One of the true joys of traveling in Japan is exploring its convenience stores, which are treasure troves of high-quality and unique limited-edition products. In particular, exclusive items launched through collaborations between popular international brands and Japanese convenience stores often become a hot topic. This autumn of 2025, a truly exciting collaboration is set to shake up Japan’s convenience store gourmet scene.
“Cookie Time®,” a brand that boasts the No. 1 share in New Zealand and is beloved as the nation’s favorite cookie, is finally making its debut at 7-Eleven, one of Japan’s largest convenience store chains. Starting from Friday, October 3, 2025, two items will be progressively rolled out to stores nationwide: the brand’s iconic signature cookie, and an incredibly special, completely original product developed just for this occasion—a world-first. The authentic taste that travelers to New Zealand have raved about, saying “I can’t forget that flavor,” and which was previously only available at a specialty store in Harajuku, Tokyo, can now be easily purchased at 7-Eleven stores across Japan. For travelers visiting the country, this is an unparalleled opportunity to experience both an authentic classic and a Japan-exclusive innovation at the same time.
The Story of Cookie Time: Why Is It New Zealand’s Most Beloved Cookie?
“Cookie Time” began in 1983 in Christchurch, on New Zealand’s South Island, when a young man started baking cookies based on his mother’s recipe and delivering them. At the core of his business was an unwavering commitment to “using real ingredients.” Fresh butter, real chocolate, and absolutely no preservatives. This simple yet honest approach captured the hearts of the people of New Zealand.
The brand’s most defining feature is its use of large, chunky pieces of real chocolate—”chocolate chunks”—instead of common chocolate chips. This ensures that no matter which part of the cookie you bite into, you get a generous mouthful of rich, melted chocolate. Thanks to this high quality and an unforgettable satisfying taste, Cookie Time quickly spread throughout New Zealand and continues to hold the No. 1 domestic cookie share to this day. In New Zealand, you can find its iconic red packaging everywhere—from convenience stores and gas stations to supermarkets—making it a deeply ingrained part of life for everyone, from children to the elderly.
Two Flavors, Tradition and Innovation, Await at 7-Eleven
For this historic Japan-wide launch, Cookie Time has prepared two special products. One is a taste of tradition to experience the soul of the brand, and the other is a taste of innovation created just for Japan.
▪️ Experience Tradition: The “Original Chocolate Chunk Cookie”
First and foremost is the one you absolutely cannot miss: the signature “Original Chocolate Chunk Cookie” (259.2 JPY, tax included), the brand’s origin and most beloved creation for over 40 years. The dough, made with luxurious New Zealand butter, has a satisfyingly crisp “crunchy” texture. Embedded within are generous amounts of chocolate chunks. One bite and the rich aroma of butter fills the air, followed by the sweet, deep flavor of chocolate that melts blissfully in your mouth. This simple yet perfected taste is the reason for Cookie Time’s unshakable popularity. For this special occasion, it will be available in limited-edition Halloween-themed packaging.
▪️ A World First, Exclusive to Japan: The “Cookie Brownie”
However, the item that is sure to draw the envy of Cookie Time fans worldwide is the “Cookie Brownie” (302.4 JPY, tax included). It was born from the passionate idea: “Can we create a new, unique sweet, exclusive to Japan, that leverages the deliciousness of Cookie Time cookies?” Through a joint development with a Japanese planning company, a dream-like hybrid sweet was created, fusing a cookie and a brownie—two of the world’s most beloved treats.
The base is a dense, moist, and rich chocolate brownie. On top of that, pieces of the classic “Original Chocolate Chunk Cookie” are generously scattered. The rich sweetness and fudgy texture of the brownie are perfectly complemented by the crunchy texture and subtle saltiness of the cookie, creating an incredible contrast of taste and texture. Sweet, salty, rich, fragrant, moist, and crunchy—the experience of all these elements coming together in your mouth is nothing short of exquisite. This is the ultimate treat you can only find in Japan.
Summary
This special project, a collaboration between New Zealand’s national brand, “Cookie Time,” and Japan’s leading convenience store, 7-Eleven, is truly exceptional. The “Cookie Brownie,” in particular, is sure to be a unique and appealing souvenir of your visit to Japan. It is perfect as a treat for a Halloween party or as a sweet reward after a long day of sightseeing. As these products are expected to be very popular and may sell out quickly, we highly recommend grabbing them without hesitation if you find them at a 7-Eleven during your stay in Japan. They are sure to make your travel memories even sweeter and more enjoyable.
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