Yes it is. It happens to be a very popular menu item at Korean BBQ / Yakiniku restaurants. Unlike other Yakiniku items, it is usually eaten with salt and lemon juice rather than the soy sauce based dipping sause. I imagine this UMAIBO is flavored with beef stock powder with a hint of lemon.
I don't know from which country Yaokin, the company, uses the beef powder, but if it is the Japanese one, it may not import to your country. It is just a rumor, but the US custom officers are trained to read the kanji character for beef. And this is the mad cow disease related.
The recent price hike, moreover, affects Umaibo as well, the main ingredient, corn, decreases from 8 grams to 6 grams. The corm may be imported from your country or Australia.
Just a 10JPY snack, but it has to be survived under the present social issues.
I was at a convenience store this afternoon and bought the Gyu-Tan flavour UMAIBO in question. "Beef Powder" is not listed as one of the ingredients. It just says "Spices".
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