What is "umaibo"

or "delicious stick" is a small, puffed, cylindrical corn snack from Japan. It is produced by Riska and sold by Yaokin. It has a suggested retail price of 10 yen, but because profit margin is so slim, its price can change without notice. Its consistency is similar to Cheetos. The mascot is a cat, Umaemon, whose name is a pun on that of a popular animated character, Doraemon.

There are many flavors of Umaibō available, including savory flavors, such as salad, mentaiko, takoyaki and cheese; and sweet flavors, such as cocoa, caramel, and chocolate. Some flavors were discontinued after a brief period, while others became a staple. Some flavors are only sold in specific locations, such as tourist spots.