Dagashi Culture: Japan’s Retro Candy You’ll Want to Try
Japan’s dagashiya is almost identical to America’s penny candy store, with only a few minor differences. One common trait between the two is that they both provide access to an assortment of cheap candies. In fact, both stores hold special places in the hearts of kids and adults.
If you’re a candy lover, your trip to Japan is incomplete without a visit to a dagashiya. But before you go, read our guide on dagashi culture and how these exciting candies are different from mainstream Japanese snacks.
What Is a Dagashiya? A Peek Into Japan’s Old-Fashioned Candy Shops

A dagashiya is a Japanese retail store that sells dagashi (cheap candies and confectioneries). These traditional Japanese candy shops are known as the go-to stores for affordable sweets and snacks in the country. Examples of such treats are Konpeitō, Big Katsu, Yan Yan, and Sakuma Drops.
Most dagashiya are family-owned, with the management role passed down for generations. Their low price points, colorful candy packaging, and child-friendly environment make them appealing to kids. Nostalgic adults love dagashiya too because of the old-fashioned, retro charm of these candy shops. To cater to diverse audiences, dagashiya often make slight adjustments to their business models. Some offer toys, prizes, and coin-operated arcade games along with the candies. Others have established dagashi bars that stay open past midnight for the adults.
Although convenience stores have gradually hijacked the candy-shopping landscape, dagashiya are still relevant in Japan. There are about 50 of them in Tokyo and thousands more in the rest of Japan.
The History of Dagashi: Sweet Beginnings

Traditional dagashi emerged in the Edo period (1603-1868). Their original form was considered a cheaper alternative to jōgashi, sweets made from white sugar. The dagashi at the time contained corn or starch, which was more affordable than white sugar.
The first dagashiya appeared in the Meiji era (1868-1912). They were often set up as part of a larger residential structure owned by families. To cater to kids in the area, these shops opened near elementary schools.
Modern dagashi did not appear until after World War II. They emerged in the Shōwa period (1926-1989) at a time when dagashiya peaked in national popularity. Kids would gather at these candy shops after school, establishing the locations as common hang-out spots for students.
During Japan’s Bubble Economy (1986–1991), dagashiya across the country made a lot of money, thanks to the higher purchasing power of young students. Hence, many of them diversified their stock, and others closed down under the shadow of the rising convenience stores. Today, you can find dagashi in modern physical stores and online markets. However, dagashiya still exist in Japan, and some branches have opened in foreign countries.
Dagashi vs. Modern Snacks: What Makes Dagashi Unique?

You might be wondering how dagashi differs from mainstream Japanese snacks like Pocky, mochi, dango, and manju. Find the answers in the list below, which highlights the features that make dagashi stand out from modern snacks:
-
Inexpensive: Dagashi are cheaper and smaller in size than most modern snacks, including popular wagashi (traditional Japanese sweets). You can buy them for under 100 yen at most dagashiya in Japan. To keep their prices low, dagashi makers use low-cost ingredients such as sugar and fruit.
-
Playful packaging: To better appeal to children, dagashi manufacturers tend to design packages with cute characters or anime icons. Many also include small toys and prizes inside the packaging, unlike modern snacks.
-
Interactive appeal: The mini-games, snack toys, and DIY kits found in the sweets also add to their interactive appeal. You can even play with some of them, such as candy cigarettes and the whistle-like hard candy Fue Ramune.
-
Novelty flavors: Dagashi may be cheap, but they offer some of the strongest and most unique flavors in the candy industry. They are not all sweet items - a few are savory. Such new flavors like soy sauce and teriyaki are difficult to find in other types of snacks.
Common Treats Found at a Dagashiya

How do you know you’re in a dagashiya and not some regular candy store? Besides the cluster of colorful packets, you will find certain unique offerings. The following is a list of some of the most iconic dagashi items:
-
Umaibo: This product is a popular Japanese snack made from puffed corn. The fact that it has been around since 1979 makes it a major part of Japanese snack culture. Umaibo’s mascot, Umaemon, is a nod to the popular anime character Doraemon. Flavors range from sweet to savory, often featuring unique tastes like sweet corn, teriyaki, and takoyaki
-
Candy cigarettes: Japan is one of the few countries that allow the production, marketing, and distribution of candy cigarettes. These cigarette-shaped candy sticks have stirred up controversy in other regions but have a massive fanbase in Japan thanks to dagashiya. The sweets are often made from sugar, chocolate, or chewable gum.
-
Soda powder dips: Some of the candies have plain vanilla flavors but feature separate powder dips with soda-like tastes. Flavors range from sour to fizzy.
-
Ramune-flavored sweets: Ramune is a famous carbonated soft drink sold in Japan. These drinks have inspired what is known as “ramune candy,” a sweet made from solid powder tablets. Examples include Meiji’s Calmin, Kabaya’s Juicy, and Bottle Ramune.
-
Sakuma Drops: These are hard candies that emerged in 1908. They feature a wide range of fruit flavors. Today, adult consumers with a sweet tooth enjoy Sakuma Drops for its taste and nostalgic value.
There are many other examples of dagashi, including rice crackers, flavored squid, Baby Star Ramen, juice powders, corn snacks, and fugashi (fried wheat coated with brown sugar).
The Fun of Playable Candy and Snack Toys

