Dagashi Day (Penny Candy Day, Dagashi no Hi)

What Is Dagashi Day?

Every year on March 12, Japan celebrates "Dagashi Day," established in 2015 by the "Association for Bringing Smiles to the World with DAGASHI," whose secretariat is in Setouchi, Okayama Prefecture, and whose members include dagashi makers across Japan. At the suggestion of the chief priest of Kitsumoto Shrine in Kainan, Wakayama, which enshrines Tajimamori, revered as the god of sweets, the date was set on March 12, said to be the day of his death. The day exists to carry Japan's "dagashi" culture — inexpensive penny candy that delights children and stirs nostalgia in adults — into the next generation, and to spread smiles around the world.

The "God of Sweets" and the Roots of Dagashi

Japan's confectionery culture has deep roots stretching back to ancient times.

• The legend of Tajimamori: According to the Nihon Shoki and other sources, Emperor Suinin sent Tajimamori to the land of Tokoyo beyond the sea, and he brought back "tokijiku no kaku no konomi" — the fruit of the tachibana citrus. Fruit was once called "kashi" (sweets), and tachibana was prized above all, so he is enshrined as the "god of sweets" at shrines such as Nakajima Shrine in Toyooka, Hyogo, and Kitsumoto Shrine in Wakayama.
• The roots of dagashi: During the Edo period, inexpensive sweets made from grains and brown sugar — as opposed to the luxury confections made with white sugar, known as "jōgashi" — are said to have come to be called "dagashi."

Fun Facts About Dagashi

• The secret behind the names: Quirky names and packaging designs — like "Umaibo" or "Kyabetsu Taro" (Cabbage Boy) — are part of what makes dagashi fun.
• The thrill of "winning" candy: Many dagashi include a chance to win another one, a small thrill that has delighted children for generations.
• "DAGASHI" going global: In recent years, Japanese dagashi have drawn attention from overseas visitors, for example as souvenirs, and the founding association aims to make "DAGASHI" a word known worldwide.
• A setting for anime and film: Many works of fiction are set in dagashi shops, and the nostalgic scenery resonates with people of all generations.
• Useful for emergency stockpiles: Some dagashi keep relatively long, so a few tucked into an emergency bag can be a small comfort in hard times.

Big Dreams and Smiles in a Small Bag

Dagashi Day is a day to remember the pure excitement everyone once felt as a kid. The thrill of clutching a coin and scanning the shelves is a treasured memory worth holding onto, even as adults. On March 12, why not pick up a few nostalgic treats? One bite, and the memories — along with a lighter heart — will come flooding back. The spirit of sharing small joys through dagashi is a powerful force that connects people across borders and generations.

Ideas for Enjoying Dagashi Day

• Visit a local candy shop or the snack aisle of a supermarket and indulge in the treats you loved as a kid
• Share some penny candy with family or coworkers and bond over nostalgic conversation
• Look up the shrines dedicated to Tajimamori, the god of sweets, and reflect on the depth of Japan's confectionery culture
• Challenge yourself to put together the "ultimate dagashi set" for under 300 yen — a fun and creative little game

A Timeless Treat Carries Smiles Into the Future

March 12 is a day for your playful side to come out and turn ordinary moments into something colorful. Just as dagashi offers "simple, straightforward joy," may your genuine smile brighten the people around you. May today be a day that brings out your inner child and feels deliciously "sweet and tangy" in the best way!