Photo/Illutration Matsusaka beef buns, left, and Ise lobster buns are scheduled to be released as limited sales items. The photo was taken in Tokyo’s Minato Ward on Nov. 7. (Shinya Wake)

Imuraya Co. announced on Nov. 7 that it will launch special Chinese style steamed buns for a limited number starting from Nov. 11 to celebrate the company’s 60th anniversary of selling meat and red bean buns.

Sets of four buns—two made with Matsusaka beef and two with Ise lobster—will be sold on the company's website for 4,320 yen ($28) including shipping.

Matsusaka beef and Ise lobster are expensive local specialties of Mie Prefecture, where the company’s headquarters are located.

Despite the expense, the company hopes people will buy them as New Year’s gifts.

The Matsusaka "nikuman" are sukiyaki flavored.

Asahiya, a meat shop with a long history in Tsu, Mie Prefecture, provided the beef and warishita sauce, which is made with soy sauce, sugar, cooking sake and other ingredients.

The buns also contain scallions and shiitake mushrooms, giving them a rich and mellow flavor.

The Ise lobster buns use Ise lobsters, which have been frozen on the day they are caught, and broth made from their shell.

Imuraya originated as a Japanese sweets shop. The company started to sell frozen meat buns and red bean buns in 1964.

At that time, not many households had freezers at home, so the company struggled to sell the products.

The company adapted by introducing steamers that could be placed next to store cashiers in 1968, making it possible to sell freshly steamed buns.

Buying nikuman and red bean buns served fresh from the steamer, with the water vapor and aroma still rising, and eating them on the spot became popular.

Convenience stores that appeared across Japan later continued to sell the popular snack, and nikuman and red bean buns became staple winter products.

As the number of convenience stores increased, so did steamed bun sales.

The company has launched about 600 kinds of meat buns and red bean buns over the last 60 years.

Currently, 70 percent of the buns are sold through convenience stores.

The competition against rival snacks, such as "karaage" fried chicken packs and “oden” hot pots placed near the checkout counter, is intense.

Still, Imuraya President Yasushi Iwamoto said at the new buns’ launch event that, “We’ll do our best to attract new customers by developing unique products.”

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