Hokkaido Sweets Guide: Shiroi Koibito, Royce’ Potatochip Chocolate and Rokkatei Marusei Butter Sand:

Hokkaido is famous for its dairy, and its sweets are among the most loved souvenirs in Japan. Locals buy them as gifts for friends and coworkers, and overseas visitors line up for the same boxes. This guide introduces the three biggest names, Shiroi Koibito, Royce’ Potatochip Chocolate and Rokkatei’s Marusei Butter Sand, plus a few more Hokkaido favorites, and explains where to buy them. Product lineups, prices and store details change, so confirm them on official pages before you go.

Important: Where You Can Buy These Sweets

These Hokkaido sweets are generally sold only in Hokkaido, or through online shops that deliver within Japan. Plan to buy them during your trip, because you usually cannot order them from outside Japan or find them in regular stores in other countries. A few details are worth knowing:

Shiroi Koibito: Mainly sold in Hokkaido, at some airport shops and through Ishiya’s online shop in Japan. Sources also mention sales in the post-departure duty-free area at Narita Airport and on some international flights, and overseas resellers exist, but prices and freshness vary.
Royce’ Potatochip Chocolate: Mainly sold in Hokkaido and through Royce’s online shop in Japan. One product page says Royce’ does not ship from Japan to other countries, though the company has stores in some other countries, and their lineup may differ.
Rokkatei Marusei Butter Sand: One travel site says Rokkatei has 69 stores in Hokkaido and no directly operated stores elsewhere in Japan. Outside Hokkaido, the sweets appear only at occasional department store Hokkaido fairs or through online ordering within Japan. International shipping is not standard, and third-party sellers abroad warn that the shelf life is short by the time products arrive.

Because rules and sales channels change, check each company’s official website before you rely on any of this.

Quick Overview

Sweet	Maker	What it is	Good to know
Shiroi Koibito	Ishiya (Sapporo)	White chocolate sandwiched between thin langue de chat cookies	Long-selling classic, widely available in Hokkaido
Potatochip Chocolate	Royce’	Potato chips coated in chocolate	Sweet and salty, launched in 2002
Marusei Butter Sand	Rokkatei (Obihiro)	Butter cream and raisin sandwiched between biscuits	Short shelf life, best bought close to departure

Shiroi Koibito (Ishiya)

Shiroi Koibito (the name means “white lover”) is a crisp langue de chat cookie filled with white chocolate. A Hokkaido resident writing for FUN! JAPAN says it has been sold since 1976 and that the wheat for the cookies is 100 percent Hokkaido wheat. A shopping guide calls it a classic souvenir that is also popular with visitors from overseas, and one travel blogger notes that the box carries an English ingredient list.

Shiroi Koibito (Ishiya) no English page

Why people love it: A light, crunchy cookie with creamy white chocolate. It is easy to share, and the individually wrapped pieces make it a safe gift for many people.
Where to buy in Hokkaido: Ishiya stores in Hokkaido, including the Sapporo Odori Main Store, and Piccadilly inside Shiroi Koibito Park, which one guide says has the largest selection. Airport shops also carry it.
Worth a visit: Shiroi Koibito Park in Sapporo, the company’s factory and theme park, is about a 7-minute walk from Miyanosawa Station on the Tozai subway line, according to the guide. A soft-serve ice cream made with Shiroi Koibito white chocolate is sold there.
Ginza note: A guide says Ishiya’s Tokyo shop in Ginza does not sell Shiroi Koibito, so do not count on finding it there.

Royce’ Potatochip Chocolate

Royce’ Potatochip Chocolate is a surprising combination: potato chips coated with smooth chocolate on both sides. According to a Japan travel directory, Royce’ began selling it in 2002, and word of mouth made it one of the brand’s main products. Reviewers describe the slight saltiness as balancing the sweetness.

Royce’ Potatochip Chocolate no English page

Why people love it: The sweet and salty crunch is addictive, and it keeps better than the brand’s soft Nama Chocolate.
Flavors: There are several versions, including Original and Mild Bitter. Some airports and regions also sell limited editions.
Where to buy: Royce’ stores in Hokkaido, department stores such as Sapporo Daimaru and Marui Imai, and New Chitose Airport, where Royce’ has a shop in the domestic terminal and Royce’ Chocolate World. An airport guide says Chocolate World includes a chocolate factory and museum.
Check the temperature: Chocolate can melt in warm weather, so pack it away from heat. The brand’s Nama Chocolate needs refrigeration, and one guide recommends visitors from overseas eat it at their hotel instead of taking it home.

