A soothing onsen sweets set, crafted by Japan’s nature and artisans

In 2024, Japan welcomed over 36.86 million foreign tourists, marking a record high. As more visitors come to enjoy Japan’s rich history, culture, and unique cuisine, we’ve focused on a special category: sweets unique to Japan’s famous hot spring resorts.

Across Japan, traditional onsen towns offer exclusive local sweets that capture the spirit of their regions. To share these delights worldwide, we’re launching an international e-commerce project called “Japan Onsen Sweets Journey.” To better understand its appeal, we invite you to review this concept and share your honest feedback through our survey. Your opinions will help shape the future of this service.

Featured Onsen for the First Edition: 
Kusatsu Onsen - Gunma Prefecture

About Kusatsu Onsen:
Our first selection spotlights Kusatsu Onsen, one of Japan’s most famous hot springs, located in Gunma Prefecture. Drawing over 4 million visitors annually, Kusatsu has been loved since the Edo period as “the nation’s premier hot spring.” It boasts the largest natural hot spring output in Japan and features the iconic Yubatake, a steaming symbol that fascinates tourists.
The sulfur-rich waters are gentle on the skin and offer excellent relaxation benefits. The entire town exudes a warm onsen atmosphere, complemented by local sweets made from regional ingredients—one of Kusatsu’s distinctive charms.
Through this project, we deliver a curated selection of Kusatsu’s unique sweets so you can experience the onsen spirit through flavors.

Kusatsu Onsen Sweets Collection (sample items for survey):

1, Onsen Duck Cookies
Cute cookies inspired by ducks relaxing in the hot springs. Enjoy a crispy texture.

2, Kusatsu Rusk -  Caramel Almond
Kusatsu’s popular rusk, here in a fragrant caramel flavor. Light, crispy, and perfectly sweet.

3, Kusatsu Onsen Manju Latte
A latte that tastes just like enjoying a warm onsen manju sweet, with gentle sweetness and a toasty aroma. Experience the flavor of Kusatsu Onsen in every cup.

4, Hana Ingen Sweet Beans
Handmade sweet beans from a century-old traditional Japanese confectionery. Fluffy and sweet with rare flower-shaped kidney beans.

5, Bite-size Yokan (2 pieces)
Smooth, refined sweet bean jelly in a handy size. Great for wagashi beginners and perfect as outdoor energy snacks.

6, Mini Kusatsu Dorayaki
Fluffy pancake sandwich with smooth red bean paste. Features a cute onsen mark stamp, small and easy to eat.

7, Kusatsu Onsen Pudding
Rich and silky pudding, a refreshing dessert after a hot spring bath.

8, Shirane Seven-Flavor Senbei
Inspired by Mt. Shirane (2,160m), a local outdoor spot enjoyed year-round. Seven crispy rice cracker flavors representing the mountain’s four seasons.

9, Yumomi Towel
A classic onsen towel for bath use, also perfect as Japanese-style room decor. Collectibles from onsen towns across Japan.

Note: This selection is a survey draft; product lineup will be finalized later.