As autumn deepens, the season arrives when the whole of Japan is enveloped in vibrant orange and purple colors. This is Halloween in Japan, which is a huge hit, especially among young people. #Japanhalloween

When you think of traditional Halloween in America or Europe, you might think of kids going around the neighborhood saying "trick or treat" and full-scale horror makeup. However, Halloween in Japan is a little different. As can be seen in the large-scale costume parties at Shibuya Scramble Crossing, Halloween in Japan is characterized by a very strong aspect of being a "festival" and "fashion event."

And when talking about Halloween in Japan, one thing that is absolutely essential is the existence of "Halloween sweets and food" that are available for a limited time.

In this article, we'll take a closer look at how Halloween in Japan has evolved in unique ways, and the appeal of Japanese food that's both visually appealing and tasty and can only be enjoyed during this time of year.

1. Why is Halloween in Japan centered around costumes and food?

There are several reasons why Halloween in Japan has become established as a fun event rather than one with religious or traditional backgrounds.

a. Fusion with "kawaii" culture

At the heart of Japanese youth culture is the unique aesthetic sense of "Kawaii."

Halloween costumes are not just scary or spooky, but people prefer a style that is "cute yet scary," such as anime or game characters or cute, deformed ghosts. This "kawaii" value is reflected directly in the designs of limited edition sweets.

b. "Limited" Culture as a Commercial Strategy

Japanese companies, especially confectionery manufacturers, cafes, and convenience stores (konbini) are adept at the strategy of introducing "limited edition" items to coincide with seasonal events.

Cherry blossoms, rainy season, summer festivals, autumn leaves, and Halloween. Limited-edition products incorporating the spirit of each season are released, giving consumers a special purchasing experience of "only available now" and "enjoying the season." Halloween, in particular, is the perfect opportunity to make bold changes to packaging and visual designs.

c. Local community circumstances

The American custom of "children going around to neighbors' houses to receive candy" is not common in Japanese communities. Instead, the style of gathering in specific locations (theme parks or downtown areas) to enjoy candy has become established. As a result, those who give out candy have started to choose commercially available limited edition candy that is "easy, easy to distribute, and fun to look at."

2. Appearance is everything! The world of Japanese Halloween sweets

The biggest feature of Japanese Halloween sweets is their "high level of design." They are made with great attention to detail, like little works of art.

a. Amazingly realistic ghosts and pumpkins

Most of the sweets feature motifs of pumpkins and ghosts, which are symbols of Halloween.

Pumpkin: Not only is it used as an ingredient in cakes, tarts, and puddings, but pumpkin-shaped chocolates and marshmallows are also used as decorations. In Japanese confectionery shops, elegant Mont Blancs and tarts that make use of the simple sweetness of pumpkins are particularly popular.

Ghosts and bats: A classic cake is coated with cream cheese or white chocolate and topped with a ghost with small eyes and a mouth, or decorated with a bat made from a plate of chocolate.

b. The evolution of convenience store sweets

Japanese convenience stores are no longer just convenient stores; they always offer high-quality, affordable sweets, and Halloween is no exception.

Utilizing "black" and "purple": By making a "black" dough using chocolate or bamboo charcoal, and using a "purple" cream made from purple sweet potato or blueberries, the mysterious Halloween colors are expressed. Sweets made with purple sweet potato are particularly well-known as a taste of autumn in Japan, and are as popular as pumpkins.

Mini cakes and daifuku: Halloween motifs will also be incorporated into Japan's uniquely Japanese and Western-style sweets, such as cute bite-sized mini cakes and daifuku made with seasonal bean paste.

c. Theme park gourmet food

Theme parks such as Tokyo Disney Resort and Universal Studios Japan offer some of the best decorations and exclusive gourmet food in the world during Halloween.

Limited Edition Churros and Popcorn: The flavors of the churros and popcorn will change to pumpkin and purple sweet potato, and the packaging will also have a Halloween-exclusive design.

Character-themed food: Hamburgers, drinks, desserts, and more will be available featuring popular characters dressed as ghosts or witches. These are designed to look great in photos, and will be widely shared on social media with the hashtag "HalloweenGourmet."

3. A colorful Halloween menu, from drinks to food

Halloween magic is not just limited to sweets, but also drinks and food.

a. Get excited with limited edition drinks

Major coffee chains offer pumpkin-flavored lattes and Frappuccinos every year. Unlike the spicy American style, pumpkin flavors in Japan tend to have a gentler taste that emphasizes the natural sweetness of pumpkin and the richness of Japanese flavors.

In addition, to make the drink more visually impactful, a lot of effort is put into the drink art, such as drawing spider webs and ghost faces out of matcha and chocolate sauce.

b. "Decoration" for bento boxes and bread

Japan's "kyaraben (character bento)" culture is alive and well even at Halloween.

Ghost faces are drawn using seaweed and cheese not only on bento lunches made at home, but also on sandwiches and rice balls sold in supermarkets and department store basements, bringing a touch of humor and a sense of the season into everyday meals.

c. Party menus at izakayas and restaurants

At parties with friends and on restaurant menus, you'll often see slightly grotesque and humorous dishes that emphasize visual appeal.

Finger Hot Dog: A hot dog or pizza in which sausages are shaped like fingers and decorated with ketchup to resemble blood.

Eyeball sweets: Jellies and cocktails made with round fruits such as lychees and grapes and decorated with jam to resemble bloodshot eyes.

These are food art creations that are meant as jokes to share on social media and make people laugh, and they are great for livening up parties.

4. If you want to experience Halloween in Japan

If you have the opportunity to experience Halloween in Japan, be sure to try out the following points.

"Convenience Store Tour": By simply visiting a few major convenience stores (Seven-Eleven, Family Mart, Lawson, etc.), you can find the latest limited edition sweets of the year and character collaboration sweets. They're also reasonably priced, so you can try them out without hesitation.

Visiting the theme parks: During this time, Japanese theme parks boast the world's highest standards of quality in terms of decorations, parades, and food. The limited edition food in particular is designed to be enjoyed as "part of the experience."

Check out the basement food courts: If you go to the food courts in the basement of a department store, you can see beautiful and delicate Halloween cakes and gifts made by high-end Western and Japanese confectionery shops.

" Chestnuts, sweet potatoes, pumpkins! A collection of heartwarming autumn sweets " Please also check this out

summary

Although Halloween in Japan was imported as a traditional Western festival, it has beautifully blended with Japan's "kawaii" culture, sophisticated design techniques, and consumer tastes for "limited edition" items, evolving into a unique "autumn festival."

In particular, the abundance of limited-edition sweets and foods, elaborate in both appearance and taste, that can only be enjoyed during this time of year is unparalleled anywhere in the world.

If you're interested in Japan, be sure to visit during this season and experience this colorful, delicious, and slightly playful "food Halloween." It's sure to become one of your fondest memories of your trip to Japan. #Japanhalloween