Family Dining · Practical guide

Fujiya

Peko-chan, Premium Shortcake & Japan's Classic Sweets Shops

Prices, ordering steps, payment details, and common mistakes — in one place.

Quick Facts

Last checked against official information: 2026-11-12.

Feature Details
Japanese name不二家 (Fujiya)
CategoryWestern confectionery shops (cakes & sweets, takeout) plus Fujiya Restaurant family restaurants (dine-in) (Fujiya Official Website)
Store Count815 Fujiya sweets shops in Japan as of the end of September 2026, per Fujiya's official earnings report — plus about 35 Fujiya Restaurant locations (including the Anpanman & Peko's Kitchen format) and a growing Peko-chan milky donut shop line (Fujiya Company Outline)
Ordering StyleSweets shops: choose at the glass showcase, staff box your cakes, pay at the register. Restaurants: sit down, order at the table (touch panel or staff), eat, then pay at the register on the way out
Membership Required?No membership, account or reservation required at sweets shops or restaurants
Approximate Price RangeSweets shops: Peko-chan no Hoppe ¥166; Premium Shortcake ¥667; most cakes ¥400–¥700 including tax. Restaurants: mains roughly ¥1,000–¥2,500 with drink-bar and dessert options (official product prices, checked November 2026)
Payment MethodsCash, major credit cards, transit IC cards (Suica, PASMO) and QR payments at most locations — the exact mix varies by store, as many sweets shops are franchised
Multilingual SupportPhoto menus and picture product cards throughout; some restaurants use touch-panel ordering. Little spoken English, but pointing works everywhere
The Fujiya building in Ginza, Tokyo, Japan
Photo: Basile Morin · CC BY-SA 4.0 · via Wikimedia Commons
The Fujiya Confectionery counter inside a Fujiya store in Japan
Photo: Mr.ちゅらさん · CC BY-SA 4.0 · via Wikimedia Commons

What it is

Fujiya (不二家) is the company that taught Japan to eat Western cake. Founded in 1910 as a small Western-sweets shop in Yokohama's Motomachi district, Fujiya has sold strawberry shortcake for over a century — its own releases count 103 years of shortcake in 2025 — and turned it into Japan's default celebration cake. Its mascot, Peko-chan, the girl with her tongue sticking out, arrived in 1950; the milky caramel candy Milky followed in 1951. A life-size Peko-chan figure stands outside sweets shops all over the country, and for Japanese people she is pure childhood: birthday cakes, Christmas cakes and after-school treats all wear her face.

Today Fujiya — a subsidiary of Yamazaki Baking, Japan's biggest bread maker — runs three things a visitor will meet. First, the Fujiya sweets shops (不二家洋菓子店): 815 neighbourhood cake shops selling shortcake by the slice, cream buns, puddings, gift boxes and packaged Fujiya classics such as Milky, Country Ma'am cookies, LOOK chocolate and Home Pie. Second, Fujiya Restaurants: retro family restaurants serving Japanese-style Western food (yoshoku) — hamburg steak, pasta, parfaits — usually with a Fujiya sweets corner attached for takeout cake. Third, newer formats such as the Peko-chan milky donut shops. Fujiya is not luxury patisserie; it is something more interesting — the everyday taste of Japanese birthdays for more than a century.

How to order

  1. At a sweets shop — pick from the showcase:
    • Fresh cakes are displayed in a glass case with name and price cards. Point at what you want and show the quantity with your fingers; staff box everything with an ice pack for the trip.
    • Shelves around the shop hold the packaged goods — Milky, Country Ma'am, LOOK, gift assortments — which you carry to the register yourself.
    • Whole birthday and Christmas cakes can be reserved in advance at the counter.
  2. At a Fujiya Restaurant — sit down and order at the table:
    • You are shown to a seat; order from the picture menu via touch panel where fitted, or call staff with the table bell/button.
    • Many lunch sets add a drink bar; desserts are Fujiya's own cakes and parfaits — the restaurant is a sweets shop you can sit inside.
    • Pay at the register near the exit after your meal, not at the table. Many restaurants have the takeout sweets corner by that register, in case the display case wins on your way out.
  3. Know your location type before you go:
    • Sweets shops are everywhere — station fronts, shopping streets, inside malls and supermarkets. Restaurants are far fewer (about 35) and mostly suburban, with a few famous city sites such as the Ginza Sukiyabashi restaurant and one inside Narita Airport Terminal 1 (5F).

What to order first

  1. Premium Shortcake (プレミアムショートケーキ) — ¥667: Fujiya's No.1 seller and the archetype of Japanese shortcake — two layers of strawberry and light chantilly cream in soft sponge. This is the cake Japan grew up on.
  2. Peko-chan no Hoppe (ペコちゃんのほっぺ) — ¥166: A palm-sized bun of honey sponge packed with custard (or chocolate) cream, stamped with Peko-chan's cheeky face. The classic Fujiya snack — the name means "Peko-chan's cheek."
  3. Milky (ミルキー): The 1951 condensed-milk candy in the red Peko-chan wrapper — soft, milky, and sold absolutely everywhere in Japan. Buy the bag at a Fujiya shop for the full range of flavours.
  4. Country Ma'am & LOOK Chocolate: Fujiya's supermarket-famous cookies and chocolate bars, stocked in the shops in gift boxes — the easy, unbreakable souvenir haul.
  5. At a restaurant — Hamburg Steak & a Parfait: Order the yoshoku staple (hamburg steak with demi-glace is the Shibuya store's signature set) and finish with a Fujiya parfait or a slice of the day's cake; the attached sweets corner covers take-home.

Payment & practical info

Good to know / Common mistakes

FAQ

Sources