Overview
| Summary | “Maiū!” is a playful and exaggerated way of saying “delicious” in Japanese, coined and popularized by Japanese entertainer Hidehiko Ishizuka. The term is a humorous and catchy distortion of umai (うまい), the casual Japanese word for “tasty.” Ishizuka often shouts “Maiū!” with a joyful expression during his food reports (gourmet segments) on TV, and the phrase became his signature catchphrase. It quickly spread in the early 2000s, becoming a staple expression on Japanese food shows and variety programs. |
| Japanese Writing | まいうー |
| Genre | Comedy / Food TV Catchphrase / Variety Show Expression |
| Typical Age Group | All ages (especially 10–50) |
| Audience | Fans of Japanese food variety shows, casual TV comedy, and expressive Japanese pop culture. |
| Popularity | ★★★★☆ |
| Relevance | ★★★★☆ Though its peak was in the 2000s, “Maiū!” remains a nostalgic and recognizable phrase in Japanese media. It’s still occasionally used in food segments and retains meme-like status online, often to humorously exaggerate how good something tastes. |
| Usability | ★★★★★ |
| When to Use | Use it when reacting to a delicious meal, snack, or dessert — especially in a playful, over-the-top way. It works best when shared with friends or as a funny caption on food photos. |
| How to Use | Take a big bite of something tasty, widen your eyes, and exclaim: “Maiū!” |
| Cultural Note | “Maiū!” stems from umai → mai → maiū, with the final elongated vowel adding comedic emphasis. It’s part of a long-standing tradition in Japanese media where food reactions are dramatized for entertainment. The phrase was especially popular on food report segments (gurume repo) where the reporter’s reaction was just as important as the food itself. |
Original performance
You can hear a similar phrase at about 10:28 in this YouTube video.