Japan’s Beloved Snacks Apologize for Second Price Increase in 45 Years

For over four decades, Umaibo, Japan’s famous puffed corn snack, has been a symbol of affordability and nostalgia. Introduced in 1979, Umaibo quickly became popular for its delicious taste and wallet-friendly price of just 10 yen (about $0.08). Incredibly, this price remained unchanged for 43 years.

However, in 2022, Umaibo’s manufacturer, Yaokin, announced its first-ever price hike, raising the cost to 12 yen due to inflation and rising production costs.

Now, in 2024, the company is once again raising the price of the beloved snack, marking the second increase in its 45-year history. Starting October 1, Umaibo will be priced at 15 yen, according to SoraNews24.

Though this may be the largest price hike the snack has seen, fans of Umaibo have been generally understanding. With inflationary pressures and higher costs impacting companies worldwide, Yaokin expressed its regret through a statement on its website and social media, apologizing for the change.

Even at 15 yen, Umaibo remains an affordable treat, ensuring that its loyal fanbase can continue enjoying the snack, albeit at a slightly higher cost. Despite this, the brand’s rich history of maintaining such a low price for decades has only cemented its status as a cultural icon in Japan.