In the UK, Japanese cuisine has seen a significant surge in popularity, as reflected in the increase Google searche volumes for Japanese and sushi restaurants.

As highlighted within the study, it’s clear that Japanese and Sushi restaurant searches are not just on the rise but they are leading the way. This reflects a significant shift in consumer culinary preferences.

Japanese and sushi restaurants have seen a significant year-over-year (YoY) growth of over 524%, highlighting a positive shift towards Japanese cuisine over Indian and Italian cuisines in the UK. This surge in demand can be attributed towards the growing interest in health and wellbeing.

Whether it’s the health benefits of freshly prepared sushi, the comfort of a warm bowl of ramen, or the intrigue of trying lesser-known traditional dishes, more people seek out Japanese and Asian dining experiences.

This shift not only highlights the diversifying palate of the UK but also indicates a broader acceptance and interest in global cuisines.

Key observations from the study. 

• Japanese and sushi restaurants have seen a significant year-over-year (YoY) growth of over 524%, highlighting a positive shift towards Japanese cuisine over Indian and Italian cuisines. This surge can be attributed to the growing interest in health and wellbeing.
• Record-high search demands: December 2023 marked the highest-ever search demand for Japanese cuisine in the last decade, emphasising its rising popularity among UK consumers.
• Comparative cuisine popularity: Japanese cuisine’s average monthly search growth has notably outperformed other cuisines, with a 173% YoY growth, highlighting a rapidly growing consumer interest.
• Emerging food categories: The ramen category has seen the highest YoY growth at 560%, highlighting the growing consumer interest in diverse Japanese food types beyond sushi.
• The increased focus on healthy living partly drives the growing popularity of Japanese cuisine in the UK. With research indicating the potential health benefits of following Japanese dietary guidelines, it’s clear that the appeal of Japanese food aligns well with the public’s rising health consciousness and interest in well-being. 
• This presents a unique opportunity for FMCG, retail, and restaurant chains to capture the growing demand while continuously looking to explore multiple user touch points and engage with the highly intent-driven audience. 

How can brands leverage the growing interest in Japanese cuisine and focus on action-driven strategies?

• New product development or expansion on the current product lines: Develop or expand into new products that will capture the demand for Japanese cuisines.  
• Collaborations: partner with Japanese chefs or culinary influencers for limited-edition products, enhancing brand authenticity and appeal.
• Educational content: create engaging online content, such as recipes and video tutorials, to engage with the high intent-driven audience.
• Interactive marketing: utilise social media or competitions to encourage consumers to share their Japanese culinary creations, leveraging user-generated content.
• Pop-up events: organise Japanese-themed pop-up events or taster events, offering immersive experiences and testing out your products or dishes.
• Subscription services: launch a subscription box featuring Japanese snacks, ingredients, or recipes, catering to enthusiasts looking to explore Japanese cuisine regularly.
• Sustainability focus: highlight the sustainability of Japanese dining practices, such as the use of seasonal ingredients, to attract eco-conscious consumers.
• Special promotions: collaborate with delivery services for special promotions on Japanese dishes, increasing accessibility and convenience for consumers.
• Targeted advertising: use data analytics to target ads to consumers interested in Japanese cuisines and healthy eating.
• Influencer partnerships: collaborate with influencers who specialise in Japanese cuisine or lifestyle to showcase your products or services.

Download the report