A 100-Won Snack Inside... Sold for 10 Million Won as "Contemporary Art"

Japan’s National Snack Reimagined as Art
Sold for 10.75 Million Won at Tokyo Auction

The collaborative work "The Taste of Umaibong Contemporary Art," created by Japanese confectionery company Yaokin and contemporary artist Tomokazu Matsuyama, was sold at auction for over 10 million won.

Umaibong, 'The Taste of Umaibong Contemporary Art' (right). Photo by Yomiuri Shimbun

On January 25, the Yomiuri Shimbun reported, "The Taste of Umaibong Contemporary Art," jointly developed and sold as an artwork by New York-based contemporary artist Matsuyama and Yaokin, was auctioned for 1.15 million yen (10.75 million won) at the SBI Art Auction held in Tokyo, Japan.

"The Taste of Umaibong Contemporary Art" was produced to be appreciated as a piece of art and is stored in a transparent acrylic box that cannot be opened.

This work was released last March in a limited edition of 50 pieces, each priced at 100,000 yen (approximately 930,000 won), and sold out immediately after its launch.

The package design was created by Matsuyama, while the contents are the same as the original Umaibong snack. Matsuyama explained the intention behind the piece, saying, "I wanted to encapsulate the story of Umaibong, which has become a common language known to everyone, like a fossil, as people continue to express their individuality through their favorite flavors."

Umaibong, known as Japan's "national snack," is a cylindrical treat with a hole in the center and a variety of seasonings on the surface depending on the flavor. Since Yaokin launched Umaibong in 1979, the company maintained a price of 10 yen per piece for over 40 years. However, due to increases in raw material costs and labor expenses, the price was raised by 2 yen in 2022 and by another 3 yen in 2024, making the current price 15 yen (140 won) per piece.