Shogakukan JS Research Institute Survey: Takenoko no Sato Ranks #1 Favorite Chocolate Snack Among Elementary School Girls, McDonald's is Overwhelmingly Popular for Dining Out
Shogakukan's 'JS Research Institute' has released the results of a preference survey targeting female elementary school readers of its magazines. 'Takenoko no Sato' ranked first among favorite chocolate snacks, with ease of sharing with friends emerging as a potential selection criterion. In the fast-food chain category, 'McDonald's' topped the list across all grades, while sushi chains also gathered popularity. The survey also revealed a trend of changing food preferences with age.
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- 📰 Published: May 22, 2026 at 20:00
- 🔍 Collected: May 22, 2026 at 11:31
- 🤖 AI Analyzed: May 23, 2026 at 09:00 (21h 28m after Collected)
Shogakukan Inc.'s 'JS Research Institute' has published the latest survey results on the preferences of Japanese elementary school girls (JS), based on reader questionnaires from its magazines 'Pucchigumi' and 'Ciao.' The study analyzed responses regarding 'favorite chocolate snacks, meal items, restaurant chains, and Valentine's Day' from surveys conducted in 2025 and 2026.
**Key Survey Topics**
1. **Favorite Chocolate Snacks**: #1 'Takenoko no Sato,' #2 'Kinoko no Yama,' #3 'Pocky.' With 52.4% of respondents reporting they give 'friend chocolates' on Valentine's Day, shareable-type snacks dominated the top ranks.
2. **Favorite Foods**: A clear difference in preference by age was observed, with 'sushi' ranking first for lower-grade JS, while 'omurice' was number one for upper-grade JS.
3. **Frequently Used Restaurant Chains**: 'McDonald's' was the top choice for both lower and upper grades. Sushi chains also proved popular, chosen by about 30% of lower-grade and 20% of upper-grade students.
**Chocolate Snacks and Valentine's Culture**
The survey on 'favorite commercial chocolate snacks' saw 'Takenoko no Sato' take the top spot. It was suggested that products like 'Pocky' (#3) and 'KitKat' (#4) are popular within the 'tomo-choco' (friend chocolate) culture due to being individually wrapped and easy to distribute. For JS, Valentine's Day appears to be an event for confirming bonds with friends.
When asked who they give Valentine's gifts to, 'friends' was the top answer for upper-grade JS, whereas 'family' was the most common for lower-grade JS. This indicates a shift in awareness within the generation, with the 'friend chocolate' culture becoming more prevalent as students get older.
**Food Preferences and Diversification**
Regarding favorite foods, while younger students preferred 'sushi' and 'french fries,' 'omurice' and 'hamburg steak' were popular among older students. The responses from upper-grade students also included international dishes like 'khao man gai' and 'pho.' This suggests that the spread of social media and recipe videos is influencing home cooking, leading to a diversification of children's palates.
**Key Survey Topics**
1. **Favorite Chocolate Snacks**: #1 'Takenoko no Sato,' #2 'Kinoko no Yama,' #3 'Pocky.' With 52.4% of respondents reporting they give 'friend chocolates' on Valentine's Day, shareable-type snacks dominated the top ranks.
2. **Favorite Foods**: A clear difference in preference by age was observed, with 'sushi' ranking first for lower-grade JS, while 'omurice' was number one for upper-grade JS.
3. **Frequently Used Restaurant Chains**: 'McDonald's' was the top choice for both lower and upper grades. Sushi chains also proved popular, chosen by about 30% of lower-grade and 20% of upper-grade students.
**Chocolate Snacks and Valentine's Culture**
The survey on 'favorite commercial chocolate snacks' saw 'Takenoko no Sato' take the top spot. It was suggested that products like 'Pocky' (#3) and 'KitKat' (#4) are popular within the 'tomo-choco' (friend chocolate) culture due to being individually wrapped and easy to distribute. For JS, Valentine's Day appears to be an event for confirming bonds with friends.
When asked who they give Valentine's gifts to, 'friends' was the top answer for upper-grade JS, whereas 'family' was the most common for lower-grade JS. This indicates a shift in awareness within the generation, with the 'friend chocolate' culture becoming more prevalent as students get older.
**Food Preferences and Diversification**
Regarding favorite foods, while younger students preferred 'sushi' and 'french fries,' 'omurice' and 'hamburg steak' were popular among older students. The responses from upper-grade students also included international dishes like 'khao man gai' and 'pho.' This suggests that the spread of social media and recipe videos is influencing home cooking, leading to a diversification of children's palates.
FAQ
女子小学生に最も人気のあるチョコレート菓子は何ですか？
小学館の「JS研究所」の調査によると、女子小学生が選ぶ好きなチョコレート菓子ランキングの1位は「たけのこの里」、2位は「きのこの山」、3位は「ポッキー」です。
女子小学生がよく利用する外食チェーンはどこですか？
低学年・高学年を問わず、「マクドナルド」が最もよく利用する外食チェーンとして圧倒的な支持を得ています。次いで、寿司チェーンも全体の約2〜3割を占め人気があります。
小学生の低学年と高学年で、好きな食べ物に違いはありますか？
はい、年齢によって違いが見られます。低学年JSの好きな食べ物1位は「おすし」ですが、高学年JSでは「オムライス」が1位となっています。
女子小学生のバレンタイン文化について教えてください。
高学年JSの52.4%が「お友達」にチョコレートを渡す「友チョコ」が主流です。一方、低学年JSでは「家族」にあげるのが最も多く、学年が上がるにつれて友チョコ文化が浸透していく傾向があります。
この調査はいつ、誰を対象に実施されましたか？
小学館の雑誌『ぷっちぐみ』と『ちゃお』の読者である女子小学生とその家族を対象に、2025年と2026年の複数号にわたるアンケートで実施されました。