Japanese convenience stores (Konbini) are known worldwide not just for being open 24 hours a day, but for offering restaurant-quality food. The evolution of “Konbini Sweets” is particularly unstoppable.
For those who love Satsumaimo (Japanese Sweet Potato), a new dessert is arriving at Lawson stores in Tokyo and the surrounding regions that is sure to impress. Launching on Tuesday, February 17, 2026, this product has been supervised by the renowned shop “Yakiimo Sweets Hokkori-Imo,” which garnered overwhelming support at one of Japan’s largest sweet potato events.
Authentic flavors that could once only be tasted at Japanese event venues will now be available at street-corner convenience stores. This “Basque-style Cheesecake,” created in collaboration with a high-caliber shop, is drawing huge expectations from sweets fans in Japan.
Supervised by Chiba’s Popular “Hokkori-Imo”! Sweet Potato Basque-Style Cheesecake
This time, Lawson has teamed up with “Yakiimo Sweets Hokkori-Imo,” a specialty baked sweet potato shop located in Chiba Prefecture. This is no ordinary roasted sweet potato shop.
At the “Satsumaimo Expo,” one of Japan’s largest sweet potato festivals, they won 1st Place in the Attendee Popularity Vote “Souvenir Category.” Moreover, they achieved the remarkable feat of winning consecutive awards in the winter and summer of 2025.
The “Sweet Potato Basque-Style Cheesecake” supervised by such a talented store truly makes the sweet potato the star. It isn’t just a cheesecake with some potato mixed in; it is packed with the dedication of Japanese artisans, from ingredient selection to the baking method.
Key Product Highlights
The most significant feature is the variety of sweet potato used. They use “Beni-Tenshi,” a variety popular among Japanese people for its high sugar content and moist texture. The rich sweet potato dough made from this Beni-Tenshi forms the foundation of this cake.
- Rich Sweet Potato Dough: You can enjoy a sticky, dense richness that leverages the natural sweetness and flavor of Beni-Tenshi.
- Savory Browned Top: The charred surface, characteristic of high-temperature baked Basque cheesecake, provides an accent that highlights the sweetness of the potato.
- Exquisite Balance: The richness of the cheese and the sweetness of the sweet potato fuse together, creating a depth of flavor you wouldn’t expect from a convenience store product.
Product Details
- Product Name: Sweet Potato Basque-Style Cheesecake (Supervised by Yakiimo Sweets Hokkori-Imo)
- Release Date: Tuesday, February 17, 2026
- Price: 322 JPY including tax (approx. 2.15 USD)
- Sales Area: Lawson stores in the Kanto-Koshinetsu region
- Includes: Tokyo, Kanagawa, Chiba, Saitama, Ibaraki, Tochigi, Gunma, Niigata, Yamanashi, and Nagano.
- Availability: Approx. 4,600 stores (Excluding “Natural Lawson” and “Lawson Store 100”)
What is “Satsumaimo Expo”? The Enthusiastic Event is On
The “Satsumaimo Expo,” where “Hokkori-Imo” (the supervisor of this collaboration) shines, is an event where select sweet potato sweets and roasted sweet potatoes from all over Japan gather. It is truly a festival for potato lovers.
Currently, information for “Winter Satsumaimo Expo 2026” has been released to coincide with the launch of this collaboration product. At the venue, over 300 items, including roasted sweet potatoes from famous stores nationwide and ingenious sweet potato sweets, will be lined up.
An Impressive Lineup of Vendors
The “National Yakiimo Grand Prix” features powerful shops from across Japan, including “Yakiimo Sweets Hokkori-Imo,” which supervised the Lawson product. The list includes famous stores known to every Japanese sweet potato fan, such as “OIMOcafe,” “Chomitsu Yakiimo pukupuku,” and the hall-of-famer “Kobe Imoya Shinomoto.”
Additionally, unique shops are setting up stalls in the “Sweet Potato Sweets & Food” category.
Winter Satsumaimo Expo 2026 Event Information
If you want to experience the atmosphere of the actual event, why not visit the venue?
- Event Name: Winter Satsumaimo Expo 2026
- Dates: Wednesday (Holiday), February 11 – Sunday, February 15, 2026
- Time: 10:00 – 18:00 (Until 17:30 on the final day)
- Venue: Makuhari Messe Hall 3
- Access: Approx. 5-minute walk from JR Keiyo Line “Kaihin-Makuhari Station”
- Organizer: Satsumaimo Expo Executive Committee
Details of the event can be checked via the official link below. You can also view the full menu list and ticket information.
Experience “Hokkori” at Your Local Lawson
This collaboration sweet is packed with the essence of the “Basque Cheesecake” that achieved back-to-back victories at the “Satsumaimo Expo.” Although limited to the Tokyo surrounding area, it is incredibly attractive that you can enjoy this quality for just a little over $2 (300 yen range).
The harmony of Beni-Tenshi’s rich sweetness and the savory Basque style is perfect for a break between sightseeing or a reward at the end of the day. Be sure to check the taste of this popular shop at a nearby Lawson.
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