"Yokado's Poppo" is Still Alive: The Subtle Evolution of a "Showa Era Snack Shop"

"Yokado's Poppo" is Still Alive: The Subtle Evolution of a "Showa Era Snack Shop"

2025年07月10日 18:40

Table of Contents

  1. What is Poppo? —— A Snack Brand Originating from Yokado

  2. Showa Memories: The "Family Taste" Built by Poppo

  3. Trends in Store Numbers and the Wave of Closures

  4. Why Did It Survive? —— Poppo's Strengths and Reasons for Its Popularity

  5. Menu Evolution: Classics and Newcomers

  6. From an Inbound Perspective: The Appeal of Poppo to Foreign Tourists

  7. A Visit in Practice: Latest Store Report

  8. Differences Between Poppo and Other Chains

  9. SNS and Nostalgia Strategy: Re-evaluation Among Generation Z?

  10. Poppo as a Miniature of Japanese Culture

  11. "Food Experience" as a Souvenir —— Proposal to Include Poppo in Travel Itineraries

  12. Future Challenges and Prospects —— Signs of Revival?

  13. Conclusion: More Than Just B-Class Gourmet, Poppo as a "Scene" of Japan



1. What is Poppo? —— A Snack Brand Originating from Yokado

In 1972, "Poppo" was born inside Ito-Yokado stores. Originally established to provide easy snacks for families shopping together, at its peak, it had over 100 stores offering affordable "festival menu" items like yakisoba, takoyaki, imagawayaki, and soft serve ice cream.



2. Showa Memories: The "Family Taste" Built by Poppo

From the Showa to early Heisei era, visiting Yokado equated to stopping by Poppo. The "reward" soft serve after shopping or sharing yakisoba between mother and child became part of the "food memory" for many Japanese people.



3. Trends in Store Numbers and the Wave of Closures

Since the 2000s, with the closure of Yokado stores and the rise of major chains in food courts, Poppo has gradually shrunk. Entering the 2020s, closures continued, but several dozen stores are still operating.



4. Why Did It Survive? —— Poppo's Strengths and Reasons for Its Popularity

・Affordable prices (yakisoba in the 300 yen range)
・Speed from order to service
・Child and elderly-friendly layout
・Flexibility in menu customization

The Showa-style "uncool but cute" design is also appealing to Generation Z.



5. Menu Evolution: Classics and Newcomers

・Unwavering popularity: yakisoba, takoyaki, soft serve ice cream
・New arrivals: chilled Chinese noodles and Taiwanese-style menu (from the 2020s)
・Regional and seasonal menus also exist



6. From an Inbound Perspective: The Appeal of Poppo to Foreign Tourists

・A Japanese food experience with a local feel
・Stores with English menu support available
・Showa feeling different from "retro cafes"

High value as a "local life experience" while traveling.



7. A Visit in Practice: Latest Store Report

Visited Poppo at Ito-Yokado Funabashi store in Chiba Prefecture. Ordered via ticket machine, clean interior, service within 5 minutes. Yakisoba tasted close to the old days, and the takoyaki was crispy outside and soft inside, still going strong.



8. Differences Between Poppo and Other Chains

Comparison ItemsPoppoMajor Food Court Chains (e.g., Gindaco, Marugame Seimen)
PriceCheapMid to High Price
AtmosphereShowaModern
MenuFestival StyleJapanese, Western, Chinese



9. SNS and Nostalgia Strategy: Re-evaluation Among Generation Z?

On Instagram, "

Poppo Showa" is experiencing a resurgence. Nostalgia posts and retro food accounts are popular. On TikTok, posts about "sharing the taste I went to with my parents with my own kids" are trending.



10. Poppo as a Miniature of Japanese Culture

A rare space where "nostalgic, delicious, and cheap" come together. Although not featured in tourist guides, it offers a place to experience the "culture within the life" of Japanese people, holding significant cultural value.



11. "Food Experience" as a Souvenir —— Proposal to Include Poppo in Travel Itineraries

Highlighting Poppo as a "B-class gourmet to eat while traveling." It holds value as part of an inbound tour, such as a "retro department store meal experience tour."



12. Future Challenges and Prospects —— Signs of Revival?

・Rumors of new developments at local Yokado stores
・Potential for franchise expansion
・Key to rebranding through SNS collaboration



13. Conclusion: More Than Just B-Class Gourmet, Poppo as a "Scene" of Japan

Poppo is not just a snack shop but a continuation of Japanese lifestyle culture from the Showa era. Although it is on a shrinking trend, it continues to exist as a "place of solace" while quietly evolving.



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