Japanese Restaurant Market in Italy: Market Trends, Opportunities, and Challenges
Part 1: Market Trends and Insights : Growth and Popularity in Recent Years
Japanese cuisine in Italy has experienced remarkable growth over the past five years. New restaurant openings serving Asian cuisines (including Japanese) have outpaced even Italy’s beloved pizzerias – between late 2022 and 2023, about 17% of new restaurants were “oriental” compared to 15% pizzerias, second only to Italian cuisine itself. In fact, Japanese food has gone mainstream: sushi is now one of the most popular “ethnic” foods in Italy, sold not just in restaurants but even in supermarkets. Around 43% of Italian consumers have purchased sushi at least once from a store, and surveys indicate about 96% of Italians are willing to eat sushi, with 28% saying they’d enjoy eating it every day. This represents a dramatic shift for a country where eating raw fish was once met with reluctance.
Such growth is visible in everyday life across Italy. There are Japanese or other Asian restaurants in at least 250 cities, and major urban centers have dozens: for example, Milan has over 140 Asian restaurants, and Rome about 127. This proliferation includes everything from casual take-out sushi shops to upscale dining venues. Industry reports confirm the boom: the Japanese restaurant sector in Europe was valued around $3.8 billion in 2024 and is projected to grow steadily (~3.2% CAGR to 2032), driven by the rising popularity of sushi and Japanese cuisine’s healthy image. Within Italy’s broader ethnic food market (worth about $2.0 billion in 2024), Japanese is one of the leading segments (with Chinese cuisine currently the largest). All signs point to sustained growth as Italian consumers continue to embrace Japanese flavors.
Diversification of Japanese Cuisine Types
Another notable trend is the evolution and diversification of Japanese cuisine in Italy. Initially, sushi was the flagship of Japanese food abroad, and it still dominates – from nigiri and maki rolls to the ubiquitous all-you-can-eat sushi joints. However, Italians are now exploring beyond sushi. In recent years, ramen bars have popped up in big cities, serving authentic tonkotsu and miso ramen to crowds of noodle-slurping locals. Izakaya-style eateries offering Japanese small plates and sake are emerging, and omakase dining has made inroads into Italy’s culinary scene. For example, exclusive sushi counters like IYO Omakase in Milan and MOI Omakase in Prato deliver the traditional Japanese “chef’s choice” experience to Italian diners, with master chefs preparing intricate bite-sized courses right in front of guests. These premium omakase venues (often just 8–10 seats) indicate a demand for highly authentic and “experiential” Japanese dining among discerning clientele.
Traditional washoku (Japanese home-style cooking) and regional specialties are also gaining a foothold. Dishes such as takoyaki (octopus fritters), okonomiyaki (savory pancakes), and yakitori are appearing at festivals and specialty restaurants. Meanwhile, creative fusion is thriving: some chefs combine Japanese techniques with Italian ingredients, creating unique cross-over menus. Overall, the Japanese restaurant landscape in Italy has expanded from primarily sushi restaurants a decade ago to a rich variety of concepts – sushi takeaways, conveyor-belt sushi bars, high-end kaiseki, ramen shops, teppanyaki grills, matcha dessert cafés, and more. This diversification caters to a broad spectrum of consumer preferences, whether they seek quick, affordable bites or immersive upscale dining.
Consumer Acceptance and Preferences
Italian consumers have largely overcome the initial hesitation they once had toward raw fish and unfamiliar flavors. Sushi’s success in Italy is unprecedented, especially considering Italians traditionally shunned raw seafood. Social norms and trends have played a big role – sushi became fashionable, a cuisine associated with cosmopolitan taste and healthy living. As friends and social media influencers embraced sushi, more Italians were willing to give it a try, leading to a positive feedback loop of acceptance. Today, sushi is seen as a chic yet accessible option, equally suitable for a quick lunch or a dinner out.
Quality and food safety are crucial drivers of this acceptance. Italian consumers pay great attention to ingredient freshness (a bad piece of fish can turn people off sushi fast). Supermarkets that introduced sushi counters (with chefs preparing fresh sushi on-site) found success by emphasizing visual freshness and hygiene, which boosted consumer trust in sushi quality. Health is another factor: Japanese cuisine is perceived as lighter and healthier than many other dining choices, given its reliance on fish, rice, and vegetables. A recent study points out that health consciousness and the desire for omega-3-rich seafood have drawn Italians toward Japanese food. Even beyond sushi, dishes like seaweed salads, edamame, and tofu appeal to health-oriented customers.
