Novelty experiences as food tourism attractions in Japan

Abstract

Japanese culinary tradition has a growing number of unique food experiences that have become attractions for international visitors. These multisensorial and innovative food experiences range from unique menu items to immersion in unique restaurant décor. Some encounters reinforce local traditions, others offer more modern entertainment experiences, while still others reflect changes in culture, society, and social needs. Within Japan there is evolving sociological concerns related to deteriorating human interaction reflected in the rise of ‘non-human’ interactions in restaurants. They are designed to offer contactless service for those anxious about interacting with others, such as robotic restaurants. During the pandemic, social media, vloggers, culinary manga, and anime have played a significant role in introducing these novelty culinary experiences in Japan to a global audience. These novelty restaurants are gaining popularity among Japanese citizens and international tourists while at the same time focusing on minimising human interaction.