The snack aisle of Japan’s convenience stores is a fiercely competitive marketplace, and just about every week sees the release of some new flavor of candy or potato chip trying to steal the spotlight from its rivals. But while many of these pretenders to the throne of snack foods are only on sale for a few months or even weeks, the spicy potato rings called Bokun Habanero have been on sale without hiatus for over a decade.
Still, you have to keep evolving in order to stay ahead, and next month will see the release of a new Bokun Habanero that’s 10 times hotter than the normal version.