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Umaibo

Must have!

Umaibo

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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?

Umaibō is a cylindrical, crunchy corn snack that first appeared in 1979, made by the company Yaokin. Thanks to its low cost and wide variety of Umaibō flavors, starting with the classic and tangy sauce Umaibō but expanding into many more such as salami, takoyaki and mentaiko flavored Umaibō. You can also score sweet Umaibō too, like the apple pie or chocolate flavors.

The fans of Umaibō often start off as kids, but stick around as adults, making Umaibō an integral part of Japan’s snack culture. Umaibō for adults are even becoming increasingly popular, with premium Umaibō featuring more refined Umaibō flavors and ingredients.

Umaibō even branched out and created both rusk and ring snacks too, changing up their shape but never losing the awesome Umaibō flavors with Umaiwa and Umai Rusk!

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!
UmaiboUmaibo

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.

Explore Umaibō

Umaibō CheeseUmaibō Cheese
Umaibō Cheese
Umaibō MentaiUmaibō Mentai
Umaibō Mentai
Umaibō TakoyakiUmaibō Takoyaki
Umaibō Takoyaki
Umaibō TonkatsuUmaibō Tonkatsu
Umaibō Tonkatsu
Umaibō Apple PieUmaibō Apple Pie
Umaibō Apple Pie
Umaibō Sugar RuskUmaibō Sugar Rusk
Umaibō Sugar Rusk
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