Seventy-five years after soft serve ice cream first arrived in Japan, the dessert’s evolution from novelty to cultural staple is being documented in a comprehensive three-day exhibition. The Soft Serve Ice Cream History Exhibition, held at ZeroBase Shibuya from July 3 to July 5, 2026, commemorates this milestone anniversary while coinciding with Soft Serve Ice Cream Day on July 3rd. Unlike standard product launches or limited-time pop-ups, this exhibition functions simultaneously as an educational archive and a tasting experience, offering visitors complimentary servings of CREMIA—typically a premium-priced soft serve—upon completion of an interactive quiz.
Three Floors of Soft Serve History
The venue occupies three distinct floors, each serving a specific curatorial purpose. On the first floor, the Soft Serve Ice Cream History Exhibition traces the dessert’s trajectory from its introduction to Japan through its establishment as a ubiquitous sweet, organizing the narrative by historical era. The second floor shifts focus to contemporary soft serve technology, specifically examining the development of CREMIA, a premium fresh cream soft serve distinguished by its use of 25% Hokkaido fresh cream and a langue de chat cone—a combination that reportedly required over 400 prototypes to perfect. Here, visitors encounter exhibits detailing the engineering and ingredient sourcing that separate premium soft serve from conventional varieties. The basement level (B1F) provides a photo space featuring a 1.5-meter CREMIA object, scaled to create a surreal visual juxtaposition for photography and video content.
The CREMIA Tasting Experience
The exhibition’s central interactive element involves a quiz distributed throughout the historical displays. Visitors who answer all questions correctly receive a complimentary tasting set containing three distinct CREMIA varieties: the original CREMIA, served in its signature langue de chat cone; CREMIA the Matcha; and CREMIA the Chocolat. The latter two are served in mini cups, and all three come with “E-spoons”—edible spoons manufactured from cone cup material that eliminate waste.
The original CREMIA emphasizes a high butterfat content from Hokkaido dairy, producing what the developers describe as a rich milky texture with a clean finish. The Matcha variant, released in March 2026 after eight years of development, incorporates Uji matcha supervised by a tea master who received Japan’s Minister of Agriculture, Forestry and Fisheries Award; the formulation specifically balances the fresh cream’s richness against the matcha’s natural umami and sweetness rather than masking it. CREMIA the Chocolat targets dark chocolate enthusiasts, utilizing an original blend of Belgian chocolate and cocoa mass derived from Ecuadorian beans to create a rich, bittersweet profile.
Limited-Edition Venue Gifts
Beyond the tasting and exhibition components, visitors who photograph their experience and post to X, TikTok, or Instagram using the hashtag #ソフトクリームの日 (#SoftServeIceCreamDay) may select one limited-edition sticker from three designs corresponding to the available flavors (CREMIA, CREMIA the Matcha, and CREMIA the Chocolat).
Visitor Information
Venue: ZeroBase Shibuya
Access: Shibuya Station
Address: 〒150-0043 2-5-8 Dogenzaka, Shibuya-ku, Tokyo (MAP)
Dates: July 3 (Friday) – July 5 (Sunday), 2026
Hours: 11:00 – 20:00
Admission: Free
Entry Procedure: Numbered tickets are distributed from 10:30 each morning in front of the venue. Distribution ceases once tickets are exhausted. Those without numbered tickets may enter through the general admission line, though admission may be restricted if the facility reaches capacity.
Published content may be subject to change. Please check the official website of the venue or organizer for the latest information.

Nissei has manufactured frozen desserts in Japan since 1951; in 2012, the company introduced CREMIA, a soft-serve product defined primarily by its butterfat content of approximately 12.5%. Standard soft serve typically contains 3% to 6% fat. The higher density creates a heavier, less aerated texture—closer to gelato or frozen custard than to the light, quick-melting soft serve common at convenience stores. This density requires specialized extrusion machines capable of shaping the mixture into a stable spiral while maintaining the structural rigidity that conventional equipment, designed for lighter mixes, cannot provide.
CREMIA’s cone differs from standard industry options. Instead of thick, sugary waffle cones or pale cake cones, it uses a langue de chat biscuit—a thin, crisp butter cookie modeled after the French original. The cone fractures cleanly when bitten, avoiding the chew of a thick waffle cone while adding a distinct butter flavor that matches the dairy-heavy base.
The ingredients are sourced primarily from Hokkaido, the northern island that produces the majority of Japan’s milk. Nissei employs precise temperature control systems to maintain the high-fat mixture at colder temperatures than standard soft serve, preventing the rapid melting associated with richer dairy content.
The result sits between mass-market soft serve and artisanal gelato: manufactured for retail distribution through dedicated kiosks and partnerships, but composed with ingredient specifications that place it at a higher price point. At the Shibuya exhibition, visitors can examine the extrusion mechanics directly and compare how the higher fat content affects mouthfeel and melting speed against conventional formulations.
















