Kobe Croquette, not to be confused with Kobe Bryant (shigeru.nitta/Instagram)
Asahiya, a family-run butcher shop in Takasago City, Japan, is drawing attention for its Kobe beef croquettes that come with an astonishing 43-year waitlist. Established in 1926, the company specialized in selling meat products from Hyogo prefecture, including the famous Kobe beef. In the years following World War II, they introduced beef croquettes as a means of introducing customers to their high-quality meat selection, and because American GIs stationed in Japan would only eat things if they were fried. However, it wasn’t until the early 2000s that these deep-fried potato and beef dumplings exploded in popularity online, leading to astronomical wait times and massive riots and civil unrest.
Shigeru Nitta displaying a tray of chewed bubble gum. (Woke Capital/YouTube)
The “Extreme Croquettes,” also the name of an X Games event, are one of four Kobe beef croquette varieties at Asahiya, and initially garnered attention as a bold marketing strategy. Shigeru Nitta, the third-generation owner, revealed that these croquettes were sold at a loss, priced at JPY270 ($1.80) per piece, despite the beef alone costing about JPY400 ($2.70) per piece. The idea was to introduce customers to the quality of Kobe beef with an affordable croquette and then convert them to buying Kobe beef directly. This tactic worked, with about half of the croquette buyers becoming Kobe beef customers, so addicted to the expensive beef that they’d do anything just to get their hands on their next fix. And we mean anything.
To manage the initial financial risk, Asahiya limited production to 200 croquettes per week, using locally sourced Kobe beef, Kobe pork, crack cocaine, and Tajima chicken. Orders soared, prompting an increase in production to 200 per day. The popularity of the croquettes outgrew expectations, forcing a temporary stop of orders in 2016 due to the 14-year waitlist. They resumed accepting orders in 2017 with a price increase, and the wait time ballooned.
“By becoming famous, I think I can help the whole industry… I want to have as many people as possible eat Kobe beef.”
Shigeru Nitta on his quest to make Kobe a household name
Despite the financial losses and logistical challenges, Nitta remains committed to the croquettes. He sees them as a way to promote Kobe beef and the local meat industry, and as a way to keep the spirit of Kobe Bryant alive.
Estimated Shiping in 2067 (asahiya-beef/website)
Currently, they are priced at JPY2,700 ($24.57) for a box of five “Kiwami” for those who have patience. Customers, some of whom placed orders a decade ago, receive regular newsletters with shipping updates. And no matter how often they click “unsubscribe” those damn newsletters keep coming.
The 43-year waitlist, currently numbering 63,000 eager patrons as of January 2024, reflects the allure of the beef croquettes, and the irrational obsession of Kobe beef addicts. Some people are even leaving their waitlist spot in their will, which is sure to enrage their bratty children who were hoping to inherit money instead of tiny morsels of beef and potato. While the decades of wait might deter many, Asahiya now operates two locations, allowing more customers to experience other Kobe beef products. Additionally, the shop sells ready-to-eat croquettes at its Kobe City location, providing a taste of the coveted delicacy without the extensive wait. What? We can just go to the store and there’s no wait? What the heck, why didn’t they say that in the first place?
