The world appears to be experiencing widespread Japanophilia.
According to the Japan National Tourism Organization (JNTO), almost 43 million tourists visited the country in 2025—the second straight year of record-breaking visitor numbers. Many people seem to adore all things Japanese, be it anime, bullet trains, spring blossoms, or sumo.
Among all of Japan’s cultural exports, however, food is perhaps the biggest draw. Much of the country’s cuisine is defined by umami, the savory “fifth taste” first identified by local scientist Kikunae Ikeda in 1908 but only more recently understood and appreciated in Western culinary culture.
While umami is naturally present in many foods, from mushrooms to tomatoes, a key ingredient in developing the flavor’s full depth in many Japanese dishes and drinks is koji.