Event Report: “#Seek Japanese Food” event held at Narita and Haneda airports to convey the appeal of Japanese food to foreign visitors to Japan

Ranking of Japanese foods eaten by foreign visitors to Japan during their stay in Japan

Posts on social media provide a glimpse into what kind of Japanese food foreign visitors to Japan are eating during their travels in the country. The results of this event show that ramen was the most frequently posted food, followed by sushi. Unagi (freshwater eel) was also eaten by several participants, indicating that visitors to Japan eat a wide variety of foods ranging from meals eaten by Japanese people on a daily basis to more extravagant dishes.

The lasting popularity of quintessential Japanese foods! Actual purchasing habits in participants’ home countries/regions

The survey also revealed the actual state of Japanese food and food product purchasing habits in visitors’ home countries and regions. When asked if they have purchased Japanese foods in their home countries/regions, 65.1% of respondents answered “Yes”, indicating that more than half of them have purchased Japanese foods in their home countries and regions. Many respondents listed sushi as an example of a specific food that they have purchased, indicating the strong popularity of sushi overseas.

Purchased items

Sushi（124）

Sashimi(7), Seafoods(1), tuna(1)

Ramen（73）

Udon(16), Soba(8)

Meat/Fish/Baked Egg/Fried-food（21）

Wagyu(6), Yakitori(4), Yakiniku(3), Grilling on a skewer(2), Pork cutlet(1), Fried Chicken(2), Chicken Teriyaki(1), Eel(1) Sunny-side-up(1)

Powdered food（18）

Gyoza(6), Takoyaki(6), Okonomiyaki(5), Carbonara(1)

Bowl/Rice（8）

Beef bowl(3), Curry rice(2), Chicken and egg on rice(1), Breaded pork on rice(1), Set meal(1)

Sweets(17)

Sweets(13), Wagashi(2), Dagashi(1), Cotton candy(1)

Beverage(6)

Matcha(2), Green tea(1), Tea(1), Juice(1), Sake(1)

Seasoning/soup(11)

Miso/Miso soup(4), Soy sauce(2), Dashi(1), Mirin(1), Nabe HotPot(1), Oden(1), Fish flour(1)

Rice/Beansand processed beans(8)

Rice(2), Mochi(2), Rice ball/Rice ball ingredients(2), Tofu(1), Natto(1)

Food and beverage in restaurants(10)

※No item was specified

Sushi and ramen are the foods most likely to be recommended

The survey asked respondents to rate their willingness to recommend Japanese foods and products to others on an 11-point scale ranging from 0 to 10. 90.9% of the respondents gave a score of 7 or higher, and of that group nearly 70% gave a score of 10, indicating a very favorable perception of Japanese food. Furthermore, when asked to choose which Japanese food they would recommend to others, 52.8% of respondents chose “Sushi”, followed by “Ramen” at 45.0%, more than double that of the third place entry “Steak/Yakiniku” (19.7%). Sushi and ramen are strong favorites in this category as well.

The popularity of Japanese animation was also effective in promoting food consumption!

In researching the Japanese foods consumed by foreign visitors to Japan during their travels in the country, we found that Japanese pop culture has influenced Japanese food consumption. Social media posts revealed that people enjoyed menus decorated with popular cartoon characters such as Anpanman, Doraemon, and Pikachu at commercial facilities and restaurants, suggesting that Japanese animation also influences people’s eating habits.

Comments from participants (excerpts)

Starting with this event held in August, JFOODO will continue to carry out efforts to convey the appeal of Japanese food culture to foreign visitors to Japan with the goal of increasing their consumption of Japanese food after they return home.