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[Vietnam] Japanese women’s purpose of travel to Vietnam is to eat food – The variety of Vietnamese ingredients has increased in Japan

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Eating authentic local cuisine is one of the major attractions of overseas travel. According to data from the General Department of Statistics of Vietnam, the number of Japanese visiting Vietnam peaked at just under 100,000 per month before the new corona and declined during the new corona season, but is on a recovery trend, reaching 46,000 in March 2023.
According to a survey by the ASEAN-Japan Centre in 2021, the number one reason for Japanese women to travel to Vietnam was “the food is delicious. The number of Vietnamese restaurants in Japan listed on the gourmet food website Eat Log is 1,279. Although the number of Vietnamese restaurants in Japan listed on the gourmet food website “Eating Log” is 1,279, it is less than the 2,249 listed for Thai cuisine, but it is recognized as “Vietnamese cuisine” outside of the ethnic food category.

However, Vietnamese cuisine is strongly associated with pho, and despite its popularity, only a limited number of dishes are known. This gap may present an opportunity, as the Vietnamese spicy seasoning “Satay Tom” has been featured in the media for the past two years, and has become so popular that at one point it was sold out, as a way to easily change flavors and feel like a foreign country. Vietnamese food giant Masan launched its popular chili sauce brand “CHIN-SU” in 2019; by March 2023, it will introduce a new flavor tailored to the Japanese palate; and Vietnamese foodstuffs distributed in Japan are also becoming more diversified.

The demand from the 490,000 Vietnamese residents in Japan is also expected to increase.
With demand from the 490,000 Vietnamese living in Japan, it may not be long before foodstuffs such as báinh xèo mitsuksu, a major Vietnamese food product, are readily available in Japanese supermarkets.

    “Japanese women's travel to Vietnam is for ‘food’ - Vietnamese foodstuffs diversify in Japan” - Source: monthly magazine “ACCESS” (May 2023)

Translated with AI Translator

  • Intage Inc

    Author profile
    Nobuto Imamura

    INTAGE VIETNAM Director. After working in brand building support business in Japan and overseas, he was transferred to Vietnam in 2007, and has been in his current position since October 2022. Engaged in marketing support business for Japanese companies, focusing on research. He holds a Master's degree in Business Administration. Specializes in segmentation and brand management. For other columns by Vietnamese expatriates click here

  • Intage Inc

    Editor profile
    Intage Inc.

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  • May 15, 2023
  • 679 Views

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