The Birth of SMILE WHO’S: A New Unity in Snack Brands in Japan

On July 1, 2025, a significant merger took place in Japan's snack industry with the formation of a new company, SMILE WHO’S. This newly established entity combines three distinct yet complementary businesses: 株式会社笑たこ (Waratako), 有限会社FOODNEXT, and 合同会社WHO'S TEA JAPAN. These companies have been recognized for their respective specialties in savory and sweet snacks, including takoyaki, crepes, and tapioca drinks, and they are now set to enhance their market presence collectively.

What is Included in SMILE WHO’S?

SMILE WHO’S encompasses five popular brands:

- 笑たこ: Known for its Kansai-style fluffy and moist takoyaki, which is meticulously prepared without frying, ensuring a healthier option. This brand prides itself on its careful selection of ingredients, such as octopus, flour, green onions, and water, achieving a balanced flavor and texture. The salted green onion mayo takoyaki and the mentai mayo takoyaki are fan favorites, and they often introduce seasonal flavors to keep the menu exciting.

- スマイリークレープ: A haven for crepe lovers, offering delicate crepes made with fresh fruits wrapped in a soft batter made from milk, eggs, and butter. Approximately 40 varieties are available, including classic sweet crepes that showcase seasonal fruits and traditional toppings like ice cream and whipped cream, as well as a selection of savory hot crepes.

- WHO’S TEA: This globally inspired Taiwanese tea café opened its first store in Taichung, Taiwan, in 2011. It has grown internationally, offering a wide range of tapioca drinks in exciting flavors such as strawberry, matcha, black sesame, and mango. The brand's unique aesthetic incorporates the motif of “whiskers,” featured across its packaging and store designs.

- TUTU: This quirky crepe and drink cafe captivates its customers with visually striking crepes. They create an aromatic and delightful experience using their original wheat flour blend combined with milk and butter to produce mouth-watering crepes. Signature offerings include fresh fruit crepes, TUTU’s original recipes combined with Häagen-Dazs ice cream, and various savory options.

- 響堂: Specializing in the beloved Japanese sweet, warabimochi, this store highlights a product made from premium domestic warabimochi flour sourced from Aichi Prefecture. It aims for ultimate softness and delicateness that leaves a lasting impression. Alongside their standout warabimochi, the shop offers a variety of drinks featuring these delightful morsels.

Goals and Vision

This merger aims to strengthen collaboration among the brands, enhancing the synergy of their operations. By leveraging established strengths and unique qualities of each brand, SMILE WHO’S is committed to improving service quality and expanding its presence across Japan. It intends to develop innovative product lines and potentially introduce these beloved food experiences to international markets, making the most of its diverse portfolio.

The company envisions becoming a hub of culinary creativity and consumer enjoyment, ensuring it remains at the forefront of the hospitality and food service sectors. By combining these five brands under one roof, SMILE WHO’S is set to deliver even greater satisfaction to its customers.