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Move over, bagged salads, quinoa and kombucha – the new trend in town is ultra-caffeinated energy drinks, instant Jiro-style ramen and home-delivered fried chicken. That’s what culinary consumption looks like in Japan among many people in their 20s and 30s right now, at least if we are to believe the Mainichi.
The newspaper recently reported that youths are ‘more likely to “melt away stress” at home by themselves’ than by engaging in more traditional decompression activities such as getting drunk and singing karaoke with friends. So instead of partying the night away, Gen Z and Alpha are eating their way to serenity.
With convenience stores apparently the prime outlet for culpable culinary treats, we headed to a nearby konbini to see what the hype around guilty pleasures is all about. Here are some of the highlights of our junky journey.
Jiro-kei Tonkotsu soy sauce ramen by Chuka Soba Tomita - 7-Eleven (while supplies last)
Born through an unexpected collaboration between 7-Eleven Japan and celebrated Chiba-based ramen shop Tomita, this tonkotsu (pork bone) shoyu ramen comes topped with a thick cut of braised pork and boasts an oiliness level to rival even the fattiest bowls in town. Garlic, bean sprouts and pork back fat abound, as the dish stays true to the Jiro style of ramen, famed for its rich flavours and voluminous servings.
Chocolate Sprinkles & Whipped Cream Sandwich - 7-Eleven (while supplies last)
There really isn’t much to say about this one, except of course that it’s a pink sandwich with sprinkles and ‘semi-sweet’ whipped cream in between. The cream is notably sweet by Japanese standards, giving the pink bread a candy-like strawberry flavour. The festive colours of the sandwich sure make it stand out in the sea of egg and teriyaki sandwiches on store shelves.
Nope – Guilty Tansan - All retailers
Launched in late March and already drawing comparisons to Cherry Coke and Dr Pepper for its tangy, spicy flavour, Nope is Suntory’s first new beverage brand in 14 years. The pink-and-black packaging, with an almost Harley Quinn-esque design, is unapologetically gaudy, while the high sugar content only reinforces this drink’s mischievous image. The 99 fruits and spices listed on the bottle differentiate the drink from Coca-Cola, making it somewhat like Coke’s sweeter, fruitier sibling.
Kitakita Nokonokono Yamasato - Convenience stores and station kiosks (while supplies last)
Perhaps hoping to put an end to the so-called Kinotake Ronso – ‘mushroom vs bamboo shoot war’, the eternal struggle between fans of the beloved chocolate snacks Kinokono Yama and Takenokono Sato – Meiji has released a limited-time product that brings the sides together.
Kitakita Nokonokono Yamasato aspires for neutrality with what can only be called a middle ground of flavours. Rich Meiji chocolate is mixed with the mushroom’s cracker stem and the bamboo shoot’s biscuit filling to create a perfect blend of the two, reimagined in chocolate bar form. We’d say it’s pretty close to Black Thunder in both taste and appearance.
In an era of protein shakes, meal prep and run clubs, the guilty-gourmet trend feels like a quiet rebellion. Maybe people are growing tired of the pressure to live performatively and looksmaxx, turning instead to comfort foods and drinks to help take the edge off – or maintain low cortisol, as they say these days.
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