Wasabi exports grow as Japan cuisine gains fans overseas

Wasabi food makers tweak spiciness and products for foreign tastes

20240229 sushi

As wasabi gains popularity overseas, new products, such as wasabi-flavored snacks and mayonnaise, are being launched targeting foreign lovers of the spicy condiment. © Reuters

JUNPEI KINEFUCHI, Nikkei staff writer

TOKYO -- Japan's exports of wasabi are rising as the growing ranks of foreign foodies embrace the unique taste and flavor of this pungent plant, a distinctive hallmark of the nation's cuisine and one that instantly clears sinuses.

With the rising popularity of Japanese cuisine overseas and more inbound tourists, wasabi -- with its sharp sting that hits the nasal passages more than the tongue and bright, herbal flavor -- is gaining new fans in the West and other parts of Asia.

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