Known for its packaging adorned with snow crystal motifs, "Shiroi Koibito" is a long-selling confection and a representative Hokkaido souvenir that has been around for over 46 years. Now, a collaboration between ANA FESTA, Shiroi Koibito, and BE@RBRICK has led to the decision to release "Shiroi Koibito × BE＠RBRICK Snow Crystal 100%". To commemorate this, we spoke with the representatives from ISHIYA, the manufacturer of "Shiroi Koibito," and ANA FESTA about the development process.

—First, could you tell us about ISHIYA's journey since its founding?

ISHIYAIn 1947, Kōan Ishimi founded a starch processing business commissioned by the government in Sapporo (present-day Iroha, Kita-ku). Later, the company began manufacturing sweets such as drops and fresh pastries. In 1959, the head office factory was relocated to Higashi-ku, Sapporo, and Ishiya Confectionery Co., Ltd. was established.
In the late 1960s, the company shifted from producing cheap sweets to a premium Western confectionery line, utilizing high-quality Hokkaido ingredients and meticulous craftsmanship. Subsequently, "Shiroi Koibito" was born in 1976.

—Regarding "Shiroi Koibito," which debuted in December 1976, could you tell us about its development concept, the origin of its name, and the design details of its packaging?

ISHIYA"Shiroi Koibito" was released in December 1976. From around the 1970s, white chocolate became widely popular among consumers, and ISHIYA was considering developing a product using chocolate. We also wanted an original product that allowed people to enjoy chocolate stylishly without getting their hands dirty... That's when we came up with the combination of langue de chat cookies and chocolate.

Initially, we considered coating the langue de chat with chocolate, but that would make hands and wrappers sticky. So, we thought, why not sandwich the chocolate between the langue de chat!? This idea led to the creation of "Shiroi Koibito."
The product name originates from a casual remark made by the founder while watching snow begin to fall on his way home from skiing: "The white lovers are falling."

The wrapping paper features a simple yet stylish design inspired by snow falling from the night sky. The mountains depicted on the package are Hokkaido's majestic Mt. Rishiri. This design reflects our aspiration to create European-style confections, reminiscent of the Swiss Alps, and our love for Hokkaido.

After its release, through adoption in airline meals and sales at duty-free shops in Chitose Airport, it became widely known as a standard Hokkaido souvenir.

—Could you tell us about your unique initiatives, such as limited-time products, collaborations, and merchandise?

ISHIYA"Shiroi Koibito" celebrated its 46th anniversary in December 2022. To mark this milestone, we launched a range of "amusing" 46th-anniversary projects to express our gratitude and to reintroduce "Shiroi Koibito" to people nationwide.

These included a campaign to win a year's supply of "Shiroi Koibito," a campaign for a "Shiroi Koibito" original cushion (not for sale), a collaboration product with LUPICIA, a world tea specialty store based in Niseko, Hokkaido, featuring an original blend "Shiroi Koibito (Originality)" created to celebrate the 46th anniversary, and a collaboration with Komeda Coffee's Shiro Noir, called "Shiroi Koibito Shiro Noir." (Sales of "Shiroi Koibito Shiro Noir" have ended).
Additionally, outside of the 46th-anniversary projects, we also sold "Shiroi Koibito White Chocolate Omlette," a collaborative sweet with Hakodate Western Confectionery Snaffles, as part of our "Delicious Hokkaido Collaborations."

—The ISHIYA Chocolate Factory (now Shiroi Koibito Park) opened in 1995. Shiroi Koibito Park is also very popular as a tourist attraction in Sapporo; could you tell us about its highlights?

ISHIYAShiroi Koibito Park offers a tour of the manufacturing lines for "Shiroi Koibito" and other products. It also features exhibits on the history of chocolate and a cafe serving ISHIYA's original sweets, making it a theme park where you can see, learn, taste, and experience. In summer, the English-style gardens bloom with roses, and in winter, they sparkle with illuminations, making it ideal for commemorative photos.

—What aspects are particularly important in the branding of "Shiroi Koibito"?

ISHIYAIn terms of branding, we emphasize sales channels limited to those related to Hokkaido. The founder's vision was: "We want 'Shiroi Koibito' to symbolize the positive image of Hokkaido. Above all, ISHIYA aims to be a company that sells the romance rooted in Hokkaido's climate and culture through its confections." We hope it will continue to be a confection enjoyed alongside memories of Hokkaido.

—What discussions did you have with ANA FESTA regarding "Shiroi Koibito × BE＠RBRICK Snow Crystal 100%"?

ISHIYAWe have a history of collaboration with ANA FESTA, including "Shiroi Koibito" being served on ANA flights and previous releases of collaborative products. This time, the project came to fruition following a collaboration proposal from them.
We would be delighted if both BE@RBRICK fans and those who have purchased "Shiroi Koibito" in the past, or who have chosen it as a memento of Hokkaido, are pleased with this product.

