Chocolate bread with "milk" and chocolate filling. All images from Family Mart's web site.
Bread with kinako (toasted soy flour) cream and kinako chocolate cream.
Tirol seems to be stepping up the marriage of their chocolate-based concepts to others. For those who don't click on the link, Tirol is know for making little blocks of chocolate with various types of fillings. Their product line tends to be limited to chocolates and generally does not extend to pastries. This is a little like a Snickers or Milky Way pastry, only, you know, with a lot less sugar and a lot more bread.
White chocolate bread with cookie, "milk whipped cream" and cream filling.
If you look at the illustrations (you can load a larger image if you click and open it in a new tab or window), you can't help but see that the filling sits at the bottom of the hollow spot in the center and doesn't really fill the space. These are clearly the typical "konbini" pastry which are mostly a large bit of bland bread or cake with a proportionally small amount of filling. This fulfills the tastes of Japanese consumers, who prefer their food bland and not terribly sweet. It was the sort of thing that I got used to, but never did much for me. That being said, I would buy the kinako one if I were still living in Tokyo, because I'm that big a sucker for anything kinako and I'd love to compare it to the Tirol kinako candy that I love so much.
If you've given this a try, please comment and let me know how it lived up (or down) to expectations.