Japanese cuisine finds an anime high in India

“I still remember, I first tried Japanese cuisine on my 19th birthday,” says Jafar, a 24-year-old engineer from Delhi.

For Jafar, the idea of Japanese cuisine was cultivated in his mind from the world of anime, a hand-drawn and computer-generated animation originating from Japan, which, in his words, makes Japanese food look “otherwordly”.

“My favourite is Udon Ramen. It is spicy, tangy, chatpata, and an overall banger of a dish,” says Jafar.

Jafar is not the only one. Japanese cuisine, extending beyond just sushi and ramen, is gaining significant popularity amongst Indians, especially Gen Z.

So, what's driving this trend? We have to understand that the trend is a combination of several factors, but experts largely attribute it to the growing appreciation of Japanese culture through various channels — print media (manga), social media, and, of course, anime (we will get to them in a bit).

“A 40% hike in demand”

• Data shows that Japanese food imports to India have grown in popularity, with exports increasing by 40% in 2018 from 2016.
• More recent data shows that India is the 3rd largest importer of food in the world from Japan.
• Indian chefs also believe that the demand for Japanese cuisine is increasing every day.
• For instance, Chef Ishijyot Surrixe, the executive chef and founder of Mulk, Miniyaturk & SJI Gourmet, says that he has also seen a huge increase in the demand for Japanese food.

But what is causing this demand?

Let's have a look.

1. The love of pop culture ft. anime and manga

Just like Korean culture, Japanese culture is also finding love among Indians.

A major chunk of the credit goes to the anime and manga that have found their way to a lot of Indian Gen Z, which are driving the demand for Japanese food in India (remember the McDonald's collab with Naruto?).

“I do indeed believe that there is a correlation between my fondness for Japanese food and my liking of Japanese pop culture. Whenever I see Japanese cuisine in any form of entertainment media, I get the urge to try it out. Even now, I feel like whenever I consume Japanese food, I always think back to how the food is presented in anime, movies, and manga”, Shaurya Bansal, a 24-year-old junior 3D generalist, tells us.

2. A healthier alternative?

Chef Surri says that health-conscious buyers in India are attracted to the empowering pros of traditional Japanese food, which stresses the utilisation of fresh ingredients and a well-balanced nutritional profile.

The love on social media

If you’re a foodie, and your Instagram Explore page has more food than anything else, you’re not alone.

Japanese cuisine and food like ramen, sushi, seafood tempura, etc, have all made their way to a lot of our Instagram feeds, thanks to food enthusiasts, and celebs from Taylor Swift to Kendal Jenner.

A visually appealing dining experience

In India, before sushi became a street food staple, experts say that enjoying Japanese cuisine was always considered a special dining experience.

Chef Myers says, "Young people are increasingly drawn to Japanese cuisine for its visually appealing presentation. The rise of global travel and exposure through the media has made them more adventurous and open to diverse culinary experiences. The vibrant dining culture, like izakaya experiences, resonates well with their desire for both novelty and quality in their food choices."

Moreover, Japanese cuisine features a variety of ingredients like soy sauce, fish, vegetables, dashi stock, mirin, tofu, noodles, pickles, wasabi, ginger, and green tea, creating an incredibly colourful palette.

This vibrant mix attracts not only young Indians but adults as well.

3. Sushi as Indian street food

If five years ago someone told us that sushi would one day be readily available in the lanes of a lot of cities in India, no one would have believed them.

But today, a lot of tiny outlets or food trucks are selling sushi and other Japanese food for less than Rs 300.

Remember that viral girl from the Chatori Gali of Lucknow? She put her UPSC preparation on hold to sell the “Indian version of sushi”, which became an instant hit (especially amongst the young crowd).