Rokkatei Marusei Butter Sand

Marusei Butter Sand is the best-known sweet from Rokkatei, a confectionery shop from Obihiro. It consists of biscuits sandwiching a cream made with Hokkaido butter, white chocolate and raisins. A Japan travel guide says it first went on sale in 1977, and many sources call it a classic Hokkaido souvenir. The name comes from the butter first produced by pioneers in the Tokachi area.

Rokkatei Marusei Butter Sand no English page

Why people love it: A rich, smooth butter cream, a hint of rum raisin and crumbly biscuits.
Where to buy: Rokkatei stores in Hokkaido, including the Sapporo Main Store (about a 5-minute walk from JR Sapporo Station) and the Obihiro Main Store, plus airport shops. One travel writer says the sweets are sold in nearly every souvenir shop at New Chitose Airport.
Short shelf life: Because the butter cream is dairy based, the shelf life is short. Check the best-before date on the box before you buy, and plan to eat or share them soon after your trip.

More Hokkaido Sweets Worth Trying

These appear in airport and souvenir guides. Availability varies by store.

Kinotoya freshly baked cheese tart: A Hokkaido Airports guide says it ranked first in an airport staff survey of sweets they would buy themselves. Some varieties are sold only at the airport shop.
LeTAO (Otaru): A Western-style confectionery brand from Otaru with shops at New Chitose Airport.
Kitakaro Baumkuchen “Fairy Forest”: A soft, layered cake available at the airport.
Morimoto Haskap Jewelry: A sweet made with haskap berries, a Hokkaido specialty, popular with residents and visitors.
Hokkaido-only snacks: Local editions of familiar snacks, such as limited flavors of popular chips and candies, appear at airport shops and convenience stores.

Where to Shop in Hokkaido

New Chitose Airport (near Sapporo): One guide says the airport has around 180 shops, so you can buy everything on the last day. Many sweets sold before security can be shipped within Japan, and some stores offer refrigerated shipping. Opening hours vary by shop.
Sapporo city: Ishiya, Rokkatei and Royce’ all have stores and department store counters.
Other cities: Rokkatei has shops in sightseeing areas such as Asahikawa, Hakodate and Furano, according to a Hokkaido resident writing for FUN! JAPAN.
Tax-free shopping: Tourist-area souvenir shops often offer tax-free service. Japan changed its tax-free system to a refund method on November 1, 2026, so you now pay the full price and claim the tax back when you leave. Check the current rules and keep your purchases unopened until you depart.

Tips for Buying and Carrying Hokkaido Sweets

Buy at the end of your trip. Shelf lives are short for dairy sweets, so buy on your last day if you can.
Check the dates. Each box carries a best-before date. Pick boxes that will last until you give them away.
Keep chocolate cool. Pack chocolate away from heat, especially in summer or in a warm suitcase.
Pack fragile cookies gently. Place boxes flat in the middle of your suitcase, wrapped in clothing, or carry them in your cabin bag.
Know your customs rules. Many countries require you to declare food, and rules for dairy products can be strict. Check your own country’s customs guidance before you pack.
Buy extra. Many travelers buy several boxes at once for family, friends and coworkers, since these sweets are hard to find outside Hokkaido.

Frequently Asked Questions

Can I buy Shiroi Koibito, Royce’ Potatochip Chocolate and Rokkatei sweets outside Hokkaido? Generally they are sold only in Hokkaido or through online shops that deliver within Japan. There are some exceptions, such as certain airport shops and Royce’ stores abroad, so check official pages.

Can I order them online from overseas? Official Japanese online shops often deliver only within Japan, and one Royce’ product page says it ships only in Japan. Resellers abroad exist, but they may charge more and the shelf life can be short.

Which sweet lasts longest as a souvenir? Cookies and chips tend to keep longer than butter cream sweets, but always check the best-before date printed on each box.

What is the best souvenir for coworkers? Boxes of individually wrapped sweets, such as Shiroi Koibito, are easy to share. Check for allergens such as milk, wheat and nuts.

Do these sweets contain alcohol? Some products, such as rum raisin butter sandwiches, contain a small amount of alcohol flavoring. Check the ingredient list if this matters to you.

Next Steps

Plan your Hokkaido shopping for your last day, ideally at New Chitose Airport or a main store in Sapporo. Decide how many boxes you need, check best-before dates and customs rules for your destination, and pack sweets carefully for the flight. If you are visiting Hokkaido in winter, leave extra time at the airport, because souvenir shops can be crowded.

This post is part of an ongoing series on Japan travel planning. Check back for more itinerary guides and regional travel tips.

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Everyone loves Hokkaido Sweets