Japanese “omakase” meets Thai food culture! What are the reasons for its popularity?

Japanese “omakase” meets Thai food culture! What are the reasons for its popularity?

Japan’s “omakase” is becoming popular in Thailand. “Omakase” is often associated with luxury, and in Thailand, it can be 10 to 100 times the price of food stalls and other restaurants. We explore how the Thai culture of dining out, the growing middle-income class, and the social media contributed to its popularity.


Japan's "omakase" culture is spreading to Thai food culture

“Omakase,” a kind of Japanese dining experience that translates to “I’ll leave it up to you,” where the customer is served dishes completely selected by the chef, has become very popular in Thailand. Until now, Thailand has not had a food culture where the chef was free to create and serve dishes of his or her selection, so it is thought that this new way of ordering is one of the reasons it is attracting customers to “omakase” culture.

The number of “omakase” restaurants has increased mainly in Bangkok. Some restaurants have Japanese chefs, and many have Thai chefs who have trained in Japan. The menu varies depending on the restaurant, and some restaurants offer Thai-style dishes to cater to the taste preference of Thai people. There are also various price ranges, with some restaurants charging 1,500 baht (approximately 6,000 Japanese yen) for affordable offerings and others offering more than 10,000 baht (approximately 40,000 Japanese yen) for high-end offerings.

Why “omakase” is so popular in Thailand

Why is “omakase” so popular in Thailand, where the average income is less than half of Japan's?

The reasons why "omakase" is popular in Thailand are as follows.
・The influence of the Thai food culture of dining out
・With the growth of middle-income class, more people are enjoying “omakase” cuisine
・Social media users posting about their “omakase” experience

Influenced by Thailand's culture of “dining out”

One of the reasons why “omakase” is becoming popular in Thailand is thought to be related to Thailand's culture of “dining out.”

Thailand is where the dining out is quite common, even among the many Southeast Asian countries. There are many people do not have a kitchen at home, and many also eat out for all three meals.

The reason for this is because it's cheaper to eat out than cooking at home. In the morning, there are several food stalls near the train station entrance, and you can often see people eating breakfast at the food stalls or purchasing food before heading to work. At night, many people gather to enjoy food at the night market.

If you buy rice at a food stall, it will cost you about 200 Japanese yen per meal, but cooking for yourself requires expensive appliances, higher gas and electricity bills, and time. Considering these things, it is better to eat out.

The reason why “omakase” is so popular in Thailand, where eating out is the mainstream, is related to “a sense of security” and “communication.”

At stores that offer an “omakase” system, the food is prepared right in front of you, and they provide detailed explanations of the types of fish and the source or supplier, giving you a sense of security regarding the ingredients.

Another reason for its popularity is that you can enjoy your meal while enjoying conversation with the chef, which you would not normally be able to do when eating out. Many of Thailand's major chain restaurants have introduced robotic waiters to the restaurant scene earlier than Japan, and communication between food providers and customers is becoming increasingly absent. Being able to enjoy a meal while having a conversation with the chef is a rare experience these days.

With the growth of the middle-income class, more people are able to enjoy “omakase” cuisine

One of the reasons why “omakase” cuisine, which is offered at a high price point in the Thai food and beverage industry, is popular may be due to the increase in the number of middle-income earners. With economic growth, the proportion of high-income and middle-income earners is growing year by year, especially in the capital Bangkok. Over the 10-year period from 2009 to 2020, the proportion of low-income groups decreased from 36% to 16%, the middle-income group increased from 61% to 73%, and the wealthy group increased from 3% to 11%. Furthermore, it is estimated that this ratio by income group will progress in the same way until 2030.

With the increase in the middle-income class, the number of Thai tourists visiting Japan was also increasing steadily leading up to 2020 when the COVID-19 outbreak began.

It is thought that “omakase” became popular during the COVID-10 pandemic that restricted overseas travel and people who had traveled to Japan started visiting local “omakase” restaurants in order to relive the authentic taste. With the increase in the number of "omakase" restaurants in the somewhat affordable price range, it has become even more popular among not only high-income earners but also middle-income earners.

Social media posts about their “omakase” dining and drinking experiences

The reason why "omakase" has become so explosively popular is also related to the frequency of social media use among Thai people.