That said, some localization of flavors has occurred. Many Italians prefer sushi rolls with familiar ingredients (salmon is favored over more traditional tuna or exotic seafood). Creative rolls with cheese or fried ingredients (not typical in Japan) have been devised to suit local palates. But overall, consumer surveys show very high satisfaction with Japanese food quality in Italy. Roughly 80%+ of Italian consumers report being happy with the Japanese food they purchase, an indication that what’s on offer matches Italian tastes. With such widespread acceptance – from Milanese businesspeople grabbing poke bowls, to families in small towns trying sushi for the first time – Japanese cuisine has firmly established itself in the Italian diet.
Pricing: Casual vs. Fine Dining
In Italy, Japanese restaurants span the full range of price points, from budget-friendly to ultra-luxury. At the casual end, the dominant model in recent years has been the “All You Can Eat” (AYCE) sushi restaurant, usually run on a fixed price menu. These eateries offer endless plates of sushi, sashimi, and cooked Japanese-Chinese fusion dishes for a flat fee – often around €20–€25 per person for dinner (and even less at lunch). It’s common in Rome or Milan to find AYCE sushi at ~€20 that, while perhaps not Michelin quality, is considered good value by local diners. This affordability has made casual sushi nights a regular option for students and families. Many of these establishments are large, high-volume operations that keep prices low via scale (and sometimes by using lower-cost ingredients or frozen fish). The AYCE format’s popularity cannot be overstated – it introduced a whole generation of Italians to sushi in an accessible way.
On the other end of the spectrum, fine dining Japanese restaurants in Italy charge premium prices comparable to high-end Italian or French restaurants. For instance, at IYO in Milan – the first Japanese restaurant in Italy to earn a Michelin star – an average à la carte meal costs about €80 per person (excluding wine), and a tasting menu runs around €110. Other upscale Japanese fusion restaurants in major cities easily charge €100+ per person for multi-course dinners. Omakase experiences typically start at around €150–€200 per guest for an extended sushi course prepared by a master chef. These luxury prices position Japanese fine dining as special-occasion experiences, emphasizing top-quality imported fish (like toro tuna or uni), Wagyu beef, and sophisticated techniques.
Between these extremes lies a middle tier: mid-priced Japanese eateries and chains where one might spend €30–€50 per person for a more standard sushi dinner or a bowl of ramen plus sides. For example, a popular casual sushi bistro may price a sushi set at €18 and a ramen bowl at €12, attracting young professionals. There are also fusion chains like Temakinho (known for Brazilian-Japanese hand rolls and cocktails) which fall in the mid-range pricing and are often packed with patrons.
In summary, Japanese dining in Italy is bifurcated: one can either spend very little (and enjoy decent, if not exceptional, sushi in unlimited quantities) or splurge on a high-end gastronomic journey. This pricing polarization reflects both the democratization of sushi and the emergence of elite Japanese dining. Importantly, it shows there is market demand at both ends – value-driven and luxury – providing opportunities for different restaurant concepts.
Notable Japanese Restaurants in Italy (Michelin-Starred and Popular Spots)
Japan’s culinary presence in Italy is highlighted by a few standout restaurants that have earned critical acclaim. Michelin-starred Japanese restaurants in Italy remain rare but prestigious. Milan is home to IYO, which in 2014 became the first Japanese restaurant in the country to receive a Michelin star. IYO’s success (serving ~130 guests a day at high prices) demonstrated that authentic Japanese cuisine with innovative touches can earn Italy’s highest culinary honors. In Rome, Bistrot 64 made waves as a Michelin-starred establishment led by Japanese chef Kotaro Noda, who blends Japanese precision with Italian cuisine traditions. Chef Noda’s Michelin star in Rome is a testament to how Japanese chefs can excel in Italy by marrying the two food cultures. Another name in Milan is Ichikawa, run by Chef Haruo Ichikawa – the very chef who earned IYO its star. At his own restaurant Ichikawa (although more informal), he continues to deliver top-notch Japanese dishes and is highly regarded by inspectors. These examples show that Japanese restaurants can compete at the fine-dining level in Italy’s culinary scene.
Beyond the Michelin Guide, there are numerous popular Japanese restaurants that thrive without a star. Often, these are beloved by locals and have a loyal following. In Milan, one famous spot is Poporoya, a tiny sushi bar and shop opened in 1989 by Minoru “Shiro” Hirasawa – the pioneer of sushi in Milan. When Poporoya first started, most of its patrons were Japanese expats because Italians were not yet accustomed to raw fish; but thanks to Shiro’s passion and efforts to introduce authentic sushi in a friendly way, today the restaurant is filled with Italian guests and always busy. Poporoya’s longevity and popularity (often with a line out the door) demonstrate how authenticity and affordability (it’s known for reasonable prices) can build an enduring fan base.
