Thailand is one of the most pro-Japanese countries in the world. It seems that a "Gachi Nippon" boom is happening right now, where people are looking for something more Japanese than Japan itself! Facilities that recreate Edo and Japanese towns are opening one after another in Harajuku. Such Thai people's "love for Japan" is also a ray of hope for Japan's struggling industries! We tracked down the reason. ■ "Nippon Loss" Born from the Coronavirus Pandemic A facility that imitates the streets of Japan's Edo period, with its huge lanterns that catch your eye. Many Thai customers have been gathering there since morning. Eastern Thailand. J Park, a commercial facility with a large lantern and shops connected to it, is somehow reminiscent of Asakusa in Tokyo. After passing through the Japanese garden, there is a building that looks like Kinkakuji Temple. There is a "reason" why this place, which opened nine years ago, has suddenly become so lively. J Park Manager: "Thai people missed Japan because they couldn't go there during the coronavirus pandemic. When we advertised, 'Come here because you can't go to Japan,' we were flooded with customers." "Nippon Loss" is said to have been born in Thailand due to the coronavirus pandemic. Indeed, facilities that allow visitors to experience Japan are now opening one after another in Thailand. ■ Harajuku Thailand, a Japanese-style theme park that opened in 2021 in the midst of the COVID-19 pandemic. On this day, there were nearly 60 group tour guests from Myanmar. Thai travel agency: "We brought our guests here because this is a newly opened and popular facility. It makes you feel like you're visiting Japan." The park, which recreates the streets of Japan's Edo period, is the size of four Tokyo Domes. Thai visitor: "It has an atmosphere like a samurai movie." Thai people just love Instagram. It's a popular photo spot that makes you feel like you're in Japan. But why did they name the park "Harajuku"? The hint was at the entrance. The exterior is modeled after the old Harajuku station, which has now been rebuilt. It is filled with the hope that it will become a place where young people gather. Thai visitor: "(Q. Do you feel like you're in Japan?) Yes! Of course!" ■ Based on the motif of a Japanese "bar district"... Meanwhile, a corner that opened as a result of the COVID-19 pandemic offers a slightly different "real Japan" experience. It was created by Bee (36), a ramen shop owner who calls himself a "Japan fanatic." Bee: "I've loved Japan since I was a child and went there every year. But the COVID-19 pandemic dragged on, and I really missed Japan." Bee originally worked in the travel industry. But his work stopped due to COVID-19. And his desire for Japan only grew stronger... So he opened the shop with the idea that "if I can't go to Japan, I'll create a Japan in Thailand." Thai visitor: "It's just like a Japanese food stall!" "Nomisuke Ramen" opened two years ago with a Japanese bar district as its motif. The shop is a mix of Japanese streetscapes that you may have seen somewhere, such as "station signs," Japanese "vending machines," and "signs under construction." He paid particular attention to the "traffic lights." It's a surplus item that was specially ordered from Japan. It's not just the appearance that was given attention. Bee: "I want you to feel Japan not only through the appearance but also through the 'sound'." When you press the "pedestrian button," you will hear a sound that will be familiar to anyone who has been to Japan. This real-life experience of visiting Japan is popular among Thai people. Thai customer: "It's like being in Japan!" ■ "Sold out every day" "Stone-baked sweet potatoes" are a big hit! It's not just the streetscape. For some reason, "that old-fashioned food" is a big hit right now. That's right, "stone-baked sweet potatoes." Thai customer: "Delicious!!" The sweetness and sticky texture are very popular. Thai sweet potato shop owner: "We sell out almost every day and don't even make it to closing time." The company that operates Don Quijote is the one that started the boom. They are also rich in fiber and keep you full for a long time, so they are also attracting attention as a diet food. The amount of sweet potato exports from Japan to Thailand has increased eightfold in the last six years. ■Export growth rate of 40%+ "Green tea" is popular Meanwhile, "green tea" is also experiencing a dramatic increase in exports to Thailand. Last year, the export growth rate increased by about 40% compared to the previous year. With the rise in health consciousness, more and more stores in Thailand are now offering authentic "matcha" that rivals Japan. Thai matcha store owner: "I went to Japan and selected all the tea in this store myself. It's all imported from Japan." ■Matcha cafe, popular for its unique menu This store offers a slightly unique matcha menu. A matcha