New Cheese Sweets Brand "Cheese is..." Launches with Pop-Up Stores at Tokyo Station and Beyond

Daska & Desiree, known for handling Belgian and French chocolate brands such as Désirée, Le Château, La Févarié, and Yves Thuriès, is launching a new cheese sweets brand called "Cheese is..." (チーズイズ...). The brand will debut through limited-time pop-up stores beginning April 6 at GranSta Tokyo, followed by other major station locations throughout the spring.

The initial lineup features three varieties of cheese financiers and one cheese cookie, making them suitable both as personal treats and as gifts. The first collection uses Camembert and Parmesan cheese, each chosen to highlight the distinct character and depth of flavor these cheeses bring.

Brand Concept

"Cheese is..." begins with the question: "What does cheese mean to you?" — and sets out to explore the endless possibilities cheese holds.

Cheese is something that can be enjoyed as something sweet, or something savory. It can be the star of the show, or a supporting flavor. It's an intriguing ingredient that defies easy categorization.

Find your cheese! — The brand aims to offer each person a chance to discover cheese in their own way.

Flavor Lineup

Cheese Financier Rich

Cheese Financier Strawberry

Cheese Financier Nuts

Cheese & Black Pepper Cookie

Three cheese financier varieties are available: Rich, featuring the deep, full-bodied flavor of Camembert; Strawberry, with the sweet, floral aroma of strawberry; and Nuts, which brings together pistachio and walnut in a harmonious blend. All financiers use Camembert cheese (75% of the cheese powder content).

The Cheese & Black Pepper Cookie uses savory Parmesan cheese sourced from Tokachi, Hokkaido, paired with black pepper. It's a mildly sweet, adult-oriented treat with a pleasant aftertaste of lingering cheese richness and black pepper fragrance.

Package Design

Each financier variety has its own distinct base color accented with large and small dots reminiscent of the holes in cheese. The packaging surface features a fine pearl finish that creates a subtle shimmer depending on the angle of light, giving it an elegant feel.

The cookie box uses an outer sleeve that, when removed, reveals a bright yellow inner box evoking the color of cheese. The sleeve also carries a pearl finish, adding a playful touch within a clean overall design.

Product Lineup

Cheese Financier Rich

1 piece: ¥324 (tax included)
4 pieces: ¥1,188 (tax included)
8 pieces: ¥2,376 (tax included)

Cheese Financier Strawberry

Cheese Financier Strawberry

1 piece: ¥351 (tax included)
4 pieces: ¥1,296 (tax included)

Cheese Financier Nuts

Cheese Financier Nuts

1 piece: ¥351 (tax included)
4 pieces: ¥1,296 (tax included)

Cheese Financier Assorted

Cheese Financier Assorted

8 pieces: ¥2,592 (tax included)
12 pieces: ¥3,780 (tax included)

Cheese & Black Pepper Cookie

Cheese & Black Pepper Cookie

10 pieces: ¥972 (tax included)

Pop-Up Store Schedule

GranSta Tokyo

Dates: Monday, April 6 to Sunday, April 19, 2026
Location: Silver Bell Area, Precious Sweets (JR Tokyo Station, B1F, inside ticket gates)
Hours: Mon–Sat 8:00 AM–10:00 PM / Sun & holidays 8:00 AM–9:00 PM

Ecute Ueno

Dates: Monday, April 27 to Wednesday, May 6, 2026
Location: Tomarigi (Event Plaza) (JR Ueno Station, inside ticket gates, 3F)
Hours: April 27 (Mon)–May 1 (Fri) 10:00 AM–8:00 PM / May 2 (Sat)–May 6 (Wed) 9:00 AM–8:00 PM

Ecute Shinagawa