Sapporo Times Square is a popular local confection from Sapporo, featuring a soft steamed sponge cake filled with smooth custard cream. Created by Sanhachi Co., Ltd. in 1990 as part of the launch of its new confectionery brand, Sapporo Kashidokoro Kakasha, it has become a familiar sweet among local residents.
The cake consists of a fluffy, round steamed sponge wrapped around a smooth and mellow custard cream. The soft texture gives it a gentle mouthfeel, making it easy to enjoy as a snack or dessert.
The “Azuki” version adds sweet azuki bean paste made from Hokkaido-grown azuki beans alongside the custard cream. The combination of creamy custard and mildly sweet red bean paste creates a rich yet well-balanced Japanese-style dessert.
Sapporo Times Square is available in two main varieties. Plain contains the signature custard cream, while Azuki combines custard cream with Hokkaido azuki bean paste.
The two fillings offer different ways to enjoy the same soft sponge: the Plain version highlights the smooth richness of custard, while the Azuki version adds the distinctive sweetness and texture of Japanese red bean paste.
The confection is easily recognized by its modern yellow-and-black packaging. Alongside the standard custard varieties, the brand has also offered seasonal limited-edition products and collaborative products created with Sapporo Maruyama Zoo.
With its soft steamed cake, creamy filling and Hokkaido-grown azuki beans, Sapporo Times Square is a simple but satisfying sweet that reflects the flavors of Hokkaido while incorporating familiar Japanese confectionery traditions.