Omakase (お任せ): Identity and Japanese Food Culture in Thailand

Abstract

This research aims to investigate the historical development, identity, and cultural aspects of Japanese omakase cuisine in Thailand. Employing a qualitative research methodology, data were collected through document analysis and interviews. The study utilized purposive sampling, comprising 7 culinary experts and 8 Japanese consumers from 4 regions of Thailand. The collected data were subjected to content analysis. The findings reveal that the genesis of omakase in Thailand can be traced to premium Japanese restaurants, with Fillets in Bangkok claiming to be the pioneer as the first standalone omakase establishment, which has maintained consistent popularity. Subsequently, the concept has evolved to encompass diverse formats, increasing accessibility to a broader consumer base. The identity and culture of omakase in Thailand can be categorized into two main groups: 1) Authentic, which adheres to preserving the distinctive Edomae-style flavors, and 2) Fusion, which introduces innovation using international ingredients or contemporary culinary techniques, reflecting the adaptation of Japanese culinary culture within Thai society. This study, therefore, contributes significantly to the body of knowledge regarding Japanese culinary identity and provides guidance for Japanese restaurant entrepreneurs in developing marketing strategies within the context of cultural diversity.