Going To Japan? Try This Drinkable Soft-Serve Ice Cream From Lawson

The newly-launched beverage is called “Nomu Soft Cream” (飲むソフトクリーム). “Nomu” means “to drink” and soft cream refers to Japan’s famous soft-serve ice cream. Retailing at 173 yen (S$2.16) each, the dessert drink uses condensed milk from Machimura Farm, a famous Hokkaido dairy farm with a 100-year history. According to Lawson’s website, the 154 kcal per 190ml drink is supposed to boast a “rich milk” flavour which tastes “as if you were drinking soft-serve ice cream”. So is it just a fancy name for melted ice cream? Or a milk shake? Initial reviews via Japanese website Gigazine says though it is smooth, rich and scented with vanilla, "the sweetness is quite strong, and it is heavy to drink" in one sitting. Still, it does look cute and worth a try — at least once for the 'gram.

Photo: Lawson Japan/Facebook

Besides Nomu Soft Cream, the chain also released other new food items as part of its October 29 launch. Check out the Hinabe Meat Bowl (498 yen; S$6.24, pictured), pork and veg cooked with three different types of soy sauce. Or the Calbee Onion Miso Cream Soup Flavoured Potato Chips (173 yen; S$2.17) and Fish and Chips (200 yen; S$2.50).

Photo: Lawson Japan/Website

Interestingly, despite its ubiquity in Japan, Lawson isn’t Japanese. It was started in 1939 in Ohio by American dairy farm owner James Lawson. The chain opened its first store in Japan in Osaka in 1975. Now, with over 14,000 outlets across Japan, Lawson is considered one of the top convenience store chains in the country (but it trails behind 7-Eleven and FamilyMart).

Photo: Ninosan

Nomu Soft Cream is available at selected Lawson stores across Japan, including Tokyo. http://lawson.jp/en/