What is Izakaya and why is it so popular?

Have you ever heard of Izakaya（居酒屋）? It refers to a casual restaurant or bar where people gather to enjoy alcohol, food, and nibbles. We see Izakaya downtown, in business and entertainment districts, marked with red paper lanterns. For business people after work, or college students after class, people flow into Izakaya establishments to gather and unwind. I am almost certain that every Japanese adult has enjoyed Izakaya at some point in their life. Why Izakaya is so popular?

Large varieties of alcohol and food

Izakaya menu is centered around enjoying alcohol. Although Edamame (boiled green soybean), Sashimi (raw thin fish fillet) and Karaage (Japanese fried chicken) are popular classics, each restaurant and region has characteristic specialties. One of the features of Izakaya is a course of dishes that pairs with “all-you-can-drink”. Customers can enjoy a course of dishes including an appetizer, main dish, side, and dessert, and unlimited alcohol drinks from a specific menu range. To avoid excessive drinking and food loss, the restaurants have a “one glass at a time” policy; customers can order free refills of their drinks in exchange for their empty glass.

[Recipe] Karaage (Japanese deep-fried chicken)

A comfortable and relaxed atmosphere

Izakaya is a place where you can come as you are – there is no dress code. The atmosphere is lively, and is one of the best places to spend time with your company.

Affordability

Many people are attracted to Izakaya because it is affordable. Nibbles are usually plated in small portions, to allow patrons to enjoy the variety the menu has to offer, without spending too much money.

Experience of food culture

The local atmosphere of Izakaya is well received by people who have traveled from abroad. They can enjoy Japanese food culture and the atmosphere of a local restaurant at reasonable prices. Can’t speak Japanese? No worries. Most chain Izakaya restaurants have introduced multi-lingual tablet devices for ordering.

Izakaya at an unexpected location – Izakaya abroad.

It has been a while since sushi and ramen became popular worldwide. The next potential trend is actually Izakaya! It is spreading throughout the downtowns of New York and San Francisco as a space to experience foreign culture, and also in Asia as a variation of Japanese restaurants.

I encountered Izakaya unexpectedly while talking with my team member in Thailand. He said that he visited a “new-style Izakaya”. After asking questions, I realized he was referring to a very classic style concept in Japan, “Zashiki ”（座敷）; the room was covered with Japanese traditional tatami mats, and requires people to take off their shoes. He described his first experience in an Izakaya as very social and great fun. The people mixed around the room as the room didn’t have any chairs. I never expected to be talking about the classic Zashiki style restaurant with people from Thailand, and felt proud of how Japanese culture had brought such a fun experience abroad.

TREHA^® - a secret ingredient behind Izakaya scenes.

Many Izakaya face challenges with food quality loss after serving. Customers are frequently absorbed in conversation, or away from their seats to socialize with others. Although people try to consume their meal while fresh, their aim is not always achieved as Izakaya is a casual place meant for socialization.

TREHA^® tackles the challenges with maintaining freshness, without changing the taste of food. It can be used as a basic seasoning along with salt and pepper. With its high water retention ability and low sweetness, TREHA^® contributes to:

• Maintaining the juiciness of fried chicken after serving.

• Keeping a leafy salad crisp and fresh.

• Maintaining the soft texture and quality of cooked rice.

I would like to introduce one of my favorite dishes at Izakayas: "Dashimaki Tamago". This delightful Japanese rolled omelette is a staple in many Izakayas. By adding 3% TREHA^® to the eggs, the texture remains soft and workable, making it easy to roll. This addition also ensures a moist and fine texture, resulting in a beautifully presented dish.

Click to download the TREHA^® usage chart to get you stared!
[Download] TREHA^® Usage Chart

Dashimaki Tamago（だし巻き卵；Japanese Rolled Omelette）

Team TREHA^® is a group of professionals for providing solutions to the food industry. Moreover, team TREHA^® can help to address more complicated issues such as:

• Quick-serve menu development, such as dessert that doesn’t require defrosting.

• Product development of packaged food, for take-out purposes.

Please feel free to contact us for further information or assistance.

Did you find this blog interesting?

Please share it with your friends in the food service industry.
We regularly update the blog about the food culture of Japan, where TREHA^® was discovered for culinary applications.
Click here and send us a message to subscribe.
Or hit us up on Instagram @trehalose_sensei!

You might also be interested in:

• A flavorful sake for autumn, Hiyaoroshi by Mari Gau, certified sake sommelier

• Tips for defrosting while keeping quality (Interviewee: Prof. Toru Suzuki, an authority on the phenomenon of freezing)

• Exclusive interview with Chef Kunikazu Shimomura (MOTOMACHI SHIMOMURA, a MICHELIN Plate Japanese cuisine restaurant in Yokohama.)

• Dashi soup stock – the foundation of Japanese cuisine