Bam! Crackle! Pow! Here comes Black Thunder, the popular chocolate bar from snack-maker Yuraku that everyone in Japan knows and loves. Made with a unique blend of cocoa cookie bits, rice puffs, and dark chocolate, Black Thunder is a hearty Japanese snack created with the promise of providing “delicious taste in a flash of lightning.” Go on and grab your own stick of Black Thunder because today we’re going on a field trip to learn more about this iconic Japanese treat!
- Japanese name: ブラックサンダー ( pronounced burakku sandaa)
- Manufacturer: Yuraku Confectionary
- Number of Black Thunder Flavors: More than 50
- Fun Fact: Black Thunder became so popular in Taiwan in 2014 that Yuraku ran out of stocks in Japan!
WHAT IS BLACK THUNDER IN JAPAN?
Black Thunder might sound like one of the latest heroes from Marvel or DC, but it actually doesn’t have anything to do with comic book superheroes. Nope! Black Thunder is actually a super snack. It’s a Japanese chocolate bar that was created by Japanese snack maker Yuraku back in 1994. Though Yuruku had to shut down the production of Black Thunder in 1995, the company didn’t give up on the dark chocolate treat and now it’s one of the most popular chocolate snacks in Japan!
WHAT DOES BLACK THUNDER TASTE LIKE?
Black Thunder is a thick and filling chocolate bar that’s made with a blend of dark milk chocolate, bits of crushed cocoa cookies and Japanese-style rice puffs. It’s a super hearty snack. While the bitter-sweet taste of the dark chocolate in Black Thunder stands out the most, Japanese snack enthusiasts also get to enjoy the different textures thanks to the rice crisps and crushed cookies. (See our Black Thunder treats here.)
WHAT IS SPECIAL ABOUT BLACK THUNDER?
The name Black Thunder is pretty cool enough on its own, but what makes this chocolate bar really stand out is its special texture! This treat is fun to eat with crushed cookies and rice crisps pressed flat into the bar. It’s crunchy, hard, and hearty. Not only that, but Japanese snackers love that Black Thunder has a good balance of bitterness and sweetness. People in Japan aren’t too fond of overly sugary snacks and somehow Black Thunder manages to hit that perfect sweet spot!
DOES BLACK THUNDER HAVE PEANUTS?
The answer is yes and no! The original Black Thunder chocolate bar doesn’t have any peanuts in it. But there are a couple of Black Thunder variants that do have nuts in it! Introduced in 2011 as a breakfast bar, Morning Thunder is a milk chocolate treat containing crushed cinnamon-flavored cookies, peanuts, soybean puffs, and extra protein.
Another nut-based variant is the Black Thunder Almond & Hazelnut mini bar. As the name implies, it contains crushed almonds, hazelnuts, and a special ingredient — coffee powder. This Black Thunder bar is perfect for people who need an extra kick of caffeine to make it through the day!
WHY IS BLACK THUNDER CALLED BLACK THUNDER?
First of all, we’ll have to cut “Black Thunder” into two before we bite our way into the story behind this iconic chocolate bar’s name. The “Black” in “Black Thunder” comes from the chocolate bar’s appearance. In Japan, when you label a treat black, like for example, Black Meiji Chocolate, you imply that it uses cacao and is made of dark chocolate. By saying that it’s Yuraku’s chocolate bar is “Black”, consumers in Japan can already tell that the treat isn’t going to be too sweet.
“Thunder” in “Black Thunder” is actually inspired by Super Sentai heroes that children love. Super Sentai is a Japanese superhero metaseries that features live-action characters, wacky villains, fun effects, and color-coded costumes. It’s a lot similar to Power Rangers! Yuraku wanted to imbibe the fun feeling of super sentai with Black Thunder.
Besides the references to dark chocolate and Japanese TV heroes, Yuraku also wanted to add a bit of impact to Black Thunder by creating a connection to the Japanese god of thunder, Raijin. While the packaging of the chocolate bar is written as Black Thunder in English, the logo also includes the Japanese kanji 黒い雷神 which stands for Kuroi (Black) Raijin (the God of Thunder). These Japanese characters add more power to Black Thunder’s branding.
WHAT IS THE STORY OF BLACK THUNDER?
Black Thunder first came crackling into life in a Yuraku factory in the Japanese city of Toyohashi in 1994. The chocolate treat was made as the opposite of Yuraku Seika's main product at the time, the Choconuts 3. Made with three different kinds of nuts, Choconuts had a light texture. Yuruku wanted to create a more filling kind of chocolate bar, and thus Black Thunder was born.
RISING FROM THE ASHES: BLACK THUNDER STRIKES BACK!
Despite its cool name and its hearty ingredients, Black Thunder didn't catch on as quickly as one would expect. The year after it made its big debut, Black Thunder failed to make sales, and so its production was discontinued in 1995. Luckily the chocolate bar was popular in some stores parts of Kyushu. In 1996 there were multiple requests for Black Thunder's return, so much so that a sales representative in charge of Kyushu had to directly talk to the company.
