Part of the reason why I love traveling Japan so much is due to my love for the supermarkets, where you can get lost in gazing at delectable desserts and lovely packaging. Everything is so おいしい oishii and 美しい kirei.

Imagine my joy when Isetan Singapore and East Japan Marketing & communications (jeki) organised a Japanese Sweets Collections fair, bringing some of Japan’s most popular sweets to Singapore – and all these brands are here for the first time!

If you are craving for cream buns, cream waffles, matcha lattes, chunky chocolate rolls and Hokkaido gelato, make your way to Isetan Jurong East @ Westgate Basement Basement 2. Only for a limited period from March 14-23. Go with an empty shopping bag (and stomach).

Frequent visitors to Japan should be familiar with the brands such as Milkissimo (gelato), MAQUI’s (fresh chocolate roll), Morihan (matcha pudding), Patisserie Sadaharu AOKI paris (macarons) and Oimoyasan Koushin (sweet potatoes). And now we don’t have to fly over to get them (for that 1 week).

When I was going around sampling products, I kept going “so good, so good”, and left with more purchases than I expected, and heard fellow customers went “Sugoi! I had this in Tokyo. They are here!”

Here are some of my favourites:

danish Bar
Their Danish bars made fresh on the spot, topped with finest Belgian sugar remind me of a donut and churro rolled together in one. Sweet but very addictive. The original flavour ‘Crunch Sugar’ ($2.80 for one) is quickly sold out (I got the 3rd last one), and the maple and chocolate bars are well-liked too. ($12.50 1 large box of assorted danishes)

Patisserie Sadaharu AOKI paris
Their macarons have been requested by ANA for their business class flights departing for Paris, and its boutique in Marunouchi Tokyo is quite sought-after for their demisecs and bonbons chocolat too. I Expensive, but I heard someone bought 500 pieces on Day 1! (Macarons, $34 for 6pcs; Demisecs $75 for 300g; Bonbons Chocolat $25 for 9 pcs)

Milkissimo’s gelato is made from milk produced around Hakodate city and the freshest ingredients from Hokkaido. Bento Artist ‘Little Miss Bento’ says this is the best gelato ever from Japan, and my combination of purple sweet potato, cherry blossom and mango were magical and almost felt like I was savouring smooth flowers and fruits. Pure happiness. ($6 single scoop, $7.50 double scoops, $9 triple scoops)

Maqui’s Fresh Chocolate Roll) is extremely tempting, made with Japanese fresh cream from Hokkaido, Hokkaido Chocolate with chocolate powder sprinkled on the sponge – light, pillow soft, fluffy and bitter sweet. ($28.00)

Tsukisamu Anpan Honpo Honma
These Tama ball-like Doughnuts will delight fans of any an-pan products. These Hokkaido created products are freshly fried on the spot, with quality sweet red bean paste (though I think a tad too sweet for me) fillings. ($6 for 5 pieces)

These cold cream buns by Hattendo has a soft outer layer with tantalising smooth fresh cream within. There are five flavours to choose from, such as custard, fresh cream, sweet beans paste, matcha and chocolate. This feels like a higher level of dorayaki. ($3.80 for 1 piece).

Oimoyasan Koushin
Somehow I know a lot of people love love love Japanese sweet potatoes – that simple homely food that provides much feeling of comfort. Their Caramelised and Sweet Potatoes fried in honey (or butter and milk) are extremely soft in the inside, and almost melts in your mouth. ($10 for 200 gram)

These waffles are not the usual ones you may be used too. They are soft and filled with a cream-based favour such as custard, sweet beans and matcha. The chocolate ones seem to be the most popular. ($3.50 for 1 piece)

Mariko No Sato
I am a fan of Matcha latte, especially those with a delicate and not overpowering bitterness that would leave a lingering taste. The matcha latte is made from Asahina, known to be one of the top green tea producers in Japan. ($9.50 for one box of 6 sachets.)

Which of these Japanese desserts caught your eye?

Oh yes, the first 100 customers will also get a cute BukuBukuHour towel (till 16th Mar). And don’t forget to say that you read about the event from Daniel’s Food Diary!

Japanese Sweets Collection
Westgate Isetan Super Market, Basement 2 (Jurong East MRT)
Date: 14 – 23 March 2014
Time: 10am – 8pm (Mon-Thurs, Sun), 10am – 9:30pm (Fri-Sat)
Demonstrations & Sampling: Ends at 8pm daily except 14, 15, 21 & 22 Mar at 9:30pm

*This post is brought to you by East Japan Marketing & Communications (jeki) and ISETAN Singapore


  1. Hey 🙂 any idea if we can still make purchases after 8pm on mon-thurs? That is – is it just demonstrations and sampling stopped, or will the whole place be closed? thanks!

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