Omakase Boom in Thailand

From Sushi to Cocktails : The Evolution of Omakase in Thailand

In recent years, “OMAKASE” (おまかせ) has been rapidly getting popular in Thailand, and was featured along with our bar (Salon du japonisant) in a Japanese economic newspaper. This article explains the booming “omakase” culture in Thailand. 

The term “Omakase” as it is in Japanese has spread, especially in Sushi and Kaiseki restaurants, and has been used in many restaurants. Omakase” refers to a style of dining in which diners leave the food selection to the chef and enjoy the food being prepared right in front of them at the counter. This boom is not limited to sushi and kaiseki, but extends to desserts, coffee, and cocktails.

”Background of the Omakase Boom”　With Covit-19 restricting international travel, Thailand’s rich are increasingly seeking high quality dining experiences in the domestic market. The charm of omakase is that you can enjoy a special experience as customer enjoy watching the chef prepare your meal right in front of customer. Examples of omakase in Thailand and its spread include the following

”Examples of Omakase”　 Kyo bar: A high-end dessert store in Bangkok that serves ice plant-based sweets in an omakase style. The conversation with the chef and his explanations of the dishes is a popular point of enjoyment.

HARIO cafe Bangkok：A coffee shop by HARIO, offering 1500b omakase. Recipes using HARIO products are introduced, linking café use with product sales.

Oranuch Bangkok：This Thai restaurant serves a dish called “Khao Chae” in an omakase style. The appeal of this dish is that it offers a new way to enjoy traditional Thai cuisine.

salon du japonisant：Cocktails made with sake are served omakase style at a bar in Bangkok. You can enjoy original cocktails individually customized to taste.

• Eating out culture factors: Eating out is common in Thailand, and because eating out is cheaper and easier than cooking at home, omakase is accepted as a fresh and attractive experience.
• Increase in the middle income class: As the economy grows, the percentage of middle-income and high-income groups is increasing, expanding the population that can enjoy high-priced omakase cuisine.
• Impact of social networking: With Thai people spending more time on social networking services, there is a growing culture of showing off special experiences by sharing omakase experiences on social networking services.

The omakase boom in Thailand can be considered to be due to a combination of factors such as the restaurant culture, the growing middle class, and the spread of social networking services. The experience of “peace of mind about the ingredients” has attracted rich Thai customers and has become a special dining experience because of the direct interaction with the chef, the preparation of the dishes in front of their eyes, and the detailed explanation of the type of fish and the sourcing of the ingredients.

“The Future of Omakase”

While omakase is becoming more popular in Thailand, the depreciation of the yen has made it even more popular for Thai tourists to experience authentic omakase in Japan. There is also the possibility of creating new omakase experiences that combine Thai and Japanese food culture. For example, Japanese cuisine using traditional Thai ingredients or Thai cuisine using Japanese cooking techniques could be considered. If these new efforts are successful, Thailand’s omakase boom will spread wider.

The omakase boom in Thailand is a result of a combination of factors, including the strength of the dining-out culture, the growth of the middle class, and the influence of social networking services. Direct interaction with the chef and a reliable understanding of the ingredients are key factors appealing to the rich and wealthy people in Thailand, making it a special dining experience. This boom will continue and develop further in the future. The fusion of the Japanese food culture and the Japanese food culture has the potential to create a new omakase experience. (Mr. Bacchus)