One of the joys of visiting convenience stores in Japan is the constant stream of unique and delicious new snacks. This autumn, a particularly noteworthy new product has begun to line the shelves. It’s the ‘Umami-Spicy Ika-ten with Haisai Sauce Flavor,’ a creation born from the partnership between “Haisai Sauce,” an immensely popular savory and spicy sauce from Okinawa, and “Ika-ten Daioh,” a classic, long-beloved snack.
After a pre-launch in convenience stores within Okinawa Prefecture on October 28th, this exciting collaboration snack has finally gone on sale at major convenience store chains across Japan, including 7-Eleven , Lawson , and FamilyMart . The taste of Okinawa, known as Japan’s southern tropical resort, can now be easily enjoyed at a convenience store in your own city.
Product Details
Here is the detailed information for this new snack.
Product Name: Umami-Spicy Ika-ten with Haisai Sauce Flavor
Contents: 37g
Price: 200 yen (excluding tax)
The affordable price and the perfectly snackable size are also appealing features. It’s ideal for a treat while traveling or to enjoy with a drink at your hotel in the evening.
The Meeting of Tradition and Innovation: “Ika-ten” and “Haisai Sauce”
To understand what makes this product so special, let’s explain a bit about the two brands behind it.
What is Ika-ten Daioh?
“Ika-ten” is an extremely popular snack in Japan made by battering and deep-frying dried squid (surume). It is often enjoyed with alcoholic beverages like beer and sake, and has been loved for many years as a classic “otsumami” (a snack eaten with drinks).
The base of this collaboration, ‘Ika-ten Daioh,’ is a long-selling product from Maruesu Co., Ltd., a venerable manufacturer founded in 1947. It’s known for its robust squid umami and a satisfyingly chewy texture that deepens with every bite, earning it a reputation for authentic quality among the many ika-ten snacks available.
What is Haisai Sauce?
On the other hand, “Haisai Sauce” is a savory and spicy sauce that has rapidly gained popularity in Okinawa in recent years. “Haisai” is a friendly greeting in the Okinawan dialect, meaning “hello” or “hey.” True to its name, it has become a sauce loved by many.
The roots of this sauce lie in the “Sriracha sauce” its developer encountered in Thailand. Impressed by the taste, they developed their own version with an exquisite blend of chili peppers, garlic, sugar, and salt to suit the local Okinawan palate. It features a characteristic “umami-spicy” flavor that is spicy yet balanced with a moderate sweetness and a deep ‘koku’ (a Japanese term for “richness” or “body”).
Furthermore, the fact that it is free of chemical seasonings, gluten-free, and has zero fat is another reason it has garnered support from health-conscious individuals.
The Secret to its Exciting Flavor
‘Umami-Spicy Ika-ten with Haisai Sauce Flavor’ is a product where these two attractions have been masterfully fused.
By adding the unique spicy, sweet, and rich flavor of Haisai Sauce to the fragrance and squid flavor of the traditional ‘Ika-ten Daioh,’ a completely new kind of deliciousness has been born.
Take one bite, and the zesty flavor of chili and garlic spreads first, followed by a gentle sweetness and the deep richness of the sauce. Then, with every chew, the original umami of the squid tempura seeps out, creating a true symphony of flavors in your mouth.
This addictive deliciousness will surely make it impossible to stop once you start eating. It’s great as a snack on its own, and its spicy flavor also pairs exceptionally well with beer or chuhai (a shochu-based fruit cocktail).
Get the Sauce at a Discount with the Launch Campaign!
To celebrate the launch of this new collaboration product, a perfect opportunity is being offered to try Haisai Sauce itself.
Currently, on the official Haisai Sauce website, for a limited time until December 12, 2025, the “Haisai Sauce S-size” is being sold at a discounted special price of 500 yen. If you’ve been captivated by the flavor in the snack, why not take this chance to get your hands on the original sauce? It’s a versatile sauce that can be used on a variety of dishes, including salads, meat dishes, and pizza.
Details of the campaign can be found at https://www.haisai-sauce.com/.
Find It in a Japanese Convenience Store!
‘Umami-Spicy Ika-ten with Haisai Sauce Flavor’ is a special item that can only be tasted right now, representing a fusion of Japan’s traditional snack culture and Okinawa’s new food scene.
When you visit Japan, be sure to look for it in the snack aisle of your nearest convenience store. From this small bag, you should be able to sense the depth of Japanese food culture and the cheerful atmosphere of Okinawa.
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