Month: March 2026

From Expo 2025 Osaka to Japanese homes

Something remarkable happened at Expo 2025 Osaka.

Inside the Portugal Pavilion, a small golden tart – the Portuguese egg tart, known in Portugal as the pastel de nata – began attracting attention from visitors across Japan. Flaky, creamy, and rooted in centuries of Portuguese pastry tradition, it quickly became one of the most talked-about desserts of the event.

Day after day, visitors formed lines to taste the pastel de nata, Portugal’s most iconic pastry.

More than 2.000 tarts were sold daily, with peak days reaching 2,500 units. Many visitors returned for a second taste. Others shared the discovery on social media, turning the Portuguese custard tart into one of the unexpected culinary highlights of the pavilion.

The egg tart they were tasting was produced by Nata Pura.

And as of 11 March 2026, the same Portuguese egg tarts that delighted visitors at Expo Osaka are now available in the frozen section of Costco Wholesale warehouses across Japan, with Costco Korea coming soon.

For the first time, Japanese consumers can enjoy authentic Portuguese custard tarts at home.

A pastry with centuries of history

The pastel de nata is one of Portugal’s most famous pastries.

Its origins date back more than 300 years, when monks in Portuguese monasteries created recipes using egg yolks left over from other culinary processes.

The result was a pastry unlike any other:

• a crisp, laminated puff pastry shell
• a rich and creamy custard filling
• a caramelised top with characteristic dark spots (a natural result of caramelisation and a hallmark of authentic pastéis de nata)

Over time, the Portuguese custard tart became a symbol of Portuguese gastronomy and one of the country’s most recognisable desserts.

Today, it is increasingly enjoyed far beyond Portugal.

Why the pastel de nata resonates in Japan

The enthusiastic response at Expo Osaka revealed something important: the Portuguese custard tart fits naturally within Japanese food culture.

Japanese consumers are known for their appreciation of:

• craftsmanship and technique
• balanced flavours
• attention to texture
• culinary authenticity

The pastel de nata combines all of these elements.

Crisp pastry layers contrast with smooth custard. The slightly caramelised top adds depth of flavour. And the product itself carries centuries of culinary tradition.

It is a pastry that feels both new and familiar at the same time.

The reception at Expo – where batches sold out within hours – confirmed that Japanese consumers respond strongly to this combination of tradition and quality.

From the Portugal Pavilion to Costco Japan

Following the success at Expo 2025 Osaka, Nata Pura’s pastéis de nata are now available in Costco Wholesale Japan, making it easier than ever for consumers to experience this iconic Portuguese dessert.

The 12-unit Original pack allows customers to enjoy the product at home while preserving the traditional characteristics that define the pastel de nata.

Thanks to modern freezing technology, the tarts are blast-frozen at peak quality, preserving flavour and texture until baking.

From freezer to toaster oven, they are ready in under 15 minutes, delivering the same sensory experience associated with freshly baked Portuguese custard tarts.

A recipe rooted in tradition

Each Nata Pura egg tart is produced in Portugal using a recipe inspired by the historic monastic origins of the pastel de nata.

The philosophy behind the product is simple:

• clean-label formulation
• natural ingredients only
• no preservatives
• no artificial additives
• no powdered ingredients

This commitment ensures that what consumers taste reflects the authenticity of traditional Portuguese pastry.

Once baked, the tart reveals its defining characteristics: a flaky puff pastry shell and a creamy custard centre topped with the signature caramelised finish.

The world’s most awarded pastel de nata

Over the years, Nata Pura has become one of the most internationally recognised brands dedicated to Portuguese egg tarts.

Among its distinctions are:

• Great Taste Award 2020 (UK)
• Superior Taste Award 2023 – International Taste Institute
• Monde Selection Award 2025

The brand’s production facilities are also certified under BRC, IFS, and Halal standards, supporting international distribution across a growing number of markets.

A natural step in a long relationship

Portugal and Japan share a historical connection dating back to the 16th century, when Portuguese sailors became the first Europeans to reach Japan.

This encounter left lasting traces in language, culture, and gastronomy.

Expo 2025 Osaka celebrated this historic relationship. The arrival of Portuguese custard tarts in Japanese retail marks another chapter in that story, bringing a traditional Portuguese product into everyday life for Japanese consumers.

Discover Portuguese egg tarts at Costco Japan

What began as a culinary discovery at Expo Osaka is now becoming part of daily life.

