Must have!

Umaibo

Must have!

Umaibo

Beginners Guide to TokyoTreat:

Japanese Umaibō

No Japanese snack has ever made quite as big of an impact on the Japanese snack market like Umaibō.

The puffy corn snack from maker Yaokin has been a popular Japanese snack for decades. And with such a huge following of loyal fans with fond memories of the snack, it’s no wonder that it’s a favorite among the TokyoTreat team, and a regular feature in our monthly Japanese candy and snack subscription box. So let’s get to know it a little bit better!

What is Japanese Umaibō?

Prime examples of this are Pikachu or Doraemon, much loved characters here in Japan! We regularly see brands collabing with popular characters with big names to create awesome, limited edition anime treats, such as Pokemon Koala’s March or coffee cans featuring Rei and Shinji Ikari from Evangelion.

Humble Beginnings, Experimental Future!

Umaibō’s first successes came from it’s individually wrapped packaging. At that time, other Dagashi (light Japanese snacks popular with kids) were not individually wrapped, as was the custom for Dagashi sold in small family owned candy stores (Dagashi-ya).

But thanks to the individually wrapped Umaibō and their cute mascot, the snacks were safe and easy to store, transport and sell at a low price point! This helped them take off quickly among both young and older audiences.

The next step was diversifying flavors! Offering both seasonal Umaibō, or even limited-edition Umaibō flavors that tie into special events. Never stopping with trying new things and surprising their fans, all while keeping their original charm is truly the magic of Umaibō!

And your friends at TokyoTreat are all about sharing the magic of Japanese snacks! Sign up to Japanese mystery snack box TokyoTreat and look forward to trying this snack which is essential to modern Japanese snacking culture! And your friends at TokyoTreat are all about sharing the magic of Japanese snacks! Sign up to Japanese mystery snack box TokyoTreat and look forward to trying this snack which is essential to modern Japanese snacking culture!

Check this month’s upcoming box!

Did you know?!

One of the most striking things about Umaibō is the cute mascot Umaemon! An alien who is always spotted on every wrapper doing crazy stuff. However, Umaemon isn’t actually his official name, but one that kids have unofficially given him - Yaokin still hasn't gotten around to naming the little guy.