[2019 Summer Special]What to Buy in Japan This Summer!

Today is Japan’s “Marine Day,” a day to appreciate the ocean’s long-standing gifts. Sakura-chan takes this auspicious occasion to recommend some great Japanese “summer must-haves,” especially the limited-edition summer items just launched this season. Since you’re only traveling once, why not try something new? Let’s take a look!

Another signature product from Ishiya Seika, the Meiwa strawberry shortcake is second in popularity only to the “Shiroi Koibito.” It boasts an ultra-crispy, super sweet, and delightfully layered texture. The cake part is made with 100% butter, layered with whipped cream, and coated with a golden chocolate shell achieved through countless experiments. Each bite is wonderfully crisp and textured. The “regular” Meiwa comes in three flavors: chestnut, blueberry, and caramel. On April 26 this year, the limited-edition strawberry flavor Meiwa made its grand debut. Not only is the filling strawberry-flavored, but the outer chocolate layer also incorporates strawberry essence, blending the sweetness of chocolate with the tartness of strawberry for a more holistic taste experience — truly a “flavor innovation” for Meiwa. One bite and it’s pure happiness!

Snack lovers who enjoy a crispy texture must not miss this buzzworthy treat from Hokkaido — “Hogaja.” Made with starch extracted from premium potatoes grown in Koshaminai, Hokkaido, and mixed with fresh ingredients, it has a leg up right from the start. Available in scallop, shrimp, and seaweed flavors, its crispy and savory taste lingers with every chew, making it irresistible. The individual packaging also makes it convenient for snacking and sharing. A mix of all three flavors means even those with choice anxiety can enjoy them all in one box — truly a thoughtful design. Perfect for indulging yourself or giving as a gift. Oh, and these are Hokkaido-limited, so you can only find them at major airports and souvenir shops in Hokkaido!

Toraya is a renowned traditional Japanese yokan (sweet bean jelly) specialty shop often chosen for gifts. At Toraya Tokyo inside Tokyo Station, there’s a beloved classic yokan — the Okaku Yokan. The Tokyo Station illustration on the packaging was designed and painted by Paris-based artist Philippe Weisbecher, giving it a very refined look, perfect as a souvenir.

This long-established wagashi (traditional Japanese confectionery) shop from the Edo period offers a variety of adorable and delicious snacks with an Edo vibe. Each small package contains different flavored treats, tied with uniquely designed cards that indicate the name of each snack. Here we recommend their July–August limited-edition “Sunflower Cube Box,” which has a very summery design. And since it’s a limited edition, if you don’t get it now, you might miss out!

Also a traditional wagashi shop with an Edo-style touch, they launched this delicious summer-limited mochi in April this year. Packed with rich soy milk cream, the filling is incredibly satisfying. It’s definitely “got substance.” Flavors include matcha and brown sugar azuki. The matcha version is slightly bitter, while the brown sugar azuki is sweeter. Choose your favorite or go for the mixed pack. Sales end in late August, so there’s still time!

The newly released sunscreen for April this year, the white bottle “Premium UV Protector,” priced at 6,000 yen (tax excluded), SPF50+. It not only offers excellent sun protection but also has an incredibly lightweight texture on the skin — nothing like your typical “SPF50+.” It’s safe to use before makeup. The pink bottle “Hydrating UV Protector” is 4,500 yen (tax excluded), SPF30+. It’s not as strong in sun protection as the white bottle but excels in moisturizing, leaving your skin looking healthy, radiant, and dewy. Both sunscreens also nourish the skin, making them essential for summer.

ANNA SUI’s summer-limited second release from MERMAID LAGOON in late April this year — the “Mermaid Blush.” Designed with a mermaid concept in cute mini triangular shapes, the colors are vibrant and sweet, perfect for summer makeup. With high-density, fine, and translucent powder, it offers good pigmentation and lasting power. Available in shades 002 and 303, priced at 2,500 yen (tax excluded). You’ll want to grab one this year!

freeplus’s new toner for sensitive skin launched in May this year. It moisturizes the skin in spray form, penetrating the stratum corneum to replenish nutrients and moisture. It can be used after cleansing or as a setting spray to prevent dryness after makeup — very convenient!

NARS’s ultra-popular 6-color mini eyeshadow palette is getting a refresh. This time, it includes 3 new limited-edition shades paired with existing fan-favorite colors. Limited release in Japan starting July 26, available at cosmetics stores like ISETAN MiRROR and FruitGATHERING. Priced at 3,700 yen (tax excluded). You’ve got to grab this one!

MUHI Mosquito Bite Anti-Itch Liquid

Hands down the best anti-itch liquid Sakura-chan has ever used. It works quickly, feels super refreshing, and doesn’t cause any burning sensation on the skin — absolutely a must-have for summer, whether at home or traveling. Available at most drugstores, including a baby-friendly version that’s safe for little ones.

This year’s popular item, it’s gentle on the skin and effectively repels mosquitoes. Its effect lasts longer, and the light peach blossom scent is pleasant and non-irritating. The Hello Kitty cover design is super cute. Portable and compact, it’s highly practical for carrying around.

An incredibly effective eye drop. It moisturizes the eyes well, relieving dryness and eye fatigue. Its biggest advantage is that it’s gentle and non-irritating to the eyes—barely noticeable upon application, yet it makes your eyes feel much more comfortable. Recommended for those with dry eye syndrome or who frequently use computer & mobile screens; it easily alleviates eye strain and is truly worth it.

A highly popular whitening and skin-enhancing health supplement from Matsumoto Kiyoshi. Enriched with Vitamin C and Vitamin E, it promotes skin metabolism, reduces melanin deposition, effectively prevents freckles, brightens complexion, and improves skin condition from within. In addition to addressing skin issues, it also helps regulate overall health. Recently very popular in Japan—definitely worth trying if you’re interested.

The super cute cable decoration brand “CABLE BITE” released two new products in its Crayon Shin-chan series on July 10th this year: Shin-chan in kindergarten uniform and his beloved dog Shiro. These are available only in Japan as limited editions—so adorable they’re almost unfair. Their other series are also incredibly lovable, making them fun as gifts too. They’re sold at common stores like Tokyu HANDS and LOFT, so check them out if you're interested.