Thai Internet users spend an average of 8 hours and 44 minutes a day on the Internet and spend an average of 2 hours and 48 minutes on social media a day. Compared to Japan, Thai people spend about twice as much time using the Internet and three times as much time using social media. For Thai people who frequently use social media, eating “omakase” cuisine, which was not originally part of Thai culture, is not just about eating authentic and delicious food.

The aim is also to share the experience of eating food at a famous restaurant on social media and get reactions. By posting photos of the food carefully arranged one by one by the chef using carefully selected ingredients, or selfies taken at the restaurant, they can share the experience with people around them and satisfy the desire for approval or envy.

Summary

We explained why “omakase” is so popular in Thailand through understanding Thailand’s modern society.

Now that COVID-19-related border restrictions have been eased and people can travel abroad freely, the trend of eating authentic Japanese food rather than enjoying “omakase” cuisine in Thailand is accelerating. However, there are many things about Japanese food culture that are new to Thai people, so if we can create dishes that fuse Japanese and Thai food cultures, it may lead to a different kind of “omakase” culture.

In Thailand, “omakase” targets wealthy, high-income people, so when doing business in Thailand, it is important to convey the appeal to wealthy consumers. Thailand is a class-based society, and wealthy people with high economic power are characterized by the desire to access anything they want, not just food. If we can find something that is compatible between Thai and Japanese culture for wealthy people, it will make for a great business opportunity in Thailand.

※日本語での記事はこちらをご確認ください

タイの食文化に日本の「おまかせ」がブーム!人気の理由はタイの食文化やSNSの利用率が関係?

https://manamina.valuesccg.com/articles/2783

タイでは長年日本食ブームが続いていますが、日本の高級料理店で見られる食文化「OMAKASE(おまかせ)」が流行しています。日本でも「おまかせ」というシステムは高級料理店のイメージがありますが、タイでお任せのシステムを取り入れている店舗は屋台やその他の飲食店と比べると10~100倍を超える価格帯の店舗もあります。タイの食文化に「おまかせ」が流行しつつある背景には、タイの外食文化や中間所得層の増加、SNSの使用率などが挙げられます。本記事では、タイの文化の解説に加え、日本の文化である「おまかせ」が流行している理由について解説します。

この記事のライター

Born and raised in the Bay Area, U.S.A, I was fascinated by the different social and purchasing behaviors between Japanese and American consumers. I studied communication for undergrad and international marketing for my graduate studies. My professional background is in bilingual recruitment and Japanese-English translation.

関連するキーワード


タイ

関連する投稿


タイの食文化に日本の「おまかせ」がブーム!人気の理由はタイの食文化やSNSの利用率が関係?

タイの食文化に日本の「おまかせ」がブーム!人気の理由はタイの食文化やSNSの利用率が関係?

タイでは長年日本食ブームが続いていますが、日本の高級料理店で見られる食文化「OMAKASE(おまかせ)」が流行しています。日本でも「おまかせ」というシステムは高級料理店のイメージがありますが、タイでお任せのシステムを取り入れている店舗は屋台やその他の飲食店と比べると10~100倍を超える価格帯の店舗もあります。タイの食文化に「おまかせ」が流行しつつある背景には、タイの外食文化や中間所得層の増加、SNSの使用率などが挙げられます。本記事では、タイの文化の解説に加え、日本の文化である「おまかせ」が流行している理由について解説します。


タイにおける日本食の人気。タイで成功する秘訣とは

タイにおける日本食の人気。タイで成功する秘訣とは

タイでは近年日本食ブームが起きています。タイの大型ショッピングモールに行くと、日本食レストランの多さに驚くほど。タイにおける日本食レストランの数は年々増加傾向にあり、今後も増えていくと期待されています。そんな日本食レストランのお客さんの大半は、在留邦人ではなくタイ人客です。では、なぜタイではこれほど日本食が人気なのでしょうか。日系和食チェーン店のタイでの経営スタイルの分析から、タイでの成功の秘訣を見ていきます。


Thai cosmetics are trending among Gen Z? The appeal of Thai cosmetics is evolving in its own unique way

Thai cosmetics are trending among Gen Z? The appeal of Thai cosmetics is evolving in its own unique way

Following the “Korean” and “Chinese” trends among Gen Z, the popularity of “Thai cosmetics” and “Thai beauty” is growing on social media. We will introduce the appeal of “long-lasting” Thai cosmetics that remains “smudge-free” in the hot and humid climate of Thailand and that continue to evolve in its own unique way.


