A to Z of 2024: Warabimochi stretches taste buds with variety

SINGAPORE – Singapore was mad for mochi in 2024, the craze sparked by the arrival in February of popular Japanese brand Warabimochi Kamakura.

Long queues ensued at its first shop at One Holland Village. The brand started opening more stores: at Takashimaya Shopping Centre and Taste Orchard, both in Orchard Road; Jem mall in Jurong; and Waterway Point in Punggol.

People found the common Japanese summer snack – made with bracken starch, cut into squares and coated with kinako (roasted soya bean powder) or matcha – irresistible. They slurped up the brand’s drinks, with little blobs of wobbly mochi in them.

Soon after, another Japanese brand, Torori Tenshi no Warabimochi, set up its first shop at VivoCity in July. That brand also started replicating – at Funan, The Centrepoint and Changi City Point.

Mochi fever fuelled interest in similar offerings from existing businesses such as Cafe Usagi, Matchaya and Maru Mochi. Fruit daifuku (mochi wrapped around fruit), mochi waffles, mochi-wrapped ice cream, mochi obanyaki (with mochi replacing pancake batter), among other stretchy snacks, became popular.

Brands that do not usually serve Japanese-style food also got in the game.

Madam Ang KK, which sells ang ku kueh, launched in July with a product list that includes mochi bao – steamed buns filled with mochi and fillings such as yam, red bean and sesame.

Sinpopo Brand trotted out warabimochi in flavours Singaporeans love – pandan, gula melaka and bandung – in addition to traditional peanut-filled mochi and muah chee.

And heartland bread chain iBread made waves with its Taro Snowy Cake, soft cake layers with plain mochi and thick taro paste sandwiched in between.

The future, it would seem, is QQ.