The Transformation of Dining Culture in Post-Pandemic Japan
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Chapter 1: Dining Trends in Japan After the Pandemic
Following the pandemic, Japan's approach to dining has experienced a dramatic transformation. A survey conducted by the Hakuhodo Institute of Life and Living, known as "Lifestyle Fixed-Point," indicates a notable decrease in the number of individuals who prefer cooking from scratch. In contrast, there is a significant uptick in those opting for pre-prepared meals. This shift signifies a broader transition in Japanese culinary culture from "creation" to "utilization."
Reflecting on data since 1998, the survey highlights that 37.8% of participants once enjoyed cooking, while only 21.0% favored pre-prepared food. However, societal changes have led to a consistent decline in cooking enthusiasts, with the latter group expanding. By 2020, exacerbated by pandemic lockdowns, the trend shifted dramatically, with 32.4% of respondents regularly consuming pre-prepared meals, slightly surpassing the 32.0% who still enjoyed cooking.
Several factors contribute to this change. The rise in dual-income households, the increasing number of individuals living alone, and the elderly population often view cooking as a daunting task. Additionally, the proliferation of takeout services, advancements in frozen food production, and a surge in at-home dining options during the pandemic have made pre-prepared meals increasingly appealing.
This evolving consumer behavior is termed "Sho-rōka" (or consumer-ageing) by the institute, particularly evident in the growing reliance on pre-prepared meals across all demographics. Interestingly, the acceptance of these meals shows no gender bias, indicating their popularity among diverse households in Japan.
A notable Twitter moment in August 2020 highlighted this cultural shift when a woman shared her husband's critique of her serving frozen dumplings, calling it lazy. This sparked a debate online, eventually drawing the attention of Ajinomoto Frozen Foods, which defended the choice as a matter of "convenience" rather than "laziness."
Hakuhodo further explored these sentiments through a survey of 1,500 individuals in major urban areas, aiming to clarify the distinction between 'takeout' (ready-to-eat meals) and 'pre-prepared' foods (which require some preparation). The results showed that both categories were generally viewed as 'home-cooked meals,' though 'takeout' lacked the warmth associated with home cooking.
Experts like Ikue Yamamoto suggest that even store-bought meals can embody the warmth of home when personalized. This sentiment resonates with others, including her neighbor Akiko Sasaki and 24-year-old Masao Maehara. Many modern Japanese feel that simple touches, such as garnishing instant meals with scallions or slices of meat, elevate these dishes to "home-cooked" status.
The overall conclusion is that utilizing pre-prepared foods can save considerable time and effort, especially in light of rising costs and Japan's aging demographic. The expectation to prepare every meal from scratch is deemed impractical and physically demanding. Conversely, relying solely on ready-to-eat meals diminishes the warmth of family dining. Thus, blending fresh ingredients with pre-prepared meals emerges as a balanced solution, explaining its increasing acceptance within Japanese households.