Another category of popular Japanese eateries are the “izakaya” style informal restaurants and ramen shops. For instance, Casa Ramen in Milan (though run by an Italian chef) became an instant hit for its faithful recreation of Japanese ramen, indicating demand for this comfort food. In Rome, Zuma (an outpost of the international contemporary Japanese chain) draws celebrities and young elites for its stylish atmosphere and high-quality sushi – despite not having a Michelin star, it’s perennially fully booked. Then there are countless neighborhood sushi spots and conveyor-belt sushi joints where quality is reliable and prices moderate; many have Japanese or Asian chefs ensuring a good standard.
It’s also worth noting the phenomenon of Chinese-owned Japanese restaurants, which are extremely common in Italy and quite popular. As an Il Fatto Alimentare report highlighted, in cities like Milan one can find “Japanese restaurants run by Chinese” alongside those run by Japanese, and the cuisine offered is often similar. Some of these Chinese-run sushi establishments (e.g., various AYCE chains) have become local favorites for a casual meal. While they may not offer the refinement of Michelin-starred venues, they significantly contributed to making Japanese food accessible across Italy. The coexistence of authentic Japanese-run places and non-Japanese-run Asian eateries forms a rich tapestry of options, each successful in its own niche.
Emerging Consumer Trends
Italian consumers’ tastes are continually evolving, giving rise to new trends in the Japanese dining sector. One clear trend is a growing demand for healthy, high-quality ingredients. Japanese cuisine’s reputation as a light and balanced diet is boosting its appeal among health-conscious diners. Dishes like poke bowls (originally Hawaiian-Japanese fusion) and sashimi salads are trendy lunchtime choices in cities, aligning with the desire for omega-3-rich, protein-heavy meals that are seen as healthier than pasta or pizza. Restaurants are responding by highlighting sustainability and quality – for example, sourcing high-grade fish and emphasizing “traceability” (knowing exactly where the seafood comes from) to assure customers of freshness and safety. According to research, concerns like traceability and natural ingredients do affect Italians’ consumption of sushi. In response, some upscale sushi bars now import fish from Japan or use locally farmed bio fish, and they proudly inform customers about it.
Another trend is the pursuit of “premium experiences”. As Japanese cuisine becomes well known, seasoned diners seek out more authentic and immersive experiences. This drives the popularity of omakase counters, kaiseki tasting menus, and chef’s table events. Restaurants offering an exclusive atmosphere – such as an 8-seat sushi counter with a master slicing fish artfully – are tapping into consumers’ willingness to pay for unique experiences rather than just food. Similarly, pairing dinners featuring Japanese whisky or sake are on the rise, as patrons show interest in the beverage side of Japanese gastronomy. Sake in particular has seen increased import and acceptance; after the EU-Japan trade agreement lowered tariffs, premium sales have become more available, and some restaurants employ sake sommeliers to enhance the dining experience.
On the mass-market side, convenience and innovation are key trends. Delivery and takeaway of sushi have grown, especially accelerated by the pandemic years. Many Japanese eateries in Italy now offer online ordering and delivery, packaging sushi and ramen for home dining. Fusion creations also continue to emerge to keep menus exciting – think sushi burritos, matcha-infused pastries at cafes, or the melding of Japanese flavors with Mediterranean ingredients (like yuzu citrus on Italian seafood).
Consumer expectations around service are also evolving; younger Italians, having been exposed to Japanese pop culture and possibly having traveled to Japan, appreciate touches of Japanese hospitality (such as the warm irasshaimase greeting or the hot towel before a meal). Restaurants that train staff to include these elements of omotenashi (hospitality) may find a receptive audience.
In summary, emerging trends in this market include a tilt toward health and quality, a willingness to spend on premium authentic experiences, and an appreciation for innovation and convenience. Japanese restaurant owners who stay attuned to these trends – for example, by offering vegetarian sushi options for the health-conscious, or by hosting special omakase nights – can capture the growing segments of the market.
Cultural and Market Drivers
The flourishing of Japanese cuisine in Italy is underpinned by broader cultural and economic ties between the two nations. Travel and tourism have created mutual culinary curiosity: Italy has long been a top destination for Japanese tourists (nearly 1 million Japanese visitors traveled to Italy in 2017 alone), and many return home with an appreciation for Italian food and lifestyle. Conversely, Japan has become an increasingly popular destination for Italian travelers and chefs, leading to greater exposure to Japanese food culture. This exchange encourages Italian entrepreneurs to bring pieces of Japan back home, such as opening a ramen shop after tasting the real thing in Tokyo, or importing Japanese ingredients they discovered abroad.
