Kibun Foods Co., Ltd.
“Japanese food awareness survey” conducted in four overseas countries. “Sushi” ranked first in all four countries. “Kanikama” and “Takoyaki” made in the Showa era using seafood are doing well! Is Japan a fish-eating country? ?
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Kibun Foods Co., Ltd. (Chuo-ku, Tokyo) used the “Overseas Monitor Questionnaire*1” from Marketing Applications Co., Ltd. (Shibuya-ku, Tokyo) to conduct research on the recognition of Japanese food (Japanese food) in Thailand, France, the United States, and Brazil. We conducted a “degree survey”.
In response to the question, “Which Japanese food (Japanese food) do you know? (Multiple answers allowed),” the results were as follows. Sushi ranked first in all four countries, and ramen ranked in the top three.
“Kanikama” and “Takoyaki” made in the Showa era using seafood are doing well! It surpasses the traditional foods “soba” and “sukiyaki.” Is Japan a fish-eating country? ?
In the rankings of France, the United States, and Brazil,
“Kanikama”, which was commercialized in Japan in the 1970s, is compared to “Soba”, which was a fast food during the Edo period and was also featured in classical rakugo, and “Kanikama”, which was the number one hit in the United States in 1963. The result was a subdued version of “sukiyaki,” which is also included in Kyu Sakamoto’s song “Ue o Muite Arukou (English title = sukiyaki).”
“Takoyaki,” which is said to have been developed in the 1930s, also ranked in the top 10 in four countries, ranking third in Thailand. In addition to sushi, crab sticks, and takoyaki, tempura also ranks in the top 10, indicating that there is a correlation with eating fish when thinking of Japanese food. (Table: Foods with a fish symbol are “Japanese foods whose main ingredient is fish.”)
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Crab sticks in Thai street food “Luk Ching” (top left)
In Thailand, “Kanikama” was ranked 19th. “Crab sticks” are called “puaa” and are produced in large quantities in Thailand. It is eaten on a daily basis, not only in salads, but also as an ingredient in sushi and hotpots, and at food stalls selling luk chin (fish and meat paste).
Therefore, it is assumed that the local people do not think of “crab sticks” as a food that originated in Japan, which is why this result was obtained.
“Explanation of Thai paste”↓
(There is an explanation of Rukchin at the bottom of the page.) https://www.kibun.co.jp/knowledge/neri/geography/asiakikou05/index.html [Image 3
 Co., Ltd. in Thailand. Spreading Japanese food overseas
Since the end of the coronavirus pandemic, the number of foreign tourists has started to increase since spring of this year, and the Tsukiji outer market is also booming.
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Fried crab sticks are popular among foreigners at Kibun’s Tsukiji main store. In addition, the popularity of Japanese food overseas is increasing, as shown in the map below, which shows that the number of Japanese restaurants is increasing, from about 159,000 restaurants in 2021 to about 187,000 restaurants in 2023, an increase of about 20%. . [Image 5
231121_Materials
(Source) Click here for the page compiled by the Ministry of Agriculture, Forestry and Fisheries based on research by the Ministry of Foreign Affairs.
https://www.maff.go.jp/j/press/yusyutu_kokusai/kikaku/231013_12.html Countries producing crab sticks around the world
Crab sticks are called “imitation crab sticks” and “surimi” and are produced in Asia such as Thailand, China, Korea, and India, as well as in Europe and America, and Lithuania in Eastern Europe has a crab stick factory that boasts the highest capacity in the world. In France, where crab sticks came in second place, it is called “surimi” and consumption is estimated to be about the same as in Japan.
-Consumption of crab sticks (research by Japan Kamaboko Association*2)-
[Table 2:
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https://www.kibun.co.jp/knowledge/neri/geography/eurokikou02/ [Image 7
sushi roll
“surimi (crab stick) situation in Europe” ↓
https://www.kibun.co.jp/knowledge/neri/geography/eurokikou01/index.html Crab stick dishes from around the world
We asked Kanami Egami, vice director of Egami Culinary Academy (Shinjuku-ku, Tokyo), who also gives lectures on home cooking from around the world, about crab stick cooking.
