Introducing Limited-Edition WAGYUMAFIA Ultra Spice Chips from FamilyMart

FamilyMart's New Collaboration with WAGYUMAFIA

FamilyMart, a leading convenience store chain in Japan, is gearing up to celebrate its 45th anniversary in September 2026. The company has been committed to five key principles and is taking on the motto of 'the best challenge'. In a bid to focus on delivering top-notch flavors, FamilyMart, in collaboration with entrepreneur Takafumi Horie and Chef Toshito Hamada, is releasing a new line of potato chips called 'Ultra Spice' on March 24, 2026. Designed under the supervision of 'WAGYUMAFIA', a members-only specialty wagyu restaurant with 24 locations worldwide, the Ultra Spice chips are set to be priced at 216 yen (including tax 233 yen) and will be available at approximately 16,400 FamilyMart stores across Japan.

A New Flavor That Combines Spices

WAGYUMAFIA is well-regarded for its concept of bringing Japanese wagyu beef to the global stage. Since their first collaboration in October 2021 with the garlic-flavored 'Ultra Garlic' chips, several high-quality products have been launched including 'Ultra Highball', a drink blended with four different kinds of spirits, and 'Ultra Peyoung', which is rich in garlic. Now, the latest addition to the potato chip line is 'Ultra Spice', combining chili with the Japanese spice, sansho. This offers a unique combination of flavor with a striking spiciness accompanied by its rich aromatic profile. The added touch of powdered miso enhances the savory depth, resulting in a robust taste perfect for pairing with drinks.

Ultra Garlic Returns by Popular Demand

In addition to introducing Ultra Spice, FamilyMart is also re-releasing the 'Ultra Garlic' chips that have gained immense popularity since their initial launch. This product boasts a garlic flavor simulating the rich aroma and taste of BBQ beef. With a staggering sales figure of 1.4 million bags, this chip has become a highly sought-after snack among customers. The combination of unique flavors makes it an irresistible indulgence for anyone looking for an extraordinary snacking experience.

Comments from Takafumi Horie

Takafumi Horie, the entrepreneur behind the creation of WAGYUMAFIA, expressed his excitement about this fifth collaboration with FamilyMart. He described 'Ultra Spice' as a dual punch of flavor from the combination of sansho and chili, offering both spiciness and aromatic notes. The addition of miso elevates the complexity, transforming it into a snack that is addictively delicious. He emphasized that one will inevitably keep reaching for the next chip. Of course, he's also proud to see the triumphant return of the ULTRA GARLIC.

Product Details

- Product Name: Potato Chips ULTRA SPICE
- Price: 216 yen (tax included 233 yen)
- Release Date: March 24, 2026
- Available Region: Nationwide
- Description: A rich and flavorful potato chip featuring chili flavor and the piquant taste of sansho, enhanced with powdered miso for a thick, savory profile. Limited Quantity Available

- Product Name: Potato Chips ULTRA GARLIC
- Price: 216 yen (tax included 233 yen)
- Release Date: March 24, 2026
- Available Region: Nationwide
- Description: A potent garlic-flavored potato chip with the essence of domestic wagyu beef extract, promising a delicious and unforgettable taste experience. Limited Quantity Available

Images are for illustrative purposes only.
Due to tax reductions, the displayed price includes an 8% consumption tax.
Prices, availability, and specifications may vary by region.
Certain items may not be available at some stores and regions.

FamilyMart aims to foster connections with its customers, creating a familial atmosphere and striving to become an indispensable part of their lives under the motto 'With you, FamilyMart.'

More About WAGYUMAFIA

Founded in 2016 by Takafumi Horie and Chef Toshito Hamada, WAGYUMAFIA has established itself as a premier private members-only wagyu restaurant. Following numerous successful pop-up dinners utilizing the diversity and uniqueness of wagyu beef, they launched the first WAGYUMAFIA restaurant in Akasaka, Tokyo. Currently, they operate a total of 24 branches worldwide including in Japan, Hong Kong, Australia, and Saudi Arabia. Their expertise extends beyond restaurants, overseeing high-profile culinary events such as gala dinners for the Moncler 70th anniversary and F1 Bahrain.

FamilyMart's Commitment to Challenge

With their upcoming 45th anniversary, FamilyMart seeks to elevate its brand by embracing the spirit of 'the best challenge.' They have introduced a new slogan to reflect their commitment to providing an array of quality offerings that meet evolving consumer needs across various fields, reaffirming their position as a top choice for customers.

For more information on FamilyMart's initiatives, visit their dedicated 45th-anniversary site: FamilyMart 45th Anniversary