Only Now -Matcha Seasonal Sweets in Japan

As you may know, if you are interested in Japanese culture a bit, we enjoy the changing seasons very much. This culture of enjoying the changing seasons is closely connected with our everyday life. Cherry blossom viewing (Hanami) and autumn leaves (Koyo) are well known overseas, right? 

One of the other things we enjoy very much is seasonal products. In Japan, every few weeks, the colors on convenience store shelves change. If you are in Japan now, you will find everything is in green. As it is the new tea season (from spring to early summer), more matcha sweets become available. 

But they were all pink just a few weeks ago. In spring, it usually goes something like this: cherry blossoms (sakura flavor) → strawberries → matcha. 

From major companies to small individual shops, in harmony with the season change, they start selling limited seasonal items (季節限定商品) which is available only one or two months. You might be surprised how short that cycle is. 

Here are some limited-time only seasonal sweets. Please note that availability may change as they are seasonal items. 
Pocky sakura matcha
Alfort mini matcha chocolate
KitKat Matcha Latte & Strawberries

I personally feel that the heart of this culture comes from the spirit of “一期一会(Ichigo Ichie)”.  This word means that once-in-a-lifetime meeting—this moment/opportunity will never recur so we should cherish this moment. Yes of course spring will come again also next year, but  we cannot see the exact same this cherry blossoms this year and fresh tea leaves shining in the sunlight at this very moment of today. 

Also, as the cherry blossoms quickly fall, everything changes and does not stay the same. Only now.  I suppose this fleeting nature makes things irreplaceable and beautiful, and that’s what touches our hearts.

Whatever the reason, who can resist matcha donuts 😉

When you come to Japan, I recommend to stop by a convenience store to find the seasons. I hope you find some seasonal sweets you like. You probably won’t find the same ones next time you come back to Japan, but please don’t be sad. Instead, enjoy your “Ichigo Ichie”.