Lucky gods in a box: Tokyo confectioner eyes Asian expansion, taps on feel-good factor with iconic ‘baked dolls’

Ningyo-yaki, meaning “baked dolls”, embodies positive symbols that resonate with many Asian consumers. As wanderlust and interest in Japanese culture grow across the region, Tokyo-based confectioner Tachibana Tenshinan hopes these historically significant treats will captivate new audiences.

The appeal of ningyo-yaki goes beyond taste – Tachibana Tenshinan is capitalising on the feel-good factor of foods with cultural significance and positive symbolism, which resonate with consumers seeking authentic experiences.

As Tohru explained, the goal is to create tasty treats that are steeped in Japan’s rich traditions, which serve as a form of edible nostalgia for consumers.

This emotional connection gives the confection a unique edge, blending cultural authenticity with the universal appeal of products that evoke well-being and nostalgia – a strategy aligned with the food industry’s broader trend toward offerings that satisfy both sensory enjoyment and emotional fulfilment.

The ningyo-yaki are packaged in a box of 12, which includes mini cakes shaped in the likeness of Japanese gods that are said to bring luck.

“Ningyo-yaki is uniquely Japan. It’s the number one Tokyo souvenir product among tourists,”​ said Yoshizaki Tohru, director at Tachibana Tenshinan, which specialises in wagashi – traditional Japanese confectionery.

Tohru saw that the Asia Pacific region is very interested in Japanese culture. Furthermore, the number of tourists purchasing ningyo-yaki far exceeds local buyers in Japan.

It therefore made sense to export these outside the country.

Luck and happiness in a box​

As a brand seeking to capture international markets, tweaking flavours to meet broader, universal taste preferences without losing its original essence can help retain cultural appeal while broadening market reach.

This is the “cultural fusion” approach, where brands adapt flavours to suit different regions.

The intricate, god-shaped confections are good for overseas markets, where consumers are looking for novel experiences that connect them to Japanese culture.

A typical wagashi, ningyo-yaki is made from eggs, flour, sugar, and butter. Inside, the filling is usually adzuki beans or white bean paste. What sets this snack apart from others is its cultural roots and symbolism of positive things.

According to Tohru, these are “sweets with gods inside”, featuring miniature cakes shaped like the Shichifukujin, the seven lucky gods of Japan.

Ningyo-yaki originated from the Edo period. Each box comes with an element of surprise – not every one of them contains seven lucky gods.

Symbols of longevity, love, and happiness – such as tortoise shells and mandarin orange flowers – are included for holistic wellbeing.

There could also be icons that represent different eras of Japan. For example, the crane represents a famous kabuki actor from the Taisho period.

However, while these positive messages make good marketing, there is a need to consider practical aspects, such as customisations for different regions.

Repositioning for export​

The company remains committed to using Japanese ingredients and upholding authenticity but is open to adapting flavours for local preferences.

For instance, its ningyo-yaki for the US market is vegan and does not contain eggs.

Similarly, customisations can be made for the retail space in Asia.

Fruit jams, chocolate, and kaya, are some of the new flavours that could be added for the Asia Pacific region, said Tohru as he lists the trending flavours in the region.

The company will also be exporting its sable cookies, which can similarly be customised according to retailers’ preferences. For example, each cookie can be imprinted with an image of a logo or a cartoon.

While Tachibana Tenshinan has seen success with its more adventurous offerings, like the spicy-sweet cake featuring red chilli peppers, Tohru is cautious about introducing such a bold combination outside Japan.

“For now, we are focusing on bringing the cultural essence of our traditional treats to Asia, where sweet snacks have quite a big demand,”​ said Tohru, emphasising the company’s selective approach to new product introductions.