Is Waiting in Line Worth It? All About NYC Sand in Tokyo.

When you visit Daimaru Tokyo in Tokyo Station, you will always notice a long line of people waiting outside. They are patiently lined up to buy boxes of Tokyo’s prized cookies, the NYC Sand.

 

What is NYC Sand?

NYC Sand is a brand of Japanese cookies that are not actually from New York City. “Sand” refers to the sable butter cookie. At the same time, it also resembles the Japanese word “sando” meaning sandwich as NYC Sand cookies are sable sandwich cookies.

Located on the first floor of Daimaru Tokyo’s confectionary area, you can easily find NYC Sand from its never-ending long lines out the door. The average wait is about 30 minutes. During rush hour or holiday weekends/months, the line can last over an hour.

For travelers departing from Haneda Domestic Airport, you can find select NYC Sand products in the souvenir shops by the boarding gates.
 

Lining Up for Cookies

NYC Sand’s counter is located in the center of the confectionary area right by the main escalators. The line, however, starts outside the department store doors. Look for the employee holding an NYC Sand placard – that is the back of the line and he or she will give you a menu to review your choices while in line.

NYC Sand
In the middle the line outside. During holiday months, like December and January, lines are exceptionally long because of the gift-giving season. Locals line up even before the Daimaru opens and all the way until the department store closes. Tip – make sure your smartphone has offline games and books to kill time while in line.

 

NYC Sand
Once reaching the front of the outside line, 5 persons at a time will be escorted inside to the middle line. Yes, there’s another line. After the middle line, you will finally be escorted to the counter line where it is time for you to see the products and place your orders.

 

Ordering Boxes of NYC Sand

When it is time for you to order, you can still review the menu and see the example products in the display counter. There are 3 permanent selections: Caramel, Scotch, and Scotch with Chocolate. There is also a 4th item that changes seasonally or monthly – this encourages customers to come back again and again to try the new flavor.

You can only buy boxes and not individual cookies. Caramel comes in boxes of 4 for 540 yen, 8 for 1,080 yen, 12 for 1,620 yen, 16 for 2,160 yen, 24 for 3,240 yen, and 40 for 5,400 yen. Scotch comes in boxes of 5 for 1,250 yen and 10 for 2,700 yen. Scotch with Chocolate and the seasonal flavor comes in boxes of 4 for 1,512 yen and 8 for 3,024 yen. You can also purchase assortment boxes with a taste of all the cookies.

NYC Sand
The menu at the display counter to assist your ordering. For English speakers, you can simply point to the items you want to purchase. Prices of the seasonal flavors and the assortment boxes vary.

 

NYC Sand
Whether you purchase the box or boxes for yourself or as a gift, they come beautifully gift wrapped as it is in the Japanese culture to present purchases with respect and beauty. You can ask for additional bags if you do intend to gift boxes to others.

 

The Taste Test

NYC Sand
The Assortment Box with all 4 cookie flavors including Scotch, Caramel, Apple Pie Caramel (the seasonal flavor of December and January), and Scotch with Chocolate.

 

NYC Sand
Scotch. A slab of butterscotch candy is sandwiched between a thin chocolate coating and the two butter cookies. This is a star for butterscotch fans and it has a nice crunch and bite of the candy.

 

NYC Sand
Caramel. A gooey caramel center between a thin chocolate coating and the two butter cookies. The silky, caramel-y, butteriness of the whole cookie experience makes you realize why people line up. It’s so worth it.

 

NYC Sand
Chocolate fans will enjoy the Scotch and Chocolate cookie as there is a thick layer of dark chocolate coating the Scotch cookie. The bite is heartier because of the layer of chocolate and the butterscotch candy. If you want the purity of the cookie and filling, stick to the other cookies.

 

Before leaving Tokyo, taste the cookies to see if lining up was worth it for you and if you want to line up again to order your favorite cookie flavors.

 

Address & Hours

1F Daimaru Tokyo, Tokyo Station
Monday to Friday, 10 to 9pm
Saturdays and Sundays, 10am to 8pm
 

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