drink reminiscent of "ochazuke," a dish of bonito jelly topped with brown rice. In addition, a toast dessert made with matcha cream mixed with custard is poured over toast, topped with ice cream, and topped with matcha powder. Regular customers are looking forward to the innovative menu. Thai regular customer: "It's delicious!" Tanuki 261 is a matcha cafe run by a married couple. The reason for opening the shop was that he treated his friends to matcha during the COVID-19 pandemic. Tanuki261's wife, Mod (32): "My husband made matcha for his coffee-loving friends and it was so popular that they told him, 'You should open a shop.'" Initially, they delivered matcha made at home. It quickly became popular and they opened a shop here in April last year. Not only the taste, but also the couple's personalities became popular. Thai regular customer: "The characters are cute." She loves Japan. Her husband, Mei (33), is a little chubby. Nickname... Mei: "Mei Tanuki." Yes, Mei, who looks like a raccoon, is the origin of the shop's name. This is his wife, Mod. Mod: "I like drawing, so I design all the things in the shop myself." He says he was obsessed with Japanese manga and studied illustration at university. All of the raccoon illustrations in the shop were made by Mod. So we asked him to show us his skills. There, he saw the word "Thank you" along with an illustration of a matcha raccoon dog. Mod: "We're very grateful that TV Asahi came. It was our dream to be interviewed by a Japanese TV station." He was expressing his gratitude to the program staff who came all the way from Japan to cover the story. Staff: "Thank you very much!" Mod: "You're welcome." It was a wonderful matcha shop, full of love for Japan. ■High-end Japanese restaurants open one after another, focusing on "high-end tableware" made in Japan The commitment to Japanese food is also showing in the following developments. High-end Japanese restaurants are opening one after another, selling "omakase" courses. This is a style that is familiar in Japan, where the chef creates the menu for the day's seasonal ingredients. Thai customer at an omakase restaurant: "It's exciting because you never know what the chef will make for you." The "omakase" courses at high-end Japanese restaurants are all the rage in Thailand right now. At this restaurant, the price per person is about 60,000 yen, more than half the average monthly salary of a Thai person. The restaurant owner is just as particular about the ingredients as he is about high-end Japanese tableware. Omakase restaurant "Melt" owner: "We're particular about Japanese tableware so that our customers can enjoy a variety of dishes." Not to be outdone by high-end Japanese restaurants, they change all the tableware for each menu, making sure that customers don't get bored of the taste as well as the appearance. ■ A ray of hope for Japan's tableware industry With the arrival of the omakase boom in Thailand, a ray of hope has come to Japan's "tableware industry." Minohan is a tableware sales company located in Toki City, Gifu Prefecture. They say they are being inundated with orders from omakase restaurants in Thailand. Iwahara Takashi, chairman of tableware sales company Minohan: "These days, people who open new restaurants are opening very high-priced restaurants, so they buy good plates. They buy tableware with high unit prices." Currently, this company's annual sales in Thailand are 70 million yen. On the other hand... Chairman Iwahara: "Domestically, everyone has been exhausted by the 'price war'. The number of manufacturers and sellers has fallen to about a quarter of what it was in the heyday. That's how much it's in decline." ■ Plates with a picture of Katsushika Hokusai - Orders from overseas surge Another long-established tableware manufacturer in Toki City, Showa Seito, is trying to get out of a similar predicament by exporting to Thailand. Founded about 100 years ago, the company employed around 250 craftsmen at its peak, but now it's down to a quarter of that number. Showa Seito President Kato Genichiro: "Once manufacturing stops, it's difficult to restore it." So the president came up with a desperate move to turn things around. That was the development of plates with a motif of a picture of Katsushika Hokusai. The deep blue color known as "Japan Blue," which is difficult to reproduce, was also reproduced using a special printing machine. As a result, orders from overseas surged. In fact, the plates are even used as display plates for sushi at that ultra-high-end omakase restaurant. Sales of these plates have doubled since before the export. President Kato: "Before, we only had plates, but now we've started to offer the same design in various shapes and sizes. I'm very happy." Thailand's "Gachi Nippon" boom, which is filled with love for Japan, may help Japan across the ocean. [TV Asahi News] https://news.tv-asahi.co.jp