Japan super-cheap corn snacks maker apologizes for 2nd-ever price increase in 45 years

Japan's beloved Umaibo corn puff snack has been a fan favorite for decades, thanks to its wide variety of ever-evolving flavors like Teriyaki Hamburger and Cup Noodle, alongside classics such as cheese and corn potage. A major part of Umaibo’s appeal has always been its consistent price. When it was first introduced in 1979, Umaibo sold for just 10 yen. Remarkably, this price held for 43 years until 2022, despite inflation and rising costs. That year, manufacturer Yaokin raised the price to 12 yen, citing the rising costs of ingredients, labor, and shipping.

Now, just a year later, Yaokin has announced another price hike. Starting October 1, Umaibo will cost 15 yen. The company posted an apologetic yet transparent statement on its website and social media, explaining the decision. They noted that since the 2022 price increase, key ingredients like corn and vegetable oil, as well as packaging and transportation costs, have continued to surge. To maintain a steady supply of Umaibo, Yaokin felt they had no choice but to raise the price again.

Despite the increase, the response from fans has been largely understanding. Many customers expressed appreciation for Yaokin’s efforts to keep the price affordable for so long. Online comments praised the company’s transparency, especially compared to other businesses that raise prices or reduce product sizes without proper explanation. Fans were grateful that Umaibo remains inexpensive, with some even saying they would still buy it if the price went up to 20 or 30 yen.

While the 15-yen price point is a 50% increase from three years ago, Umaibo is still one of the most affordable snacks in Japan. Although price-sensitive younger consumers, who make up a significant portion of Umaibo’s market, might eventually feel the pinch, for now, the brand’s loyal following is expected to stay intact.