Passion in every kernel: the story behind TOHO Cinemas' popcorn - Part One

For many moviegoers, the aroma of freshly popped popcorn drifting through the lobby is the moment the excitement begins.

To help create that experience, TOHO Cinemas develops its popcorn in-house. From selecting the corn to perfecting the balance of flavor and texture, every detail has been carefully considered, with the product refined through repeated testing and improvement.

Why does TOHO Cinemas place such importance on its popcorn? We spoke with Atsushi Shimizu, General Manager of the Product Development  Dept., about the company's commitment to quality and the development process behind its signature popcorn.

The scent that brings the movie experience to life

――The moment you step into a movie theater and catch the aroma of freshly made popcorn, you immediately feel a sense of anticipation. It is an experience that can only be found at the movies.

I am delighted to hear that. I believe the aroma of popcorn acts as a kind of switch, gently guiding our guests away from their everyday routines and into the world of cinema.

For example, when you enter a luxury hotel, a refined fragrance welcomes you and naturally transports you into a different world. In much the same way, the aroma of popcorn at TOHO Cinemas helps create a sense of transition. It signals that it is time to leave the everyday behind and immerse yourself in the story unfolding on screen.

――What do you do to create that distinctive aroma?

Above all, we focus on how the aroma is released and experienced. At every TOHO Cinemas theater across Japan, popcorn is freshly prepared on-site using dedicated popcorn machines. We have also developed our own original oil, designed to bring out the richest aroma at the very moment the kernels pop.

Watching the kernels burst open before your eyes, hearing the popping sounds, feeling the warmth rising from the machine, and enjoying the freshly roasted aroma all become part of the excitement. We believe that this combination of entertainment and flavor is something truly unique—an experience that only a movie theater can provide.

Pursuing the perfect first crunch—Even the classics continue to evolve

――TOHO Cinemas popcorn has many devoted fans. What is the secret behind its flavor?

What matters most to us is texture. Popcorn is a simple snack, but its texture and mouthfeel can vary greatly depending on the variety of corn used and how it is popped.

We have worked to create the ideal texture—light and crisp the moment you bite into it, followed by a satisfying crunch as you chew.

That texture begins with selecting the right corn. Different varieties produce popcorn with different sizes, shapes, and textures. We work closely with suppliers in the regions where the corn is grown, carefully testing varieties that create “butterfly” popcorn—the large, distinctive shape with characteristic wings—to find the one that delivers the flavor and texture we aim to achieve.

The corn used to make popcorn

――Salted and caramel popcorn are the two most popular flavors. What special care goes into each of them?

Salted popcorn has long been a classic favorite, and many guests consider it an essential part of the moviegoing experience. That is why consistency is so important to us—we never want uneven seasoning to take away from the enjoyment.

To ensure that every kernel is seasoned perfectly, we use a specially developed salt. Working closely with the manufacturer, we created a blend that spreads evenly throughout each batch, delivering the same delicious taste from the first bite to the last.

We have applied the same level of care to our caramel popcorn. In 2025, we made significant improvements to ensure that every kernel delivers a rich caramel flavor, a fragrant toasted aroma, and a satisfying crunch.

Previously, achieving an even coating was a major challenge. Adding more caramel increased the risk of burning, while creating a consistent coating on every piece proved extremely difficult. We tested countless ideas, but when we could not achieve the quality we were aiming for, our development team continued searching for a new solution.

Ultimately, we took a different approach and decided to develop an oil specifically designed for caramel popcorn from the ground up.

The result is caramel popcorn with an even coating, a beautiful amber sheen, and a satisfying crunch that lasts all the way to the final kernel. It has been warmly received by our guests and has become one of the products we are especially proud of.

A new flavor every time—Making the choice part of every trip to the movies

――In addition to the classics, TOHO Cinemas offers a wide variety of flavors. What inspired you to expand the selection?

A major turning point came in 2014, when we began collaborating with Japan Frito-Lay, one of Japan’s leading snack manufacturers.

We wanted guests to experience the excitement of discovering something new every time they visited TOHO Cinemas. This inspired us to focus more on developing a wider variety of flavors.

At first, we were concerned that offering more choices might reduce demand for our classic salted and caramel flavors. However, the opposite happened. Choosing a flavor became part of the moviegoing experience, with guests deciding what they were in the mood for that day or which flavor would pair best with the film they were about to watch.

More recently, guests have shared ideas for flavors they would like to try and requested the return of previous limited-edition offerings. This kind of feedback is truly motivating for everyone involved in developing new products.

I hope that discovering a new flavor with each visit will become another reason for guests to look forward to going to the movies.

The large-format Party Pop and Party Pop W, blockbuster favorites among popcorn lovers

Taking popcorn beyond the theater and into everyday life

――Recently, you have also introduced initiatives for children and even begun offering popcorn through Uber Eats.

What we have always wanted to do is bring smiles to as many people as possible through popcorn.

While continuing to pursue great taste, we also want to explore new ways to connect with our guests. This has led us to take on a variety of new initiatives.

One example is a campaign that gives children popcorn during their birthday month. We hope that enjoying popcorn at the movies will become a happy memory for them and bring joy to the people around them as well.

We also support the United Nations World Food Programme. When guests purchase eligible products, a portion of the proceeds goes toward providing school meals for children in need. We hope this creates a positive cycle, where enjoying something delicious can also contribute to making a difference in the lives of others.

Launching delivery through Uber Eats was another major challenge. To be honest, we were not sure whether there would be demand for TOHO Cinemas popcorn outside the theater. However, once the service began, the response was far beyond what we had expected.

Recently, I heard that a Japanese pop idol had ordered our popcorn through Uber Eats. That really moved me. It showed me that even outside the theater, TOHO Cinemas popcorn continues to be seen by guests as something special.

Salted popcorn featured as an eligible product in the Japan Association for the World Food Programme’s Red Cup Campaign

Building on a Grand Prix win—creating a theater people visit for the popcorn

――What future do you envision for popcorn?

We were delighted that, in May 2026, TOHO Cinemas popcorn received the Grand Prix, the highest award at the Japan Food Selection, where products are evaluated by food professionals. Having our popcorn recognized after years of trial and error gave us tremendous confidence and encouragement.

We hope to build on this achievement by taking popcorn beyond its role as something people enjoy while watching a film and making it a more familiar part of everyday life.

At present, many people probably purchase popcorn because they have come to the theater to watch a film. In the future, however, we hope people will visit TOHO Cinemas specifically for our popcorn, even when they are not seeing a film. We would love for it to become a snack that people enjoy as part of their daily lives.

Perhaps one day, the people enjoying our popcorn today will become parents themselves and share it with their children. It would be wonderful if TOHO Cinemas popcorn became something that families could enjoy together and pass on from one generation to the next.

We want our popcorn to enhance the special moments people spend at the movies, while also bringing joy to everyday life. We will continue pursuing both exceptional taste and the enjoyment that comes from the popcorn experience as we work toward that vision.

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