Not Pineapple Cake, But Mini Puff Pastry! The #1 Taiwanese Souvenir Loved by Foreigners Is This — And a Whitening Toothpaste Is Also Going Viral

Japanese tourists' enthusiasm for traveling to Taiwan and purchasing Taiwanese goods continues to rise. According to the latest 2026 mid-year cross-border sales data released by Rakuten Market, Japanese consumers' preferences for Taiwanese products are no longer limited to traditional snacks and pastries. Everyday items and hobby-related goods have also surged as top-selling categories.

What are the most popular Taiwanese souvenirs among foreign visitors? Beyond pineapple cakes, items like 'whitening toothpaste' and 'coffee drippers' have entered the top 5 bestsellers.

Taiwan-Japan exchanges are growing increasingly frequent. Statistics from Taiwan's Ministry of the Interior Immigration Agency show that Japanese visitors to Taiwan reached 1.483 million in 2025, making Japan the largest international tourist market for Taiwan. This tourism boom has simultaneously boosted the market demand for Taiwanese products in Japan.

Rakuten Japan's 'Top 5 Best-Selling Taiwanese Products'

1. Tian Man Xiang Sweet Onion Nougat Crackers 2. Han Fang Cake Art Earl Grey Pearl Flowing Center 3. Colgate OPTIC WHITE Light-Reflecting White Toothpaste 4. VST WBC World Barista Championship Official Filter Cone 5. Gia Te pineapple cake

The top-selling Taiwanese product in Japan is the 'Tian Man Xiang Sweet Onion Nougat Crackers,' which has topped Rakuten Japan's 'Real-Time Ranking' over 100 times. Rakuten Market notes that this bestseller list reflects the diversification of Japanese consumers' shopping preferences. Beyond classic souvenirs like nougat crackers and pineapple cakes, the inclusion of daily-use items such as whitening toothpaste and professional coffee drippers indicates that Japanese consumers are increasingly open to trying various types of Taiwanese products. This trend is gradually integrating more local Taiwanese brands into everyday Japanese life.

How popular are Taiwanese nougat crackers among foreigners?

Taiwanese nougat crackers (Nugat Crackers) have become a must-buy souvenir for Japanese and Korean tourists in recent years. In South Korea, their popularity is so high they're considered 'kings of souvenirs.' Korean tourists visiting Taiwan often queue before opening hours at popular nougat cracker stores in Taipei's Dongmen (Yongkang Street) and Ximending areas, such as Saint Paul, Tian Man, and Jiabin Cake House. It's common for these stores to sell out completely within 1–2 hours of opening.

Korean food culture highly values sweet-salty flavor combinations. The savory scallion flavor of the soda crackers, combined with the sweet, rich, milky, and chewy filling, perfectly hits the Korean palate.

Additionally, major Japanese travel guides to Taiwan (such as Hanako and Lulubu) and social media platforms like X (formerly Twitter) and Instagram consistently feature nougat crackers in their 'recommended Taiwanese souvenirs' lists. Japanese tourists often describe the taste as 'a perfect fusion of scallion aroma and fresh milk sweetness.' In recent years, at Japan's 'Taiwan Festival' events or department store Taiwan fairs, nougat crackers are always among the first items to sell out.

Japanese consumers value 'textural layers' and 'delicate milk fragrance.' The crackers' crispy, slightly salty exterior paired with a soft, chewy, non-sticky interior (which slightly melts when microwaved for 5 seconds) completely redefines Japanese expectations of traditional biscuits. This ultimate texture experience has overturned conventional perceptions of cookies in Japan.

Source: Rakuten Market

Editor: Chen Defu