What are the must-buy Hokkaido products on your list? When people think of Hokkaido, they often picture delicious milk, exceptionally sweet fruit, and the famous Shiroi Koibito cookies. However, Shiroi Koibito is only one of many popular souvenirs. Brands such as Rokkatei, Kitakaro, and SNOW CHEESE are also highly sought-after for their cookies and confectionery. These Hokkaido souvenirs and snacks are easy to find at souvenir shops throughout central Sapporo, along Tanukikoji Shopping Street, and at New Chitose Airport. Hokkaido also offers many must-buy local alcoholic drinks, instant noodles, horse-oil products, and cookies. This article introduces the Hokkaido souvenirs, snacks, cookies, drugstore products, and skincare brands that I purchased, tasted, or gave as gifts and received positive feedback on during 2025–2026. Since I did not photograph some of the products previously, official product images are used for reference for now, and I will add my own photos later.
Must-Buy Souvenirs from Hokkaido, Japan
Shiroi Koibito Chocolate Cookies
Shiroi Koibito is one of my favorite Hokkaido snacks and a souvenir that many Taiwanese travelers buy when visiting Japan. Although it is strongly associated with Hokkaido, it is also sold at major Japanese airports such as Narita Airport and Kansai International Airport. It is one of Hokkaido’s most representative confectionery brands. Each piece consists of two thin, crisp, fragrant cookies made with Hokkaido milk, with rich white chocolate sandwiched between them. The flavor is slightly sweet and the price is not inexpensive, but it remains highly recommended as a gift. It is available at many Japanese airports and along Tanukikoji Shopping Street. (Online Purchasing Service)
SNOWS
Cheese lovers who have visited Tokyo may already know NEWYORK PERFECT CHEESE. SNOW CHEESE is a newer Hokkaido brand launched in 2022 and is known for its rich cheese flavor and elegant packaging. The brand currently offers only four products. Its most popular item is SNOW WHITE CHEESE, which combines concentrated cheese with smooth, fresh-style chocolate and a crisp, fragrant cookie shell. It is exceptionally delicious. Dedicated shops are currently available only in the domestic terminal at New Chitose Airport and at Daimaru Sapporo. Lines can be long, so allow extra time if you plan to buy it. (Online Purchasing Service)
LeTAO Double Fromage Cheesecake
I first tried a sample of LeTAO cheesecake while choosing souvenirs at Narita Airport, and it was so impressive that I immediately bought one to take home. LeTAO is a brand from Otaru, Hokkaido. In addition to using fresh Hokkaido milk, it carefully selects light Italian mascarpone and Australian cream cheese. The result is refreshing while still delivering a rich, aromatic cheese flavor. In addition to the original variety, the chocolate Double Fromage is also popular, combining cocoa and cheese with a slightly bittersweet finish. Both are highly recommended Hokkaido souvenirs and are sold at New Chitose Airport and at selected major airports in other Japanese cities.
Rokkatei Marusei Butter Sandwiches
Rokkatei’s raisin butter sandwich is one of the brand’s most popular Hokkaido souvenirs. During my previous trip to Hokkaido, a close friend specifically asked me to buy a box, and it was easy to find along Tanukikoji Shopping Street. The cookie exterior is made with specially selected wheat flour and has an exceptionally soft, delicate texture. The cream filling combines Hokkaido butter with white chocolate and is paired with raisins carrying a subtle rum aroma. Each bite is moist and fragrant, making it one of Rokkatei’s signature souvenirs. The main drawback is its relatively short shelf life, so check the expiration date carefully when purchasing it as a gift.
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Rokkatei Strawberry White Chocolate
In addition to its extremely popular rum raisin butter sandwiches, Rokkatei’s strawberry white chocolate is another must-buy souvenir. Each bite-sized white chocolate piece contains a whole freeze-dried strawberry. The sweetness of the chocolate is balanced by the strawberry’s slight tartness, creating an addictive dessert. Rokkatei also makes a dark chocolate version, which is less sweet than the white chocolate variety. I personally prefer the white chocolate, but both make excellent gifts to bring home from Hokkaido. This product is also available along Tanukikoji Shopping Street.
