Koikeya's Dontacos Brand Releases New Seafood Grill Chili Tacos Flavor

A new addition to Koikeya's Dontacos lineup is heading to stores across Japan. "Dontacos Seafood Grill Chili Tacos" launches at convenience stores nationwide on May 25, 2026 (Monday), with a broader rollout to supermarkets and general retail channels scheduled for June 22, 2026 (Monday).

The release comes on the back of growing interest in tacos across Japan. The number of taco specialty restaurants has been increasing, and Mexican cuisine has been gaining traction on social media, contributing to what has been described as a "taco boom." Tacos are now being enjoyed not just at restaurants but also at home, carving out a place as a new everyday food in Japan.

Against this backdrop, the Dontacos brand underwent a full renewal in September 2025, with a revamped taste profile and packaging aimed at delivering a more authentic feel. The brand has since recorded sales of 193% compared to the previous year (September 2024 to April 2025 vs. September 2025 to April 2026, based on Koikeya shipment figures).

About the New Flavor

"Dontacos Seafood Grill Chili Tacos" draws inspiration from seafood tacos, a style well-loved in Mexico itself. The snack is built around the concentrated umami of three types of seafood — shrimp, squid, and octopus — combined with a savory grilled aroma and a lingering kick of chili pepper. The result is described as a bold, moreish flavor with satisfying texture.

The snack is also noted for its compatibility with alcohol, making it a good fit as a casual nibble during downtime.

Packaging

The packaging follows the cheerful, Mexican-inspired design language established for the Dontacos brand, while incorporating seafood-themed coloring to reflect the new flavor. Characters representing shrimp, squid, and octopus are featured prominently on the front, giving the package an approachable, eye-catching look.