Onigiri specialty stores are booming. The classic onigiri, of course, has evolved to look even cuter. We explored the reason for the sudden rise in popularity of onigiri. Caster Ayako Uemura: I'm also addicted to onigiri from specialty stores, and I've bought them four times in two weeks. They're really fluffy, and the kind of onigiri I could never make myself, and they're really delicious, but have you seen any stores like that recently, or eaten them? Caster Chiaki Horan: I've had the "Bonko" that you just saw on video for work, and it was so fluffy that it felt like they hadn't even made it. I really feel that it's different. Kyo Tanaka Urve Sports Psychologist (PhD): And yet it doesn't fall apart. What's more, it has ingredients that are troublesome to put in yourself. It goes well with anything. Caster Uemura: Just one is really satisfying, isn't it? What is the reason for the sudden increase in onigiri specialty stores? We asked Mari Arigi, Director of Hot Pepper Gourmet Food Research Institute. [Reasons for the sudden increase in onigiri specialty stores] ▼Stores can be opened in a small space ▼Stores can be opened with little equipment ▼No need for a craftsman ▼Rice prices are relatively stable We understand the reasons for the increase in onigiri specialty stores, but some people may think, "Onigiri specialty stores are a bit expensive," or "I think I could make it myself." What is the reason for their popularity? We asked Yusuke Nakamura, Representative Director of the Onigiri Association, a general incorporated association, about the reason for their popularity despite their high price. Onigiri used to be thought of as something "something to make at home," but they have become more and more delicious, and the era of buying them at convenience stores has arrived, and since the COVID-19 pandemic, convenience stores have started selling "high-end onigiri." Onigiri that are said to be "feast-style," such as onigiri in the 300 yen range, are also increasing. People who have eaten such high-end onigiri are starting to think, "I don't mind spending money on onigiri," and now we are in an era where people are thinking, "Maybe I should go to an onigiri specialty store." Caster Horan: Compared to other onigiri, specialty shops may be expensive, but if you just want to eat a little, a set meal will cost over 1,000 yen, so if you can be satisfied for about 500 yen, I think it's cheap. Caster Inoue: That's true, but I thought that 500 yen wouldn't satisfy me because my stomach is different. Caster Tanaka Urve Kyo: Aren't high-end onigiri quite large? I think one is enough for me, and it's also convenient because you don't need chopsticks or a fork and knife. Caster Uemura: There were other reasons for its popularity. After all, the key to popularity is "SNS dissemination." There are more and more onigiri that look really photogenic. For example, "TARO TOKYO ONIGIRI". It's beautiful, the ingredients sparkle. There was also this onigiri. Shrimp and black shichimi grilled kinome and edamame pesto (340 yen). This shop serves the seaweed separately because they want you to eat the seaweed crispy. He said that this makes the contents look nice and is in line with the age of social media. A shop called "Gakudai Omusubi Marumusu". As the name suggests, the rice balls are round. This shop is popular for its "cute packaging", and many people take pictures of the packaging. Furthermore, if you bring them as gifts or to parties, they come in a variety of flavors, so everyone can choose their favorite flavor. And a new force. "Potama, a specialty store for pork and egg onigiri". This is a shop in Okinawa that has expanded into Tokyo, and they offer large onigiri with a variety of ingredients, such as fried shrimp and deep-fried island tofu. The cross-sections are also beautiful. And the onigiri are popular with foreigners. According to Director Yuki, "It is easy for people with religious restrictions on ingredients and vegans to pick up," so depending on the ingredients, the range of options is certainly wide. Caster Inoue: This may be a turning point as to whether this will end as a fad or become a staple. Tanaka Urve Kyo: There are even shops selling onigiri in France, so it seems like they have an image of being "healthy." Holan Caster: Also, for Japanese people, onigiri is like a home in the heart, right? It would be great if they could shine even brighter. Inoue Caster: It certainly could be a big business opportunity for overseas expansion. ▼TBS NEWS DIG Official Website https://newsdig.tbs.co.jp/ ▼Please subscribe to our channel! / @tbsnewsdig ▼Information provided by "TBS Insiders" https://www.tbs.co.jp/news_sp/tbs-ins... ▼Video provided by "TBS Scoop Post" https://www.tbs.co.jp/news_sp/toukou...