There are also formal cultural exchanges and events that have raised Japanese cuisine’s profile. Annual Japan-themed fairs in cities like Turin and Milan celebrate Japanese art, products and food, drawing thousands of Italian attendees. Such events often feature tasting booths for ramen, sushi-making workshops, and sake samplings, further normalizing Japanese flavors in Italy. The popularity of Japanese media (anime, manga) among Italian youth indirectly boosts interest as well – for instance, fans of anime often become curious to try the ramen or dorayaki sweets they see on screen.
On the economic front, the EU-Japan Economic Partnership Agreement (EPA), implemented in 2019, gave a significant boost to food trade between Japan and Italy. In the first year after the EPA, Italian exports of food to Japan jumped 19%, and imports from Japan’s agri-food sector rose by 11%. This means Italian restaurants can more easily source authentic Japanese products – from soy sauce and miso to high-end Wagyu beef and artisanal sake – thanks to reduced tariffs and simplified trade. For Japanese restaurants in Italy, this trade tie is invaluable: it lowers costs and improves availability of key ingredients that lend authenticity. For example, importing Hokkaido scallops or real wasabi root is now more feasible than it was before, allowing top restaurants to differentiate their offerings.
Italy also has a vibrant Japanese immigrant and expatriate community (albeit smaller than other European countries), including many skilled chefs and food professionals. Organizations like the Association of Japanese Restaurant Owners in Italy help promote Japanese culinary standards and facilitate knowledge transfer. Japanese companies have invested in Italy’s food sector as well (for instance, the Japanese conglomerate that acquired a stake in the famous Eataly food halls, signaling confidence in cross-cultural food ventures). All these factors create an environment conducive to Japanese cuisine: strong curiosity, better ingredient supply, and supportive communities.
Finally, one cannot ignore the similarity in food ethos between Italy and Japan. Both cultures prize seasonal ingredients, regional specialties, and a balance of taste and aesthetics in cooking. Many Italians sense this kinship – as one Italian commentator on Japanese food noted, “although very different, Japanese cuisine shares with Italian cuisine a respect for simplicity and quality of ingredients”. This philosophical alignment makes Japanese food a natural fit for Italian palates in the long run, beyond just being a fad. It suggests that Japanese cuisine in Italy is not merely riding a trend but has the foundation to become a lasting part of Italy’s diverse gastronomic landscape.
Outlook and Opportunities
Given the trends and drivers discussed, the outlook for the Japanese restaurant market in Italy is decidedly positive. The market is growing steadily in size and revenue, and consumer enthusiasm remains high. Analysts foresee Japanese restaurants continuing to thrive, fueled by factors like increasing health awareness, ongoing urbanization (fast-paced lifestyles favor the quick yet wholesome meals Japanese food can offer), and even the rise of digital delivery platforms expanding reach. While challenges exist – such as rising competition and the need to maintain authenticity while catering to local tastes – the overall trajectory is one of expansion.
For investors and entrepreneurs, Italy offers fertile ground for Japanese dining concepts, from fast-casual to fine dining. The past five years have shown that an innovative idea (be it kaiten sushi conveyor belts, or a robata grill experience) can quickly gain traction if executed well. There are still untapped niches and secondary cities in Italy with less saturation where new Japanese eateries could thrive. Moreover, Italian consumers are increasingly seeking novel dining experiences, which clever restaurateurs can provide by leveraging Japan’s rich culinary repertoire (consider, for example, a regional Japanese izakaya focusing on Okinawan or Hokkaido cuisine – something not yet common in Italy).
The strong cultural ties and improved trade logistics mean setting up a Japanese restaurant in Italy is easier now than a decade ago. Whether one is a Japanese chef looking to bring authentic flavors abroad, or an Italian business owner partnering with Japanese talent, the resources and interests are aligned for success. Importantly, Japanese cuisine has proven it can achieve both popularity and prestige in Italy – winning casual diners and Michelin inspectors alike.
In conclusion, the Italian market has embraced Japanese cuisine as part of its evolving food scene. The combination of consumer demand, supportive cultural exchanges, and adaptability of offerings continues to drive growth. Investors are encouraged to explore opportunities in this space, as the Japanese restaurant sector in Italy still has “wide margins for growth,” with surveys even indicating a sizable chunk of Italians who wish they could eat sushi more often than they currently do. By staying attuned to market trends and maintaining high standards, new ventures can confidently ride the wave of Japan’s culinary rise in Italy.
(Encouragement:) For business owners and investors, now is an exciting time to get involved in Italy’s Japanese food boom. With careful planning and a passion for quality, you could be part of the next chapter of this cross-cultural success story.
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