{"id":43379,"date":"2026-10-13T15:00:57","date_gmt":"2026-10-13T06:00:57","guid":{"rendered":"https:\/\/home.sapporo.kokosil.net\/?p=43379"},"modified":"2026-10-13T15:27:18","modified_gmt":"2026-10-13T06:27:18","slug":"hokkaido-souvenir-shiroi-koibito-undergoes-brand-renewal-to-commemorate-its-50th-anniversary","status":"publish","type":"post","link":"https:\/\/home.sapporo.kokosil.net\/en\/archives\/43379","title":{"rendered":"Hokkaido souvenir “Shiroi Koibito” undergoes brand renewal to commemorate its 50th anniversary."},"content":{"rendered":"

Hokkaido souvenir "Shiroi Koibito" undergoes brand renewal to commemorate its 50th anniversary.<\/strong><\/h1>\n

~Brand logo refreshed, packaging design revamped, and experiential events and social media campaigns implemented.~<\/strong><\/h2>\n

Ishiya Confectionery Co., Ltd. (Headquarters: Nishi-ku, Sapporo City, Hokkaido; President: Hajime Ishimizu) will be sequentially refreshing the packaging design of "Shiroi Koibito," a classic Hokkaido souvenir that has been on the market for 50 years since its launch in 1976, starting in December 2026 (*). In addition, campaigns and events will be held from December to commemorate the 50th anniversary.<\/p>\n

*Please note that the timing of the product changeover at stores may vary depending on distribution circumstances and store inventory levels.<\/p>\n<\/p>\n

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Brand renewal<\/strong><\/h2>\n

To commemorate its 50th anniversary, "Shiroi Koibito" is re-examining its brand philosophy and reborn with a new design for the next 50 years. The design policy is to carefully inherit the design of "Shiroi Koibito" that has been loved for so long, while evolving the overall form to be even more memorable.<\/p>\n

Shiroi Koibito logo redesigned<\/strong><\/h3>\n

Furthermore, using the "snowflake" motif that has been passed down since the product's launch, we have newly designed the "White Snow" logo, which symbolizes the "Shiroi Koibito" brand. Going forward, "White Snow" will be featured on various "Shiroi Koibito" items, including packaging, merchandise, and store decorations.<\/p>\n

On the other hand, the brand name "Shiroi Koibito" (White Lover) was retained in its original form even after the renewal. <\/p>\n

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Key points of the package design renewal<\/strong><\/h3>\n

While retaining previous design elements such as snowflakes, hearts, ribbons, and Mount Rishiri (\u203b) depicted within a heart, the design has been revamped into a new form. For example, the iconic Mount Rishiri has been redesigned into a more abstract illustration to harmonize with the overall package design.<\/p>\n

*Mount Rishiri: A mountain located on Rishiri Island in northern Hokkaido. Its snow-covered appearance resembles the mountain range of the European Alps, and it has been used as a symbol of Western-style confectionery and featured on the packaging. <\/p>\n<\/p>\n

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The newly reformulated "Shiroi Koibito (White) 18-pack"<\/p>\n<\/p>\n

Renewal points for wrapping paper and individual packaging<\/strong><\/h3>\n

The iron-navy blue color that has long been the signature color of Shiroi Koibito has been revamped into a slightly brighter, more modern shade. This new color has been designated as the brand color for Shiroi Koibito, and the color of the wrapping paper and individual packaging has been unified. <\/p>\n

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Comparison of old and new packaging (left: old packaging \/ right: new packaging) <\/p>\n<\/p>\n<\/div>\n<\/div>\n<\/p>\n

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An initiative to commemorate the 50th anniversary of the release of "Shiroi Koibito"<\/strong><\/h2>\n

The concept for the 50th anniversary campaign is "50 Years of Falling in Love with Hokkaido." This phrase embodies the hope that Hokkaido will always remain a charming and happy place for people all over the world.<\/p>\n

Starting with the launch of a special anniversary website, we will be sequentially carrying out various projects to commemorate the 50th anniversary of the product's release. <\/p>\n

