Umaibo Day

What Is Umaibo Day?

November 11th is "Umaibo Day" in Japan. The date comes from four Umaibo snack sticks lined up resembling "1111." It was established by Yaokin Co., Ltd., the snack's maker.

A Long-Selling Classic in the World of Japanese Penny Candy

After its 1979 launch, Umaibo kept its 10-yen price for more than 40 years and has remained beloved across generations for its wide range of flavors. Due to rising costs, the suggested retail price was raised to 12 yen in April 2022 and to 15 yen in October 2024 (both before tax).

• Origin: comes from the way four stick-shaped Umaibo snacks lined up resemble the numeral sequence "1111"
• 40 years since launch: the snack marked its 40th anniversary in 2019, carrying a wish to remain beloved by many for years to come
• A wide range of flavors: new flavors, from mentaiko to cheese, continue to be introduced over the years

A Staple of Kids' Pocket-Money Economy

Affordably priced, Umaibo was often the first snack many children ever picked out and bought for themselves. For generations raised alongside Japan's dagashi (penny candy) shop culture, it holds a special nostalgic taste.

Tips for Marking This Day

• Buy a nostalgic flavor of Umaibo and enjoy it
• Try one of the newer flavors
• Reflect on childhood memories from the local candy shop
• Look up creative recipes using Umaibo

Even as the Price Changes, the Reason to Love It Stays the Same

Through the years, Umaibo has remained beloved for its affordability and great taste. November 11th is a day to give thanks for this classic penny candy.