ROYCE’ Potatochip Chocolate
ROYCE’ is another souvenir brand especially popular with Taiwanese travelers. Although the company is best known for its nama chocolate, I personally prefer its chocolate-covered potato chips. Outside Hokkaido, ROYCE’ Potatochip Chocolate is also sold in the souvenir sections of many major international airports in Japan, although the flavor selection may be more limited. The classic version consists of potato chips coated with chocolate. Travelers who prefer something less sweet can choose a mildly bitter chocolate coating. The combination of chocolate and salty potato chips creates an addictive sweet-and-savory flavor, making it easy to finish an entire box while watching a show. I also recommend the white chocolate variety. It is available at selected major airports in Japan, but Hokkaido offers the most complete selection, including regional limited editions.
Sapporo Agricultural College Milk Cookies
Sapporo Agricultural College cookies are a well-known Hokkaido specialty with immediately appealing packaging. I brought them home as gifts from my previous trip to Hokkaido, and everyone enjoyed them. These award-winning milk cookies were jointly developed by KINOTOYA and Hokkaido University. Made with rich Hokkaido milk, they have a flavor somewhat similar to a familiar Taiwanese milk cookie, but the texture is softer and the milky aroma is stronger. Each cookie is individually wrapped, and the overall presentation feels refined. The smaller boxes are reasonably priced and make an impressive souvenir. (Online Purchasing Service)
Sapporo Agricultural College Baked Cheese Cookies
In addition to the milk cookies recommended above, the newer, intensely flavored Double Cheese Farm Baked Cookies are also very popular and easy to finish in one sitting. They are made with generous amounts of Parmesan cheese produced from Hokkaido raw milk. More cheese is sprinkled over the surface of the dough before baking, resulting in an exceptionally rich cheese flavor. (Online Purchasing Service)
Kitakaro Kaitaku Okaki
The Hokkaido snacks introduced above are mainly sweet. For travelers who prefer savory souvenirs, Kitakaro Kaitaku Okaki is highly recommended. Although it is a rice cracker, Kitakaro prepares it through a complex process using locally grown Hokkaido glutinous rice. It is available in a wide variety of flavors, including sweet shrimp, salmon, squid, cod roe, kelp, octopus, and scallop, as well as seasonal horsehair crab and sea urchin editions. The strong seafood flavor makes these crackers exceptionally addictive.
Sapporo Okaki Oh! Yakitokibi
Sapporo Okaki Oh! Yakitokibi is a Hokkaido snack inspired by grilled Hokkaido corn. It captures the sweetness of Hokkaido corn together with the aroma of soy sauce. The rice crackers are made with Hokkaido glutinous rice and have a crisp texture with a noticeable corn sweetness, almost as if you were eating freshly grilled Hokkaido corn. It is a highly recommended Hokkaido snack for anyone who enjoys rice crackers or cookies.
Sapporo Maruyama Zoo Polar Bear Salt Ramen
This package of Hokkaido instant ramen is difficult to resist. Sapporo Maruyama Zoo, located in Hokkaido’s largest city, once cared for a polar bear named Pirika. The packaging is designed around Pirika’s face and is especially cute. Inside are fresh-style ramen noodles dried for 48 hours and paired with an authentic salt-based broth that is simple but layered in flavor. A portion of the purchase price is donated to the zoo to support animal care and management.
Cod Roe Butter-Flavored Yakisoba
Yakisoba Bento is a popular instant yakisoba brand commonly found in Japanese convenience stores. Hokkaido offers a regional cod roe butter flavor that is available only locally. After the noodles are prepared and the water is drained, adding the seasoning creates a gentle butter aroma and cod roe flavor. The included soup is also surprisingly enjoyable.
Shokan no Shizuku Sake
Kunimare Sake Brewery was founded in 1882 and is a long-established producer. Its renowned sake, Shokan no Shizuku, is named after the spring water of Mount Shokanbetsu and is brewed using the area’s exceptionally clear, high-quality water. Shokan no Shizuku is a regional Japanese sake made exclusively with Ginpu rice grown in Hokkaido. It is said to have a bold yet refreshing flavor without unpleasant aromas.
