Japan is experiencing a surge in vegetarian tourism, with a growing number of visitors seeking plant-based options. However, local businesses are struggling to keep up with the demand. While Japanese cuisine is often considered healthy, many traditional dishes rely on “dashi” broth, which is typically made from fish like bonito. This makes them unsuitable for vegetarians and vegans. For instance, soba noodle soup, a staple in Japanese cuisine, typically contains bonito broth. To cater to vegetarians and vegans, the soup base must be prepared with plant-based alternatives such as dried kelp or shiitake mushrooms. Additionally, tempura batter traditionally contains eggs, which vegans avoid.
India leads the top 20 countries and regions sending tourists to Japan with the highest percentage of vegetarians at 20.2%, followed by Taiwan at 12.3%, and Canada at 11.8%, according to the Japan Tourism Agency. The global rise in vegetarianism, driven by factors like religious beliefs, health, and animal welfare concerns, is evident, with approximately 530 million vegetarians worldwide by 2023. In the same year, an estimated 1.28 million vegetarians visited Japan, representing about 5% of total foreign visitors, contributing around 60.9 billion yen ($428 million) to the economy.
One potential solution to meet the growing demand for vegetarian food is promoting “shojin ryori,” a traditional form of Buddhist cuisine that avoids animal products. Tokyo’s Shinshu Soba Tateshinaan restaurant in Adachi Ward offers vegan-friendly tempura soba, known as “shojin soba.” Since the lifting of pandemic restrictions, the restaurant has observed an increasing number of vegan customers from abroad. As vegetarian tourism continues to rise, Japanese businesses will need to adapt and offer more plant-based options to cater to this growing segment of travelers.
