"No Longer for Sale, Rush to Buy If You See It"... Japanese Consumers Scramble for Limited Edition Snack

Prolonged U.S.-Iran Conflict Sparks Naphtha Shortage
Garubi Switches Some Products to Black-and-White Packaging
"Limited Edition" Demand Surges After News of Color Return

Stock photo of a large supermarket, not directly related to the content. The Asia Business Daily Database

The supply shortage of raw materials triggered by geopolitical risks in the Middle East is shaking up Japan's food industry. The "black-and-white packaging" introduced to reduce packaging costs is already being phased out for some products after just two months, but paradoxically, consumers are now rushing to buy these items as "the last products before they're gone," leading to signs of shortages.

Packaging Materials Changed by a Naphta Shortage

According to the Nihon Keizai Shimbun (Nikkei) on the 11th, Japanese confectionery company Garubi announced on the 9th that it will revert the packaging of some products, such as "Potato Chips," back to colored packaging.

Garubi's existing color packaging product (above) and black-and-white packaging product. Photo by AP Yonhap News

This decision comes as the supply of naphtha, which had been unstable due to the prolonged U.S.-Iran conflict, has somewhat stabilized. Naphtha is a key raw material used in the production of vinyl, film, and solvents and resins for printing ink, directly impacting all stages of packaging processes.

Previously, starting with shipments at the end of May, Garubi switched the packaging of 14 products, including potato chips and shrimp chips, to black-and-white. This was not just a simple cost-saving measure, but an unavoidable choice to maintain supply amid raw material shortages.

Gradual Return to Color... Prioritizing Supply Stability

Instead of a full return, Garubi opted for a phased approach. Starting on the 27th, two cereal products, including "Furugura," will revert to double-sided colored packaging. Beginning next month, the front side of six products—including "Potato Chips Mild Salt Flavor," "Potato Chips Consommé Punch Flavor," and "Kappa Ebisen"—will be switched to colored packaging.

On the 9th, Garubi announced that it will change the packaging of some products to color only on the front side. Garubi

The remaining products will maintain black-and-white packaging for the time being. This is a measure that considers both raw material conservation and stable supply. The company explained, "We are applying color starting from the front side, where product information can be most effectively communicated."

"It's a Limited Edition, So Buy It Quickly" Frenzy

Interestingly, the return to color is actually boosting demand for black-and-white packaging. On local social networking services (SNS), reactions such as "It's become a limited edition," "If I had known, I would have bought 10 more bags," and "Will there be a premium attached?" are spreading rapidly.

Some consumers are even rushing to purchase black-and-white packaging, recognizing them as "historic limited editions." This is a classic example of the "limited effect," in which supply restrictions strengthen scarcity and stimulate demand.

Supply Chain Shock Spreads Across the Industry

This case is not limited to a single company. Japanese confectionery maker Yamayoshi Seika temporarily suspended production of its popular product "Wasabip" this March. The reason was the difficulty in securing the heavy oil needed to run the boilers for frying potato chips.

Japanese snack 'Wasabif' potato chips. Yamayoshi Confectionery

When news of the production suspension emerged, consumers reacted immediately. On Japanese secondhand trading platforms, these potato chips began selling at prices higher than retail, and reselling activity spread.

The Trauma of the 1970s 'Oil Shock'

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Experts point out that past experiences are influencing consumer sentiment. Memories of the shortage of daily necessities during the 1973 oil crisis remain vivid, so even signs of supply instability can quickly trigger panic buying. Similar phenomena occurred during the Great East Japan Earthquake and the COVID-19 pandemic as well.

This content was produced with the assistance of AI translation services.