Rich Japanese flavors for lean times

March 23rd, 2012 by Felicity Hughes

You might have heard that Japanese food is all about delicate flavor; that seasoning tends to be muted to allow the flavors of the main ingredients to shine. Despite this, according to J-Cast, the current food trend is all about rich, strong flavors. These days packages of instant ramen, potato chips, happoshu (a beer-like beverage) and puddings are often emblazoned with the words “noukou” (rich) or “koi” (strong flavored).

Rich cream stew

Rich cream stew

A recent program on TV Asahi presented by Yohei Onishi demonstrated that in supermarkets there are now 38 products labelled noukou or koi. Out of these Koi Stew, by S&B Foods, has been a hit among consumers. There are two varieties of Koi Stew, one beef flavored and one béchamel cream. Dense, creamy sauces are the reason many Japanese shy away from French cuisine, citing the fact that they are just too rich and difficult to digest, so it’s interesting that S&B’s product has been so successful.

Richer flavors are found not only in processed foods. There’s been a trend in restaurants in recent years for ramen broths to be thicker and richer. We asked Brian MacDuckston, author of the blog Ramen Adventures for his thoughts on this trend: “It’s true, there has been a recent trend to make stronger flavors in ramen. In the past, the soup was simply a vessel to keep the noodles hot. Now, the noodles are a vessel to deliver the soup, often motor-oil-thick, to your mouth. Chefs have a difficult task, though, as the long boiling times required for thickness can easily result in a bitter broth.”

So why the change in attitudes? Economic analyst Kazuyuki Hirano states that in this bad economic climate when salaries are taking a hit, people want to indulge in small luxuries or small extravagances. In summary, the recession is pushing this boom for richer flavors. Consumers on the Asahi show commented, “If it costs the same, I’d prefer a rich taste” and “I feel deep flavors are tastier.”

 

Photo by Mekkjp via Flickr

Tags: , , , ,

Comments are closed.

RSS

Recent Posts

  • Pulsations 1.13.14

    The first batch of Pulsations in 2014 features a twist on chopstick design, a spectacular holiday illumination in Osaka and more.

  • Feelin’ lucky? The highs and lows of ‘fukubukuro’

    Whether you count fukubukuro “lucky bags” as a thank-you to shoppers, a scheme to unload less popular merchandise at the end of the year or just a way to kick off the New Year’s sales, buying a mystery pile of stuff worth [hopefully far] more than the price tag is a tempting offer to many. [...]

  • Pulsations (12.6.13)

    This collection of Pulsations brings holiday cheer in bento form, a must-see project for font-lovers, a solo stop-motion animation effort and more!

  • Joysound’s top 10 karaoke songs of 2013

    Joysound karaoke announced their top songs of 2013! However, just because they’re popular does not mean they came out this year . . .

  • Tokyo Eggs Benedict Bingo

    Eggs Benedict with awesome bacon, with a near lack of eggs, with raw tuna! Wait, raw tuna?! We sample a handful of Tokyo’s Hollandaise sauces.

  • Pulsations (11.19.13)

    Fashion, art and snacktime collide in this collection of Pulsations! Plus: Doraemon makes his 3D film debut!

  • J-blip: Tsutaya launches one-stop ‘lifestyle’ bookshop

    Bookseller Tsutaya moves into the lifestyle business and gives consumer more ways to use T-points.

  • Autumn crop of pumpkin, purple potato and pear products

    The change of season prompts a change of snack flavorings – great for those with a pumpkin craving.

  • Tokyo Designers Week 2013

    This year’s Tokyo Designers Week gets its creative juices flowing with more markets, music and a festival vibe.

  • Flip a skirt a month in 2014

    Kaori Kato’s Skirt Flipping Calendar enters its second year, while sticky notes debut.

Our Users Say

  • More Than Red: Great photos. Thank you for sharing.
  • kenji: A-M-A-Z-I-N-G!!!!!
  • John Moore: I believed that blue, green, purple and black were inherently boy colors, while red, orange, yellow and...
  • deepak kumar: It is commom nature of guman being to play safe.
  • Janel: Not sure I could do the avocado before I read this. But it doesn’t really look too good on that burger!
Japan Times RSS Feed

RECENT JAPAN TIMES HEADLINES

  • No items
Read more:
10671
Today’s J-blip: Mount Fuji summit panorama

A photo that will make you feel like you're at the top of Mount Fuji — minus the crowds and...

Close