Over 2.5 Million Boxes Sold! Kawachiya Launches First New Summer Flavor in 11 Years for 'Bous' Stick Kamaboko: 'Midsummer Indian Curry' Now on Makuake
Kawachiya, a long-established kamaboko specialist in Toyama, has introduced 'Bous Midsummer Indian Curry,' its first summer-limited flavor in 11 years. Pre-sales began on the crowdfunding platform Makuake on April 30, 2026, targeting the summer snack market.
📋 Article Processing Timeline
- 📰 Published: April 23, 2026 at 19:00
- 🔍 Collected: April 23, 2026 at 10:31
- 🤖 AI Analyzed: April 24, 2026 at 02:17 (15h 45m after Collected)
Kawachiya Co., Ltd. (Location: Uozu City, Toyama Prefecture; CEO: Hajime Kawachi) will start pre-sales for 'Bous Midsummer Indian Curry,' a new summer-limited flavor of its popular 'Bous' stick kamaboko series—which has shipped over 2.5 million boxes—via the crowdfunding service 'Makuake' on Thursday, April 30, 2026. The product will be available at managed retail stores, souvenir shops, and online from June 1.
Project URL: https://www.makuake.com/project/bous-summer/
### The First New Flavor in 11 Years from a Traditional Toyama Specialist
Since its founding in 1947, Kawachiya has maintained a philosophy of 'Protecting the tradition of the long-established store, while creating new types of kamaboko.' This spirit led to the creation of 'Sushikama,' fish cake topped with premium sushi ingredients, 'Petit Carre,' and the 'Bous' stick kamaboko series.
'Bous' in particular is popular not only for its taste but also for its beautiful grilled appearance and sophisticated packaging. It has grown into a flagship product for Kawachiya with over 2.5 million boxes shipped. Thanks to its popularity, 'Bous' has been featured on numerous national TV programs and has a growing base of repeat customers.
In response to increasing customer requests for new flavors, the company developed 'Bous Midsummer Indian Curry,' the first summer-limited flavor in 11 years.
### 'Bous': Stick Kamaboko Perfect for Alcohol
'Bous' is a series of stick kamaboko developed for easy snacking while drinking, featuring individually wrapped sticks. It is highly rated as a souvenir or gift and won the Grand Prix at the Japan Food Selection in May 2023, a first for Toyama's food industry. It has also gained national attention through media like 'Bananaman no Hayaoki Sekkaku Gourmet,' 'Matsuko no Shiranai Sekai,' and 'Himitsu no Kenmin SHOW.'
Kawachiya uses a blend of top-grade surimi from Alaska pollock, golden threadfin bream, and white croaker. This high-grade surimi results in a white, elastic, and low-odor fish cake with excellent texture and taste. Furthermore, no preservatives are used.
### A Spicy Summer Snack: 'Bous Midsummer Indian Curry'
This summer-only fried kamaboko features a curry flavor with the rich aroma of nuts and spices. Upon the first bite, the scent of spices spreads, followed by the crunchy texture of peanuts and the natural umami of onions and shrimp. The rich flavor of cashew nuts leaves a lingering spicy aftertaste. The spiciness level is 'medium-hot,' slightly exceeding the regular 'Piriri Togarashi' (spicy chili) flavor. Being fried and juicy, it pairs perfectly with cold beer and is an ideal choice for summer evening drinks.
### Development Backstory: A Challenge 10 Years in the Making
'Bous' is one of the most labor-intensive products at Kawachiya. While machines are used, essential steps require manual work by artisans, including molding the surimi, removing molds, cutting, and packaging. This effort creates a uniqueness in taste and appearance that competitors cannot mimic.
However, due to the COVID-19 pandemic and the Noto earthquake, new product development was stalled. To develop a new flavor, the company reviewed its entire product lineup and production processes, including the difficult decision to discontinue long-selling products that had previously won awards. A year and a half ago, the 'Bous Seasonal Flavor Series' project started, with a dedicated team exploring various ideas and prototypes.
