Wagashi and Mochi: Japanese Confectionery's Export Moment

From novelty to category

Mochi ice cream was a niche product in overseas markets a decade ago. By 2024, it sits in the mainstream frozen aisle at Trader Joe's, Costco, Whole Foods, Tesco, Coles, and many more — driven by the success of brands like My/Mo Mochi (US) and licensed manufacturers across Asia. Daifuku (filled mochi confectionery) is following the same path through specialty bakery and Japanese-themed café chains. Dorayaki, traditional wagashi varieties, and matcha-flavoured mochi are emerging in independent bakery and food-service.

For overseas brand owners, mochi-category sourcing has two distinct paths: (a) finished-product OEM from Japanese manufacturers (rare for mochi ice cream because of cold-chain economics; common for shelf-stable daifuku and dorayaki), or (b) ingredient sourcing of Japanese mochi flour and fillings to produce locally. Both paths have growing supply-side support.

The flour problem: mochiko vs shiratamako vs joshinko

Overseas buyers frequently misunderstand the rice flour landscape. Three primary types of Japanese rice flour, each from different rice and processed differently, give very different textures:

• Mochiko (餅粉) — milled glutinous rice (mochigome). Used for daifuku, dango, fillings. The most widely available export grade.
• Shiratamako (白玉粉) — wet-processed glutinous rice; smoother, more elastic, premium grade. The flour for premium shiratama dango and high-end mochi.
• Joshinko (上新粉) — milled non-glutinous rice (uruchimai). For kashiwa-mochi, dango with a different texture profile.
• Domyojiko (道明寺粉) — coarse glutinous rice; for sakura-mochi (Kansai-style).