"Well, if you're going to go that far, it's just for the amount of wrapping paper left," Yuraku told the sales rep. It's good that they made that decision though, because from there word of mouth spread that Black Thunder was back on shelves, and soon the snack became increasingly popular! The chocolate bar became a staple among university students in Kyushu.
In the 2000s, Yuraku started selling Black Thunder all around Japan. When the company sponsored the Men's Gymnastics team at the 2008 Summer Olympics in Beijing, Black Thunder got lots of endorsements from Silver Medalist Kohei Uchimura. Since then it has become the "favorite food of Olympic athletes," turning Black Thunder into an explosive hit among Japanese snackers!
MORE ON THE MAKER OF BLACK THUNDER!
As we mentioned earlier in the blog, Black Thunder comes from Japanese food company, Yuraku. However, while Black Thunder came from a factory in Kyushu, the maker of the iconic chocolate snack actually comes from Tokyo. Yuraku Seika, the Japanese snack company behind Black Thunder originated from the Setagaya Ward in Tokyo. It started in 1955, decades before the creation of Black Thunder. When it first started, Yuraku focused on Japanese chocolate products. It then moved on to pretzel snacks, par-baked cakes, and nougat goods before going on to chocolate bars like Black Thunder.
HOW MANY DIFFERENT BLACK THUNDER FLAVORS ARE THERE?
While most Japanese people love the bittersweet goodness of dark chocolate, Yuraku knows that variety is the spice of life. There are many different Black Thunder flavors Japanese snackers can enjoy. There are classic Japanese flavors like hojicha latte, manju, matcha Azuki, and Monaka. There are fruit flavors like strawberry and coconut! Black Thunder even has its own soup flavor, Corn Potage.
Besides the basic flavors, Black Thunder also has different kinds of varieties! There are Big Thunder bars which are twice the length and width of the original Black Thunder. Black Thunder Mini-Bars are half the size and width of the regular size. The brand even has a version made with dried ramen called the Ikeman Thunder bar!
To put it simply, as a brand, Black Thunder is as hearty as its ingredients list. There's just a lot of different kinds of Black Thunder to enjoy. If you'd like to learn about all the Black Thunder varieties Yuraku has to offer, you can check out our Complete List of Black Thunder Flavors!
BLACK THUNDER MATT SAVES JAPAN!
Originally, Black Thunder didn’t have a mascot during its creation. Yuraku solely focused on the chocolate bar’s branding and fun wordplay. However, after years of success, the company decided that it was high time for Black Thunder to get its own hero during the treat’s 25th anniversary in 2019.
During the 25th anniversary celebration, Yuraku introduced Black Thunder Matt, a strange-looking hero portrayed by the model Matt Kuwata, the son of former baseball player Masumi Kawata. A 25-year-old android character, Black Thunder Matt has Black Thunder choco bars for eyebrows. He shoots Black Thunder bars at citizens dying of hunger from waiting in line too long!
At first glance, Black Thunder Matt might seem creepy. However, Japan has a soft spot for strange characters and weird TV commercials. According to Yuraku’s story, Black Thunder Matt begins on a fateful Christmas night when ordinary Matt gets struck by mysterious lightning after running home to hurriedly see his girlfriend. The story takes a lot of strange twists and turns when Matt eventually becomes a superhero!
BLACK THUNDER GETS CONTROVERSIAL!
Black Thunder’s strange marketing tactics don’t end with Black Thunder Matt. During Valentine’s 2019 Yuraku decided to make a shocking announcement to the Japanese public - they were canceling their regular giri choco. You see in Japan, giri chocolates are obligatory chocolate treats that are given by women to the men in their lives during Valentine’s. They’re a big tradition in the country, so it came as quite a shock when Yuraku said it was canceling their Black Thunder giri choco!
According to a newspaper report, Yuraku had forgotten all about giri choco! Apparently the company had been “brainwashed by an alien so that the existence of giri choco had totally disappeared from their heads.” So, instead of having their regular Black Thunder giri choco pop-up shop which they hold during Valentines', the company decided to sell regional-exclusive souvenir Black Thunder varieties instead.
TEAMING UP WITH BLACK THUNDER!
Food companies love collaborating with Black Thunder. McDonald's Japan had a fun little teamup with Yuraku in 2017 which produced a special McFlurry Black Thundet. In 2023, Black Thunder worked together with Family Mart to produce special Black Thunder treats like Black Thunder Chocolate Cookie Sandwiches, Black Thunder Florentine, Black Thunder Chocolate Cookie Eclair, and Black Thunder Chocolate Tiramisu.
That’s not all. Apparel companies also want a slice of the Black Thunder marketing bolt! In 2010 the Japanese chocolate candy bar managed to get a collab with Guacamole brand clothing designers - a team-up that led to a line of men's and women's swimwear, a line of men's underwear, and sporting items all having the Black Thunder design.
COOL DOWN WITH BLACK THUNDER ICE CREAM!
