Kinoko no Yama

Kinoko no Yama, a long-selling product that represents Meiji Co., Ltd. (hereafter, Meiji), has been a beloved national chocolate snack across generations since its launch in 1975. Its most distinctive feature is its cute mushroom-shaped form. The cracker is light and fragrant, while the chocolate portion has a two-layer structure that gives it a smooth melt-in-the-mouth texture. The slight saltiness of the cracker brings out the sweetness, while the clean finish makes it easy to enjoy.

Its crisp texture and bite-size shape that keeps your hands relatively clean are also part of its appeal. With its timeless deliciousness, it has become part of everyday life in Japan. At a time when foreign-language names were the norm, the product deliberately adopted a Japanese name.
The packaging, which evokes the warmth of satoyama landscapes and human kindness, is also worth noticing. In the upper right corner, you will also find the phrase “Hotto Hitoiki,” which conveys the product’s gentle world and mood.

Its high level of recognition and the ease with which people can talk about it make it an ideal souvenir. In addition to the standard boxed version, it also comes in individually wrapped and assorted types, and can be purchased all across Japan.