In Japan, this breakfast staple is a coronavirus dieting trend for those gaining weight as they work from home.
Now a COVID-19 trend, oatmeal first gained popularity in Japan a decade ago, when the market for cereals like granola and oatmeal began to expand. For years, granola was the star of the show, outshining other new cereal options, but oatmeal has found a new demographic. Health-conscious buyers have begun to take note of oatmeal's nutritional qualities, and convenient shelf life, and sales have gone up as consumers buy more of the easy breakfast basic for everyday use, and even to stock up in case of disaster.
For many in Japan, COVID-19 has meant an explosion in work-from-home days, just like we've seen in many parts of the world. Of course, all this work-from-home means an increasingly sedentary lifestyle, and all-too-convenient access to whatever snacks might be laying around in the kitchen. The trend of COVID-19 weight gain has sparked renewed and increased interest in the ever-popular topic of diet and weight loss on Japanese social media, and that means that popular health foods like oatmeal are on people's minds.
This new popularity has brought more oatmeal options to shelves, with new products being launched all the time. Not only have more and more brands of oatmeal popped up in grocery stores, including American favorites like Quaker Oats, but cereal maker Kellogg's has even released its own brand of oatmeal in Japan―a world first. Unsurprisingly, the land of cup noodles has quickly caught on to the trend of instant cup-oatmeal, which came onto the market in March 2021. The cups are popular as breakfasts and snacks for office workers now working from home, but for many Japanese people who have never tried oatmeal in their lives, the little cups seem to promise an easy way to experiment with the trendy new food.
Oatmeal isn't the only oat-based product that has seen an uptick in interest since the start of the COVID-19 pandemic. While soymilk has a long history in Japan, and almond milk has become its own trend among the health-conscious over the past few years, oat milk has become the third plant-based "milk" to build a notable presence on grocery-store shelves.
Along the same lines as oatmeal, oat milks like this new brand launched by Coca Cola promise a healthy milk alternative for anyone feeling the sin of sloth a little too acutely, and Coca Cola has even decorated the cartons with a smiling, oat-milk-drinking sloth mascot. The products are marketed in part to those working from home, advertising zero-cholesterol, high-fiber, and various other health benefits.
オートミールで #アジアごはん
・ヤムカイダーオ🍳
・具沢山ベジトムヤムスープ
タイの揚げ目玉焼きサラダです!
カリカリの目玉焼きを生野菜や酸味がクセになるピリ辛ドレッシングで和えて頂きます🙏🏻
あーー幸せ😭#オートミール pic.twitter.com/BeEqNVC22W— スーさん (@susuinnyc) April 30, 2021
With the new products comes new gastronomic inspiration, and with so many people around the world using their time at home to learn to cook and experiment with new recipes, the oat-based ingredients have made for some interesting new discoveries in Japan. Forget the cinnamon-sugar oatmeal and fruit-filled overnight oats found on American breakfast tables, and instead, try this Thai-inspired Japanese oatmeal topped with fried eggs and vegetables in a Thai-style dressing! Japanese home-cooks have reimagined this basic breakfast as a new health-food ingredient, and a quick search on social media now turns up pictures of everything from Chinese-style chicken porridge oatmeal to oatmeal miso soup, and even little baked oatmeal balls topped with sesame seeds for snack time. It's a whole new world of oatmeal in Japan!
To see some of this fantastic oatmeal creativity for yourself, just check the #オートミール (oatmeal) hashtag on Twitter or Instagram! For more info and updates from Japan, check Japankuru for new articles, and don't forget to follow us on Twitter, Instagram, and Facebook!
Details
NAME:Oatmeal in Japan
PROFILE
The latest news from Japan - learn what's new in the land of the rising sun, from an international group right on the scene.
COMMENT
FEATURED MEDIA
VIEW MORESee Kyoto Clearly With Your New Glasses #japankuru #kyoto #jins #교토여행 #진즈 #京都 #교토수족관 #가모가와 #kamogawa #kyotoaquarium
A Very Special Trip on the Ferry Sunflower #japankuru #ferrysunflower #hokkaidotrip #japanexperience #japantrip #girlstrip #oarai #tomakomai #北海道 #北海道旅行 #茨城 #홋가이도 #일본선박여행 #토마코마이 #이바라키 #북해도 #페리여행 #여행에미치다 #여자끼리 #日本渡輪 #sunflower號 #坐船旅行 #日本女子旅 #日本體驗
Japanese Makeup Shopping • A Trip to Kamakura & Enoshima With Canmake’s Cool-Toned Summer Makeup #pr #canmake #enoshima #enoden #에노시마 #캔메이크 #japanesemakeup #japanesecosmetics
⚔️The Robot Restaurant is gone, but the Samurai Restaurant is here to take its place. Check it out, and don't forget your coupon! 🍣신주쿠의 명소 로봇 레스토랑이 사무라이 레스토랑으로 부활! 절찬 쿠폰 발급중 💃18歲以上才能入場的歌舞秀,和你想的不一樣!拿好優惠券去看看~ #tokyo #shinjuku #samurairestaurant #robotrestaurant #tokyotrip #도쿄여행 #신주쿠 #사무라이레스토랑 #이색체험 #할인이벤트 #歌舞伎町 #東京景點 #武士餐廳 #日本表演 #日本文化體驗 #japankuru #japantrip #japantravel #japanlovers #japan_of_insta
Japanese appliance & electronics shopping with our KOJIMA x BicCamera coupon! 用JAPANKURU的KOJIMA x BicCamera優惠券買這些正好❤️ 코지마 x 빅 카메라 쿠폰으로 일본 가전 제품 쇼핑하기 #pr #japankuru #japanshopping #kojima #biccamera #japaneseskincare #yaman #dji #osmopocket3 #skincaredevice #日本購物 #美容儀 #相機 #雅萌 #日本家電 #일본여행 #면세 #여행꿀팁 #일본쇼핑리스트 #쿠폰 #일본쇼핑 #일본브랜드 #할인 #코지마 #빅카메라 #japankurucoupon
Odaiba's DiverCity Tokyo Plaza is home to the famous real-size 20m-tall Unicorn Gundam, and the popular shopping center has even more Gundam on the inside! Check out the Gundam Base Tokyo on the 7th floor for shelves upon shelves of Gunpla, and the Gundam Base Tokyo Annex on the 2nd floor for cool anime merchandise. Both shops have tons of limited-edition items! #pr #odaiba #tokyo #tokyotrip #japantrip #japantravel #PR #divercity #divercitytokyoplaza #tokyoshopping #gundam #unicorngundam #gundambasetokyo #anime #otaku #gunpla #japankuru #오다이바 #다이바시티도쿄 #오다이바건담 #건담 #일본건담 #건프라 #건담베이스도쿄