Traditional Japanese Confectioneries Struggle

Traditional Japanese wagashi sweets have declined in popularity in recent years. According to Hirofumi Nohara for Mainichi Japan on July 25, 2022, the coronavirus epidemic has intensified this slump due to a substantial fall in demand for tourist souvenirs and gifts.

Photo Insert: The average annual expenditure for major Japanese sweets such as yokan sweet bean jelly and manju sweet bean buns in households with two or more people was 12,694 yen (about $91) in 2000, but fell 16 percent to 10,663 yen (about $77) in 2019.

According to a Ministry of Internal Affairs and Communications household survey, the average annual expenditure for major Japanese sweets such as yokan sweet bean jelly and manju sweet bean buns in households with two or more people was 12,694 yen (about $91) in 2000, but fell 16 percent to 10,663 yen (about $77) in 2019.

When the coronavirus outbreak erupted in 2020, the amount dropped dramatically to 9,645 yen (approximately $69). It was still 9,918 yen (approximately $71) in 2021, roughly 22% less than in 2000.

Meanwhile, according to a poll done by the Japan Wagashi Association, which includes over 2,000 businesses, wagashi consumption at home remains stable as individuals spend more time at home.

According to Chikara Hata, a wagashi buyer at Takashimaya department stores, sales for home consumption in the store's "100 famous confectioneries" section are gradually increasing.

Meanwhile, Yoshikazu Yoshimura, president of Kameya-Yoshinaga, a 200-year old wagashi maker in Kyoto, has begun utilizing Twitter to create an online buzz reviving interest in this traditional delicacy.

Yoshimura's video of the production process, in which he explained that "we are making ripples on confectioneries using agar," has been viewed over 6 million times.

The video, which depicts the process of making ripples by putting a heated spiral wire on agar sweets, which is reminiscent of rice paddies during the rice-planting season, drew a lot of attention, with viewers noting, "It's cool and artistic."

Yoshimura presently has approximately 23,000 followers. He has also uploaded a series of videos of sweets being produced, including Ubatama, a delicious red bean paste coated in agar. Another was sliced yokan, a toast spread that became popular in 2018. These initiatives have resulted in sales returning to pre-pandemic levels in 2021.

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