Koikeya vs Western Crisps: What Makes Japanese Chips Different [2026 Guide]

The first time I tried Karamucho crisps, I genuinely couldn't work out what I was tasting. There was heat, obviously—the name literally translates to "spicy"—but underneath that was something else entirely. A savoury depth that made my usual Walkers Sensations feel a bit, well, one-dimensional.

I'd picked them up on a whim from Japan Centre in London, and within a week, I'd ordered three more bags online. That was two years ago. Since then, Japanese crisps have gone from being a niche curiosity in my snack drawer to taking up roughly half the space. And I'm not alone—Sainsbury's research found that Japanese cuisine is now one of the five fastest-growing food categories in the UK.

But here's the thing: it's not just about unusual flavours. Japanese crisps, particularly those from Koikeya, represent an entirely different philosophy of what a potato chip should be. And once you understand that philosophy, you'll never look at a packet of ready salted the same way again.

The Birth of Japanese Potato Chips: Koikeya's Story

When Kazuo Koike first tried potato chips in a Tokyo izakaya sometime in the late 1950s, he was struck by something that seems obvious in hindsight—this strange Western snack could work in Japan, but only if it was reimagined for Japanese tastes.

Koike founded his company in 1958, and by 1962, Koikeya had achieved what no other Japanese company had managed: mass-produced potato chips that actually resonated with local consumers. Their secret weapon? Nori-shio, or seaweed salt flavour—a combination that married the familiar taste of dried seaweed with the satisfying crunch of fried potato.

It sounds simple now, but this was revolutionary. Rather than trying to convince Japanese consumers to enjoy consommé or barbecue flavours they'd never encountered, Koikeya created something that felt authentically Japanese from the first bite.

Today, Koikeya remains the second-largest crisp manufacturer in Japan, trailing only Calbee. But where Calbee has built its empire on reliable, crowd-pleasing flavours (think of them as Japan's Walkers), Koikeya has carved out a reputation for luxury, innovation, and flavours that border on the theatrical.

What Actually Makes Japanese Crisps Different

The Potato Selection Process

Here's where things get properly interesting. Most British crisp manufacturers source potatoes based primarily on availability and price. A reasonable approach, frankly, when you're producing billions of packets annually.

Koikeya takes a different view. For their "Pure Potato" premium line, they follow what they call the "potato front"—tracking the seasonal warming that moves from Japan's southern prefectures up to Hokkaido, identifying prime harvest windows in each region. They've even released limited edition chips comparing potatoes from three different Japanese regions, letting snackers taste the terroir difference.

It's a bit mad, honestly. We're talking about crisps. But the result is a noticeably different eating experience—there's more actual potato flavour coming through, rather than just salt and oil.

The Frying Technique

Japanese crisp manufacturers, including Koikeya, typically use lighter oils like rice bran or palm oil rather than the sunflower or vegetable oils common in British production. The frying temperatures are carefully calibrated to achieve crispness without the slightly greasy mouthfeel you get with many Western crisps.

The practical upshot? Japanese crisps often feel lighter in your mouth. You can eat more of them without that heavy, oily coating building up on your palate. Whether that's a good thing depends on your relationship with self-control.

The Flavour Philosophy

This is where the real divergence happens. British crisps have their own wonderful tradition of bold, tangy flavours—prawn cocktail, pickled onion, roast beef and mustard. But these flavours tend to hit one note very loudly and stay there.

Japanese crisps aim for something more complex. Take Koikeya's teriyaki flavour: you get sweetness first, then salt, then a smoky umami depth, followed by a subtle heat at the finish. It's a progression of tastes rather than a single flavour.

The concept of umami—that fifth taste beyond sweet, sour, salty, and bitter—is central to Japanese snack development. Koikeya's consommé-flavoured crisps, for instance, are made with a soup base of wagyu beef, lobster, and white wine. Over the top? Absolutely. Delicious? Also yes.

The Koikeya Range: What's Available in the UK

Teriyaki Crisps

Currently the easiest Koikeya product to find in British shops, the teriyaki crisps have become something of a gateway drug for Japanese snack newcomers. Available at Morrisons and Ocado from around £1.50, they're also stocked by Japan Centre and various online Asian grocery specialists.

The flavour is notably more restrained than you might expect from "teriyaki"—none of that tooth-achingly sweet glaze you get on takeaway chicken. Instead, it's savoury with just enough sweetness to keep things interesting.