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Special website opens to commemorate the 50th anniversary of the release of "Shiroi Koibito" (White Lover)<\/strong><\/h3>\n

This issue will feature a wealth of content, including "The History of Shiroi Koibito," which introduces the secrets to the deliciousness of Shiroi Koibito and its 50-year history since its launch, and a "Brand Renewal" page that explains the redesigned packaging to commemorate the 50th anniversary. It will also include announcements of new products to be released from December 1st and events planned to be held in Hokkaido.<\/p>\n

 <\/p>\n

\u25cfWebsite Overview<\/strong><\/span>
URL: https:\/\/shiroikoibito.ishiya.co.jp\/<\/a>
Opening date and time: Scheduled to open at 11:00 on October 13th. <\/p>\n

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Special website commemorating the 50th anniversary of the release of "Shiroi Koibito"<\/p>\n<\/p>\n

To commemorate the 50th anniversary of the release of "Shiroi Koibito," a special product has been released.<\/strong><\/h3>\n

Special edition "Shiroi Koibito" cookies and merchandise commemorating the 50th anniversary will be released sequentially from December onwards. In addition, 50th-anniversary commemorative sweets menus will be available at directly managed stores such as "Shiroi Koibito Park" to further celebrate the anniversary year.<\/p>\n

 <\/p>\n

\u25cf 50th anniversary event to be held at New Chitose Airport<\/strong><\/span><\/p>\n

We will be holding an interactive event, "Shiroi Koibito 50th Anniversary Event in New Chitose Airport," at New Chitose Airport. This event will allow you to experience the world of "Shiroi Koibito" through photo spots, giant capsule toys, mini-games, and more. We look forward to welcoming everyone from Hokkaido who will be using New Chitose Airport during the New Year holidays, as well as everyone visiting Hokkaido for sightseeing.<\/p>\n

Event Overview<\/strong><\/p>\n

Event Period: December 27, 2026 (Sun) – January 4, 2027 (Mon)
Event hours: 9:00 AM – 6:00 PM
Venue: New Chitose Airport Domestic Terminal 2F Center Plaza (near departure gate C)<\/p>\n

We are holding a photo submission campaign.<\/strong><\/p>\n

Starting in December 2026, we will be running a campaign on X (formerly Twitter) to collect stories related to "Shiroi Koibito" (White Lover) cookies. We are looking for stories about how the "Shiroi Koibito" tins, which will celebrate their 50th anniversary since release, are currently being used, including unexpected uses and memories associated with them. Details regarding prizes and other information will be announced at a later date.<\/p>\n<\/div>\n<\/div>\n

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Source: PR TIMES press release<\/a><\/p>\n

Ishiya Confectionery Co., Ltd.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Hokkaido souvenir "Shiroi Koibito" undergoes brand renewal to commemorate its 50th anniversary. ~Brand logo refreshed, packaging design revamped, and experiential events and social media campaigns implemented.~ Ishiya Confectionery Co., Ltd. (Headquarters: Nishi-ku, Sapporo City, Hokkaido; President: Hajime Ishimizu) will be sequentially refreshing the packaging design of "Shiroi Koibito," a classic Hokkaido souvenir that has been on the market for 50 years since its launch in 1976, starting in December 2026 (*). In addition, campaigns and events will be held from December to commemorate the 50th anniversary. *Please note that the timing of the product changeover at stores may vary depending on distribution circumstances and store inventory levels. Brand renewal To […]<\/p>\n","protected":false},"author":1,"featured_media":43350,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[21],"tags":[],"_links":{"self":[{"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/posts\/43379"}],"collection":[{"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/comments?post=43379"}],"version-history":[{"count":4,"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/posts\/43379\/revisions"}],"predecessor-version":[{"id":43394,"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/posts\/43379\/revisions\/43394"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/media\/43350"}],"wp:attachment":[{"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/media?parent=43379"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/categories?post=43379"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/home.sapporo.kokosil.net\/en\/wp-json\/wp\/v2\/tags?post=43379"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}