Japan Looks to Increase Plant-Based Food Options to Attract Vegan Tourists

Over the past few years, Japan's tourism sector has experienced a significant drop. In 2019, the country welcomed 32 million tourists, but in 2022 it saw only 3.8 million visitors come in.

As summertime traveling picks up, Japan aims to attract and satisfy more visitors by offering plant-based cuisine. The Tokyo Metropolitan Government has taken steps to diversify food options and create a more welcoming environment. Ninna Fujimoto, a representative from the government, shared with Agence France-Presse (AFP) that their goal is to be more inclusive in their approach to food.

Towards the end of 2019, the authorities initiated the promotion of facilities for vegetarians and vegans in the lead-up to the 2020 Tokyo Olympics. Unfortunately, due to the COVID-19 outbreak, the games had to be postponed. The promotion strategy entailed establishing dietary regulations to assist eateries in broadening their meat-free choices, financial support to back those options, and certifications to differentiate which products are ideal for vegetarians and vegans.

In 2020, there was a significant increase in the quantity of vegan eateries in Japan, which rose from 400 to 1,000 within a two-year period.

Currently, there are two plant-centric chefs in the city who act as "tourism ambassadors," which includes Katsumi Kusumoto, the proprietor of Saido restaurant located in Tokyo. Despite the advancements made, it’s still a struggle to come across vegan cuisine in Japan's bustling metropolis, something Kusumoto intends to make a difference in.

When individuals travel to Tokyo in search of delectable cuisine, there are numerous Michelin-starred eateries available, but a considerable number of vegetarians are still unable to indulge in their offerings. This statement was voiced by him during an interview with AFP. Therefore, I am carrying out my role with the expectation that the quantity of restaurants accommodating to this demographic will grow significantly.

Is Japanese Food Non-Vegan?

Japan has a wide range of delectable dishes to choose from, but it may pose a difficulty for vegans to locate appropriate meals as a result of certain cultural and culinary considerations.

In the world of Japanese cooking, dashi is a common ingredient. It's a stock that is created with bonito flakes, which come from a fish. Dashi is used to give flavor to all sorts of dishes like stews, gravies, and spices. Finding substitutes for dashi that are appropriate for vegans can be difficult because it's a popular ingredient in Japanese cuisine.

Japanese cuisine frequently includes animal-based ingredients, even in dishes that appear to be vegetarian, such as dried shrimp and fish sauce. Popular Japanese desserts may also contain gelatin, eggs, or dairy products.

On the other hand, in Japan, there exists a conventional form of cuisine that adheres to Buddhist principles and excludes the use of animal-derived ingredients. This type of cuisine, known as "shojin ryori", has been served in Japanese monasteries for several centuries.

Veganizing Japanese Classics

Throughout the world, many people are becoming increasingly interested in using konjac as a foundational ingredient to create innovative seafood substitutes. This is particularly relevant in Japan, where konjac is a native root vegetable and can be used to make plant-based versions of traditional Japanese dishes.

Boldly, an Australian company, is launching this summer with an extensive range of vegan seafood products. The majority of their products contain konjac, which is a plant-based alternative used to create seafood-like textures. Their assortment includes salmon, tuna, crab sticks, calamari steaks and rings, jumbo prawns, shrimp bites, whitefish, and several more. It will be the most significant collection of vegan seafood products worldwide.

The goal? To revolutionize the worldwide seafood trade valued at $600 billion with plant-based options which decrease the strain on wild fisheries and aquaculture systems, and also cater to the growing demand for this vital nourishment globally.

The brand from Japan called 2foods is expanding its range of products. They now offer vegan versions of popular Japanese dishes like ramen and curry, as well as Western foods like cheeseburgers and chicken nuggets. Additionally, their dessert collection is remarkable, offering delicacies such as doughnuts, brûlée cheesecake, and Gâteau Chocolat.

During the previous month, 2foods presented their products at the Vegan Women Summit held in New York City. This was done in preparation for the company's forthcoming debut in the United States.

When it comes to quality beef, Japan is highly praised for its Wagyu meat. This type of beef is famous for its high amount of marbling and comes from specific types of cattle. Recently, there's been an alternative option for meat lovers who prefer plant-based alternatives. Top Tier Foods is a Canadian company that focuses on creating plant-based options for sushi makers. They've successfully developed a vegan version of the cherished meat.

The vegan Wagyu that they offer is made from soy and follows Japanese cooking techniques and ingredients like soy sauce, rice wine, ginger, and garlic paste. However, can it truly compare to the authentic Wagyu?

During July of 2019, TTF exhibited its unique Wagyu beef, which was later given to specific restaurants throughout Japan. They hosted a tasting event which had the pleasure of the company of Chef Hidekazu Tojo, who is based in Toronto. He is a cultural representative of Japan and was the first inventor of the California roll back in the 1970s. Chef Tojo has even prepared meals for famous Hollywood personalities and members of British royalty.

Tojo used to be unsure about plant-based meats, but after trying what he thought was real Wagyu beef made from plants, he was impressed. He couldn't tell the difference between the plant-based and real meat, and thought it was seasoned and cooked perfectly.

Anna Starostinetskaya serves as the Senior News Editor for VegNews and has a keen interest in everything vegan-related in her hometown of San Francisco, CA, as well as beyond.