### Media Features
- Sep 18, 2025: Himitsu no Kenmin SHOW Kiwami
- Sep 18, 2025: Matsuko no Shiranai Sekai
- Nov 24, 2024: Danshi Gohan
- Jun 25, 2023: Bananaman no Hayaoki Sekkaku Gourmet
- Feb 10, 2023: Bungei Shunju
- Nov 20, 2020: BRUTUS Extra Edition
- Jun 20, 2020: Weekly Bunshun
Project URL: https://www.makuake.com/project/bous-summer/
### The First New Flavor in 11 Years from a Traditional Toyama Specialist
Since its founding in 1947, Kawachiya has maintained a philosophy of 'Protecting the tradition of the long-established store, while creating new types of kamaboko.' This spirit led to the creation of 'Sushikama,' fish cake topped with premium sushi ingredients, 'Petit Carre,' and the 'Bous' stick kamaboko series.
'Bous' in particular is popular not only for its taste but also for its beautiful grilled appearance and sophisticated packaging. It has grown into a flagship product for Kawachiya with over 2.5 million boxes shipped. Thanks to its popularity, 'Bous' has been featured on numerous national TV programs and has a growing base of repeat customers.
In response to increasing customer requests for new flavors, the company developed 'Bous Midsummer Indian Curry,' the first summer-limited flavor in 11 years.
### 'Bous': Stick Kamaboko Perfect for Alcohol
'Bous' is a series of stick kamaboko developed for easy snacking while drinking, featuring individually wrapped sticks. It is highly rated as a souvenir or gift and won the Grand Prix at the Japan Food Selection in May 2023, a first for Toyama's food industry. It has also gained national attention through media like 'Bananaman no Hayaoki Sekkaku Gourmet,' 'Matsuko no Shiranai Sekai,' and 'Himitsu no Kenmin SHOW.'
Kawachiya uses a blend of top-grade surimi from Alaska pollock, golden threadfin bream, and white croaker. This high-grade surimi results in a white, elastic, and low-odor fish cake with excellent texture and taste. Furthermore, no preservatives are used.
### A Spicy Summer Snack: 'Bous Midsummer Indian Curry'
This summer-only fried kamaboko features a curry flavor with the rich aroma of nuts and spices. Upon the first bite, the scent of spices spreads, followed by the crunchy texture of peanuts and the natural umami of onions and shrimp. The rich flavor of cashew nuts leaves a lingering spicy aftertaste. The spiciness level is 'medium-hot,' slightly exceeding the regular 'Piriri Togarashi' (spicy chili) flavor. Being fried and juicy, it pairs perfectly with cold beer and is an ideal choice for summer evening drinks.
### Development Backstory: A Challenge 10 Years in the Making
'Bous' is one of the most labor-intensive products at Kawachiya. While machines are used, essential steps require manual work by artisans, including molding the surimi, removing molds, cutting, and packaging. This effort creates a uniqueness in taste and appearance that competitors cannot mimic.
However, due to the COVID-19 pandemic and the Noto earthquake, new product development was stalled. To develop a new flavor, the company reviewed its entire product lineup and production processes, including the difficult decision to discontinue long-selling products that had previously won awards. A year and a half ago, the 'Bous Seasonal Flavor Series' project started, with a dedicated team exploring various ideas and prototypes.
### Media Features
- Sep 18, 2025: Himitsu no Kenmin SHOW Kiwami
- Sep 18, 2025: Matsuko no Shiranai Sekai
- Nov 24, 2024: Danshi Gohan
- Jun 25, 2023: Bananaman no Hayaoki Sekkaku Gourmet
- Feb 10, 2023: Bungei Shunju
- Nov 20, 2020: BRUTUS Extra Edition
- Jun 20, 2020: Weekly Bunshun