Taiwanese Sweet 'Nougat Cracker' Gains Popularity on Social Media and Now Available on Rakuten Market via TW DIRECT

TW DIRECT, a store on Rakuten Market operated by Taiwan Rakuten Ichiba, Inc., has launched a dedicated feature page for the popular Taiwanese sweet 'Nougat Cracker' (Niurou Bing).

The savory aroma of salted crackers paired with sweet, creamy nougat creates an irresistible 'sweet and salty' loop that makes it hard to stop eating once you start.

As interest in Taiwanese cuisine grows in Japan, Nougat Cracker—already a staple souvenir from Taiwan—has recently become a major topic on social media. One key trigger was its introduction by popular bloggers, which drew widespread attention online.

According to popular bloggers, after sharing the snack as a gift from a Taiwanese friend, social media users began expressing strong interest, with comments like 'I want to try it' and 'Where can I buy it?'

■ What is the 'Nougat Cracker' beloved in Taiwan?

Nougat Cracker (Niurou Bing) is a Taiwanese-origin confectionery consisting of milk nougat sandwiched between savory, scallion-flavored crackers.

The perfect balance of salty crackers and richly sweet nougat creates a uniquely addictive 'sweet and salty' flavor. Alongside pineapple cakes, it's one of Taiwan's most popular souvenirs and has gained favor among Japanese tourists in recent years.

■ Deeply Varied Flavors by Brand

While all called Nougat Cracker, each brand offers distinct tastes and textures:

- Thin, light, and crispy cracker types

- Thick-baked versions with a satisfying crunch

- Soft, melt-in-your-mouth nougat

- Unique flavors highlighting the taste of scallions

These diverse characteristics make sampling and comparing different brands part of the fun—and a key reason for its popularity.

■ Bringing Authentic Taste from Taiwan to Japan via Rakuten's 'TW DIRECT'

'TW DIRECT' is a cross-border e-commerce store operated by Taiwan Rakuten Ichiba. It offers a wide range of Taiwanese products—including food, daily necessities, beauty items, and sports goods—delivering Taiwan's charm directly to Japanese consumers.

This special feature highlights carefully selected, top-selling Nougat Crackers from Taiwan, allowing customers to enjoy authentic local flavors at home without traveling to Taiwan.

[Feature Page]

https://www.rakuten.co.jp/twdirect/contents/eventpage/nougatcracker2026/

[TW DIRECT Rakuten Store]

https://www.rakuten.co.jp/twdirect/

[TW DIRECT Official Instagram]

https://www.instagram.com/twdirectrakuten/

■ Highlights of the Feature

- Features popular brands from Taiwan

- Offers a variety of flavors including milk and cranberry

- Taiwan-styled packaging suitable for gifting

- Direct shipping from Taiwan ensures authentic taste

■ Making Taiwan's Popular Sweets More Accessible

TW DIRECT will continue to offer attractive Taiwanese products, creating new cross-border shopping experiences that connect Japan and Taiwan.

Now is the perfect chance to enjoy the Taiwanese classic sweet 'Nougat Cracker,' currently trending on social media.