The interactive appeal of dagashi stems from their ability to blend fun with flavor, creating a uniquely Japanese snacking experience. Many dagashi items are actually playable candy. They have unique properties that allow kids to use them as toys or props rather than snacks. An ideal example is Fue Ramune. This candy has a hole that allows you to blow it and create the same sounds as a whistle. Candy cigarettes have a similar function. When you blow on them, they emit a cloud of sugar that imitates smoke from an actual cigarette.
The snacks sometimes come with special toys or prizes. These could be mini games, puzzles, DIY kits, or other snacks. But most times, they are small figurines.
Dagashiya Culture in Modern Japan

Although dagashiya are becoming rare, they still exist in select neighborhoods and tourist spots. These shops offer tourists a window into Showa-era charm and historic Japanese culture. Schools and other bodies in Japan often organize cultural expos at historic dagashiya, where participants learn what it was like for the school students who hung out in them.
Visiting a Dagashiya in Tokyo: Where to Go

Tourists interested in exploring the few famous or hidden dagashi shops should visit Tokyo. The following is a list of our top recommendations in the city:
-
Dagashi Bar Shibuya: This is an all-you-can-eat candy bar located in the heart of Shibuya, Tokyo. You pay the fee and get to enjoy as many snacks as you want for a couple of hours. The bar also offers an assortment of drinks.
-
Shibamata Toy Museum Shop: Located on the second floor of Shibamata Haikara Yokocho, a cheap candy store in a vibrant shopping street called Shibamata, this place is a fun-filled retro store. Only open on weekends and holidays, it features all manner of retro games and toys.
-
Gifuya: The Showa-era atmosphere at the shop makes it a nostalgic destination for many Japanese adults. There is a wide variety of coin-operated arcades and cheap treats available.
-
Kamikawaguchiya: Established in 1781, Kamikawaguchiya was one of the traditional dagashiya that opened in the Edo period. You can find it in Zoshigaya Kishimojin Temple, Toshima. Many consider it to be the oldest dagashiya in Tokyo.
-
Kashiya Yokocho: The famous “Penny Candy Alley” is home to about 20 candy shops. It’s a classic shotengai (Japanese commercial district) street that sells all kinds of snacks from different vendors.
How Dagashi Influenced Japanese Pop Culture

Both dagashi and dagashiya have influenced Japanese pop culture by appearing in anime, manga, and films since the 90s. They often symbolize childhood innocence, friendships, or simpler times. The anime and manga series Dagashi Kashi features a plot that revolves around selling cheap snacks and sweets in a shop.
Umaibo and other dagashi products also featured in episode 9 of Takunomi, an anime and manga series about drinks. In Only Yesterday, a 1991 film created by Studio Ghibli, the animators modeled a dagashiya on Kamikawaguchiya.
Bringing Dagashiya Home: Where to Find Dagashi Abroad

You don’t have to travel across borders to experience the thrill of Japanese penny candies. We will guide you on how to find dagashi online and in physical locations. One reliable place to look is Japanese grocery stores near you or their online shops. You can also enjoy these treats at home by patronizing snack boxes and online Asian stores like Bokksu Market.
Conclusion: Why Dagashiya Still Matter in Japan’s Sweet Culture

By preserving traditional flavors, dagashiya connects generations and is more than a place to buy cheap candy. It remains a playful symbol of Japan’s candy-loving culture that every tourist should visit at least once.
Want to bring the best Japanese snacks and sweets to your home? Get a Bokksu Snack Box Subscription today. We will send you a themed box of tasty treats from Japan once a month. This June, the theme for our Snack Box will be Pixel Pop Japan. It’s inspired by famous retro Japanese snacks, such as those found in traditional dagashiya.
Author Bio