Raised prices twice in 4 years... Why applause for Japan's national snack?

Maintained Price of 10 Yen per Unit for Nearly 40 Years
Increase Due to Sharp Rise in Import Prices in 2022

Umai-b?n, considered Japan's "national snack," is set to raise its price for the first time in two years. However, local reactions have been supportive of the manufacturer, drawing attention.

On the 25th (local time), Japanese media outlet Nihon Keizai Shimbun (Nikkei) reported that confectionery company Yaokin plans to increase the price of Umai-b?n from the current 12 yen (about 110 won) to 15 yen (about 140 won) starting next month on the 1st.

Umaibong manufactured by Yaokin [Image source=Captured from 11st]

Umai-b?n means "delicious stick" in Japanese and is made by coating corn snacks with various flavored seasonings. Since its launch by Yaokin in 1979, it has maintained steady popularity and is regarded as a national snack.

Yaokin explained the reason for the price increase, stating, "The costs of raw materials such as corn and vegetable oil, as well as labor, packaging materials, and delivery expenses, have all risen," adding, "It has exceeded the range that the company can handle through its own efforts." Previously, Yaokin also raised the price of Umai-b?n in 2022.

For nearly 40 years since its release, Umai-b?n adhered to a pricing policy of "10 yen (about 92 won) per piece," but raised prices for the first time in 2022. At that time, Yaokin cited the sharp rise in import prices of U.S. corn and vegetable oil, which are the main ingredients of Umai-b?n.

Despite two price increases over four years, Japanese consumers have been sending supportive messages. On social media platforms like X, positive reactions include comments such as "It's amazing that the price is still maintained in the 10-yen range," "Even after two increases, it's still much cheaper than other snacks," and "It would be fair to raise it to 20 yen instead of 15 yen."