Aerosmith has collaborated again with Naruto Taiyaki Honpo to produce a promotional taiyaki available fora limited time at the popular franchise’s shops in Japan. (Marc Castaneda/Stars and Stripes)
Few Japanese street foods are as recognizable as taiyaki: golden, fish-shaped cakes usually filled with sweet red bean paste or custard.
At Naruto Taiyaki Honpo, this humble snack takes on a rock ’n’ roll twist thanks to its second collaboration with Aerosmith.
The chain’s Shinjuku shop, on a busy corner with steady foot traffic, was just opening when I arrived on Monday. A few customers were already in line, though no one seemed to be ordering the mango-flavored Aero Taiyaki, as a Universal Music Japan press release named it. I might have been the first to order it that morning.
The 400-yen Aero Taiyaki launched Sept. 6 and marks Aerosmith’s second collaboration with the chain. This time, the filling is smooth mango cream with small fruit chunks inside. The special release commemorates the band’s complete discography being issued in paper jacket CD format, according to Universal Music Japan.
I received my taiyaki order in a custom Aerosmith-labeled paper sleeve along with a business card-sized photo of Aerosmith prompting me to purchase their re-released albums through a QR code.
Biting into it, the outer shell was soft and moist but with just enough crunch to add texture. The cream inside leaned on the sweet side, rather than the tartness I usually expect from mango.
Aerosmith collaborated with Naruto Taiyaki Honpo to create a mango-filled taiyaki as a promotion for the release of the band’s complete discography in Japan. (Marc Castaneda/Stars and Stripes)
Personally, I would have preferred a bit more tang, though fans of sweeter desserts may enjoy it. I paired mine with black coffee from a nearby vending machine to balance the flavors.
Naruto and Aerosmith first joined forces in November 2023 to create a taiyaki with apple-infused bean paste, inspired by the crimson red of the band’s “Greatest Hits” album cover, the Asahi Shimbun reported at the time.
The franchise doesn’t rely solely on Aerosmith fans for business, though. Naruto Taiyaki Honpo, a chain with 58 branches across Japan, keeps its menu rooted in tradition with classics like red bean, sweet potato and custard.
For something a little different, there are ice cream options: Japanese cream or matcha, with the option to add red bean, sandwiched between two thin, crisp mochi wafers.
The Aero Taiyaki is available only while supplies last. Even if you’re not a diehard Aerosmith fan, it’s worth stopping by for the novelty and maybe a photo by the strategically placed Aerosmith poster near the entrance, which seems to catch the eye of passing tourists.
This Naruto Taiyaki Honpo shop is a short walk from Tokyo’s busy Shinjuku Station. (Marc Castaneda/Stars and Stripes)
Aero Taiyaki
Location: 3-14-17 Shinjuku, Shinjuku City, Tokyo 160-0022. This Japanese chain has branches all over Kanto, Tohoku, Tokai, Kansai and Kyushu regions.
Directions: A 10-minute walk from Shinjuku Station’s Central East Exit.
Hours: Open daily, 10 a.m. to 11 p.m.
Prices: Between 280 yen and 400 yen.
Dress: Casual
Information: Online: taiyaki.co.jp/shop
AloJapan.com