This corn puff snack hugely impacted the Japanese snack market.
This corn puff snack hugely impacted the Japanese snack market.
Beginners Guide to TokyoTreat:
Japanese Umaibō
No Japanese snack has ever made quite as big of an impact on the Japanese snack market as Umaibō.
The puffy corn snack from maker Yaokin has been a popular Japanese snack for decades. With such a huge following of loyal fans with fond memories of the snack, it’s no wonder 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 collaborating with popular characters and 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 success came from its 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! This helped them take off quickly among both young and older audiences.
The next step was diversifying flavors! Offering seasonal Umaibō or limited-edition Umaibō flavors that tie into special events. Always trying new things and surprising their fans 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 for the Japanese mystery snack box TokyoTreat and look forward to trying this snack essential to modern Japanese snacking culture! And your friends at TokyoTreat are all about sharing the magic of Japanese snacks! Sign up for the Japanese mystery snack box from TokyoTreat. I look forward to trying this snack, essential to modern Japanese snacking culture!
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! This helped them take off quickly among both young and older audiences.
The next step was diversifying flavors! Offering seasonal Umaibō or limited-edition Umaibō flavors that tie into special events. Always trying new things and surprising their fans 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 for the Japanese mystery snack box TokyoTreat and look forward to trying this snack essential to modern Japanese snacking culture! And your friends at TokyoTreat are all about sharing the magic of Japanese snacks! Sign up for the Japanese mystery snack box from TokyoTreat. I look forward to trying this snack, 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 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 Cheese
Umaibō Mentai
Umaibō Takoyaki
Umaibō Tonkatsu
Umaibō Apple Pie
