The King of Japanese Dagashi: Umaibo — A 15-Yen Snack Wonder
In Japanese convenience stores and supermarkets, there's a legendary snack you can grab for just 15 yen — it’s called Umaibo.
Since its debut in 1979, this “King of Dagashi” has released over 60 flavors.
In this article, we’ll dive into what makes Umaibo so unique — from its flavor lineup to its curious cultural background.
What is Umaibo?
"Umaibo" (literally "delicious stick") is a symbol of Japanese snack culture — a cylindrical corn puff with a hollow center and a satisfyingly crispy texture.
The flavors are intense, bold, and unforgettable.
Image: Nippon Broadcasting System News Online
Length: Approx. 10 cm
Texture: Light & crispy
Price: 15 yen (tax included) = unbeatable value
It’s cheap, tasty, and fun — the ultimate local snack in Japan.
An Insane Number of Flavors
Starting with the original "sauce flavor," Umaibo has since rolled out over 60 different varieties, some of which reflect regional specialties or go in wildly unexpected directions.
Popular Classic Flavors
From left to right: Mentai (cod roe), Cheese, Corn Potage, Salami, Takoyaki
Weird & Wild Flavors
From left to right: Shrimp Mayo, Natto (fermented soybeans), Chocolate (yes, sweet!), Sugar Rusk, Teriyaki Burger
Whether it’s savory, sweet, or ultra-local — Umaibo’s flavor game is limitless.
Who's That Mascot? Meet "Umaemon"
That cheerful blue character on the packaging? His name is Umaemon.
He may look suspiciously like a certain robot cat from the future, but he’s an original!
Fun fact: He has a sister named "Umami-chan," and yes — there’s a whole official Umaibo universe.
The Day the 10-Yen Legend Ended
For decades, Umaibo was known as the “10-yen snack,” until rising ingredient costs forced a price hike to 12 yen in 2022. (As of 2025, one Umaibo costs 15 yen)
Even then, people still called it “too cheap” — proof of its cult status.
In fact, in Japan, the price hike was viewed as a “sign of changing times.”
Where to Buy It?
You can find Umaibo at any convenience store, supermarket, or Don Quijote across Japan.
But if you're looking for rare flavors and exclusive merch, check out specialty dagashi shops like Dagashi no Rakudaya!
Dagashi no Rakudaya – Store Info
Address: 5F Soka Marui, 2-9-1 Takasago, Soka, Saitama 340-0015 Google MAP
TEL: 048-951-7897
Hours: 10:30 AM – 8:00 PM
Access: 2 min walk from Soka Station (Tobu Skytree Line)
https://www.yaokin.com/rakudaya.html
A Quiet Global Boom
Thanks to its colorful packaging, wild flavors, and unbeatable price, Umaibo is becoming a hit overseas — especially among anime fans, tourists, and YouTubers.
Comments like:
“A 12-yen snack in Japan?!”
“I tried all the flavors!”
...are popping up all over social media. Umaibo is quickly turning into a go-to souvenir and quirky gift item representing Japanese pop culture.
RAW JAPAN Wrap-Up
Umaibo is Japan’s snack-sized adventure.
It’s more than a dagashi — it’s pop culture, culinary experimentation, and nostalgia in one.
No matter what flavor you choose, you won’t regret it.
Start with Mentai, Cheese, or Corn Potage, and discover the heart of Japanese snack culture.
Sources
This article was compiled and restructured by the RAW JAPAN editorial team based on public information from Risca Co., Ltd. and Yaokin.
Image sources: Umaibo product packaging ©Yaokin, Nippon Broadcasting News Online