcha’s green colour stands out. Its slightly bitter taste also makes it a good match for sweet formats. These cookies often come in shortbread-style textures, sandwich formats, or soft-baked varieties.

For brands, this is an easy way to dip into Japanese-style NPD without needing a full new range.

Japanese Soufflé Cheesecake

Soufflé cheesecake (or “jiggly cheesecake”) has been shared widely on TikTok and food blogs. Videos showing the wobble effect have picked up hundreds of thousands of views.

These cakes are lighter than standard cheesecake. They use whipped egg whites to give an airy texture and are often less sweet. That makes them appealing for shoppers who want something soft, simple and not too rich. They also work well in single-serve or café formats.

Wagashi

Wagashi are traditional Japanese sweets. They range from jelly-style confections (higashi) to moist bean-filled treats (namagashi). Each one is shaped by season, region or cultural meaning.

In the UK, they’re appearing through online stores like Matcha Sundays. Their gentle flavours and hand-finished look make them ideal for gifting, premium ranges or pop-up formats.

While wagashi may not work in large-scale grocery just yet, they offer inspiration for small-batch products or limited-time menus.