or "delicious stick" is a small cylindrical puffed corn snack from Japan. It is produced by Riska and sold by Yaokin. There are many flavors of Umaibō available, including savory flavors, such as salad, mentaiko,

takoyaki is a ball-shaped Japanese snack made of a wheat flour-based batter and cooked in a special molded pan. It is typically filled with minced or diced octopus (''tako''), tempura scraps (''tenkasu''), pickled ginger (''beni shoga''), and green o ...

and cheese; and sweet flavors, such as cocoa, caramel, and chocolate. New and unusual flavors are routinely introduced and rotated out as limited time items to keep up interest and create trends. The mascot is a round-headed earless cat, similar to the appearance of

Doraemon ''Doraemon'' ( ja, ドラえもん ) is a Japanese manga series written and illustrated by Fujiko F. Fujio. The manga was first serialized in December 1969, with its 1,345 individual chapters compiled into 45 ''tankōbon'' volumes and ...

. This character is considered to be an alien, born on September 13, 1978, on a certain star in a distant universe. With an undecided name, the mascot is sometimes nicknamed Umaemon, a pun to Doraemon, along with other nicknames such as Doyaemon, and Umai BOY. Umaibō is known for its extremely cheap

suggested retail price The list price, also known as the manufacturer's suggested retail price (MSRP), or the recommended retail price (RRP), or the suggested retail price (SRP) of a product is the price at which its manufacturer notionally recommends that a retailer ...

of 10 yen (about 9 US cents in 2022), and this is part of the product's appeal. After staying stably at that price point since the product's launch in 1979, it was announced in January 2022 that the price would increase to 12 yen, the first increase in over forty years.

History

Umaibō is a redesigned version of an earlier corn puff snack "Umaimai Bar". The product launched in July 1979 at its famous 10 yen per piece price point, originally aiming at children and young people on a strict budget, and generally being sold in candy stores. It grew in popularity beyond just candy stores, and was soon sold everywhere, including ubiquitous Japanese convenience stores (konbini) and supermarkets. Bag and bulk versions were soon made for sale as well. The revolving flavors gimmick was an early addition, with over 60 different flavors released over the life of the product. The most popular three flavors have remained corn potage, cheese, and mentai. In 2007, most umaibō were subtly changed to be smaller and lighter, with 1 gram shaved off the product. In the face of supply chain issues exacerbated by the

coronavirus pandemic The COVID-19 pandemic, also known as the coronavirus pandemic, is an ongoing global pandemic of coronavirus disease 2019 (COVID-19) caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The novel virus was first identifie ...

and continued inflation (10 JPY in 1979 is worth around 15 JPY in 2022, a substantial relative decline in value), Yaokin raised the price to 12 yen in January 2022. Due to its popularity, Yaokin also sells non-snack spin-offs based on the product, often branded with the cute alien mascot. These include lip balms and bath salts, stationery, and a themed

pachislot A slot machine (American English), fruit machine (British English) or poker machine (Australian English and New Zealand English) is a gambling machine that creates a game of chance for its customers. Slot machines are also known pejoratively a ...

game. In 2017, Yaokin announced that Umaemon would be given a little sister, , who was briefly promoted during 2017.

Flavors

Presently circulating

* Mentai * Corn Potage *

Nattō , spelled as natto in standard English language use, is a traditional Japanese food made from whole soybeans that have been fermented with ''Bacillus subtilis'' var. ''natto''. It is often served as a breakfast food with rice. It is served wi ...

* Cheese *

Teriyaki ''Teriyaki'' (kanji: 照り焼き) is a cooking technique used in Japanese cuisine in which foods are broiled or grilled with a glaze of soy sauce, mirin, and sugar. Fish – yellowtail, marlin, skipjack tuna, salmon, trout, and mac ...

Burger *

Salami Salami ( ) is a cured sausage consisting of fermented and air-dried meat, typically pork. Historically, salami was popular among Southern, Eastern, and Central European peasants because it can be stored at room temperature for up to 45 ...

* Vegetable Salad * Chicken Curry *

Tonkatsu is a Japanese dish that consists of a breaded, deep-fried pork cutlet. It involves coating slices of pork with panko (bread crumbs), and then frying them in oil. The two main types are fillet and loin. Tonkatsu is also the basis of other ...

Sauce * Shrimp and Mayonnaise *

Takoyaki is a ball-shaped Japanese snack made of a wheat flour-based batter and cooked in a special molded pan. It is typically filled with minced or diced octopus (''tako''), tempura scraps (''tenkasu''), pickled ginger (''beni shoga''), and green o ...