With Nata Pura pastéis de nata now available at Costco Japan, consumers can experience the flavour of one of Portugal’s most beloved pastries from the comfort of their homes.

Warm from the oven or toaster oven in just minutes, the Portuguese custard tart continues its journey from Lisbon’s historic bakeries to kitchens around the world.

And in Japan, that journey is only just beginning.

Over the past decade, the global foodservice industry has undergone a quiet transformation. Restaurants, coffee shops, and hospitality operators are facing increasing pressure to deliver consistent quality while managing rising costs, labour shortages, and operational complexity.

In this environment, frozen pastry has evolved from a simple convenience product into a strategic solution for modern foodservice operations.

Today, frozen bakery products allow businesses to maintain quality, optimise workflows, and scale across multiple locations, while responding to changing consumer expectations. Companies such as Nata Pura, known for producing traditional Portuguese pastries for international markets, illustrate how frozen bakery products can support global foodservice operators without compromising authenticity.

The growing complexity of foodservice operations

Foodservice operators are navigating a much more demanding landscape than they were just a few years ago.

Across markets, businesses must manage:

• labour shortages in kitchens and bakeries
• increasing ingredient costs
• pressure for speed and efficiency
• the need for consistent quality across locations

At the same time, consumers expect bakery products to look and taste freshly made.

Balancing these demands has become increasingly challenging, especially for businesses operating in multiple locations or markets.

Frozen pastry offers a practical way to simplify these operations without compromising product quality.

Consistency across locations

For many foodservice brands, consistency is one of the biggest operational challenges.

A coffee shop chain with ten locations – or a hospitality group operating across multiple countries – must ensure that customers experience the same product every time they visit.

Frozen pastry helps standardise this process.

Products prepared in controlled production environments can guarantee:

• consistent recipes
• stable baking performance
• uniform product quality

This allows foodservice operators to deliver the same pastry experience regardless of location, equipment, or staff expertise

Simplifying kitchen operations

Another major advantage of frozen bakery products is operational simplicity.

Many foodservice establishments do not have specialised pastry chefs on staff. Preparing pastries from scratch requires time, training and precise processes that not every kitchen can support.

Frozen pastry significantly reduces this complexity.

Instead of managing multiple ingredients and production steps, operators can focus on a simplified workflow:

1. store the product frozen
2. bake or finish on-site
3. serve fresh to customers

This approach reduces preparation time while maintaining the freshness consumers value.

Reducing waste and improving planning

Food waste remains a major issue in the hospitality industry.

Fresh pastry products often have a very short shelf life, forcing businesses to either overproduce or risk running out during peak hours.

Frozen products offer greater flexibility.

Because they can be stored for longer periods and prepared in controlled quantities, businesses can better manage demand throughout the day.

This flexibility helps operators:

• reduce waste
• optimise inventory management
• improve cost control

For high-volume operations, these efficiencies can have a significant impact on profitability.

Supporting international food concepts

Another reason frozen pastry is gaining relevance is its role in global food distribution.

Today, foodservice businesses increasingly want to offer authentic products from different culinary traditions. However, producing these products locally can be difficult without specialised knowledge or ingredients.

Frozen pastry allows traditional products to travel beyond their place of origin while maintaining their identity.

A classic example is our pastel de nata, the iconic Portuguese custard tart. Through modern frozen bakery production and cold-chain logistics, this traditional pastry can now be served in every corner across different continents while preserving its original characteristics.

For operators, this means they can offer distinctive products without needing complex production capabilities

Meeting modern consumer expectations

Consumers today are increasingly attentive to quality, authenticity and experience.

They expect bakery products to deliver:

• appealing visual presentation
• balanced flavour and texture
• freshness at the moment of consumption

Modern frozen pastry production technologies allow manufacturers to preserve product structure, flavour and texture throughout the freezing process.

As a result, the final baked product can closely match the characteristics of freshly prepared pastry.

This evolution has helped change the perception of frozen bakery products from a compromise solution to a professional tool for foodservice operators.

A strategic tool for scalable foodservice

As the foodservice industry continues to evolve, efficiency and scalability are becoming essential.

Businesses need solutions that allow them to expand operations while maintaining product quality and operational control.

Frozen pastry provides exactly that.

By simplifying preparation, ensuring consistency and enabling international distribution, frozen bakery products support foodservice operators in building reliable and scalable menus.

What was once considered a convenience product has become a key component of modern foodservice strategy.