タイ人のオーラルケア事情を調査。タイ人の「習慣」「購買」「悩み」とは?

タイ人のオーラルケア事情を調査。タイ人の「習慣」「購買」「悩み」とは?

ヴァリューズが保有するタイ国内パネルのアンケート回答や行動ログデータを集計し、タイ人のオーラルケア事情を調査しました。タイ人のオーラルケア周りの習慣や認知、購入行動、悩みを理解し、購買活動へ生かしていく手法までを紹介していきます。 ※詳細なセミナー資料は記事末尾のフォームから無料でダウンロードできます。


Z世代の新トレンドはタイコスメ?独自の進化を続けるタイ流コスメの魅力まとめ

Z世代の新トレンドはタイコスメ?独自の進化を続けるタイ流コスメの魅力まとめ

Z世代トレンド「韓国」「中国」に続き、SNSで「タイコスメ」や「タイの美容」がZ世代トレンドとして急上昇しています。今回は、高温多湿なタイで「落ちにくい」「崩れない」など独自の進化をし続けるタイコスメの魅力を紹介します。


最新の投稿


電話・スマホでのコミュニケーションは通話よりもテキストを利用 テキストの良さは「後から読み返せる」「時間を気にしなくていい」【クロス・マーケティング調査】

電話・スマホでのコミュニケーションは通話よりもテキストを利用 テキストの良さは「後から読み返せる」「時間を気にしなくていい」【クロス・マーケティング調査】

株式会社クロス・マーケティングは、全国20歳~69歳の男女を対象に「電話での声と文字のやり取りに関する調査(2024年)」を実施し、結果を公開しました。


カーシェアの市場規模や利用者数を調査。主要サービスの公式サイト訪問データから考察

カーシェアの市場規模や利用者数を調査。主要サービスの公式サイト訪問データから考察

カーシェアは車を共同利用するサービスで、日本にシェアリングエコノミーの考え方が広がるとともに普及しました。今回は国内の主要な13のカーシェアサービスのWebサイトを訪問した人のデータから、カーシェア業界の市場規模やどのような層が関心があるのかを調査していきます。


スポーツの推し活をしている人が応援するために使っている金額は年間約3万2千円【ネオマーケティング調査】

スポーツの推し活をしている人が応援するために使っている金額は年間約3万2千円【ネオマーケティング調査】

株式会社ネオマーケティングは、全国の20歳~79歳の男女を対象に「スポーツの推し活」をテーマにインターネットリサーチを実施し、結果を公開しました。


実店舗でコスメ・アパレル商品購入時に「レビューをしたい」と感じている女性は8割以上【ReviCo調査】

実店舗でコスメ・アパレル商品購入時に「レビューをしたい」と感じている女性は8割以上【ReviCo調査】

株式会社ReviCoは、会員登録をしているブランドの実店舗で、月に1回以上アパレル・コスメ商品を購入している20~40代の女性を対象に、実店舗購入時のレビューに関する意識調査を実施し、結果を公開しました。


マーケティングに欠かせないファネル分析とは?種類や事例、分析に役立つツールを紹介

マーケティングに欠かせないファネル分析とは?種類や事例、分析に役立つツールを紹介

マーケティングに欠かせないファネル分析は、顧客の購買プロセスを可視化することで、自社の現状の課題を明確化するために行います。 売り上げをアップさせるためには、マーケティングファネルの概念を理解した上で、分析結果に基づいた効果的な施策を行う必要があります。 しかしながら、マーケティングファネルには種類があり、目的や課題によって利用するファネルが異なります。 そこで本記事では、マーケティングファネルの種類や事例に加え、やり方や円滑に分析できるツールについてご紹介します。


競合も、業界も、トレンドもわかる、マーケターのためのリサーチエンジン Dockpit 無料登録はこちら

アクセスランキング


>>総合人気ランキング

ページトップへ