Having worked at Takashimaya’s depachika in Nihonbashi I am very familiar with hordes of people lining up outside of department stores first thing in the morning. I still don’t quite understand the fascination with having to buy the latest trendy food item, but it happens all of the time. Personally I don’t have the time to queue just for food, but apparently in Tokyo there are lots of people with the luxury of time.
One of the current hot items at depachika are the croissant rusks by Ohzan. Rusks have long been a popular sweet at depachika, but typically they are made from bread similar to a baguette. Toasted and often sweetened with sugar. I never understood the popularity of these rusks. For a long time there were lines to purchase the Gouter de Roi rusks.
However, these rusks are not just from just any bread, but made from croissants. And they come in a variety of flavors like caramel, covered in white or milk chocolate, nuts, and even garlic or black pepper. Currently these can be had at Mitsukoshi in Ginza. But go early if you want to try them as they often sell out sometime during the day.