What Is Shiromochi Taiyaki in Japan? Soft Mochi Snack at 7-Eleven Explained

Shiromochi Taiyaki is a soft, chewy Japanese dessert you can find at 7-Eleven convenience stores in Japan.
Unlike traditional taiyaki with crispy batter, this version has a mochi-like texture and a creamy filling that surprises many first-time visitors.
If you’re curious about unique Japanese sweets or easy snacks to try while traveling, this guide explains what Shiromochi Taiyaki is and why it’s worth tasting.

The Treasure: Why Everyone is Obsessing Over This “White Fish” Dessert at Japanese 7-Eleven

If you walk into a Japanese 7-Eleven today, you might notice people skipping the fancy chocolates and heading straight for a curious-looking, snowy-white fish-shaped dessert in the refrigerated section.

This is Shiromochi Taiyaki — a soft, chewy Japanese sweet made with mochi-like batter and creamy filling. Despite its fish shape, it’s 100% dessert and has nothing to do with seafood.

What makes it special is its texture. In Japan, we call it “mochi-mochi” — a bouncy, cloud-like chewiness that’s deeply satisfying and hard to describe until you try it.

During the COVID-19 pandemic, when dining out was limited, affordable konbini sweets like this became small daily luxuries. They aren’t just convenience store snacks — they’re gourmet-level desserts hiding in plain sight for about the price of a cup of coffee.

So what exactly is this mysterious white fish? Is it a cake? Is it mochi? And why is it shaped like a sea bream?

If you love soft, squishy textures and unique Japanese sweets, you’re about to discover your new favorite dessert.

First, Meet the Classic: What is a “Taiyaki”?

Before we talk about the white version, you have to understand the original. The Taiyaki is a legendary Japanese street food—a fish-shaped cake that has been putting smiles on faces for over a century.

The Shape of Luck The word Tai means “red sea bream,” a fish that has always been a symbol of luxury and good fortune in Japan. Back in the day, a real sea bream was way too expensive for the average person to afford. Legend has it that a clever shop owner decided to bake sea-bream-shaped pancakes instead, allowing everyone to get a “taste” of good luck at a price they could actually pay!

The Sensory Experience If you walk down the streets of Tokyo or Kyoto, you’ll smell them before you see them. Traditional Taiyaki is all about the contrast:

• The Outside: It’s served freshly baked and piping hot. The batter is cooked in a heavy iron mold until it’s golden brown and satisfyingly crispy.
• The Inside: Hidden inside the “scales” is a generous filling of Anko (sweet red bean paste). When you take that first bite, the steam rises, and the filling is soft, creamy, and decadently sweet.

While the classic red bean is the GOAT (Greatest of All Time), you’ll also find modern fillings like rich chocolate, cheese, or thick custard.

But here’s the thing: Most Taiyaki are meant to be eaten hot and crunchy. That’s what makes the Seven-Eleven version such a game-changer. It breaks all the rules…

The Main Event: Why Seven-Eleven’s “Shiromochi Taiyaki” is a Total Game Changer

Now, let’s get to the star of the show. If the traditional Taiyaki is a crispy, golden pancake, the Shiromochi Taiyaki is its cool, sophisticated, and incredibly chewy cousin.

The moment you pull this out of the wrapper, you’ll realize it’s in a league of its own.

Texture That Defies Physics (The “Mochi” Factor)

The word Shiro means white, and Mochi refers to that iconic Japanese rice cake. This isn’t just “soft” bread—it is staggeringly chewy. When you pick it up, it’s cool to the touch and feels almost like a soft, squishy cloud. As you take a bite, the dough stretches just like real mochi. It has this addictive, bouncy “Mochi-mochi” elasticity that makes every bite feel like a treat. If you’re a fan of texture-heavy desserts like Daifuku or gummy candies, this skin will be your new obsession.

A Custard Filling That Rivals High-End Patisseries

But it’s not just about the chew. Inside that snowy-white skin is a velvety custard cream that will make you forget you bought this at a convenience store.

• Real Vanilla Beans: If you look closely, you’ll see tiny black specks in the cream. Those are real vanilla beans!
• The Perfect Balance: The custard is rich and milky, but not cloyingly sweet. It has a clean, premium taste that pairs beautifully with the mild flavor of the mochi skin.

７プレミアム　しろもちたい焼き　カスタードクリーム｜セブン‐イレブン

The Ultimate Pro-Tip: The Coffee Pairing

Unlike the hot, street-food version, this Taiyaki is served chilled, making the custard extra refreshing. My favorite way to enjoy it? Pair it with a cup of hot, black coffee. The bitterness of the coffee cuts through the creamy custard and balances the chewiness of the mochi perfectly.

Since you’re already at Seven-Eleven, you might as well grab the best budget coffee in Japan to go with it! If you’ve never used their self-service machines before, don’t worry—I’ve got you covered.

Check out my guide here:
Seven-Eleven Japan Coffee: How SEVEN CAFÉ Works and Why It Tastes So Fresh
(I’ll show you exactly how to order and why it tastes just as fresh as a high-end cafe!)

My Personal Verdict: A Texture You Have to Feel to Believe

I still remember the first time I tried the Shiromochi Taiyaki. Honestly? I was speechless. The texture is indescribable—it’s so incredibly chewy that your brain almost can’t process it!

It’s mysterious because it’s a chilled sweet, but it has a bounce that isn’t quite like a gummy and definitely isn’t like cheese. It is its own unique category of “chewy.” Even though the price has gone up a bit over the years, the flavor has evolved to be even better than before!

When you visit Japan, don’t miss the chance to try it. I can almost guarantee it will be a “first-time texture” experience in your life!