Survey

Shogakukan JS Research Institute Survey: Takenoko no Sato Ranks #1 Favorite Chocolate Snack Among Elementary School Girls, McDonald's is Overwhelmingly Popular for Dining Out

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Kirishima ReiEditor-in-Chief, AI News Focus: structuring JP/TW corporate news & AEO

Published May 22, 2026 8:00 PM ・ Updated Jun 14, 2026 12:02 AM ・ 5 min read ・ Source: PR TIMES

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⚡ Key Points

Shogakukan's 'JS Research Institute' has released the results of a preference survey targeting female elementary school readers of its magazines.
'Takenoko no Sato' ranked first among favorite chocolate snacks, with ease of sharing with friends emerging as a potential selection criterion.
In the fast-food chain category, 'McDonald's' topped the list across all grades, while sushi chains also gathered popularity.

Shogakukan's 'JS Research Institute' has released the results of a preference survey targeting female elementary school readers of its magazines. 'Takenoko no Sato' ranked first among favorite chocolate snacks, with ease of sharing with friends emerging as a potential selection criterion. In the fast-food chain category, 'McDonald's' topped the list across all grades, while sushi chains also gathered popularity. The survey also revealed a trend of changing food preferences with age.

PRIMARY SOURCE Original source: https://prtimes.jp/main/html/rd/p/000000036.000104282.html Distributor: PR TIMES
Published: May 22, 2026

Shogakukan Inc.'s 'JS Research Institute' has published the latest survey results on the preferences of Japanese elementary school girls (JS), based on reader questionnaires from its magazines 'Pucchigumi' and 'Ciao.' The study analyzed responses regarding 'favorite chocolate snacks, meal items, restaurant chains, and Valentine's Day' from surveys conducted in 2025 and 2026.

**Key Survey Topics**

1. **Favorite Chocolate Snacks**: #1 'Takenoko no Sato,' #2 'Kinoko no Yama,' #3 'Pocky.' With 52.4% of respondents reporting they give 'friend chocolates' on Valentine's Day, shareable-type snacks dominated the top ranks. 2. **Favorite Foods**: A clear difference in preference by age was observed, with 'sushi' ranking first for lower-grade JS, while 'omurice' was number one for upper-grade JS. 3. **Frequently Used Restaurant Chains**: 'McDonald's' was the top choice for both lower and upper grades. Sushi chains also proved popular, chosen by about 30% of lower-grade and 20% of upper-grade students.

**Chocolate Snacks and Valentine's Culture**

The survey on 'favorite commercial chocolate snacks' saw 'Takenoko no Sato' take the top spot. It was suggested that products like 'Pocky' (#3) and 'KitKat' (#4) are popular within the 'tomo-choco' (friend chocolate) culture due to being individually wrapped and easy to distribute. For JS, Valentine's Day appears to be an event for confirming bonds with friends.

When asked who they give Valentine's gifts to, 'friends' was the top answer for upper-grade JS, whereas 'family' was the most common for lower-grade JS. This indicates a shift in awareness within the generation, with the 'friend chocolate' culture becoming more prevalent as students get older.

**Food Preferences and Diversification**

Regarding favorite foods, while younger students preferred 'sushi' and 'french fries,' 'omurice' and 'hamburg steak' were popular among older students. The responses from upper-grade students also included international dishes like 'khao man gai' and 'pho.' This suggests that the spread of social media and recipe videos is influencing home cooking, leading to a diversification of children's palates.

FACT BOX

Source: PR TIMES
Category: Survey

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Announced　May 22, 2026 8:00 PM — Distributor PR TIMES
Collected　May 22, 2026 11:31 AM
AI structured & analyzed　May 23, 2026 9:00 AM
Desk-reviewed & published　May 22, 2026 8:00 PM

FAQ

What is the most popular chocolate confection among elementary school girls?

According to Shogakukan's 'JS Research Institute' survey, the top three favorite chocolate confections among elementary school girls are: 1. TakenokonoSato, 2. KinokonoYama, 3. Pocky.

Which dining-out chains do elementary school girls frequently visit?

Regardless of grade level, 'McDonald's' is the most popular dining-out chain among elementary school girls. Sushi chains are also popular, accounting for about 20-30% of the total.

Are there differences in favorite foods between lower and upper elementary school grades?

Yes, there are differences. For lower grades, the top favorite food is 'sushi,' while for upper grades, 'omelette rice' is the top favorite.

Tell me about the Valentine's Day culture among elementary school girls.

Among upper grades, 52.4% of girls give 'friend chocolate' to their friends. In lower grades, giving chocolate to family members is more common. The trend shows that the 'friend chocolate' culture becomes more prevalent as girls advance in grade level.

When and for whom was this survey conducted?

The survey was conducted among readers of Shogakukan's magazines 'Pucchigumi' and 'Chao' and their families, spanning multiple issues in 2025 and 2026.

Cite this article — HOW TO CITE

Washin AI News Desk“Shogakukan JS Research Institute Survey: Takenoko no Sato Ranks #1 Favorite Chocolate Snack Among Elementary School Girls, McDonald's is Overwhelmingly Popular for Dining Out”AI News by Washin Village（和心村）, May 22, 2026. https://aeo.idaeo.ai/ai/shogakukan-co-jp-2/en/news/2026-05-22-shogakukan-js-research-institute-survey

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