Cheese Sweets Brand "Cheese is..." Returns for a Second Round of Pop-Up Stores at 5 Locations Nationwide

Daska & Desiree, known for handling Belgian and French chocolate brands such as Désirée, La Févarié, Le Château, and Yves Thuriès, is bringing its cheese sweets brand "Cheese is..." (チーズイズ) back for a second round of pop-up stores, opening in turn at five locations nationwide starting in August 2026.

The brand first launched in April 2026 with a debut at GranSta Tokyo, followed by limited-time appearances at Ecute Ueno, Ecute Shinagawa, Sogo Yokohama, and Daimaru Tokyo, drawing a strong response from customers.

For this second round, pop-up stores will open in turn at Hankyu Umeda Main Store, Ecute Ueno, GranSta Marunouchi, Ecute Shinagawa, and Tobu Department Store Ikebukuro Main Store. The pop-up at Hankyu Umeda Main Store in August marks the brand's first appearance in the Kansai region.

Following the first round, the lineup continues to feature financiers and cookies made with Camembert and Parmesan cheese, each crafted to bring out a rich, savory depth of flavor.

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.

Brand Story

It's okay to be a little clumsy.

Sometimes a bit of "cheese" beats being too perfect.

A small accent for a world that's too sweet.

Having some character makes things more interesting.

"Cheese is..." gently affirms these values, as a cheese sweets brand that fits naturally into everyday life.

Flavor Lineup

Cheese Financier Rich

Cheese Financier Strawberry

Cheese Financier Nuts

Cheese & Black Pepper Cookie

Three cheese financier flavors are available: Rich, with the deep, rounded flavor of Camembert; Strawberry, with a bright, floral sweetness; and Nuts, which blends pistachio and walnut in a balanced mix. (Camembert cheese accounts for 75% of the cheese powder used.) The Cheese & Black Pepper Cookie pairs rich Parmesan sourced from Tokachi, Hokkaido, with black pepper for a savory accent. Its lingering aftertaste of cheese richness and black pepper fragrance makes for a lightly sweet, adult-oriented flavor.

Package Design

Each financier flavor uses its own base color, accented with dots of various sizes reminiscent of the holes in cheese. The packaging surface has a fine pearl finish that creates a subtle shimmer depending on the angle of light, for an elegant texture.

Removing the cookie box's outer sleeve reveals a bright yellow inner box evoking the color of cheese. The sleeve also has a pearl finish, adding a playful touch within a simple design.

Product Lineup

Cheese Financier Rich

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 (2 pieces x 5 bags): ¥972 (tax included)

Pop-Up Store Schedule

Hankyu Umeda Main Store

Dates: Wednesday, August 5 to Tuesday, August 11, 2026
Location: B1F Tree Terrace
Hours: 10:00 AM–8:00 PM

Ecute Ueno

Dates: Monday, September 14 to Sunday, September 27, 2026
Location: Tomarigi (Event Plaza)
Hours: 10:00 AM–8:00 PM

GranSta Marunouchi

Dates: Tuesday, October 13 to Sunday, November 1, 2026
Location: In front of the Marunouchi Underground North Ticket Gate
Hours: 11:00 AM–8:00 PM
Note: On the opening day, the store will open as soon as preparations are complete.

Ecute Shinagawa