Japan Rankings
If you've ever visited a Japanese convenience store or supermarket, you might have seen a colorful array of stick-shaped snacks in vibrant packaging, often sold for just 10 yen (around 0.07 USD). These are called Umaibou (うまい棒), meaning "delicious stick," and they are a cultural icon among Japanese children and nostalgic adults alike.
First introduced in 1979 by the company Yaokin, Umaibou is a puffed corn snack that comes in a wide variety of flavors, both savory and sweet. Its affordability, bold taste, and fun packaging featuring the mascot "Umaemon" (a character reminiscent of Doraemon) have made it a staple of Japanese childhood. Despite its low price, the quality and flavor variety keep people coming back for more.
Umaibou's popularity stems from its:
It’s not just a snack—it's a part of growing up in Japan.
Based on fan rankings and sales trends, here are the top 5 most beloved Umaibou flavors that continue to win hearts across generations:
Creamy, sweet-savory, and comforting—just like a warm bowl of corn soup.
A punch of umami and spice, representing a classic Japanese seafood flavor.
Modeled after the popular Osaka street food, this flavor is savory with a hint of sweetness and bonito.
A rare sweet variant, offering a crunchy chocolate-coated delight.
A surprisingly refreshing and savory flavor, reminiscent of light seasoning and vegetable broth.
If you're in Japan, Umaibou is widely available at convenience stores (like 7-Eleven, Lawson, and FamilyMart), supermarkets, and traditional dagashi shops. It’s also a common find at festival stalls and school stores.
For those outside Japan, you can order Umaibou online through major international retailers and import shops. Websites like Amazon, eBay, Japan Crate, and Sugoi Mart offer variety packs and individual flavors shipped worldwide. Some Asian supermarkets also carry Umaibou in their Japanese snack sections.
Looking for a unique gift or trying to build your own Japanese snack box? Umaibou is a fun and affordable addition that’s sure to surprise and delight.
Umaibou (うまい棒) is more than just a snack; it's a symbol of Japanese childhood and creativity. With its low cost, innovative flavors, and nostalgic charm, it's easy to see why it remains a fan favorite decade after decade. Whether you're planning to visit Japan or looking for new international snacks to try, be sure to pick up a few sticks of Umaibou—your taste buds (and wallet) will thank you.
