Lotte is adding a new member to its long-running Pai no Mi snack lineup. Toro Rich Pai no Mi will go on sale nationwide on Tuesday, May 12, 2026.
Since its debut in 1979, Pai no Mi has always been built around a chocolate filling. This marks the first time in the brand's 48-year history that the filling has been changed — replaced here with a softly melting milk cream. The snack features 64-layer flaky pastry made with rich fermented butter*, with the cream enclosed inside. The result is a light, crispy bite followed by the gentle sweetness of the slowly spreading cream.
* Contains 0.6% fermented butter and margarine with fermented butter.
Product Details
| Product Name | Toro Rich Pai no Mi |
| Release Date | Tuesday, May 12, 2026 |
| Sales Area | Nationwide |
| Contents | 69g |
| Price | Open price (estimated retail price: approximately ¥302 including tax) |
Developer Comments
Yuki Kubota, Baked Goods Planning, Brand Strategy Division, Lotte Marketing Headquarters
Going beyond chocolate snacks to explore the possibilities of "pastry"
In recent years, Pai no Mi has received a lot of customer feedback saying "the real star of Pai no Mi is the pastry." In September 2024, for the 45th anniversary, the brand achieved the crispiest texture in the product's history. That October, Shaka Shaka Pai no Mi Set — featuring only seasoned powder and no chocolate — was released as an e-commerce exclusive and sold out on the day of launch, reflecting strong interest in the pastry itself. In 2025, an Ooki na Pai no Mi
These responses led to the conclusion that Pai no Mi could expand beyond being a "sweet chocolate snack" and evolve into a brand that explores the broader potential of "pastry." Toro Rich Pai no Mi — a new pastry sweet with melting cream inside instead of chocolate — was developed with that vision in mind.
Ryo Nishida, Biscuit Research Team 1, Chocolate & Biscuit Research Division, Lotte
From chocolate to cream: the new texture reached after extensive trial and error
Developing a new texture for a brand as storied as the 48-year-old Pai no Mi was a challenging but deeply rewarding project. The aim was to find a quality that would let people enjoy the brand's defining crispy texture even more — by adding a soft cream filling inside and creating a contrast between the inner and outer textures.
Chocolate and cream behave very differently as ingredients. The key challenges included: (1) achieving a softly melting texture; (2) maintaining the textures of both the pastry and the cream over time; and (3) adapting production equipment and processes built for chocolate to work with a softer cream filling. Getting the trial product's texture into an actual factory setting was particularly difficult, but through close collaboration with the factory team and repeated testing of ingredient selection, heating methods, and filling techniques, the team arrived at the final product.
Pai no Mi Oshi no Mori Stamp Rally
Special Event at Futako Tamagawa Rise Shopping Center
May 3 (Sun) to May 5 (Tue)
As part of the ongoing "Pai no Mi Oshi no Mori" project, a stamp rally event is being held at Futako Tamagawa Rise Shopping Center from May 3 (Sun) to May 5 (Tue), 2026. Visitors can collect character stamps to complete their stamp card and receive a free gift.
During the event period, a stamp rally card will be distributed to the first 800 visitors per day who present a receipt showing a purchase of ¥2,000 or more (tax included, cannot be combined) from any participating store in the mall. Collecting all four character stamps and completing the "Pai no Mi Oshi no Mori" artwork entitles the holder to receive a set of "Lotte Pai no Mi" and an exclusive "Pai no Mi Character Futako Tamagawa Rise S.C. Original Sticker."
Stamp Card Distribution
- Location: Special counter in front of John Masters Organics Select, 1F Town Front
- Hours: 10:00 AM to 5:00 PM each day, May 3–5 (while supplies last)
Gift Distribution
- Location: Special counter in front of John Masters Organics Select, 1F Town Front
- Hours: 10:00 AM to 8:00 PM each day, May 3–5 (while supplies last)
Gift: "Lotte Pai no Mi" + "Pai no Mi Character Futako Tamagawa Rise S.C. Original Sticker" set (first 800 visitors per day)
Customize Your Own Pai no Mi Package
Starting May 12 (Tue) — 15 Designs Available
Starting May 12, 2026, a campaign will allow customers to personalize the packaging of Pai no Mi and Choco wo Ajiwau Pai no Mi
The back panel of the Pai no Mi box has a blank space where the "Pai" portion of the logo appears, and the sticker sheets can be placed over this blank area to create a personalized version. Options include naming it after a favorite character or person for an "oshi"-themed Pai no Mi, or writing a name or message by hand for a more personal touch. Eight color options are available for the custom "oshi" stickers. In addition, several message-themed variants are available, such as "Senpai no Mi," "Kouhai no Mi," "Kansha Ippai no Mi," and "Gomen Mi," making them suitable as small gifts or everyday conversation starters.
How to Get the Sticker
Purchase two boxes of Pai no Mi (box type) to receive one sticker sheet.
*Availability varies by retailer.
