Yokohama Vanilla Sweetens Shin-Yokohama Station with Year-Round Visual Ad Campaign
Starting January 5, 2026, Yokohama Vanilla, a celebrated gift sweets brand originating from Yokohama, will launch a year-round visual advertising campaign at JR Tokai Shin-Yokohama Station. This strategic move ensures that travelers passing through one of Japan’s busiest hubs will be greeted by the brand’s distinctive world, showcasing its commitment to becoming the new standard for Yokohama souvenirs.
The new campaign, set to run until December 31, 2026, will feature exclusive visuals prominently displayed on a signboard located directly in front of the Shinkansen East Ticket Gate. This prime location follows a highly successful, albeit temporary, large-scale advertisement that garnered significant attention during the recent year-end and New Year holidays. The updated visuals will continue to feature Yokohama Vanilla’s CEO, Yuto Takahashi, inviting travelers into the brand’s unique aesthetic.
A Gateway to Sweet Delights
Conveniently, Yokohama Vanilla’s delectable products are readily available at stores adjacent to the advertisement. Travelers can find the perfect souvenir or treat at “PLUSTA Cubic Plaza Shin-Yokohama East” and “Gift Kiosk Shin-Yokohama,” both situated right in front of the Shinkansen East Ticket Gate. These locations offer an ideal opportunity for those departing or returning to pick up a special gift for loved ones.
CEO Expresses Excitement for Prime Location
Yuto Takahashi, Representative Director and CEO of Yokohama Vanilla Inc., shared his enthusiasm for the year-round placement: “This prime location right in front of the Shinkansen East Ticket Gate is truly a dream come true. Securing such a high-visibility spot was incredibly challenging, but we were fortunate this time. We hope everyone passing through will snap a photo and share the excitement! When you come to Yokohama, it’s Yokohama Vanilla!”
Signature Sweets: A Taste of Yokohama
Yokohama Vanilla prides itself on a meticulously crafted lineup of gift sweets, each designed to capture the essence of Yokohama.
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Salt Vanilla Financier
The brand’s flagship product, the Salt Vanilla Financier, achieved a Guinness World Record™ in February 2025 for “the most financiers sold in 12 hours.” Made with 100% domestic wheat flour, these financiers are baked to a perfect balance of moist interior and crispy exterior, with a delicate sprinkle of rock salt enhancing the rich vanilla flavor. Prices range from 1,100 yen (tax included) for a 3-piece mini gift box to 2,160 yen (tax included) for a 6-piece gift box.
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Salt Vanilla Creamy Sable
The second gift sweet from Yokohama Vanilla, the Salt Vanilla Creamy Sable, offers a concept of “a premium bite for casual gifting.” It features a delicate sable that crumbles gently, revealing a rich, melting vanilla chocolate cream. Finished with pink rock salt from the Andes Mountains, it provides a crisp accent and a deep, lingering aftertaste. Prices are 1,550 yen (tax included) for an 8-piece mini gift box and 2,970 yen (tax included) for a 16-piece gift box.
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Cream Financier Double Nama (Yokohama Takashimaya Exclusive)
Exclusively available at the Yokohama Takashimaya store, this “cream bomb” is a fresh sweet that consistently draws queues and sells out daily. It boasts a unique “fluffy, moist” choux pastry, developed from Yokohama Vanilla’s expertise in financiers. Coated with rich vanilla chocolate and finished with Andes pink rock salt, it offers a “violent” sense of satisfaction. Priced at 695 yen per piece (limited to 2 per person).
The Vision Behind Yokohama Vanilla
The brand’s story, “~Yokohama’s Sea Breeze~ Eternal Dream Vanilla,” reflects CEO Yuto Takahashi’s vision. Born and raised in Yokohama, Takahashi embarked on creating a gift sweets brand that embodies his image of the city. He collaborated with seasoned professionals from partner companies known for their success in the gift sweets industry, ensuring meticulous attention to ingredients and production methods.
About the Founder
Yuto Takahashi, born in Yokohama in 1999, transitioned from a career in entertainment to establish Yokohama Vanilla Inc. (formerly YX factory Inc.) in 2024. As a startup entrepreneur, he is dedicated to expanding the Yokohama Vanilla brand, aiming to make it synonymous with Yokohama’s unique charm.
For further inquiries, please visit the official website’s contact form: https://yokohamavanilla.com
This year-round advertising initiative at Shin-Yokohama Station is poised to significantly elevate Yokohama Vanilla’s presence, not just as a local favorite but as a prominent symbol of Yokohama’s culinary delights for a global audience. It’s an exciting step towards intertwining the city’s vibrant image with the irresistible appeal of “kawaii” Japanese sweets, inviting more travelers to discover and indulge in this sweet piece of Yokohama.
