Travel & Leisure
Popular in Asia, owner to roll out new branding strategy as sweet turns 50
Shiroi Koibito cookies, left, and Shiroi Koibito Park. The company behind the brand aims to position it not only as a souvenir confection but also as a symbol of Hokkaido. (Nikkei montage/Source photos by Ken Suzuki)
YURIKA YONEDA
February 15, 2026 14:01 JST
TOKYO — The company behind Shiroi Koibito cookies, a travel souvenir treat from the northern Japanese island of Hokkaido, is seeking to further solidify its popularity through expanded branding efforts as the product marks its 50th anniversary this year.
AloJapan.com