The End of Nostalgia: Why Traditional Japanese Sweets Are Disappearing One by One - The Industry's Struggles Seen Through the Discontinuation of "Itohiki Ame"

The End of Nostalgia: Why Traditional Japanese Sweets Are Disappearing One by One - The Industry's Struggles Seen Through the Discontinuation of "Itohiki Ame"

1. Introduction: What is "Dagashi"?

  • Definition of Dagashi: Inexpensive and colorful confectionery priced under 30 yen

  • The birth and development as a unique Japanese confectionery culture

  • A presence that brightened the after-school hours of children from the Showa to Heisei eras


2. The Shock of "Itohiki Ame" Discontinuation

  • Nara's Yamato Seika announces production end in December 2024

  • Rising raw material costs, difficulty in procuring packaging materials, aging craftsmen

  • Social media flooded with comments like "Glad I could buy it one last time" and "Sad"


3. Dagashi Facing Discontinuation and Business Closures

● Representative Discontinued Products

  • "Itohiki Ame" (Yamato Seika)

  • "Nerunerunerune" (Sales reduced in some areas)

  • "Mini Cola," "Mini Sour" (Orion Corporation), etc.

● Reasons for Discontinuation

  • Rising costs (wheat, sugar, oils)

  • Short shelf life and risk of unsold stock

  • Closure of retail stores and wholesalers


4. The Decline of Dagashi Stores and Distribution Barriers

  • From over 30,000 stores nationwide in the 1980s to less than 1/10 now

  • Lack of successors, aging infrastructure, collapse of local communities

  • The closure of dagashi wholesalers hits small manufacturers hard


5. Three Structural Challenges Facing the Dagashi Industry

  1. Limitations of the Business Model
    Low profit margins and logistics costs burden manufacturers.

  2. Impact of Legal Regulations
    Strict enforcement of food labeling laws and safety standards incurs renovation costs.

  3. Labor Shortages and Skill Transfer Issues
    Many products are handmade or hand-packed, with few young people entering the field.


6. The Reality That "Nostalgia" Alone Cannot Preserve

  • Voices of "emotional" and "nostalgic" on social media do not translate into consumption

  • The harsh reality that "memories" do not equate to "supporting purchases"

  • Sustainability requires "everyday purchasing behavior"


7. "DAGASHI" from an International Perspective

  • Dagashi as a popular "Japanese culture" among international tourists

  • The anime 'Dagashi Kashi' ignited a foreign fan base

  • Signs of reverse-imported overseas sales expansion


8. New Forms of Dagashi: E-commerce and Collaborations

  • Subscription-based "Dagashi Delivery"

  • Collaborative dagashi with YouTubers and VTubers

  • Overseas expansion (Southeast Asia, North American markets)


9. How to Connect Dagashi to the Future

  • Marketing that appeals not only to children but also to adults

  • Utilizing as a "community-building" tool in collaboration with local governments

  • Collaboration with school education—using as teaching materials for "food education" and "history learning"

10. Conclusion: The Value of Recognizing Culture Before It's Lost

Dagashi is not just candy; it is a "culture" tied to the memories of regions, children, and communities. This culture is now quietly fading away.
The moment we feel "nostalgic," it may already be on the verge of becoming the past.
However, we can recognize and act before it is lost. Preserving dagashi for the future also means passing on "Japanese-ness" to the next generation.



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