FamilyMart, a leading Japanese convenience store (konbini) chain, has teamed up once again with the world-famous, members-only Wagyu specialty restaurant “WAGYUMAFIA.” From this highly popular collaboration series, which has surpassed 2 million units in total sales, comes the brand’s first-ever chili flavor: “Potato Chips ULTRA SPICE.” Sales will begin simultaneously at approximately 16,400 FamilyMart stores across Japan starting March 24, 2026.
A Fusion of Tingling Aroma and Chili! The Addictive New “ULTRA SPICE”
“Potato Chips ULTRA SPICE,” the newest addition to the lineup, inherits the powerful impact of previous entries while boldly incorporating traditional Japanese spices. The key to the flavor is the burning heat of chili peppers combined with the refreshing, numbing sensation of “Sansho” (Japanese pepper), a spice unique to Japan.
The moment you open the bag, the elegant and cool aroma characteristic of Sansho fills the air. Upon taking a bite, the stimulating heat of the chili spreads across your palate, followed by the sharp tingling of the Sansho—a “double punch” flavor profile. Furthermore, “Fermented Soybean Paste (miso) powder,” a traditional Japanese seasoning, is added as a secret ingredient. This miso provides a rich base of umami (depth), ensuring the chips are not just spicy but also intensely flavorful.
Designed perfectly as a snack to accompany alcoholic drinks, these chips possess an “addictiveness” that makes them hard to put down. This is a new dimension of potato chips that adds the sharp edge of Sansho to the raw power of the “ULTRA” series.
[Product Data] Potato Chips ULTRA SPICE
- Product Name: Potato Chips ULTRA SPICE
- Price: 216 yen (approx. $1.44) (233 yen including tax / approx. $1.55)
- Release Date: Tuesday, March 24, 2026
- Release Region: Nationwide Japan
- Features: A rich chili flavor combining the aroma and numbness of Sansho, the heat of chili, and the depth of miso.
- Notes: Limited Quantity
The Legendary 1.4 Million Unit Hit! “ULTRA GARLIC” Makes a Long-Awaited Comeback
To coincide with the launch of the new flavor, the iconic “Potato Chips ULTRA GARLIC” will also be re-released. Since its debut in 2021, this masterpiece snack has captivated fans with its overwhelming garlic flavor.
As the staggering cumulative sales figure of 1.4 million units suggests, these potato chips are known for their intense punch. From the moment the bag is opened, the garlic aroma fills the room, offering a sense of realism as if you were grilling meat at a Japanese Yakiniku (BBQ) restaurant.
The key to its taste lies in the inclusion of beef extract made from high-grade “Domestic Japanese Wagyu.” This ensures it’s not just a simple garlic flavor; it’s a composition where the heavy umami of the meat—possible only under the supervision of a Wagyu specialty restaurant—can be felt. The synergy between the hard-hitting garlic and the Wagyu umami creates a “Yakiniku-like flavor” that is sure to surprise snack fans once again.
[Product Data] Potato Chips ULTRA GARLIC
- Product Name: Potato Chips ULTRA GARLIC
- Price: 216 yen (approx. $1.44) (233 yen including tax / approx. $1.55)
- Release Date: Tuesday, March 24, 2026
- Release Region: Nationwide Japan
- Features: Intense garlic aroma combined with the deep umami of domestic Wagyu beef extract.
- Notes: Limited Quantity
“Bringing Japanese Wagyu to the World” – Food Entertainment by WAGYUMAFIA
These stimulating products were supervised by “WAGYUMAFIA,” led by entrepreneur Takafumi Horie and chef Hisato Hamada. Founded in 2016 as a completely members-only Wagyu restaurant based in Akasaka, Tokyo, it has grown into a global brand with 24 locations worldwide, including Hong Kong, Australia, and Saudi Arabia.
Their activities go beyond restaurant management. They continue to promote the charm of Japanese culture through Wagyu, hosting dinners at Milan Fashion Week, producing events for the Bahrain F1, and arranging banquets for Middle Eastern royal families.
The collaboration with FamilyMart began in 2021 and has produced a series of edgy products, including highballs and “ULTRA PEYOUNG” cup noodles packed with extreme amounts of garlic. This “ULTRA SPICE” release is an aggressive move by food professionals pursuing “unstoppable deliciousness.” Horie himself has given it his seal of approval, calling the “Sansho x Chili double punch” a masterpiece.
FamilyMart’s 45th Anniversary Slogan: “Ichiban Challenge”
FamilyMart will celebrate its 45th anniversary in September 2026. To mark this occasion, they have introduced a new slogan: “Your Ichiban Challenge: Creating Many of Your ‘Number Ones’.” This is a declaration of their determination to exceed the boundaries of a simple convenience store and remain the best presence for their customers.
This collaboration with WAGYUMAFIA embodies elements such as “deliciousness” and “excitement.” The “ULTRA” series encapsulates their stance of providing constant surprises by leveraging their brand’s influence.
Through their nationwide store network, this is a chance to experience world-class “culinary stimulation” up close. Since these are limited-quantity releases, we recommend grabbing them early if you spot them at a FamilyMart in Japan. This new fusion of heat, numbness, and umami is sure to turn your relaxation time into an “ULTRA” experience.
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