Candy Sales Surpass Craft Supplies at a Craft Store: "Omatcha Horori" Goes Viral on Social Media and Sells Out at MY mama

MY mama Co., Ltd. announced that the candy "Omatcha Horori," sold at its online craft supply store "Tezukuri Koubo MYmama," sold a total of 4,425 units in the 11 days from May 23 to June 2, 2026.

At this store, which primarily handles craft supplies, a somewhat surprising event has occurred: candy has recorded sales figures exceeding those of craft supplies.

The trigger was a post by an individual on the social media platform "Threads" on May 23, 2026.

The post, inquiring about the source of a delicious candy of unknown origin and wanting to know which store sold it, generated a huge response, garnering over 22,000 "likes" to date.

Our store had been handling "Omatcha Horori" for some time, and it was a product that had been steadily purchased, mainly by repeat customers.

However, on May 23, when the post went viral, orders suddenly concentrated. Over 50 orders were placed on that day alone, leading to a temporary sellout.

■ What is the viral "Omatcha Horori"?

"Omatcha Horori" is manufactured by Nisshin Seika Co., Ltd., located in Nagoya City, Aichi Prefecture.

"Omatcha Horori" is a candy made with 100% matcha powder from Nishio City. As you suck on it, the matcha gently spreads from within, and it has gained popularity as a candy that allows you to enjoy the deep, authentic flavor of matcha.

Source: Nisshin Seika Co., Ltd. official website "Product Introduction" page
https://www.ameyasan.co.jp/project/omatcha/

■ Why does a craft store sell candy?

Actually, there is a somewhat long story behind why MY mama started handling Nisshin Seika's candy.

About 10 years ago, Kanie, the representative of MY mama Co., Ltd., thought about whether they could deliver something sweet along with their products to customers who enjoy crafting.

People who enjoy crafting find time between housework, work, and childcare to enjoy making things. We wanted to deliver a moment of relaxation in their daily lives. This desire led to the initiative of sending candy along with craft materials.

At that time, Kanie ordered many different candies and tasted them with the staff. The one they selected was Nisshin Seika's "Tamari Candy."

The flavor was so impressive that it was described in-house as "tasting like the sauce part of mitarashi dango," and once you ate it, you became addicted.

Kanie himself liked the taste so much that he even handed it out to business partners. This is how the connection between MY mama and Nisshin Seika began.

■ A connection that started with a candy bonus

After that, MY mama started including candy as a bonus when shipping products.

However, as they continued, they encountered unexpected challenges.

Because candy is a three-dimensional object, including it increased the thickness of the package. Thickness was a major issue in terms of shipping.

Therefore, they consulted with Nisshin Seika about whether they could make the candy in a flat shape. This consultation did not come to fruition, but it became an event that made them feel the company's sincere approach to manufacturing.

Also, when they were including candy as a bonus, they sometimes received comments from customers such as, "Could ants get into it?" or "Won't the candy melt if sent in the middle of summer?"

So, MY mama conducted actual verification tests.

They placed individually wrapped candy in a park to see if ants could get inside. The packaging was tightly sealed, and ants could not get inside. Also, even when they placed the candy on the hood of a car exposed to the midsummer sun, it did not melt.

Through these verifications, their trust in the quality of Nisshin Seika's products deepened.

■ Currently handling 9 varieties

This connection led MY mama to handle multiple varieties of Nisshin Seika's candy.

They currently handle 9 varieties. In addition to the viral "Omatcha Horori," "Black Sesame Kinako + Almond" is also a popular product with many repeat customers.

Since our store only sells online, shipping costs can be a hurdle for orders of just food items.

Therefore, they utilized a system offering free shipping for purchases over 3,980 yen, and posted a banner titled "When you're just short of free shipping!" By introducing the candy as a product that can be easily purchased together with craft materials, they surprised Nisshin Seika, who remarked, "So that's a way to sell it."

■ Nostalgic memories revived by social media

Currently, they are not including candy as a bonus when shipping. However, the recent viral spread of "Omatcha Horori" on social media has brought back nostalgic memories within the company.

Some customers who have been using our store for a long time may remember the candy bonus.

Our desire is not only to deliver craft materials but also to deliver a little moment of relaxation alongside the time spent creating. This feeling remains unchanged.

MY mama will continue to cherish its connections with people who enjoy making things and with its business partners, while delivering products that accompany the time spent enjoying crafts.

■ Product Overview

Product Name: Omatcha Horori

Selling Price: 237 yen (tax included)
Manufacturer: Nisshin Seika Co., Ltd.
Store: Tezukuri Koubo MYmama

https://item.rakuten.co.jp/auc-my-mama/4904053801866/

■ Company Overview

Company Name: MY mama Co., Ltd.
Location: 291 Minami-no 2-chome, Minami-ku, Nagoya City, Aichi Prefecture
Business: Planning, manufacturing, and sales of craft materials

Under the philosophy of "igniting customers' creative desire and helping them feel the joy of making," the company plans products that make the time spent crafting more enjoyable, focusing on craft materials.