Kinoko no Yama Day

What Is Kinoko no Yama Day?

August 11th is "Kinoko no Yama Day" in Japan, established by Meiji Co., Ltd., maker of the chocolate snack "Kinoko no Yama" ("Mushroom Mountain"), launched in 1975, in a nod to Mountain Day, Japan's national holiday. The day was certified and registered by the Japan Anniversary Association in 2016.

Two Reasons Behind This Date

The date August 11th layers together two different meanings -- the shape of the product and a national holiday.

• Shape: lining up two chocolate-topped pieces vertically resembles the numeral "8," while two cracker bases placed side by side resemble "11"
• The "mountain" connection: chosen to align with Mountain Day (August 11th), Japan's national holiday, hoping people would embrace a snack with "mountain" in its name
• A unique history: whenever Mountain Day's date shifted due to happy-Monday scheduling considerations, Meiji re-applied for the anniversary each time to keep it aligned

Its Rivalry With "Takenoko no Sato"

Kinoko no Yama is frequently compared with Meiji's other signature snack, "Takenoko no Sato" ("Bamboo Shoot Village"), and fan-driven events like the "Kinoko no Yama vs. Takenoko no Sato General Election" have repeatedly become a hot topic.

Tips for Marking This Day

• Try Kinoko no Yama for yourself
• Think about which you prefer -- Kinoko no Yama or Takenoko no Sato
• Learn about the history of Kinoko no Yama and how its packaging has changed
• Chat with family or friends about your favorite snacks

A Snack and a Holiday, Connected by "Mountain"

Born from the unique idea of combining Japan's national Mountain Day with the shape of a chocolate snack, Kinoko no Yama Day is a playful anniversary. Let August 11th be a chance to enjoy a mountain-themed treat during your summer break.