[Special Feature] "Japan" Lives in Dubai - Explaining the forefront of Japanese cuisine, culture, and trends

Japanese food, anime, traditional culture... Japan is hot in Dubai. Bilateral trade between Japan and the UAE reached approximately $496 billion in 2024, with non-oil trade growing by more than 21%. But what's even more noteworthy than the figures is the fact that Japan is carving out a unique position in Dubai as a symbol of a high-quality lifestyle. Michelin-starred Japanese restaurants, pop culture events attracting nearly 4 people, and a quietly growing interest in traditional culture. It's not just the export of goods, but the values ​​that Japan embodies that are attracting the people of the UAE. This special feature follows the front lines of this trend.

Japan Shines in Dubai : The Power of Quality and Storytelling

Exports Double, Michelin Stars Earned: "Japanese Food = Premium" Takes Hold

Japan's presence in the UAE, particularly Dubai, is growing stronger than ever. Bilateral trade between Japan and the UAE reached approximately USD 49.6 billion in 2024 (UAE Ministry of Economy/Foreign Affairs), with non-oil trade recording over 21% year-on-year growth (The Fintech Times).

Japanese cuisine is leading this momentum. Japan's agri-food exports to the UAE have more than doubled over the past five years, reaching approximately JPY 8.8 billion in 2023 (JETRO/MAFF data). The Michelin Guide Dubai 2024 awarded stars to several Japanese restaurants. Zuma ranked 19th in MENA's 50 Best Restaurants, while one-starred Hōseki offers an exquisite omakase experience at its intimate 9-seat counter. In 2024, JETRO established a UAE export support platform to promote further expansion of Japanese food, including halal certification support.

Japanese pop culture has also made remarkable inroads. The Middle East Film & Comic Con (MEFCC), the region's largest pop culture event, attracted over 38,000 attendees in 2024, breaking all previous records. Thanks in part to Spacetoon, which has broadcast Japanese anime across the Arab world for years, affinity for Japan now spans all generations, from children to adults. Cosplay, anime, and gaming—content born in Japan has carved out a firm place in this region.

Interest in traditional culture is also taking root quietly but steadily. The Ohara School of Ikebana's UAE branch and calligraphers are active across the country, while tea ceremony and ikebana workshops draw enthusiastic crowds at various events. As exemplified by the UAE President receiving a tea house from the Urasenke school, the spirituality of "the Way"—the philosophy of continuous learning—resonates deeply with this nation's values.

Food, pop culture, and traditional arts. Behind Japan's recognition in the UAE lies a common thread: quality and storytelling. It is not simply the export of goods or content, but the values Japan embodies that are capturing the hearts of people in this land.

Michelin-Starred "Hoseki" Chef Sugiyama Speaks "My Commitment to Bringing Authentic Edomae Sushi to Dubai"

A chef carries on a sushi legacy dating back to the Edo period—8,000 kilometers from Japan, in a desert city. We spoke with Chef Masahiro Sugiyama of Hōseki at Bulgari Hotel Dubai about his mission to preserve and evolve Japanese food culture in a foreign land.

Bringing Sushi Tradition to Bloom in the Middle East

Hōseki is a Japanese restaurant located on the top floor of Bulgari Hotel Dubai, one of the city's most luxurious hotels. Behind the counter stands Chef Masahiro Sugiyama, a sixth-generation sushi chef from a historic Tokyo restaurant in Shintomicho, established in 1865 during the late Edo period.

When Sugiyama decided to move to Dubai in 2016, there were no authentic Edomae sushi restaurants in the city. His philosophy was clear: to recreate traditional Edomae techniques in Dubai. That means no California rolls, no salmon sashimi. Even the sushi rice is distinctive—seasoned only with aged rice vinegar and salt, without sugar. "When sugar hits your palate, the flavor becomes overwhelming. Without it, the sushi is easier to eat."

In Dubai, alcohol cannot be used in cooking. Yet sake and mirin are essential for many traditional preparations, such as nikiri sauce and sakurani (sweet-savory octopus). "Alcohol normally tenderizes the octopus, but I solved this through precise temperature control." By turning constraints into creativity, Sugiyama has developed techniques that maximize the natural flavors of ingredients. Today, Hōseki accommodates not only Islamic dietary laws but religious dietary restrictions of all kinds.

"Omakase" Takes Root in Dubai: Why Japanese Food Is So Popular

The omakase style, now common worldwide, was pioneered in Dubai by Hōseki. At the nine-seat counter, it may appear that every guest receives the same portion of shari (sushi rice)—but that's not the case. "I watch how many times they chew and their eating pace. The size looks the same, but I adjust the air inside and sometimes reduce the amount of rice." Nine guests, nine different approaches. "By the end of the meal, everyone feels equally satisfied." Sugiyama delivers the true essence of omakase by carefully managing everything, including timing.

His commitment to ingredients is equally uncompromising. Every night around 11 p.m., when the restaurant closes, Sugiyama connects online with wholesalers at Japanese fish markets. "I've learned to judge fresh fish just by looking at photos. The ingredients I use here are nearly identical to what I'd use in Japan."

Today, almost every five-star hotel in Dubai has a Japanese restaurant, including fusion concepts. When asked why Japanese food is so popular, Sugiyama replies: "I think it's mainly because there are many people here who love Japan. People from other countries respect Japanese craftsmanship and dedication. Our job isn't just to protect that respect—it's to earn even more." This mindset has contributed to the maturation of Japanese food culture in Dubai.