Based on his experience studying abroad at the French cooking school Cordon Bleu and his work promoting American agricultural products, Egami says, “In France, many people use it as an appetizer, like terrine. “In addition to this, it is often eaten as a sandwich between bread and other foods. In the United States, it is used as an ingredient in sushi such as California rolls, and in salads.” The special recipe is “crab stick cake sale,” which is an adaptation of the French dish “cake sale,” which means salty cake and is eaten as an appetizer.
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“Crab stick cake” recipe ↓
https://www.kibun.co.jp/recipes/22224/
We asked Kazuo Shiratori of Nihon Keizai Shimbun about takoyaki from overseas. ●The background behind the rapid rise of takoyaki, which is different from the global image of octopus
Japanese people have a preconceived notion that octopuses are hated in some countries and regions, including Europe and America. However, in this survey, “Takoyaki” unexpectedly ranked high. The number of foreign tourists visiting Japan is increasing, and they seem to like the taste of common sauces and the scenes in which they are eaten. Another reason behind this is that private organizations that love takoyaki and other flour products are disseminating information overseas, and Japanese chain stores are expanding overseas.
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●Indonesia case study
In 2007, the Japan Konamon Association (Osaka City, chairperson Mana Kumagai) supported the opening of a takoyaki restaurant in the Special Province of Yogyakarta, Republic of Indonesia. Apparently, it all started when the princess drew attention to Japanese takoyaki while assisting with reconstruction efforts following the huge earthquake that hit the area in 2006. Overcoming difficulties such as obtaining tempura, it has now become a popular fast food. The one with cheese instead of octopus is said to be the most popular.
●Overseas expansion of chain stores
Hotland, which operates Tsukiji Gindako, opened its first overseas store in Hong Kong in 2004, and has now expanded its store network to Taiwan, Thailand, China, Malaysia, Indonesia, and other countries. Pan Pacific International Holdings (PPIH) also introduces a variety of Japanese food culture through its “DON DON DONKI” brand overseas, which is playing a role in the popularity of takoyaki.
●Example of Thailand
In Thailand, where both companies have a presence, there are also sweets made with a cooking utensil similar to a takoyaki maker called “Khanom Krok,” which are hemispherical dough topped with green onions, corn, etc., and are popular among people who have an affinity for takoyaki. There may be some.
●European and American examples
Recognition of takoyaki is increasing in Europe and America as well. At the “Japan Parade” event held in May 2023 in Manhattan, the center of New York City, about 25 food stalls selling okonomiyaki, takoyaki, etc. were set up. According to an article in the electronic version of the Nihon Keizai Shimbun (May 14, 2023), a woman (40) living in the city who visited with her family said, “We waited in line for over an hour to buy takoyaki.I like Japanese food, I came here to enjoy the festival atmosphere.”
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Production of normal type takoyaki at Kibun Group’s “Kibun (Thailand) Co., Ltd.” in Thailand
●The appeal of takoyaki, which was born in the 1930s, transcends national borders.
In Asia, food stalls are the main source of food for the common people. In Japan, takoyaki is often served at food stalls, and foreign tourists can easily enjoy it. Takoyaki is said to have been created before the war (in the 1930s), but its crispy, gooey, and plump texture and sweet and salty sauce have now spread across national borders.
that’s all
《Investigation overview》
■Survey name: Kibun/4 overseas countries Japanese food questionnaire ■Investigating agency: Kibun Foods Co., Ltd.
■Research method: Internet questionnaire method (Cerveroid provided by Marketing Applications Co., Ltd.)
■Survey date: Thailand: June 23 to 30, 2023, France: July 21, 2023, America: June 23, 2023, Brazil: June 23, 2023
■Survey target: 210 people from each country (breakdown: 35 men in their 20s, 35 men in their 30s, 35 men in their 40s and above, 35 women in their 20s, 35 women in their 30s, 35 women in their 40s and above)
*1: About the “Overseas Monitor Questionnaire”
The service will start in May 2023 as part of Marketing Applications Co., Ltd.’s (hereinafter referred to as MApps) self-service online research tool “Surveroid (https://surveroid.jp/).”
Details: This is a survey owned by MApps that will be conducted to respondents overseas, including Asia (China/Hong
Kong/Taiwan/Korea/Australia/India/Indonesia/Malaysia/Philippines/Singapore/Thailand/Vietnam), North America (U.S. /Canada), South America (Brazil/Mexico), Europe (France/Germany/Italy/UK/Spain), and Africa (Kenya, Nigeria, South Africa).
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