Whether it be moldy salt, lunch in a cup or frozen soup on a stick, the thriving Japanese food scene spawned a diverse array of surprising culinary wonders this year. Behind the fads, a pragmatic consciousness about healthy eating and a desire to economize were major factors affecting food and drink trends during 2012.
According to Nikkei Trendy, the poor economy and the aging population have dealt blows to the high end of the restaurant trade. Enter the low-cost posh restaurant. Massively successful in 2012, a chain of restaurants run by Value Create is serving up top-end French and Italian food designed by “super chefs” in a bistro environment. There are now five “Ore no Itarian” (My Italian) and four “Ore no Furenchi” (My French) restaurants in the Ginza area. Meals cost around ¥3,000 to ¥4,000 per head, a huge saving compared to the ¥30,000 per head charged at the poshest restaurants. Nikkei Trendy says that other high-end restaurants are cutting costs and following suit.
A new casual restaurant called Tanita Shokudo turned up on Jiyu Kokuminsha’s 50 top buzzwords of 2012. Run by Tanita, a company that manufactures scales, this hugely popular restaurant in the Marunouchi area of Tokyo serves up the same menu — and nutritional advice — as the company’s own cafeteria to health-conscious customers. This year has also seen a revival of interest in restaurants serving yakuzen (Chinese medicinal) cuisine. Some of these restaurants also advise customers on what dishes might have a beneficial effect on their health. This is a trend we feel might spread in 2013.
The inevitable diet fad surfaced in 2012 with the appearance of the tomato boom. It was kicked off by the publication of a study that appeared to indicate consuming large amounts of tomato juice would help alleviate metabolic syndrome. Though the trend has slowed somewhat, just as the notorious banana boom did, tomato sales stayed higher for longer than your typical fad.
Continuing on a health tip, one of the most successful new beverages to emerge in 2012 was a health drink — at least according to the Japanese government. Endorsed as the Japanese equivalent of a FOSHU (food for specified health use) by Japan’s Consumer Affairs Agency, Mets Cola sold so well that its manufacturer, Kirin, met its annual sales target in just two weeks. Popular with health-conscious men and women in their 30s to 40s, the cola contains an ingredient that helps reduce the absorption of fat. Other tokuho (health) drinks that deliver the fizzy pop experience without the calories have also been popular. The trend looks set to continue with more and more products gaining accreditation.
Spicing things up
Another versatile ingredient that’s still trending is koji salt. Combined with salt, koji, a domesticated fungus used in the production of miso, soy sauce and sake, can be used as a marinade that increases the umami (savory) flavors of meat or fish. It also turned up flavoring packaged foods like potato chips and drizzled on salads and grilled vegetables as a dressing at trendy restaurants. Following salt koji’s huge success, salty yogurt also enjoyed a mini boom with a number of cookery books utilizing this rather odd ingredient. Both savory sauces can be homemade, meshing with the trend toward cheaply producing food at home.
Taking it with you
Hot on the heels of the phenomenon of bento danshi (guys who bring a packed lunch to work), home-made lunch boxes continued to be popular in 2012. This time it was women who were behind a trend to pack their lunch into plastic tumblers. Colorful, versatile and fun, the trend for tumbler bento was also great for keeping portion sizes under control and was popular with dieters as well as the budget-conscious.
Keeping things interesting
As well as economizing, the Japanese food and beverage industry continues to innovate, producing a range of weird and wonderful new products. Among our favorites this year were Gari Gari Kun corn soup on a stick and frozen beer suds. In keeping with that, we’d like to raise a glass of the recently released limited-edition Coffee Porter hot beer coffee (got that?) and wish all our readers a Merry Christmas and a Happy New Year — a year which will no doubt be filled with delicious new treats.
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