In Japan, sweets and desserts come in a wide array of textures, flavors, and presentations, reflecting the country’s rich culinary heritage. Unlike the US, where desserts often emphasize richness and indulgence, Japanese sweets tend to be lighter and less sweet, with a focus on delicate flavors and meticulous craftsmanship. Marketing in Japan highlights seasonal ingredients and traditional techniques, often incorporating elements of Japanese culture and aesthetics. Japanese consumers enjoy sweets as a treat or accompaniment to tea, with popular options including wagashi (traditional Japanese confections), mochi (sticky rice cakes), and matcha-flavored treats.