The “2023 Trending Food Word Award” goes to “Rice Flour Sweets,” whose consumption is expanding ~Rice paper is also included in the ranking, giving renewed attention to “Rice”~

https://mdb-biz.jmar.co.jp/20230425
2nd place “Rice Paper” has improved by one rank since the first half of the year. Fresh spring roll wrappers, which are a staple of Vietnamese cuisine, can be used to make tteokbokki, okonomiyaki, or wrapped in fruit to make crepes, creating a buzz on social media. We have received comments from foodists such as “I liked it so much that it has become a staple ingredient in my home” and “I was interested in unexpected ways to use it and felt it was evolving.” We also have a high number of searches on Foodist Notes, our cooking lifestyle media. has increased 35 times compared to last year.
The 3rd place “Chicken Breast Savings Recipe” and the 8th place “Chikuwa Recipe” are keywords that have been affected by the continued rise in prices since last year. Both are reasonably priced, easy to arrange in a wide range of ways, and are popular because they allow you to create highly satisfying dishes. Foodists say, “The prices of eggs and vegetables have skyrocketed this year, so chicken breasts and chikuwa (chikuwa), which have stable prices, have been very useful.” “Chicken breasts are low in calories and high in protein, so they are useful as healthy ingredients.” We received comments such as “.
(Reference) Trending food word award for the first half of 2023 https://www.ai-land.co.jp/press/p-foodistservice/15551/
result details
Grand Prize: Rice Flour Sweets
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As rice flour continues to gain popularity, the variety of rice flour recipes has expanded, and the number of foodists (*) who are making rice flour sweets is also increasing. It is also noteworthy that the mild flavor unique to rice flour is liked not only by people who refrain from consuming gluten.
(Reference) https://foodistnote.recipe-blog.jp/article/103261/ -User comments-
・I often see this on the internet, and for the first time, I often made snacks such as muffins using rice flour. Since it is gluten-free, I think there will be more dishes using rice flour in the future (female, over 60s)
・I also like rice flour sweets, so I was paying attention to them. It’s true that I saw it more often in stores this year (female in her 40s).
・It’s healthy and easy to handle without the hassle of shaking it (50s, female) 2nd place: Rice paper
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New arrangements of sweets, snacks, and more have rapidly become popular on social media, becoming a revival hit. It is also popular for its chewy texture and gorgeous appearance that allows you to see the ingredients. A TikTok creator who shared rice paper dishes also became a hot topic.
(Reference) https://tinyurl.com/2724aunu
-User comments-
・By wrapping the ingredients in rice paper, I was able to successfully make difficult cream croquettes, make gyoza that was different from usual, and came up with many delicious-looking arranged recipes (30s, female)
・I always had rice paper left over, so there were many ways to use it that I only learned about when it became popular. (Female, 50s) 3rd place: Saving recipe with chicken breast
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As the prices of ingredients continue to rise, it is popular as an affordable and wallet-friendly ingredient. It is low in calories and high in protein, making it an indispensable ingredient for
health-conscious people. With its soft flesh and light taste, it is suitable for a wide range of dishes such as salads, stir-fries, and simmered dishes.