Yes, Black Thunder ice cream is very much real! Back in 2009 Yuraku got to work together with Royal Foods company in Japan to make their very own Black Thunder ice cream bars and Black Thunder Monaka ice cream sandwiches. These tasty treats can be found in Japanese 711 stores.
For a limited time, Yuraku also produced special Black Thunder ice cream treats with the help of Koehi Arai. Thanks to the collab between food companies, Japanese Black Thunder fans got to have a taste of "Honmei no Zakufuwa Black Thunder Parfait" and "Pretty Black Thunder Ice Cake Bar" at all Alkindo Sushiro conveyor belt sushi restaurants.
BLACK THUNDER GETS TURNED INTO CAKES AND PASTRIES
There are so many different ways one can turn Black Thunder into pastries. Thanks to Pablo Cheesetart in Japan, Black Thunder got its very own cheesecake. Adding some fruit into the mix, specialty cafe Granny Smith Apple Pie and Coffee in Japan decided to turn Black Thunder into some sort of Apple Pie. If doughnuts are more of your thing, you can also try out the Shiroi Black Thunder doughnuts from Komeda Coffee shop.
LET’S TRY FRIED BLACK THUNDER FOR VALENTINES!
Valentine's is the season of chocolates in Japan and in 2024 Yuraku decided to give their own special twist to the love-filled day. The company decided to produce a special kind of Black Thunder - Tempura Black Thunder that is! Doesn’t that sound crazy?
Yuraku held a limited-time shop in Shinjuku, Tokyo with special Black Thunder dipped in tempura sauce and then deep fried in hot oil. The result is melty dark chocolate mixed with rice puffs and cookies all wrapped in crispy batter! And it was only 35 yen per piece! Valentine's in 2024 was certainly a good time for Black Thunder fans.
JAPANESE TEA TIME WITH BLACK THUNDER ANMAKI
Besides the special Black Thunder train, Japanese snackers can also find another special Black Thunder treat in Toyohashi City. In the Japanese confectionery shop Okamedo, chocolate snack enthusiasts can find a traditional Japanese treat with a delicious Black Thunder twist called the Black Thunder Anmaki. Created in Aichi, the traditional Anmaki is rolled crepe pancake filled with sweetened red beans. Adding its own crackling twist to the Japanese dessert, the Black Thunder Amaki uses a special chewy and crunchy Black Thunder filling.
GET LUCKY BLACK THUNDER GACHAPON
Japan has a lot of novelty items, and one of the most things you can find in the country are gachapon. These are large toy-vending machines filled with tiny round capsules containing figures and collectibles. Black Thunder has become so popular in Japan that Yuraku has its own set of Black Thunder gachapon collectibles! These gachapon items from Yuraku were cute little pouches designed to look like bars and packs of Black Thunder!
HOW TO RIDE BOLT OF BLACK THUNDER!
Did you know there's a Black Thunder train running through Toyohashi city? That's right! Since Black Thunder was born in a factory in Toyohashi, the city's railway company decided to dedicate a small train to the chocolate bar. It's colored black all over with a yellow lightning bolt running across its sides! Just like a train for Super Sentai!
BLACK THUNDER MERCH FROM BLACK THUNDER FANS!
Ever since 2021, Yuraku’s given fans the chance to enhance the appeal of Black Thunder by working with company employees through the “Black Thunder Public Relations Office.” This special department allows Yuraku to directly connect with avid Black Thunder staff.
With the help of the “Black Thunder Public Relations Office” Yuraku was able to create official merch for Black Thunder. Approving five different products from the department, Yuraku now produces sleek and stylish Black Thunder items including bento boxes, caps, tote bags, and more!
WHERE TO BUY BLACK THUNDER?
Black Thunder is a super popular chocolate snack. That’s why it’s no surprise that you can find Black Thunder almost everywhere in Japan! These crunchy dark chocolate bars can be spotted on shelves in konbinis (Japanese convenience stores) and in supermarkets around the country. They’re not all that hard to find!
Yuraku also has a couple of specialty Japanese chocolate stores where you can find special Black Thunder bars. The first is the Yuraku Chocolate Shop in Kodaira City, Tokyo. The second is the Toyohashi Yume Factory Direct Store, otherwise known as the “Black Thunder Sanctuary” in Toyohashi in the Aichi Prefecture of Japan.
While you might be a bit concerned that you’ll have to book a plane to Japan just to try out some Black Thunder, you don’t really have to do that. You can find all sorts of varieties of this iconic Japanese chocolate bar in our Black Thunder collection on Japan Candy Store! Take your time picking out all the different flavors you want to try!
So there you have it! Today we learned about Black Thunder and how it became one of Japan’s most beloved chocolate bars of all time. Filling and hearty, Black Thunder is the perfect bittersweet chocolate snack for people on the go. It’s got a cool name, great taste, and a fun mascot in the shape of Black Thunder Matt!
What are your thoughts about Black Thunder? Have you ever tried this chocolate bar before? Which flavors do you think you’d like to try? Don’t be shy, feel free to geek out over your favorite Japanese snacks here. That’s what our comment section is for! Go all out and tell us what you love about Black Thunder.