Many people are now aware that the bakery sections of Japanese convenience stores boast a quality that rivals specialty shops. Among them, Lawson continues to grow its fanbase by releasing a succession of original and delicious baked goods. This autumn, two can’t-miss new products will be appearing in Lawson’s bakery section for two consecutive weeks. These new flavors of the traditional French pastry, “Kouign-Amann,” might just make your tea time extra special.
First of All, What Kind of Pastry is a “Kouign-Amann”?
Before introducing the new items, let’s talk a little about the Kouign-Amann. The Kouign-Amann is a traditional pastry originating from the Brittany region of France. Its name means “butter (amann) cake (kouign)” in the local Breton language. True to its name, the dough has butter and sugar generously folded into it, and as it bakes, the sugar on the surface caramelizes. The greatest charm of the Kouign-Amann is arguably this crispy texture of the caramel and the rich flavor of butter oozing from the Danish dough inside. In Japan, it is beloved as a familiar treat at bakeries and pastry shops.
【Launching 10/21】A Delight for Chocolate Lovers! The “Chocolat Kouign-Amann”
First up is the “Chocolat Kouign-Amann,” set to be released on Tuesday, October 21, 2025. Priced at 171 yen (tax included), this is an item that fully meets the expectations of chocolate lovers. This Kouign-Amann features a chocolate-flavored Danish dough, with a chocolate-flavored candy filling and chocolate chips rolled in. With one bite, the crispy texture of the candy is followed by a rich chocolate aroma that fills your mouth. Paired with a warm coffee or milk, it’s sure to provide a blissful moment that warms both body and soul. Please note, however, that it is not available at Lawson stores in the Okinawa region.
【Launching 10/28】Savor the Taste of Autumn! The “Oimo no Kouign-Amann – Beni Haruka”
Following in the next week, on Tuesday, October 28, 2025, is the “Oimo no Kouign-Amann – Beni Haruka.” This is also priced at 171 yen (tax included). This product uses “satsumaimo” (sweet potato), a representative taste of autumn in Japan, allowing you to fully enjoy the feeling of the season. The sweet potato used is the “Beni Haruka” variety. Compared to other varieties, Beni Haruka is known for its exceptionally high sugar content and becomes incredibly sweet, moist, and smooth like honey when heated. This Beni Haruka sweet potato paste is gently wrapped in a buttery Danish dough. The combination of the crispy candy and the sweet, syrupy sweet potato paste creates an unforgettable taste. It also pairs perfectly with Japanese teas like green tea or hojicha. Unfortunately, this product is also not available at Lawson stores in the Okinawa region.
Don’t Forget the Classic! The “Butter-Scented Kouign-Amann”
While the new releases are exciting, we mustn’t forget Lawson’s classic “Butter-Scented Kouign-Amann.” This is already available for sale, and at 149 yen (tax included), it’s also nice that it’s a bit more affordable than the new items. The flavorful, crisp candy and the moist, buttery Danish dough create a quintessential taste. Because it’s so simple, the quality of the ingredients truly shines through. If you’re trying a Kouign-Amann for the first time, starting with this one might be a good idea. Note that the product specifications and price differ in the Okinawa region.
This autumn, Lawson proudly presents three types of Kouign-Amann. Will you indulge in the richness of chocolate, feel the arrival of the season with sweet potato, or be soothed by the classic buttery aroma? The choice is yours. Be sure to stop by your local Lawson and experience this special deliciousness. You’re sure to be amazed once again at the high level of Japanese convenience store sweets.
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