Most Instagrammable Dessert: Tokyo’s Popular ZAKUZAKU Puff Sticks to Launch in Taiwan on December 23

▲ The highly popular ZAKUZAKU Puff Sticks from Tokyo will launch in Taiwan on December 23. (Photo provided by the business)

Reported by Huang Shiyuan, Taipei

Japanese dessert shops have been making their way to Taiwan one after another. Coming from Hokkaido and selling 350,000 sticks per month, the highly popular ZAKUZAKU Puff Sticks from Tokyo are set to debut in Taiwan. The store will be located on the first floor of Shin Kong Mitsukoshi XinYi A11, making it the brand’s only overseas branch. The grand opening of Taiwan’s first ZAKUZAKU store is scheduled for December 23.

The ZAKUZAKU Puff Sticks carry on the philosophy of BAKE inc.’s “one brand, one product,” featuring an “all-in-one workshop” style shop that specializes in freshly made, innovative puff sticks. The first ZAKUZAKU store opened in Tokyo’s Shinjuku in 2014, selling 3,000 sticks per day in its first month. Currently, ZAKUZAKU has four branches in Tokyo—Shinjuku, Harajuku, Kamata, and Ikebukuro—and follows a limited-sales model, earning it the title of the most Instagrammable dessert.

The ZAKUZAKU Puff Sticks are known for three key features: “freshly filled custard cream,” “crispy outside and smooth inside texture,” and “unique stick-shaped design.” The secret to their deliciousness lies mainly in the use of Hokkaido flour and fresh milk, with the pastries baked fresh daily in-store. The custard filling is piped in right after an order is placed. Their distinctive stick shape also makes them easy to hold, which helped spark the trend of eating while walking in Harajuku.

Address: No. 11, Songshou Rd., Xinyi District, Taipei City, Taiwan (1F, Shin Kong Mitsukoshi XinYi New World A11)