In April 2025, an ice cream was released that instantly became a hot topic on social media, with comments like “I can’t find it anywhere” and “It’s a miracle if you find it!” In some regions, it sold out of its entire planned stock in just one week, earning it the title of a phantom treat. That ice cream is the “Sugar Butter Tree Ice Cream.” Created by the immensely popular Tokyo souvenir brand “Sugar Butter Tree,” this was their first foray into ice cream. Now, in response to passionate requests from countless fans, it’s finally been decided that this ice cream will be re-released at 7-Eleven stores nationwide. The chance to once again experience that unforgettable, special flavor is here.
First Off, What Kind of Treat is “Sugar Butter Tree”?
To fully appreciate the charm of the “Sugar Butter Tree Ice Cream,” one must first understand the snack that inspired it. “Sugar Butter Tree” is a specialty butter cereal sweet that debuted in 2010, produced by “Gin no Budo,” a leading Western confectionery brand representing Tokyo. The snack features a dough made from a unique blend of cereals like whole wheat and rye, which is then lavishly topped with butter and baked to a fragrant finish. It is characterized by its light, crispy texture and the rich, aromatic flavor of butter that spreads with every bite. Its one-of-a-kind deliciousness has captivated people of all generations, boasting such popularity that it constantly draws long lines at Tokyo Station and airports. Since 2016, limited-edition products have been available at 7-Eleven, expanding its fame nationwide. In fiscal year 2024 alone, cumulative sales surpassed 8.3 million units, establishing it as a staple product that transcends the category of convenience store sweets.
An Irresistibly Crispy Texture! The Secret of “Sugar Butter Tree Ice Cream”
The highly anticipated re-release of “Sugar Butter Tree Ice Cream” is a special product developed to commemorate the brand’s 15th anniversary. It was crafted with a focus on how to replicate the brand’s greatest charms—its “crispy texture” and “buttery aroma”—in an ice cream.
Upon opening the lid, the first thing that catches your eye is the layer of fianchetto blanketing the surface of the cup. Fianchetto is a French confection made from thinly baked and finely crushed crepe batter, known for its light, crispy texture. This masterfully replicates the pleasant crunch and fragrant aroma unique to “Sugar Butter Tree.”
Beneath it lies a rich white chocolate ice cream blended with fermented butter. The ice cream itself is a luxurious treat, with a deep milky richness and a smooth melt-in-your-mouth quality. As you dig deeper, you’ll discover salted cookies hidden within the ice cream, providing an exquisite accent. A subtle saltiness emerges amidst the rich sweetness, tightening the overall flavor profile and ensuring you never tire of it. The aromatic fianchetto, the rich and milky ice cream, and the salted cookies—when these three elements unite in your mouth, they create a blissful taste that is both new and nostalgic, perfectly capturing the experience of eating a “Sugar Butter Tree” snack.
Don’t Miss the Release Date and Price! Key Information to Get Your Hands on It
Last time, this product was so popular it was dubbed the “phantom ice cream.” Many people are likely determined to get it this time around. It’s important to note that for the re-release, the sales schedule will vary by region.
The price is 328 yen (354.24 yen with tax).
The release dates are divided into two phases as follows:
First, on Tuesday, October 28, 2025, it will be pre-released at 7-Eleven stores in the Tokyo metropolitan area (including Tokyo, Kanagawa, Chiba, and Saitama).
Following that, starting on Tuesday, November 18, 2025, it will be rolled out sequentially to 7-Eleven stores across the rest of the country.
Be sure to check the release date for your area so you don’t miss out this time. As a developer on the project commented, “We hope people will enjoy it as a special reward and a moment of comfort in their busy lives,” making this ice cream the perfect treat for yourself.
During the cold season, there’s something special about savoring a rich ice cream in a warm room. This is a rare opportunity to experience the sensational taste that caused such a stir upon its initial release. When you visit your local 7-Eleven, be sure to check the ice cream section. If you manage to find the “Sugar Butter Tree Ice Cream,” it might just be a sign of good luck. Why not grab this miraculous flavor and treat yourself to a special moment?
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