Emochi Are Japan's Cutest Pop-Culture Sweets & We Can't Wait To Try Them!

Written by: Timothy Sullivan

Date published: 15 June 2021

For a limited time, Japan's 346-year-old sweets company, Tamazawa, is releasing an adorable mochi-based confectionary it's calling 'Emochi.'

Since 1675, when it was established as a confectioner near Sendai Castle, Tamazawa has been embracing the cool of the times and weaving it into their Japanese sweets creations. Tamazawa has several hit products, among which is Shimobashira - a winter-only sweet that looks just like frost columns.

With the pictogram-popping Emochi, it seems Tamazawa is keeping up with the fun of the times! There are 10 variations with cute expressions, available in three flavors: white bean paste (shiroan), yuzu bean paste (yuzu-an), and miso bean paste (miso-an).

Emoji + feelings (kimochi) + mochi = EMOCHI

Emoji are a communication tool that originated in Japan; now used all over the world, they convey nuances of emotion that can be tricky to express with words alone.

According to Tamazawa, this is similar to the role that Japanese sweets have played since ancient times. Just as in omotenashi, the Japanese spirit of hospitality, where the host thoroughly considers the guest when communicating with them, Tamazawa has created a mochi sweet that lets people share their feelings.

With 10 different types of expressions available, you can choose the feeling that best suits the recipient and the occasion. These adorable sweets are sure to bring a smile to everyone! Eight types of message cards are also available, letting you add a personal touch to your gift.

10 fun expressions!

So you might be wondering, just what emotions and flavors do these fun Emochi come in? Here's a list of all 10!

1. Laughing Face (shiro-an)
2. Face with Tears of Joy (shiro-an)
3. Smiling (yuzu-an)
4. Kissy Face (yuzu-an)
5. Smiling Face with Heart-Eyes (shiro-an)
6. Face with Tongue (shiro-an)
7. Squinting Face with Tongue (miso-an)
8. Pleading Face (yuzu-an)
9. Surprised Face (miso-an)
10. Face With Mask (miso-an)

Emochi - On sale from June 16!

Emochi make the perfect summer gift, and while they go on sale from June 16, they're only here for a limited time!

Three sets are available. The "Eraberu Set" (1,512 yen) lets you select three of your favorite Emochi to help convey the perfect emotion. The "Osusume Set" (1,512 yen) comes in three different varieties and contains three assorted Emochi. Finally, the "Zen-Shurui Set" (3,996 yen) contains all 10 Emochi. You can check them out at the link below, or in person at the Tamazawa shops in Sendai.

Make this summer special and show someone how you feel, with a playful gift of Emochi!

*All prices include tax.
*Images are courtesy of Tamazawa via PR Times

Tamazawa online shop (in Japanese)

Tamazawa (Fujisaki Department Store Shop)

九重本舗玉澤藤崎店
- Address 17-2 3 Ichibancho, Aoba Ward, Sendai, Miyagi 980-8652

Tamazawa (S-PAL Shop)

九重本舗玉澤エスパル店
- Address 1-1-1, Chuo, Aoba-ku, Sendai City (in S-PAL on the first basement floor)
- Phone Number 022-267-4035

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Written by:

Timothy Sullivan

Chief English Editor

LIVE JAPAN

Timothy Sullivan is a senior English editor who has worked with LIVE JAPAN since 2017. Originally from New York, USA, he has over two decades of experience in Japan and more than 15 years in the digital media sphere. Timothy has played pivotal roles in assisting Japanese enterprises and regional authorities connect with international audiences. When he isn’t traveling, he is helping producing polished copy for LIVE JAPAN, one of Japan’s largest tourism platforms. He received a bachelor’s degree in Communication from the State University of New York College at Geneseo.

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*This information is from the time of this article's publication.
*Prices and options mentioned are subject to change.
*Unless stated otherwise, all prices include tax.

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