Chapter 1: The Birth of Ochoko-Don

In the vibrant streets of Shibuya, Japan, a fresh culinary trend has emerged: "Ochoko-Don." This innovative style features traditional rice dishes served in elegant sake cup-sized bowls. The visually appealing presentation quickly captured the attention of social media users, leading to a surge of variations within just a year of its debut.

The appeal of Ochoko-Don lies in its free-spirited approach to ingredients, coupled with the meticulous artistry characteristic of Japanese cuisine. Younger diners are particularly drawn to the variety of flavors encapsulated in these delightful small bowls, which can include ingredients such as eel, sweet shrimp, duck, snapper, and pork. For instance, the "Gion Kankanderirei" restaurant in Kyoto has been offering a "Small Bowl Don Lunch Set" since June. University student Wunai Cai-Cai, who stumbled upon this dish on Instagram, remarked, "Even with eight bowls, the portions are just right." Each bowl contains about 30 grams of rice, nearly double the amount typically found in a standard sushi serving.

Matsura Kojiro, the owner of the restaurant, proudly highlights the unique local ingredients of Kyoto, such as yuba (tofu skin) and conger eel. "Enhancing it with mackerel soup brings out the rich flavors of Kyoto," he explains.

This creative idea, which took off in the summer of 2022, was developed by the Kobe-based Kaya Group, who opened their flagship restaurant, "TOKYO FISHERMAN'S WHARF Fish Show," in Shibuya. According to Koyama Yu, the president of Kaya, the concept came about unexpectedly. "We were looking for ways to increase lunchtime traffic when an intern suggested a dish that was both small and Instagram-friendly." The use of sake cups as serving dishes felt like a natural choice. "The notion of offering a variety of small portions really resonated with younger diners," Yu elaborates. When asked how this differs from traditional sushi, Yu clarifies, "That's exactly why we named it Ochoko-Don. It’s a donburi, but in a miniature form."

Following Kaya's success, many restaurateurs expressed interest in this approximately 3,000-yen lunch option. However, Yu recognized that replicating this success outside of Tokyo could be challenging. As a result, they focused on utilizing local ingredients to maintain cost-effectiveness. This strategy has led to fruitful collaborations, such as the one with "Gion Kankanderirei" in Kyoto and a recent adaptation in Nagasaki featuring local beef and seaweed.

The Ochoko-Don concept continues to evolve, with establishments in Ikebukuro now offering lunch sets that include up to nine different cups. "Being able to enjoy a variety of exquisite dishes at a reasonable price with family is truly wonderful," shared recent high school graduate Igarashi Koi.

Chef Takahashi Katsuhiro draws comparisons to a previous trend in the sushi scene—the concept of small servings known as "spoon sushi." Regardless of the format, whether it's Ochoko-Don or spoon sushi, the core principle remains centered on fresh ingredients and artistic presentation.

The "spoon sushi" trend was introduced by Osaka chef Sekimi Shinji in 2015. Initially inspired by French appetizers, he started by placing caviar on a spoon, later incorporating a small amount of sushi rice. Balancing aesthetics with practicality was a significant challenge, he recalls.

Once, extravagant dishes ruled the culinary landscape, but today's trends shift towards smaller, more refined, and diverse servings. This evolution may reflect the younger generation's pursuit of value in both time and money.

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