Next stop: French toast?

July 30th, 2013 by Mai Hasebe

So what is it with Japanese and “konamono sweets” (sweets made out of flour)?  Be it crepes, doughnuts, waffles or honey toast, they seem to move up and down the trend chart on a fairly regular basis.

French Toast

Prosciutto and pickles top this French toast at Yocco’s in Nakano.

Over the past few years, upmarket and imported pancakes have been a booming food trend in Japan. Some of the more famous outlets, such as the chic Australian chain bills or the more down-to-earth Hawaiian Eggs ’n Things, are still attracting long lines of pancake lovers. Perhaps the best illustration of pancake mania came this past May in the form of a mobile app called Minna no Pankeiki-bu (Everybody’s Pancake Club), which allowed users to locate the closest flapjack cafe.

While the usual syrup-and-butter variety is still a mainstay, variations far off that theme are emerging. Anyone up for pancakes covered in hiyashi chūka (cold Chinese noodles) or shirasu (baby fish and radish)? Anyone at all?

Keep in mind, there is a precedent here for this flour power: okonomiyaki, the savory pancake-like dish made popular in Kansai, has its origins in  an Edo Period item called sukesoyaki, which consisted on a pancakes and a sweet bean (anko) paste.

While it’s hard to say whether the days of the pancake renaissance are numbered, we couldn’t help but notice the rising popularity of another Western breakfast favorite: French toast.

The new trend is all about shokuji French toast —  it’s a meal, not a dessert.  While French toast isn’t new to Japan, “Haru and Haru” called itself  Tokyo’s first french toast cafe when it opened in May last year. Not long after that came Sarabeth’s, a breakfast restaurant from New York,  famous for “fat and fluffy” French toast.” A 30-minute wait to get in isn’t uncommon.

Lobros relaunched its cafes this past March as Yocco’s French Toast Café, with locations in Jiyugaoka, Kichijoiji and Nakano. Yocco’s serves both a sweet and savory versions, with emphasis on the latter. If you’re adventuresome, you might want to try with a tall glass of cauliflower juice.

In Tokyo’s Yurakucho, the Cafe Chou Chou serves daily non-sweet “pain perdu” (French toast in French). If you’re looking for savory French toast for less than ¥1,000, try Pain Petit Pas in Harajuku. For lunch it serves French toast topped with cured bacon and smoked salmon.

Will shokuji French toast rise the heights of the pancakes and crepes? It’s hard to say. We’ll keep our eye out for an app called Minna no furenchi-tosuto-bu . .  .  hope no one decides to combine them with hiyashi chūka?

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One Response

  1. Baby fish and radish, no thank you. Pancake app? I might have just officially heard everything there is to hear. I’m done here. Great blog!

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