Japan's No.1 Trendy Food in 2030... Korea's '10 Won Bread' Inspires '10 Yen Bread'

Yomiuri "Trending on SNS... Korean street stalls are the origin"

Japan's '10-en bread,' modeled after Korea's '10-won bread,' was ranked the number one trending food among Japan's MZ generation this year.

According to the Yomiuri Shimbun on the 24th, a survey conducted by HOT PEPPER, an information magazine published by Recruit in Japan, polled 2,075 men and women nationwide in their 20s and 30s, and reported that 10-en bread was selected as the most popular food trend this year.

[Photo by 10enppang sales site capture]

Among the respondents, 720 people chose 10-en bread (multiple answers allowed, up to three food items). The survey was conducted online in September, and the results were published in the December issue of HOT PEPPER released on the 24th.

10-en bread was created by a Tokyo entrepreneur last September, inspired by the popularity of Korea's 10-won bread.

Just as Korea's 10-won bread is shaped like a 10-won coin, 10-en bread is shaped like Japan's 10-en coin and is about the size of a palm. The dough is similar to castella, filled with mozzarella cheese and other ingredients, and priced at 500 yen (approximately 4,373 won).

It is sold mainly in major cities such as Shibuya in Tokyo and Dotonbori in Osaka, and as its popularity has grown, limited sales began in Fukuoka City in June, with the number of outlets increasing.

The Yomiuri Shimbun introduced it as "originating from Korean street vendors" and noted that "it became a hot topic on TV and social media due to the enjoyment of its appearance."

Following 10-en bread, other trending foods in the top 10 include 'onigiri (rice ball) specialty stores,' 'fresh donuts,' 'non-alcoholic beverages,' and 'churros.'

Meanwhile, in Japan, candidates for the 2023 'New Words and Buzzwords Awards' were announced ahead of the year-end, and '10-en bread' was included among them. On the 2nd, NHK reported that the selection committee for the New Words and Buzzwords Awards chose 30 keywords that comprehensively represent Japan's social trends in 2023, including 10-en bread, which originated from Korea. The list includes keywords from various fields such as popular culture, sports, information technology (IT), and crime.

This content was produced with the assistance of AI translation services.