Hokkaido souvenirs used to be primarily White Lovers, the top choice, but now there are more and more popular brands. It seems that if they are not uniquely popular and can be found all over Japan, there is no compelling reason to buy them.
Combining with other souvenir shops (perhaps different brands from the same group), Snows' raw chocolate is quite rich and pairs well with a filling similar to fresh cream. It's a bit sweet but goes nicely with tea or coffee. Another popular item is the Snows sandwich cookies, which are crisp on the outside and have a rich filling—great for afternoon tea. I highly recommend them; it seems they are currently limited to the airport, making them very sought after.
As for the ice cream, it also costs 450 yen and is a bit smaller and less rich. It starts melting as soon as you receive it, which is a bit unfortunate, and the texture is a bit thin. No wonder it isn't very popular.
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