Comparison of Preferences for Japanese Food in Thailand, Malaysia, Taiwan, and Singapore

Abstract

Japanese cuisine has gained international acclaim, with dishes like sushi, ramen, and tempura widely available in restaurants around the world. Many Japanese foods are perceived as healthy; they contain fresh ingredients, seafood, and vegetables, which attract health-conscious consumers. The global spread of Japanese culture, including anime, manga, and traditional arts, has contributed to the increased interest in Japanese cuisine. The number of Japanese restaurants has surged globally, particularly in urban areas with diverse populations. As the economies of developing countries grow, a rising middle class with disposable income is emerging, leading to increased dining-out and a willingness to try international cuisines, including Japanese food. This study empirically examines the attitudes and preferences of people from different countries—two developing countries and two developed countries—for Japanese food in order to verify any significant differences. The results indicate that the preference for Japanese foods, as well as the frequency of visits to Japanese restaurants, is higher in developed countries than in developing countries. Since developing countries continue to experience economic growth, the future of Japanese restaurants in these regions looks promising, with numerous opportunities for growth and expansion. By understanding local markets, adapting to consumer preferences, and leveraging trends, entrepreneurs can successfully establish and grow Japanese dining establishments in these areas.