A Sweet Celebration of "Some More"

Smore Day スモアの日, celebrated every year on August 10th, brings a little American campfire magic into Japan. The day was established by Eiwa Co., Ltd., a confectionery maker based in Azumino, Nagano. The date aligns with America’s long‑standing National S’mores Day, which also falls on August 10th.

A “s’more” is a classic outdoor treat made by sandwiching a toasted marshmallow and chocolate between graham crackers. Its name comes from the phrase “some more”, because people inevitably want another bite. In the U.S. and Canada, s’mores have been beloved for generations, especially at campfires and barbecues where the simple ritual of roasting marshmallows creates a cozy, nostalgic atmosphere.

To mark Smore Day, Eiwa releases a seasonal product, Smore Choco Marshmallow, available from July to October. It lets anyone enjoy s’mores at home without a grill, making the tradition more accessible and fun. Still, there’s a unique charm to s’mores toasted slowly over an open flame, and eaten hot and freshly melted, in the great outdoors.