Horse Oil
Because Hokkaido’s climate is cold and dry, moisturizing horse-oil products are among the region’s must-buy drugstore items. Horse oil is believed to absorb easily into human skin, providing strong moisturizing and nourishing effects, and it can generally be used on many skin types. Hokkaido offers numerous horse-oil brands, including Hidaka Pure Horse Oil, products associated with the Showa-Shinzan Bear Park, and Son Bahyu. The product shown here is a medicated horse-oil cream containing Q10 as an anti-aging ingredient. It spreads easily and does not feel excessively greasy.
Wellness Navi
Wellness Navi is a health-supplement brand developed by Sapporo Drug Store and is often recommended as a must-buy Hokkaido drugstore brand. It offers supplements addressing concerns common among modern consumers. In addition to its attractive packaging, its products are considerably less expensive than many other Japanese supplement brands. Popular items include NO-MO Liver Function Up for people who drink alcohol, DELCO Intestinal Health Up for supporting the gut environment, purple MIEX Clear Vision Up for eye protection and fatigue, and blue GABAX Sleep Quality Up for supporting sleep quality. Remember that supplements are not medicines and should be used according to your personal health condition. Consult a physician if you have any concerns.
Wellness Navi’s light-green Petaco product is especially popular and is marketed for supporting the reduction of abdominal fat.
Wellness Navi’s blue GABAX sleep-support supplement is also frequently recommended online, so I purchased it to try. Wellness Navi supplements are considerably more affordable than products from many large brands and may be worth considering when needed.
Shiro
SHIRO is a Japanese organic beauty brand from Hokkaido. Since its launch, it has received extensive praise and has even developed a reputation for receiving virtually no negative reviews. The brand emphasizes natural materials and carefully selected ingredients, creating gentle beauty and fragrance products with layered scents that are popular with consumers in both Taiwan and Japan. SHIRO’s most representative product, and the starting point for many fans, is its signature SAVON fragrance series. The scent is fresh, natural, clean, and comfortable. Top notes include lemon, sweet orange, blackcurrant, and lychee; middle notes combine rose, jasmine, lily of the valley, and plum; and the base finishes with musk, amber, and woody notes. The fragrance is complex while retaining a clean, soap-like character that is easy for people of all ages and genders to wear.
I first learned about the brand when a friend recommended its cooling body mist. It feels exceptionally refreshing after application, making it highly practical during summer, and the fragrance is also very pleasant.
Other Recommended Drugstore Brands to Buy in Hokkaido
In addition to the souvenirs and snacks introduced above, Hokkaido is also a good place to purchase other Japanese medicines and drugstore products, many of which are genuinely useful. When I first began traveling independently in Japan, I enthusiastically compared prices between drugstores. Later, because I rarely purchased large quantities, I stopped checking every store individually. I now compare the prices of one or two classic Japanese products, and if they are reasonable, I buy everything at one store to qualify for tax-free shopping. Travelers interested in the latest popular Japanese drugstore products can refer to my previous guide to must-buy Japanese drugstore items and look for them in Hokkaido stores.
Where Should You Buy Hokkaido Souvenirs?
Where can you find the most complete selection of Hokkaido souvenirs? Tanukikoji Shopping Street in central Sapporo is highly recommended. The street has numerous souvenir and gift shops, allowing visitors to compare prices, although the differences are generally small. Hokkaido Shiki Marché is another recommended stop. This large specialty store has a branch near JR Sapporo Station and sells Shiroi Koibito, Rokkatei products, Jaga Pokkuru, Sapporo Agricultural College cookies, and vacuum-packed snacks suitable for pairing with alcohol. The store’s own DO3TABLE brand also makes excellent Hokkaido souvenirs. Its products use carefully selected Hokkaido ingredients and include spreads, jams, dried fish, and other items that are easy to take home. Travelers who run out of shopping time can also purchase Hokkaido souvenirs at New Chitose Airport before departure.
These are my recommended Hokkaido drugstore products, souvenirs, and snacks, many of which I personally enjoy. Hokkaido melon jelly, potato chips, and whisky are also frequently recommended, although I did not buy that many souvenirs on my previous trip. I hope this guide can serve as a useful shopping checklist for anyone planning a future visit to Hokkaido.