(Reference) https://tinyurl.com/2tvwc29u
-User comments-
・We have come up with various ideas so that you can eat deliciously without getting bored. I think I saw many delicious-looking recipes on SNS this year (Female, 50s)
・With prices rising, I was grateful for the economical recipe for chicken breast (male, 30s)
4th place: Assassin’s pasta (spaghetti)
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(Image provided by: Shimanto Miya-chan)
It is a dish that originated in Puglia, southern Italy, and has a unique cooking method in which spaghetti is seared in a frying pan and then boiled in tomato sauce, and its origins include “the tomato sauce splatters like a murder scene” and “the chili peppers are extremely spicy.” It has become a hot topic due to its unique name. (Reference) https://foodistnote.recipe-blog.jp/article/125285/ -User comments-
・I actually made this after seeing it often on SNS. Speaking of this year, I think of this dish (Female, 50s)
・Despite its plain appearance, I was captivated by the novelty of the process and the deliciousness (Female, 40s)
5th place: Ryuji’s Serious Series
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(Image provided by: Ryuji)
A product series released by popular cooking expert Ryuji. Unique and original products, such as “Maji Curry” which sold out in a few hours, “Maji Sauce” pasta sauce, and “Maji Spice” all-purpose seasoning, are sold every time they are sold or resold. It’s becoming a hot topic. (Reference) https://tinyurl.com/y97c85v9
-User comments-
・I often heard or saw Ryuji’s serious series (Female in her 50s) (Image provided by: Ryuji)
・There was a lot of talk about it being sold out and reselling it (female, 50s) 6th place: Iris Ohyama
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(Image provided by Iris Ohyama)
A Japanese manufacturer that develops and sells a variety of products such as household appliances and cooking appliances. The store offers high-quality items at affordable prices, and has gained support from a wide range of people, from those living alone to those raising children. Recipes using the company’s frying pans and electric pressure cookers are being shared on social media. (Reference) https://tinyurl.com/2urymapx
-User comments-
・I’m happy to develop products from a consumer’s perspective (over 60s/female) ・I saw and heard about Iris Ohyama, which sells inexpensive products that eliminate unnecessary functions (female, 50s)
7th place: Fermented red bean paste
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(Image provided by: deco)
Anko that uses only the power of fermentation to bring out its sweetness without using sugar. As more and more people post easy recipes that can be made using a rice cooker on social media, the number of people who try them also increases. It is attracting attention for its mysterious ability to be sweet even without adding sugar and its experimental fun.
-User comments-
・Fermented red bean paste was often seen in the first half of this year. It’s healthy and has a new idea, so I wanted to try it the most. (Female, 40s)
・Intestinal activity is popular in my generation, so I’ve started to pay more attention to fermented foods (Female in her 50s)
8th place: Chikuwa recipe
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As prices continue to rise, various economical recipes have been popular this season, and chikuwa is one of the most popular
ingredients, and many foodists have posted chikuwa recipes. It can be enjoyed in a variety of ways, such as stuffing ingredients into the hole or deep-frying, and is also popular as a side dish for bento boxes.
(Reference) https://tinyurl.com/3ecdnejc
-User comments-
・I used a lot of cheap chikuwa because of the high prices (woman over 60s) ・This is my personal favorite ingredient. I use it every day because I think it’s cheap, delicious, and an excellent ingredient. (Female, over 30s)
9th place: Department store underground style
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A slightly rich side dish that is sold by weight in the grocery section of the basement of a department store. It is popular because the large ingredients are well coated with dressing and sauce, and it looks gorgeous and is delicious in every way. You can also make it in advance.
(Reference) https://tinyurl.com/tnrt4mry
-User comments-
・It was also introduced on Instagram, so I had many opportunities to see it. I thought it was excellent as a home meal (30s, female) ・Make it yourself by imitating what you see. A luxurious dining table that is budget friendly (Female in her 50s)
10th place: Explosive speed
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It is used to describe a recipe that can be prepared quickly using a cooking method that overturns conventional wisdom. The “blazingly fast” recipes created by Ryuji and Oyone have become a hot topic as a word that expresses the type of thinking that goes beyond saving time. (Reference) https://tinyurl.com/dwyfcxpu
-User comments-
・Because it is a keyword that increases interest and motivation towards cooking (Female in her 50s)
・It is justice that can be made faster than time saving (40s, female) [About the provided images]
As a general rule, please credit the provider’s name when using. Hot food-related topics in 2024 selected by Foodist Service
Inbound demand has greatly recovered, and commercial facilities and events have regained their former hustle and bustle. On the other hand, the world situation is extremely chaotic, and no solution has yet been found to resolve the soaring prices. In 2024, when we see signs of major changes, what we want to focus on is the relationship between ancient Japanese traditional ingredients and food and wellbeing.
(1) From tradition to innovation! The charm of fermented ingredients [Image 12
Fermented foods have once again been in the spotlight with the trend of “intestinal activity” and “bacteria activity” in recent years. In addition to standard ingredients such as natto and yogurt, we also offer a wide range of products, including “enzyme syrup” made by soaking fruits and vegetables in sugar, “onion koji” made by adding koji to grated onions, and “fermented red bean paste” made from red beans and koji. There are more and more ways to enjoy it. Foodists say, “As people become more health-conscious, the number of fermented foods is likely to increase in the future,” and the market is expected to expand not only in Japan but also overseas.
