Japanese Version of 'Chakani' Umaibo... The Secret of a National Snack Over 40 Years Old [Nichiyoubi Nichi Bunka]

Born in 1979... Individually Packaged to Prevent Moisture
"Should Be Affordable with Pocket Money" Price Freeze Principle
From Nostalgic Snack at Corner Stores to National Snack

Have you ever tried the Japanese stick snack 'Umaibo'? With its hole in the center and a salty seasoning coating the outside, it is praised for having a taste similar to the nostalgic Korean snack 'Chakani' enjoyed by those born in the 1990s. At Japanese drugstores like Don Quijote, it is often sold in large bulk packages, making it easy for tourists to buy dozens at once. Recently in Japan, an event using Umaibo was held to celebrate the 90th anniversary of a local railway line, drawing attention.

Umaibong Cheese Flavor. Yaokin Homepage.

Like the nostalgic snack Chakani, Umaibo has maintained an affordable price for several decades. How did Umaibo rise to become a national snack? Today, we share the story of Umaibo.

Umaibo was created in 1979. The confectionery factory called Riska in Ibaraki Prefecture has been manufacturing it since its development, while a Tokyo-based company named Yaokin handles its sales. This snack was made possible by the introduction of a 'puff machine' in Japan, which applies heat and pressure to puff up the ingredients. Finely chopped corn is pressed into the machine, and as the snack flows out, it is pulled to form a long stick shape. Depending on the cutting length and method, various shapes could be made. Because of this, confectionery companies at the time all competed with stick-shaped snacks.

Back then, this snack was sold at small neighborhood stores in Japan. It was not individually packaged like today's Umaibo. Since it was vulnerable to moisture, shop owners kept it in jars or plastic cases and handed it out to customers.

Riska came up with the idea of individually packaging the snack, considering that moisture would accumulate and degrade the taste even when opening and closing the case. By individually wrapping the snack in aluminum foil, it became possible to carry and eat it outside, not just in front of the store. The first flavor released was a salty 'sauce flavor,' and then in 1982, the introduction of the spicy cod roe flavor quickly boosted its popularity. The person in charge tasted spicy cod roe during a business trip to Kyushu, a region famous for this specialty, and after various attempts, decided to create this flavor.

Umai-bong with various flavors. Yao Kin homepage.

Since then, Umaibo has released about 60 different flavors. In addition to the 14 steady-selling salty flavors such as cheese and corn potage, seasonal and event-specific flavors are also introduced. When a major earthquake struck Kumamoto, Umaibo collaborated with Kumamon, Kumamoto's mascot, to release a special product, donating part of the sales to disaster relief funds. At that time, they used pumpkin powder, a Kumamoto specialty, to create a 'pumpkin potage flavor.' Thanks to its versatility in flavors, Umaibo has released many tastes highlighting local specialties and is widely distributed as souvenirs at rest stops throughout Japan.

Above all, Umaibo's greatest advantage is its cost-effectiveness. The original price of Umaibo is 10 yen (about 93 won) per piece, a price that has been maintained for 42 years since its launch. Umaibo was introduced during the period of the second oil shock when Japan was entering a high inflation era. While even inexpensive snacks were raising prices, Umaibo stuck to 10 yen per piece. It also still adheres to the principle of selling individually, based on the philosophy that children should be able to buy as many as they want freely.

However, most of the flavors released are more like spicy snacks to accompany alcohol rather than typical children's snacks. Regarding this, company officials have stated in media interviews that "children usually have a strong interest in the flavors adults are eating." The company's standard for developing flavors is that "80% of people enjoy it, and 20% react with 'What is this flavor?'"

A picture created by arranging 52,000 Umaibong snacks to celebrate the 90th anniversary. Ibaraki Prefecture.

However, Umaibo could not completely withstand the impact of rising prices. In 2007, along with the Lehman Shock and a sharp rise in corn prices, Umaibo experienced shrinkflation. Instead of raising the price, the weight was reduced by 1 gram, a practice still maintained today. After slightly reducing the quantity while keeping the price, in 2022 the price was raised to 12 yen (about 112 won) per piece, attracting attention on social media as "Umaibo could not withstand inflation either."

Anyway, Umaibo, which has established itself as a national snack, recently appeared in the 90th anniversary event of a railway line opening. This was the Suigun Line connecting Ibaraki Prefecture with other regions. They placed 52,000 Umaibo sticks in Ibaraki Prefecture to create a 'ground painting' that looks like a running train from above. This was a way to use a local specialty for the 90th anniversary event of the Ibaraki railway. Since Umaibo has a strong image as a children's snack, local elementary school students also participated in arranging the display. It received wide coverage in major Japanese media and attracted much attention.

Umai-bong's mascot. Yaoquin homepage.

Oh, and did you know that the character drawn on the Umaibo packaging is often mistaken for Doraemon, but it is actually not Doraemon? Sometimes called 'Umaemon,' it is officially an unnamed character. Shockingly, the character's motif is said to be the company president himself. However, how much the president resembles the character has not been disclosed. At official events, the president even appears wearing the character costume. The company says the character's name is uncertain and it is unclear whether it is even an earthling. They have never received any complaints from the Doraemon side.

In Japan, many parents in their 30s and 40s consider Umaibo a nostalgic treat and buy it to share with their children at home. Thinking back, I also used to buy many 100-won snacks like 'Apollo' and 'Jjondeugi.' When I received 1,000 won allowance, those 100-won snacks were so precious. I looked up Apollo and found that the domestic manufacturer had already closed in 2013. Due to the image of being unhealthy food and the disappearance of stationery stores and small neighborhood shops, many such snack companies have shut down. It's really unfortunate. Do you have any nostalgic snacks that remind you of your childhood?