Karamucho Hot Chilli

Here's my personal favourite, and possibly the most distinctive item in the range. Karamucho has been Japan's best-selling spicy crisp since launching in 1984—yes, they were doing "hot" flavours long before Flamin' Hot became a whole Western marketing category.

What separates Karamucho from, say, a bag of Seabrook's Fire Eaters is the flavour balance. The heat builds gradually rather than punching you immediately, and there's genuine vegetable and meat umami underneath the chilli. The tagline "tasty and spicy" actually describes the product rather than just making promises.

Available in both flat-cut and ridge-cut varieties, with an even more intense "Super Spicy" version for those who find the standard offering too mild. Most UK stockists carry the 60g flat-cut packets.

Wasabi Nori

For the seaweed lovers among us, this combines the original nori-shio concept with actual wasabi heat. It's more subtle than you might expect—the wasabi provides a slow nasal tingle rather than the aggressive heat of cheap wasabi paste.

Sweet and Sour Pickled Plum

And here we venture into "distinctly Japanese" territory. Ume (pickled plum) is a flavour that divides opinions—it's sour, slightly sweet, and absolutely nothing like anything you'll find in British snacking. Worth trying if you're curious about just how different Japanese crisps can get.

Koikeya vs British Crisps: A Direct Comparison

I've spent more time than is probably healthy doing side-by-side tastings of Japanese and British crisps. Call it research; my partner calls it "an excuse to eat crisps at 10am." Here's what I've found:

Texture

Koikeya: Lighter, more delicate crunch. Slightly thinner cuts for the standard range, though their premium lines offer thick-cut options. Less oil residue on fingers.

British (Walkers, Tyrrell's, )Kettle Chips)**: Generally thicker, heartier crunch. More substantial mouthfeel. Walkers in particular has perfected that satisfying snap.

Verdict: Different rather than better or worse. Koikeya crisps feel more refined; British crisps feel more filling.

Flavour Intensity

Koikeya: Complex, layered flavours that evolve as you chew. More subtle initial impact but longer aftertaste.

British: Immediate, bold flavour hits. You know exactly what you're eating from the first bite. Salt and vinegar is salt and vinegar.

Verdict: British crisps are better if you want instant gratification. Japanese crisps reward slower, more attentive eating.

Value for Money

Here's where things get honest: Japanese crisps are expensive in the UK. A 100g packet of Koikeya teriyaki runs about £1.50-£2.50 depending on where you buy, versus roughly £1 for the same weight of Walkers sharing bag.

You're paying for import costs, lower production volumes, and, yes, that premium positioning. Whether that's worth it depends entirely on what you value in a crisp.

Availability

British crisps: literally everywhere. Koikeya: specialist Asian grocers, some Morrisons stores, Ocado, online retailers. You can't impulse-buy Karamucho at the Tesco Metro near your office. Not yet, anyway.

Where to Buy Koikeya Crisps in the UK

Major Supermarkets

Morrisons stocks the teriyaki crisps in their world foods section, though availability varies by store. Worth checking online to confirm your local branch carries them.

Ocado has the most reliable mainstream selection, usually offering teriyaki and occasionally other flavours.

Specialist Retailers

Japan Centre (online and London stores) carries the full UK-available range including Karamucho, wasabi nori, and pickled plum varieties. Their delivery is reliable and they often have stock when other retailers don't.

WASO (online Japanese grocery) offers competitive pricing at around £1.99 per pack and delivers nationwide.

Oriental Mart stocks both flat and ridge-cut Karamucho variants along with the teriyaki range.

The Secret Asia is another solid online option with good stock levels.

Amazon UK

The usual Amazon caveat applies: convenient but often pricier than specialist retailers. Useful for one-off purchases; less economical for regular snacking.

The Calbee Question: Koikeya's Big Rival

Any discussion of Japanese crisps inevitably leads to Calbee, the industry giant that dominates both the Japanese and broader Asian market. Where does Koikeya fit?

The simplest comparison: Calbee is like Walkers—mass-market, reliable, focused on flavours that appeal to the widest possible audience. Their honey butter chips are genuinely excellent. Their seaweed variety is a good introduction to Japanese crisp culture.

Koikeya, by contrast, is more like Tyrrell's or Kettle—positioned premium, willing to take flavour risks, targeting consumers who want something more distinctive. Their limited editions can get properly experimental.

If you're new to Japanese crisps, Calbee is probably an easier starting point. If you already know you want something different, Koikeya is where the interesting stuff happens.