* Chocolate *

Nori Nori is a dried edible seaweed used in Japanese cuisine, made from species of the red algae genus '' Pyropia'', including ''P. yezonesis'' and '' P. tenera''. It has a strong and distinctive flavor, and is often used to wrap rolls of sushi or ...

Beef Tongue Beef tongue (also known as neat's tongue or ox tongue) is a cut of beef made of the tongue of a cow. It can be boiled, pickled, roasted or braised in sauce. It is found in many national cuisines, and is used for taco fillings in Mexico and for ...

* Sugar

Rusk A rusk is a hard, dry biscuit or a twice-baked bread. It is sometimes used as a teether for babies. In some cultures, rusk is made of cake, rather than bread: this is sometimes referred to as cake rusk. In the UK, the name also refers to a whea ...

* Rice Dumplings

Zongzi ''Zongzi'' (; ), ''rouzong'' () or simply ''zong'' (Cantonese Jyutping: ''zung2'') is a traditional Chinese rice dish made of glutinous rice stuffed with different fillings and wrapped in bamboo leaves (generally of the species ''Indocalamus t ...

Yakitori is a Japanese type of skewered chicken. Its preparation involves skewering the meat with , a type of skewer typically made of steel, bamboo, or similar materials. Afterwards, they are grilled over a charcoal fire. During or after cooking, t ...

Only in specific areas

* Monja,

Apple Pie An apple pie is a fruit pie in which the principal filling ingredient is apples. The earliest printed recipe is from England. Apple pie is often served with whipped cream, ice cream ("apple pie à la mode"), or cheddar cheese. It is gene ...

(

Tokyo Tokyo (; ja, 東京, , ), officially the Tokyo Metropolis ( ja, 東京都, label=none, ), is the capital and largest city of Japan. Formerly known as Edo, its metropolitan area () is the most populous in the world, with an estimated 37.46 ...

) * Honey ( Shizuoka) * '' Mentaiko'' (

Kyūshū is the third-largest island of Japan's five main islands and the most southerly of the four largest islands ( i.e. excluding Okinawa). In the past, it has been known as , and . The historical regional name referred to Kyushu and its surround ...

) *

Okonomiyaki is a Japanese savory pancake dish consisting of wheat flour batter and other ingredients (mixed, or as toppings) cooked on a '' teppan'' (flat griddle). Common additions include cabbage, meat, and seafood, and toppings include ''okonomiyaki' ...

(

Kansai The or the , lies in the southern-central region of Japan's main island Honshu, Honshū. The region includes the Prefectures of Japan, prefectures of Nara Prefecture, Nara, Wakayama Prefecture, Wakayama, Kyoto Prefecture, Kyoto, Osaka Prefectur ...

) * Kiritanpo (

Akita is a Japanese name and may refer to: Places * 8182 Akita, a main-belt asteroid * Akita Castle, a Nara period fortified settlement in Akita, Japan * Akita Domain, also known as Kubota Domain, feudal domain in Edo period Japan * Akita, Kumamoto ...

)

Discontinued

* Caramel Candy * Cocoa *

Kabayaki is a preparation of fish, especially ''unagi'' eel,, vol. 7,"kabayaki" by describes it as being used principally or almost always for ''unagi'' (「もっぱら鰻」) where the fish is split down the back the Japanese dictionary says ''kaba ...

* ''Saki-ika'' * ''Choikara Panchi'' * Crab ''Chanko'' * ''Omuraisu'' *

Gyoza ''Jiaozi'' (; ; pinyin: jiǎozi) are Chinese dumplings commonly eaten in China and other parts of East Asia. ''Jiaozi'' are folded to resemble Chinese sycee and have great cultural significance attached to them within China. ''Jiaozi'' ...

* Chocolate Peanut * Crab Dumpling * ''Mame-rikan'' (Bean-American) * Umeboshi Riceball * Red Lobster * American

Hot Dog A hot dog (uncommonly spelled hotdog) is a food consisting of a grilled or steamed sausage served in the slit of a partially sliced bun. The term hot dog can refer to the sausage itself. The sausage used is a wiener ( Vienna sausage) or a f ...

* Marine Beef * Curry * Pizza

References

External links

Umaibou Catalog Site

Yaokin Official Site
Japanese snack food Products introduced in 1979 {{Food-product-stub