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Japanese Food in Japan

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Visitors to Japan today witness a huge array of food choices, ranging from traditional Japanese cooking, Chinese, Korean, to the increasing available cooking of recent immigrants to Japan from various parts of the world. Of course, to this, so-called Western food goes into the mix. Western food comes in as many types as there are nations, with Italian and French now being very popular. Then there is fast food, offered by such outlets as McDonald's, Pizza Hut, and the like. On any block of a Japanese town, one is likely to find eateries offering a rich mixture of food choices. One finds, too, the Japanese eat meals that show a variety of foreign influences, without much cognizance of what influences come from which countries—for breakfast, they are as comfortable with ham and eggs, salad, buttered toast, and coffee as they are with a traditional breakfast fare, consisting of rice, miso soup, seaweed, and grilled fish. Lunch could be a plate of spaghetti with tomato sauce (originally Italian), hot bowls of rice with delicious, spicy toppings (originally Korean), or a steaming bowl of ramen noodles with soup (originally Chinese).

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The growing, rearing and processing of foodstuffs seems to have held a special fascination since the nineteenth century. Food and beverage industry has really growth and moving positively if compare to the preceding years, which is from the number of restaurant that opens day by day. There is a vast variety of restaurants with the different types of cuisine in Malaysia that representing different country and culture by offers an exciting array of food outlets, from fast food to fine dining and everything in between. Local food alone offers Malay, Cantonese, Szechuan, Indian and Nyonya cuisine while international food covers the gamut from Japanese to Middle-Eastern, Italian and American. Today, more people are excited to experiment and explore each restaurant that just opened. Moreover, due to the lifestyle and trends, more people are eating out rather than cook at home. For instance: Recently, more and more Japanese restaurants have been opened around Malaysia. Every restaurant tries to bring up a new concept and originality to their brand. As the time goes by, people are more selective nowadays. They would like to choose a good quality food, with a good portion, with a good branding, and willing to pay with a reasonable price. There are some students are willing to pay high price for one meal because they want to try a new restaurant or a new cuisine with a good quality of the food. Thus, all restaurants have to try their best to meet the customers’ expectations. Besides that, they also have to recognize every aspect of their business has an impact on customer service because involve face to face customer contact and the supply in food has growing day by day. Each restaurant has to boost them self to improving customer service that involves making a commitment to learning what our customers’ needs and wants are, and developing action plans that implement customer friendly processes

The writer finds this issue interesting because nowadays people often ask the simple question like “Where are we going to eat? I love Japanese foods especially sushi. Where can I get a delicious sushi with ideal price, good service and good place to hang out?” When people decide to choose a Japanese restaurant, there are some factors that influence their decision making, such as customer’s emotion, satisfaction and brand loyalty. It is very important to know customer’s behavior in order to build a long term relationship. Therefore, the writer has chosen the title “An assessment of Sushi Zanmai Malaysia popularity among university college students.”

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Globalization has become a common term in the world as most economies continue working towards achieving a presence in global market. Globalization refers to the trend of countries working with each other through interrelationships in trading, cultural aspects, entertainment, and even education (Carroll 451). By making the world a global market, trading among different nations is made easier. Although globalization has been instrumental in connecting the world, the issue of global foods has been a subject of much interest as it impacts heavily on health and diet; indeed its impact on indigenous food cuisines is of great concern (Grew 211). In Japan, the food market is one of the sectors that have attracted globalization in a remarkable way. The Bluefin tuna for instance and the Sushi are products that have made Japan go global because many countries have become interested in these fresh fish diet from Japan. It has created a wide business base and network to the other countries, making it global trade (Bestor 78). The Japanese delicacy has created many interests from other countries after the realization that the prime blue fin tuna is more profitable and nutritious, and it attracts a large market demand. The price after being fished and when it was sold in the markets and kitchen stores had increased over the years due to its high demand (Bestor 87). Additionally, Sushi has developed a broad market following, as it is not only a Japanese cuisine, but there are numerous restaurants in other countries that have adopted this culture. Food creates the identity of people in that, when one interacts with other people from other cultures, he or she identifies different cuisines that they call their home food

These differences bring in cultural diversity, which is part of globalization. Indeed, food culture has been identified as a means of looking at global issues, since it is used to bring people together (Ceccarini 3).

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In essence, the next time that you and your friends are heading out for a night on the town and you happen to decide to grab a bite to eat at the Japanese restaurant around the corner, do not just order your food and gulp it down hurriedly. Take your time to observe and savor this wonderful edible work of art presented to you and your friends for it is not just a meal that you are taking in your body

Rather, it is a short moment for you to commune with the Japanese chef’s country, its seasons, their philosophies and their beliefs, which have made their culture and traditions uniquely their very own.

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Bestor, Theodore. “Supply-Side Sushi: Commodity, Market, and the Global City.” American Anthropologist, New Series 103.1 (2001): 76-95. Print.

Carroll, Walter. Sushi: Globalization through food culture. 2009. Web.

Ceccarini, Rossella. “Food studies and sociology. A review focusing on Japan.” Journal of Area-Based Global Studies 1.1 (2010): 1-17. Print.

Grew, Raymond. “The Globalization of Food.” Technology and Culture 52.1 (2011): 210-211. Print.

Traphagan, John and Keith Brown. “Fast Food and Intergenerational Commensality in Japan: New Styles and Old Patterns”. Ethnology 41.2 (2002): 119-134. Print.

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