Why Japanese Crisps Are Having a UK Moment

The growth of Japanese snacks in the UK isn't happening in isolation. British consumers have become increasingly adventurous with food, and the supermarkets have noticed. Tesco's party food buyer recently noted that sushi has overtaken the smoked salmon sandwich as Britain's favourite premium lunchtime treat.

Then there's the influence of Japanese culture more broadly—anime, gaming, tourism. People who've visited Japan come back wanting to recreate those experiences, including the snacks they discovered in convenience stores.

And frankly, after decades of the same core British crisp flavours, there's appetite for something new. Pringles tried to fill that gap with their rotating limited editions, but there's something more authentic about actual Japanese products.

My Honest Take on Japanese vs Western Crisps

Look, I eat both. Regularly. A packet of Walkers cheese and onion still hits different when you're having a pub lunch. Tyrrell's sea salt and cider vinegar remains one of my favourite crisps full stop.

But Japanese crisps have expanded my sense of what crisps can be. That umami depth, the lighter texture, the flavours I'd never have imagined—it's opened up a whole new snacking category.

The downside? Once you start paying attention to these differences, it's hard to go back to not noticing them. A perfectly decent ready salted suddenly feels a bit... basic. And your crisp budget will definitely increase if Karamucho becomes a regular habit.

Is that worth it? I think so. But I also think British crisps are their own thing entirely, and there's room for both in a well-stocked snack cupboard. The ideal scenario isn't choosing between them—it's understanding what each does best and matching them to the moment.

Koikeya for thoughtful snacking. Walkers for muscle memory. Both have their place.

Frequently Asked Questions

Where can I buy Koikeya crisps in the UK?

Koikeya crisps are available at Morrisons and Ocado (mainly the teriyaki flavour), as well as specialist Asian grocery stores like Japan Centre, WASO, Oriental Mart, and The Secret Asia. Amazon UK also stocks various Koikeya products, though often at higher prices than specialist retailers. For the best selection including Karamucho hot chilli and wasabi nori varieties, Japan Centre or WASO are your best options.

What makes Japanese potato chips different from Western crisps?

Japanese chips differ in three key ways: potato sourcing (brands like Koikeya track seasonal harvests across regions for optimal quality), frying technique (lighter oils like rice bran at precise temperatures create less oily results), and flavour philosophy (complex umami-based seasonings that evolve as you eat, rather than single bold flavour notes). The result is lighter, more refined crisps with layered taste profiles.

What is Karamucho?

Karamucho is Koikeya's iconic spicy crisp range, launched in 1984 and now Japan's best-selling hot crisp. The name comes from combining "karai" (spicy) and "mucho" (Spanish for "much"). Unlike Western spicy crisps that often rely purely on heat, Karamucho balances chilli with vegetable and meat umami flavours. It's available in flat-cut, ridge-cut, and "Super Spicy" variants.

How spicy are Karamucho crisps?

Karamucho crisps have a moderate heat level that builds gradually rather than hitting immediately. The standard version is spicy enough to be noticeable but won't overwhelm most palates—roughly comparable to a medium-heat curry crisp. For those wanting more intensity, the "Super Spicy" thick-slice version significantly increases the heat while maintaining the signature umami balance.

Are Japanese crisps healthier than British crisps?

Not necessarily. While Japanese crisps like Koikeya often use lighter oils and may feel less greasy, the calorie and fat content is generally similar to British crisps of equivalent serving sizes. The main differences are in flavour complexity and texture rather than nutrition. As with any crisps, they're best enjoyed as an occasional treat rather than a health food.

What does Koikeya teriyaki taste like?

Koikeya teriyaki crisps offer a more restrained, savoury-sweet flavour than the sticky teriyaki sauce you might expect. The taste profile includes initial sweetness, followed by saltiness, smoky umami depth, and a subtle finish. It's considerably less sweet than Western teriyaki products and has been described as having a "barbecued" quality without being heavy.

Why are Japanese snacks becoming popular in the UK?

Several factors drive this trend: broader interest in Japanese culture through anime, gaming, and tourism; increased consumer adventurousness with food; supermarket data showing Japanese cuisine as one of the UK's fastest-growing food categories; and the availability of Japanese products through both specialist retailers and mainstream supermarkets like Morrisons and Ocado. Post-pandemic travel to Japan has also increased awareness of Japanese snack culture.