Kinoko no Yama Day
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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
- An anniversary established three times: when the Mountain Day holiday was moved for the Tokyo Olympics and Paralympics, Meiji additionally established August 10th as "Kinoko no Yama Day 2020" and August 8th as "Kinoko no Yama Day 2021," registering the same anniversary three times
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.
"Kinoko no Sato" and "Takenoko no Yama" Are Trademarked Too
Meiji has also registered the swapped names "Kinoko no Sato" and "Takenoko no Yama" as trademarks. No such products actually exist -- the registrations are said to be meant to prevent look-alike products. Takenoko no Sato's own anniversary is March 10th, from the bamboo shoot season in March and the wordplay "sa (3) - to (10)."
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.