ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print

Thais seek to re-create the 'real Japan'

Love affair with Japanese culture intensifies amid thirst for authenticity

Serving up kawaii: Employees at Maidreamin, a maid cafe in Bangkok, show off their cat pose. (Photo by Yukako Ono)

BANGKOK -- When Bangkok's iconic Japanese department store Isetan closed its doors in late August, some observers were puzzled. Thais have a well-known passion for Japan, so why didn't Isetan's business go well?

The answer is simple: Thailand's honeymoon with all things Japanese has moved on to a new stage. From a rustic hot spring ryokan (Japanese-style inn) to sushi omakase (chef's choice) restaurants headed by a Thai chef, Japanese culture in Thailand is becoming more authentic and accessible. The days when Japan could only be consumed in a department store are long gone. Thai consumers seem to know and love Japan more than ever.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more