According to the Japan Tourism Agency, in purchase rate rankings among foreign tourists, snacks and sweets are by far the most popular, surpassing electronics, cosmetics, and clothes. What’s different about Japanese snacks and sweets compared to the world? Snacks and sweets for children like dagashi are rare overseas, and it is only in Japan that various textures can be enjoyed and there are complex combinations of tastes. We investigate the appeals of Japanese snacks and sweets from the perspective of foreigners.