From niche to mainstream

Interests and cultural phenomena that were once "niche" have the potential to go mainstream. In Japan, such was the case with underground idol groups such as AKB48. Even anime was once a niche interest, and now, as the Demon Slayer craze has shown, it's as mainstream as ever.

The same can be said of the food and beverage industry. Craft beer, for example, which is produced in small quantities and often showcases unique tastes has spread to the younger generation through social media to become an established category and no longer a transient trend in Japan.

Introducing "Niche Rich"

Inspired by this, Koikeya is launching a new line of potato chips called "Niche Rich" to allow customers to savor new delicious tastes and enjoy a special feeling which stands out from the ordinary by proposing a "niche" combination of rich flavors you have never tried before.

The first two flavors in the Niche Rich line

Let's take a look at the first two chips to be offered in this unusual new series:

Seafood al ajillo with truffles

Bite into a chip, and you'll savor the taste of seafood such as shrimp, oysters, and scallops, together with the luxurious aroma of truffles.

Grilled wagyu beef and uni

Experience a luxurious fusion of tastes. The deep flavor of premium Kuroge black beef wagyu and the mellowness of sea urchin roe creates an umami party in your mouth.

Product Information


  • Name (JP): 「ニッチリッチ トリュフ薫る 海鮮アヒージョ」
  • Translation: Niche Rich - Seafood al ajillo redolent of truffles
  • (Official English: Seafood ajillo with Truffle)
  • Name (JP): 「ニッチリッチ 和牛とうにの炙り焼き」
  • Translation: Niche Rich - Seared wagyu beef and sea urchin roe
  • (Official English: Grilled beef & Sea urchin)


  • Weight: 58 grams (2.05 ounces)
  • Price: open

Retail schedule

  • December 7th, 2020: Convenience stores nationwide and Koikeya Online Shop
  • February 1st, 2021: Supermarkets and general retailers nationwide

  • By - grape Japan editorial staff.