トントンマン
Recently, there has been a shift in consumer needs from so-called "goods consumption" to "experience consumption." In the past, in Japan, the value was placed on owning products, which was the dominant trend. However, as more people started to find value in purchasing, using, and experiencing products rather than owning them, consumption has also shifted towards experience consumption. According to the Ministry of Economy, Trade, and Industry, experience consumption refers to "consumption activities that focus on a series of experiences rather than purchasing products or enjoying individual functional services." Recently, there have been further developments such as "momentary consumption" and "emotional consumption" which refer to enjoying moments that can only be experienced at that particular time and place, or seeking emotional fulfillment.
In this context, I believe that a similar phenomenon may be happening in the world of restaurant reviews, such as on Tabelog. Tabelog is a platform where people who have visited restaurants share their honest opinions and reviews. While reviewing the food itself falls under the category of "goods consumption," as a one-dimensional perspective, with the diversification of people's values, users are looking for more than just that. Therefore, Tabelog should aim for a higher level, and perhaps refrain from restricting reviews too much (such as prohibiting unrelated comments) in order to cater to a wider range of needs.
On this particular day of teleworking, I decided to explore a hidden gem restaurant in my local area, located in Nishi-Koyama. This Okinawan cuisine restaurant offers a unique twist on traditional Okinawan dishes, with its main focus being on the "Pork Tamago Rice Burger," along with other surrounding menu items. The restaurant is located about 50 meters down the road from the popular yakitori restaurant "Ginya" in the arcade shopping street near Nishi-Koyama Station. In the past, there was another restaurant in this location that specialized in meat dishes, but it closed due to the COVID-19 pandemic. The current restaurant opened in October 2021, and I had heard about it through word of mouth. As I entered, I noticed the order counter and cashier on the left-hand side, where you place your order and pay before being seated. The interior was cozy, with high chairs at the counter and a few waiting chairs for takeout customers. The menu featured several variations of the Pork Tamago Rice Burger, as well as rice bowls for dine-in customers.