Reviving the Magic of UMAJO Cream Bread: A New Collaboration by Hattendo and JRA

UMAJO Cream Bread: A Sweet New Collaboration

Hattendo, a renowned Japanese pastry company, is once again partnering with the Japan Racing Association (JRA) to present a delightful treat that promises to capture the hearts of racing fans and food lovers alike. Starting January 4, 2026, the special "UMAJO Cream Bread" will be available exclusively at JRA racecourses across Japan, setting the stage for a charming culinary experience.

This exciting collaboration offers two different flavors: the classic custard and a delightful chocolate. Both options come with a unique twist — each cream bread is adorned with an imprint of a cute horse, perfectly in line with the theme of UMAJO, which aims to attract women to experience the joys of horse racing in a relaxed environment.

Background of UMAJO and Hattendo

The project brings a fresh take on a previous collaboration back to life. First introduced in 2018, the original UMAJO cream bread was an overwhelming success, prompting both companies to join forces again after an eight-year hiatus. This new launch seeks to reignite that magic, fostering a sense of community among fans.

Available Flavors

1. Custard Cream Bread

The custard version features a soft, fluffy dough filled with Hattendo's signature melting custard cream. The flavor is light and simple, allowing the creamy goodness to shine through. The pastel green packaging, reminiscent of the UMAJO theme, adds an aesthetic charm that is sure to please.

2. Chocolate Cream Bread

On the other hand, the chocolate variety offers a whisper of sweetness, created with a smooth chocolate cream that is both rich and subtly flavored. With a milky essence, it caters to a wide demographic, making it a perfect treat for all ages.

Availability and Pricing

Each cream bread will be available for ¥450 (tax included) at designated UMAJO SPOT locations within racecourses, starting with Nakayama Racecourse and Kyoto Racecourse. Sales will continue at various venues depending on the racetrack schedule, mainly during weekends.

However, fans should note that the UMAJO cream bread will not be available through Hattendo's stores or online shop, making it a limited-time treat exclusively for racegoers.

What is UMAJO?

UMAJO celebrates women who adore horses, allowing them to engage with their passion through various initiatives. The JRA has established 'UMAJO SPOT' relaxation areas at ten racecourses throughout Japan, offering a cozy space for women to enjoy horse racing. In addition to providing a welcoming atmosphere, JRA produces a range of products catered specifically to female fans.

For more information on UMAJO and its initiatives, visit their official website: UMAJO Official.

About Hattendo

Founded in 1933 in Mihara City, Hiroshima, Hattendo has evolved from a traditional wagashi shop into a beloved brand known for its innovative cream breads. The company prides itself on crafting delectable sweets that uplift people’s spirits. Committed to blending the essence of breads and sweets, Hattendo aspires to spread joy and contribute to a more vibrant society.

Stay connected with Hattendo through social media: Instagram, X (formerly Twitter), and YouTube.

For inquiries, customers can reach the Hattendo Customer Support at 0120-52-7152. Note: This information may be subject to change.

Indulge yourself with the enchanting new UMAJO Cream Bread and experience the delightful blend of culinary craftsmanship and horse racing culture!