WAKEARI Gourmet

Maybe about a year ago I started hearing this expression WAKEARI Gourmet.

The expression WAKEARI Gourmet is applied to food products that do not meet "visual" quality standards, but otherwise are perfectly acceptable. Crabs, Cookies, Chinese dumplings, apples..., you name it.

These products, as you may guess, are priced much lower than their counterparts which do meet the quality standards. That is why, in this recession, they are attracting the Japanese consumers' attention.

I have heard many foreign visitors to Japan say how impressed they are with the aesthetics of supermarkets in Japan. Perfectly shaped fruits and vegetables which are neatly packaged and beautifully displayed... Supermarkets in Japan are like food galleries!, they say.

Being a Japanese expat in LA, I find the uniqueness of Trader Joe's and the airy open market feel of Whole Foods more exciting than the cleanliness of Japanese supermarkets. In my opinion Japanese people culturally are a bit too obsessed with how perfect their food looks. I remember working at Mister Donut one summer while I was in college. They had employees like me survey the display shelves one by one, screening out the baked goods that are misshapen and throwing them away. It worked to my advantage though, because we were allowed to eat them if we liked. Today they would be sold as WAKEARI donuts.

Personally I am hoping the current trend of WAKEARI Gourmet will change Japanese people's mind about how their food should look. I hope they will learn not to be so concerned about visual perfection. That way we may be able to stop wasting food and may be able to purchase them much cheaper at stores. (But then, some producers will no longer be able to make money off WAKEARI Gourmet???)

If you are curious, you may check out WAKEARI Gourmet News. http://www.gourmet-digest.com/