2021.05.10

Oatmeal Finds New Popularity Among Japanese Dieters in the Midst of COVID-19

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In Japan, this breakfast staple is a coronavirus dieting trend for those gaining weight as they work from home.

Now a COVID-19 trend, oatmeal first gained popularity in Japan a decade ago, when the market for cereals like granola and oatmeal began to expand. For years, granola was the star of the show, outshining other new cereal options, but oatmeal has found a new demographic. Health-conscious buyers have begun to take note of oatmeal's nutritional qualities, and convenient shelf life, and sales have gone up as consumers buy more of the easy breakfast basic for everyday use, and even to stock up in case of disaster.

For many in Japan, COVID-19 has meant an explosion in work-from-home days, just like we've seen in many parts of the world. Of course, all this work-from-home means an increasingly sedentary lifestyle, and all-too-convenient access to whatever snacks might be laying around in the kitchen. The trend of COVID-19 weight gain has sparked renewed and increased interest in the ever-popular topic of diet and weight loss on Japanese social media, and that means that popular health foods like oatmeal are on people's minds.

This new popularity has brought more oatmeal options to shelves, with new products being launched all the time. Not only have more and more brands of oatmeal popped up in grocery stores, including American favorites like Quaker Oats, but cereal maker Kellogg's has even released its own brand of oatmeal in Japan―a world first. Unsurprisingly, the land of cup noodles has quickly caught on to the trend of instant cup-oatmeal, which came onto the market in March 2021. The cups are popular as breakfasts and snacks for office workers now working from home, but for many Japanese people who have never tried oatmeal in their lives, the little cups seem to promise an easy way to experiment with the trendy new food.

Oatmeal isn't the only oat-based product that has seen an uptick in interest since the start of the COVID-19 pandemic. While soymilk has a long history in Japan, and almond milk has become its own trend among the health-conscious over the past few years, oat milk has become the third plant-based "milk" to build a notable presence on grocery-store shelves.

Along the same lines as oatmeal, oat milks like this new brand launched by Coca Cola promise a healthy milk alternative for anyone feeling the sin of sloth a little too acutely, and Coca Cola has even decorated the cartons with a smiling, oat-milk-drinking sloth mascot. The products are marketed in part to those working from home, advertising zero-cholesterol, high-fiber, and various other health benefits.

オートミールで #アジアごはん
・ヤムカイダーオ🍳
・具沢山ベジトムヤムスープ
タイの揚げ目玉焼きサラダです！
カリカリの目玉焼きを生野菜や酸味がクセになるピリ辛ドレッシングで和えて頂きます🙏🏻
あーー幸せ😭#オートミール pic.twitter.com/BeEqNVC22W

— スーさん (@susuinnyc) April 30, 2021

With the new products comes new gastronomic inspiration, and with so many people around the world using their time at home to learn to cook and experiment with new recipes, the oat-based ingredients have made for some interesting new discoveries in Japan. Forget the cinnamon-sugar oatmeal and fruit-filled overnight oats found on American breakfast tables, and instead, try this Thai-inspired Japanese oatmeal topped with fried eggs and vegetables in a Thai-style dressing! Japanese home-cooks have reimagined this basic breakfast as a new health-food ingredient, and a quick search on social media now turns up pictures of everything from Chinese-style chicken porridge oatmeal to oatmeal miso soup, and even little baked oatmeal balls topped with sesame seeds for snack time. It's a whole new world of oatmeal in Japan!

To see some of this fantastic oatmeal creativity for yourself, just check the #オートミール (oatmeal) hashtag on Twitter or Instagram! For more info and updates from Japan, check Japankuru for new articles, and don't forget to follow us on Twitter, Instagram, and Facebook!

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- KAGAWA
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  Kagawa Prefecture is on the northern part of the island of Shikoku, facing Japan's main island and the Seto Inland Sea. It's known for being the smallest prefecture in Japan, by area, but at the same time Kagawa is called the "Udon Prefecture" thanks to its famous sanuki udon. Aside from Kotohiragu Shrine and Ritsurin Garden, the prefecture's small islands are popular, and Kagawa is full of unique destinations, like Angel Road. They say that if you lay eyes on Zenigata Sunae, a huge Kagawa sand painting, you'll never have money troubles ever again.
- KYUSHU
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  Located in the most southwestern part of Japan, Kyushu (九州) is an island of 7 prefectures: Fukuoka, Saga, Nagasaki, Kumamoto, Oita, Miyazaki, and Kagoshima. The island's unique culture has been influenced by Chinese and Dutch trade, along with missionaries coming in through Nagasaki's port. Modern-day travelers love the lush natural scenery and fresh food, plus the natural hot springs found all throughout the area (thanks to volcanic activity)!
- FUKUOKA
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  Fukuoka Prefecture has the highest population on the southern island of Kyushu, with two major cities: Fukuoka and Kitakyushu. Thanks to growing transportation networks, Fukuoka is more accessible than ever, and so are the many local attractions. On top of historical spots like Dazaifu Tenmangu Shrine, travelers shouldn't miss Fukuoka's food scene, with motsu nabe (offal hotpot), mentaiko (spicy cod roe), and famous Hakata ramen―best eaten from a food stall in the Nakasu area of Hakata. Plus, it's full of all sorts of destinations for travelers, like trendy shopping centers, and the beautiful nature of Itoshima and Yanagawa.
- KAGOSHIMA
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  Kagoshima Prefecture played a major role in Japan's modernization as a backdrop for famous historical figures like samurais Saigo Takamori and Okubo Toshimichi, who pushed Japan out of the Edo era and into the Meiji. Because of that, Sengan-en Garden is just one of many historical destinations, and when it comes to attractions Kagoshima has plenty: the active volcano of Sakurajima, popular hot springs Ibusuki Onsen and Kirishima Onsen, World Heritage Site Yakushima Island, even what Japan calls the "island closest to heaven," Amami Oshima. Kagoshima might be found on the very southernmost tip of the southern island of Kyushu, but there's plenty to see.
- OKINAWA
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  The island chain of Okinawa (沖縄) makes up the southernmost tip of Japan, which is why it's also the most tropical area in the country. Thanks to a history of independence and totally distinct political and cultural events, Okinawa has a unique culture, and remnants of the Ryukyu Kingdom are still visible all over the islands. Food, language, traditional dress, it's all a little different! It's also said to be the birthplace of karate.