Ishiya's 50-Year-Old Shiroi Koibito Cookie Brand Expands Beyond Hokkaido Souvenir Status

Japan's beloved Shiroi Koibito cookies, the chocolate sandwich treats that have defined Hokkaido tourism for half a century, are undergoing a major brand transformation as their maker Ishiya seeks to expand beyond their traditional role as travel souvenirs.

The iconic confection, whose name translates to "white sweetheart" and evokes Hokkaido's snowy landscapes, was launched in December 1976 by Hokkaido-based confectioner Ishiya. The product consists of white chocolate sandwiched between langue de chat cookies and has become synonymous with Hokkaido tourism, particularly among visitors from across Asia.

Hajime Ishimizu, president of Ishiya, revealed plans for a comprehensive branding strategy later this year that aims to position Shiroi Koibito not just as a travel souvenir but as a broader symbol of Hokkaido culture. "We want to communicate the past 50 years of Shiroi Koibito, as well as the next 50," Ishimizu stated, expressing his vision for the company to become "a company loved in Hokkaido for 100 years to come."

The company is exploring several initiatives to expand the brand's reach while maintaining its exclusive appeal. These include opening cafes and retail outlets bearing the Shiroi Koibito name, as well as extending the use of its logo and package designs across non-cookie products. This strategy represents a significant evolution for a brand that has deliberately maintained its Hokkaido-only availability for most of its history.

Ishiya's commitment to the Hokkaido-only model has been central to the product's enduring appeal. "The fact that it can only be purchased by visiting Hokkaido is a major reason it has endured for 50 years," Ishimizu explained. This exclusivity has created a powerful word-of-mouth effect, with travelers purchasing the cookies not only for themselves but also as omiyage (traditional Japanese travel gifts) to share with family, friends, and colleagues back home.

The brand's journey hasn't been without challenges. In 2007, Shiroi Koibito faced a significant crisis when it was revealed that the company had been relabeling unsold packaging to falsify expiration dates. The incident led to a temporary suspension of operations and the resignation of the company's late president, Isao Ishimizu. However, the brand successfully rebounded by adhering to strict regulatory compliance and leveraging its popularity among inbound tourists.

Today, Shiroi Koibito has recovered strongly, recording sales at one of its highest levels on record. Notably, half of its customers are now visitors from overseas, many from Asia. The company made a strategic exception to its Hokkaido-only rule in 2006 by commencing sales at duty-free shops at Narita International Airport, recognizing the growth potential of foreign visitors to Japan. "While Japanese customers see Shiroi Koibito as a Hokkaido souvenir, foreign visitors regard it as a souvenir of Japan," Ishimizu noted.

The timing of this branding expansion coincides with record-breaking tourism to Japan. Overseas visitors increased from 7.3 million in 2006 to 42.6 million in 2025, with Hokkaido becoming one of the most popular tourist destinations thanks to its natural beauty, snow, and high-quality food. In fiscal year 2024, Hokkaido welcomed about 2.83 million foreign visitors, with travelers from Asia accounting for 85% of the total.

Confectionery plays a crucial role in Japan's tourism economy, accounting for 72% of shopping spending by foreign visitors in 2024, according to the Japan Tourism Agency. Edible gifts like Shiroi Koibito offer what industry experts call "a built-in sampling effect" - travelers purchase sweets in Japan to share with others back home, creating a virtuous cycle where recipients later visit Japan to purchase the products themselves.

Ishiya has been building toward this expansion for years. In 1995, it established what would become Shiroi Koibito Park, a sweets-themed facility that offers factory tours and hands-on confectionery-making experiences. Parts of the facility are currently undergoing renovation, with a new area featuring multisensory content scheduled to be unveiled in July.

Looking ahead, Ishiya plans to fully leverage Shiroi Koibito as the company's "intellectual property," drawing on the deep emotional connections the product has cultivated with fans over five decades. The company spokesperson emphasized that this strategy will build upon the sentiments and memories associated with the brand, transforming it from a simple souvenir into a comprehensive cultural symbol of Hokkaido.

The 50th anniversary marks a pivotal moment for Shiroi Koibito as it seeks to balance its heritage as an exclusive Hokkaido souvenir with ambitions to become a broader cultural icon, all while maintaining the charm and appeal that has made it a beloved treat for generations of visitors to Japan's northernmost island.