(2) Expand! Frozen food & frozen storage needs
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The market for frozen foods has been expanding since the coronavirus pandemic. The domestic production value is 763.9 billion yen (*), and per capita consumption is also increasing. Especially this summer, people refrained from shopping due to the intense heat, and frozen foods, which can be stocked up and cooked in the microwave without using a fire, have come in handy. In addition, the continued rise in prices over the past few years has also boosted the popularity of frozen foods, with foodists saying, “Freezing foods purchased in bulk and using them up can help you save money.”
*Reference: Frozen food industry overview
https://www.nikkei.com/compass/industry_s/0324
(3) Accelerate! Taipa cooking oriented
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The “Taipa” style of trying to use time effectively is emerging in the cooking scene as well. Nagatanien’s “Pakit”, which is made by putting dried pasta and a specified amount of water in a pouch bag and cooking it in the microwave, does not require the use of a pot and almost no cleanup afterward. Thanks to its overwhelming taste for Taipa, it became a huge hit (*) with over 1 million servings sold within two months of its release. Additionally, various companies are increasingly releasing products that allow you to cook meat and vegetables in the microwave at the same time. Dishes that can be enjoyed deliciously without much effort are likely to become a staple on the dining table.
*Reference: Nikkei Trendy “2023 Hit Products” Top 30 decided and released all at once
https://xtrend.nikkei.com/atcl/contents/18/00918/00001/
(4) Start with food! well-being way of life
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In recent years, the concept of “well-being,” which refers to a good physical, mental, and social state, has been attracting attention. In particular, food is considered an important element of “well-being,” as it is closely connected not only to physical health but also to mental wealth. Currently, a variety of functional foods are being created, but it seems important to improve not only the health and nutritional aspects, but also the experiential value of eating them, such as feeling lifted and happy when eating them.
*Reference: “Recipes for Wellbeing Report,” the world’s first research study clarifying the relationship between “food” and “wellbeing,” announced.
https://www.nissin.com/jp/news/11980
About the selection method for the Trending Cuisine Word Award This announcement was made by the editorial departments of the media and communities “Recipe Blog (Blog),” “Food Table (Instagram),” “Sugrepi (X (formerly Twitter))” including “Foodist Note” operated by Foodist Service. selected food-related words that received attention based on the number of searches and posts in 2023. The editorial department conducted a survey of users participating in each service looking back on this year’s cooking trends, and the editorial department decided based on the results.
-Summary of a survey looking back on cooking trends in 2023- Research method: Conducted user survey at foodist service
Respondent details: Gender: 9% male, 89% female, 1% did not respond 　　　　　・Age 20s 2% 30s 19% 40s 30% 50s 34% 60s and over 15%
Valid responses: 409 people
Survey implementation period: October 25, 2023 to November 2, 2023, noon (*) About “Foodist(R)” and “Foodist Service”
“Foodist(R)” is a “foodist(R)” who is registered as a Foodist(R) member with our company and is a “food influencer/cooking creator who actively communicates about cooking and food on a daily basis through blogs, Instagram, X (formerly Twitter), and other SNS. ” people. “Foodist Service” is Japan’s largest food influencer network. We operate cooking media and communities (Foodist Notes, Recipe Blog, Foody Table, Sugrepi) together with approximately 30,000 food influencers called Foodists(R). In addition, “Foodist Navi” and “Foodist Park,” which match companies with food influencers, plan and propose collaborations between foodists and clients. *Foodist(R) is a registered trademark of Island Co., Ltd.
-Foodist service management media & community-
・Foodist service
https://foodist-service.jp/
・Foodist Note
https://foodistnote.recipe-blog.jp/
・Recipe blog
https://www.recipe-blog.jp/
・FoodieTable
https://foodietable.jp/
・Sugrepi
https://www.sugurecipe.jp/
・Foodist Park
https://foodist-service.jp/park
・Foodist Navi
https://foodistnavi.jp/
About Island Co., Ltd.
We operate services such as “Foodist Service,” “Otoriyose Net,” and “Asajiki.jp,” as well as the event space “Gaienmae Island Studio.” We aim to provide services that enrich people’s daily lives by thinking about services that have never existed before and that would make us and everyone else happy.
-Company Profile-
Trade name: Island Co., Ltd.
Representative: Representative Director Risaki Awaihara
Address: 2F Jingumae IK Building, 3-1-25 Jingumae, Shibuya-ku, Tokyo 150-0001 Capital: 16 million yen
Business details: ・Lifestyle media management business such as “Otoriyose Net”, “Foodist Service”, and “Asajiki.jp”
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