Encountering Japan's Local Sweets: About 88% Say 'Travel Souvenirs' Are the Trigger; Key to Enjoying Them Daily Is Online Shopping

■ About half have experienced local sweets, encountering them on trips but feeling distant in daily life

The colorful local sweets and regional confections seen during travels reflect the climate and history of each area.

However, opportunities to encounter them in everyday life are surprisingly limited.

How many people have actually tasted them, and what are the opportunities for such encounters?

To find out, we conducted a survey on 'Japanese Local Sweets and Regional Confections' targeting 500 men and women nationwide, in collaboration with 'Nanbu Senbei no Iwateya'.

*When citing the content of this press release, please comply with the following:

- Indicate that the source is a survey by 'NEXER Co., Ltd. and Nanbu Senbei no Iwateya'.
- Include a link to Nanbu Senbei no Iwateya (https://www.iwateya.co.jp/).

Survey Overview: 'Questionnaire on Japanese Local Sweets and Regional Confections'

Survey method: Internet questionnaire

Survey period: April 17, 2026 – April 27, 2026

Survey subjects: Men and women nationwide

Valid responses: 500 samples

Question items:

Q1: Have you ever eaten local sweets or regional confections from various parts of Japan?

Q2: What was the trigger for eating local sweets or regional confections?

Q3: What impression do you have of local sweets or regional confections?

Q4: Please tell us the reason.

Q5: What kind of information or opportunities would make you want to try local sweets or regional confections more often in your daily life?

Q6: Have you ever heard the name 'Nanbu Senbei'?

Q7: Do you know what kind of food 'Nanbu Senbei' is?

Q8: What impression do you have of 'Nanbu Senbei'?

*Percentages are rounded to the first decimal place, so totals may not equal 100%.

■ 50.6% answered that they have eaten local sweets or regional confections

First, we asked about their experience eating local sweets.

As a result, 50.6% said 'Yes' and 49.4% said 'No', a nearly even split.

Although there are many local sweets throughout Japan, opportunities to taste confections from regions other than one's own seem limited.

■ 87.7% cited 'as a travel souvenir' as the trigger for eating them

Next, we asked those who answered 'Yes' about the trigger for eating them.

The most common answer was 'as a travel souvenir' at 87.7%.

This was followed by 'received from family or friends' at 60.5%, 'saw them at a department store or local product fair' at 23.3%, and 'regularly enjoy them as a local specialty' at 13.8%.

It is clear that the non-daily experience of travel overwhelmingly creates opportunities to encounter local sweets. On the other hand, only 8.7% answered 'purchased via online shopping or mail order', indicating that those who actively seek them out from home are still a minority.

■ 22.4% feel that local sweets convey a 'sense of locality'

Next, we asked about impressions of local sweets.

The most common impression was 'sense of locality' at 22.4%.

This was followed by 'simple and nostalgic' at 15.8%, and 'seems suitable for gifts or souvenirs' at 14.0%.

We asked for the reasons behind these impressions, and some are introduced below.

Those who answered 'sense of locality':

- Because they use motifs of people or animals associated with the area, or local ingredients. (Female, 20s)
- The name 'Mito no Ume' tells you it's a Mito specialty, and the flavor of shiso leaves and white bean paste is a great match. (Female, 30s)
- Because they reflect the unique history and culture of the area. (Male, 30s)

Those who answered 'simple and nostalgic':

- Local sweets all seem similar, but they have a nostalgic feel and taste good. (Female, 30s)
- Because they seem like old-fashioned sweets. (Male, 30s)
- Because they are loved in their region. (Female, 30s)

Those who answered 'seems suitable for gifts or souvenirs':

- Because I've had experiences where they were well-received as a gift. (Female, 20s)
- I think local products are best when traveling. (Female, 20s)
- They seem like they would be appreciated as souvenirs by people not familiar with them, as they give the impression of being only available in that region. (Female, 30s)

The responses show that people are attracted to the background connected to local ingredients, culture, and history. Local sweets are perceived not just as food, but as an experience of tasting the region itself.

On the other hand, the image of being 'somewhat removed from daily life' is also strong, with some voices expressing barriers in terms of price and opportunities to obtain them.

■ 35.4% said the key to enjoying them daily is 'being able to easily buy them on online shopping/mail-order sites'

Next, we asked about the information or opportunities needed to enjoy local sweets more in daily life.

The most common answer was 'being able to easily buy them on online shopping/mail-order sites' at 35.4%.

This was followed by 'local product fairs at department stores or supermarkets' at 26.0%, 'TV programs or features' and 'tasting events' both at 24.6%, and 'introductions on social media' at 12.2%.

While encounters often happen during travel, the ability to easily purchase them from home appears to be a major key to enjoying them daily. There were also notable requests for 'opportunities to encounter them outside the region', such as product fairs and TV programs.

■ 47.0% have 'heard of' the name 'Nanbu Senbei'; 56.6% have actually eaten it

From here, we asked about 'Nanbu Senbei', a representative local sweet of the Tohoku region.

First, we looked at name recognition.

As a result, 47.0% said 'Yes' and 53.0% said 'No'.

With about half of the respondents having heard the name, it seems to have a certain level of recognition as a regionally-rooted confection.

Furthermore, we asked those who had heard of 'Nanbu Senbei' if they knew what kind of food it is.

The most common answer was 'have eaten it' at 56.6%.

'Eat it often' was 2.6%, 'have a vague idea' was 21.3%, and 'know only the name' was 19.6%.

It appears that over half of those who know the name have actually tasted it. On the other hand, about 40% 'know the name but have never eaten it', suggesting a slight gap between awareness and actual experience.

■ 53.2% have the impression that 'Nanbu Senbei' is 'simple and approachable'

Finally, we asked those who had heard of 'Nanbu Senbei' about their impression of it.

The most common impression was 'simple and approachable' at 53.2%.

This was followed by 'image of a hard texture' at 46.8%, and 'old-fashioned confection'.