—What was your impression of BE@RBRICK?

ISHIYAWe understood that it is a product with many collectors not only in Japan but worldwide, and that you deliver attractive products to many people through various collaborations.
We feel that this "Shiroi Koibito × BE@RBRICK" has turned out to be a wonderful product with a design that incorporates the snow crystal motif from the wrapping paper and the "Shiroi Koibito" logo, and that it will be well-received by BE@RBRICK fans, as well as those who have chosen "Shiroi Koibito" as a memento of Hokkaido or have been fans of "Shiroi Koibito."
It has been very well-received internally, and we ourselves are very excited to deliver it to everyone.

—Finally, could you tell us about the future development and direction of "Shiroi Koibito"?

ISHIYA"Shiroi Koibito," with its white chocolate sandwiched between langue de chat cookies, has been a long-selling product for over 46 years. Leveraging our extensive experience in chocolate making, we will continue to deliver "confections that create happiness," such as carefully crafted chocolate and baked goods. Furthermore, we will continue to cherish the people of Hokkaido and visitors to the region, and strive to invigorate Hokkaido's tourism industry, which is the source of "Shiroi Koibito's" appeal.

—Could you briefly explain ANA FESTA's business activities?

ANA FESTAANA FESTA operates stores at domestic airports served by ANA, offering gift shops selling local specialties, airplane merchandise, travel bags, and more, as well as food shops providing speedy meals. We focus on products unique to each region, carefully selected by local staff, and strive for a wide selection to meet various customer needs. We also focus on developing original products.

—What is important to you when planning products (your policy/concept)?

ANA FESTAWhile considering that the products will be sold at airport stores, we plan them by analyzing customer demand based on our past data, current trends, and more. We aim to create products that we ourselves would want to buy, that we could confidently recommend to family and friends, considering factors like price, quality, and taste for food items.

—What is your impression of BE@RBRICK?

ANA FESTABE@RBRICK, though originating in Japan, has a large fanbase worldwide, and we are impressed by the many appealing products developed through collaborations with domestic and international companies, brands, artists, and anime. This is our first time collaborating with BE@RBRICK led by ANA FESTA. Previously, we sold a limited quantity of ANA and BE@RBRICK collaboration products, which generated such a strong response that people lined up before the store opened.

—Could you tell us about the background and reasons for planning "Shiroi Koibito × BE＠RBRICK Snow Crystal 100%"?

ANA FESTAISHIYA's "Shiroi Koibito," a smooth original chocolate sandwiched between langue de chat cookies, is a representative confection from Hokkaido. Since its launch, the packaging has featured a snowy mountain landscape, symbolizing love for Hokkaido, a design that most people have likely seen. It is consistently one of the top-selling products at ANA FESTA stores within Hokkaido and has been loved by customers for many years.

Both ISHIYA and ANA FESTA were significantly impacted by the COVID-19 pandemic. Amidst the difficult times, we wanted to create a project that would bring some cheer. While discussing this, someone mentioned, "Has there ever been a collaboration between a local specialty confection and BE@RBRICK?" "It would be interesting to design a BE@RBRICK with Shiroi Koibito's snow crystal motif," the conversation sparked. We immediately created a proposal and presented it to Medicom Toy and ISHIYA representatives, who kindly agreed to proceed with the project. Although it took time to complete, we were finally able to launch it thanks to the cooperation of both companies.

—What were some memorable interactions during the production process, and what are your thoughts on the finished product?

ANA FESTASince this was the first time for both ISHIYA and ANA FESTA to collaborate on merchandise, we proceeded with the contract and design supervision carefully and meticulously. Particularly regarding the design, we went through numerous prototypes until everyone was satisfied with the base BE@RBRICK's material, color, the size of the snow crystals, the number of dots, and both the figure and the packaging. Thanks to this effort, we believe we have created a truly excellent product that we can confidently recommend to our customers.

—With travel restrictions gradually easing due to the pandemic, domestic travel demand is expected to increase. In light of this, could you tell us about ANA FESTA's future plans and initiatives?

ANA FESTAANA FESTA operates stores at airports 365 days a year. Both now and in the future, we are committed to offering attractive products that will allow not only our in-store customers but also those who receive souvenirs from them, and many others who use the airport for various reasons, to feel "happiness connected through travel."

Shiroi Koibito × BE＠RBRICK Snow Crystal 100%
Size｜Approximately 70mm in height
Purchase Method｜Scheduled for release at ANA FESTA stores and other locations
Release Date｜Scheduled for release in March 2023
Price｜2,200 yen (tax included)
*Limited quantity. Please forgive us if it sells out.
BE@RBRICK TM & (C) 2001-2023 MEDICOM TOY CORPORATION. All rights reserved.