Hōseki (Bulgari Hotel Dubai)
Phone: +971-4-777-5433
Email: dine.dubai@bulgarihotels.com
Hours: Lunch Thu–Sun from 1:00 PM / Dinner Wed–Sun from 6:00 PM & 9:00 PM

"If we change the rice slightly, customers notice." "They ask about the fat content of the tuna."—No one feels the pulse of Dubai's Japanese food market more than the chefs on the ground. We spoke with the head chef of TOMO, an authentic Japanese restaurant, about where Japanese cuisine stands in the Middle East today.

The "Authentic" Taste That the Wealthy Seek

—Why do you think Japanese food is so popular in the UAE and Dubai?
Japanese food has long been seen as healthy, with a reputation for extremely high-quality ingredients. On top of that, interest in Japan itself has grown in recent years through anime and Japanese culture.

—What do Dubai's wealthy diners look for in Japanese food?
Above all, I think it's the quality and safety of ingredients. At TOMO, we focus on being authentic, so many of our guests have actually visited Japan or are seeking the real thing. I feel that many come here wanting "the same taste I had in Japan."

—Does the difference in Dubai's water affect the cooking?
Yes, significantly. Rice in particular is sensitive to water differences, and depending on conditions, the texture can change. In Japanese cuisine, water is an extremely important element.

—Do you feel that international diners' palates have become more refined?
From my experience on the floor, many customers in Dubai have a strong understanding and appreciation of Japanese food. For example, if we change the rice slightly, they notice. They ask about the fat marbling in toro. Sometimes they'll say, "The tuna is leaner this season," or "It's getting into the best season now."

—What kind of dishes do Arab customers prefer?
Dishes with bold flavors are popular—like wagyu yakiniku with sweet-savory sauce, or wagyu hobayaki grilled on magnolia leaves over miso. When I recommend these to international guests, they almost always love them.

—What do you think will be the next Japanese food trend?
In the broader category of "Japanese food," I personally feel that Japanese yoshoku— Western-style dishes adapted in Japan—is still not well known. Omurice, beef stew, gratin, Napolitan pasta. I think Japanese yoshoku could actually do quite well. Also, I think Japanese-style Chinese food from local neighborhood restaurants could become popular.

—What do you think about the idea that Japanese chefs can earn several times more by working overseas?
I don't think that's universally true. There are more and more non-Japanese chefs with sushi skills now, and just being Japanese and able to make sushi isn't enough anymore. I feel that real ability and experience are being tested more than ever.

—How do you plan to develop TOMO going forward?
Rather than taking a new direction, my first priority is to protect what Takahashi-san, the former head chef, built here. I want to carry on what he created and make it even better. For now, my focus is on satisfying the customers right in front of me.

TOMO (Raffles Dubai)
Phone: +971-4-357-7888
Email: info@tomo-dubai.com
Hours: Lunch daily 12:30–3:00 PM / Dinner daily 6:30 PM–12:00 AM

Japan Festival

The Dubai Japan Festival 2025 was held on December 6 at Jameel Arts Centre in Dubai, attracting over 9,000 visitors.
Under the theme "Water and Light—Cultures in Harmony," this year's festival was organized by the Japanese Association of Dubai and Northern Emirates. With support from the Consulate-General of Japan in Dubai, JNTO, and JETRO, a diverse program ran from 1:30 PM to 8:30 PM.

The main stage featured traditional Japanese culture, including Soran Bushi dance performed by students from the Japanese School of Dubai, kendo demonstrations, and sumo performances. Bon Odori dancing and a karaoke competition brought energy and excitement to the venue.

Around 20 food stalls offered Japanese cuisine. Cultural experiences such as tea ceremony, ikebana, and calligraphy proved popular, along with traditional festival games like goldfish scooping and target shooting. Long lines of children formed at the Nintendo Switch 2 demo booth and the Pokémon card game trial area.
As a major event symbolizing cultural exchange between Japan and the UAE, this year's festival was once again a great success.

Watching anime as a child can lead to learning Japanese and traveling to Japan as an adult. We spoke to a UAE-born cosplayer about the reality of anime and manga popularity in the Middle East.

"Demon Slayer," "JoJo," and "Ghibli": Japanese Pop Culture Is Booming in the UAE

—What inspired you to start cosplaying?
When I was 18 and obsessed with "Vampire Knight," I discovered that cosplay contests existed in the UAE. I saw it as an opportunity, entered one, and everything started from there. 　

—Why do you think people in the UAE are so drawn to Japanese anime and manga?
There's a shared experience of watching anime as children. I grew up watching "Ninja Senshi Tobikage," "Yu-Gi-Oh!," "Inuyasha," and "ONE PIECE." Once you finish an anime, you move on to manga, and a whole new world opens up. Japanese anime and manga are loved across generations—you can reread them 10 years later and still discover new lessons. I'm actually rereading "D.Gray-man" and "Rurouni Kenshin" right now.

"Almost Everyone Learns Japanese and Visits Japan"

—Are there many people who started learning Japanese or planning trips to Japan because of anime?
Almost everyone has started learning Japanese because of anime and has either already visited Japan or is planning to.

—Are there any trending anime titles or characters in the UAE?
I think the biggest trends in the UAE are "Demon Slayer" and "JoJo's Bizarre Adventure." "ONE PIECE" is also gaining popularity again. Since LOEWE released its "Howl's Moving Castle" collection, Studio Ghibli works have been rising in popularity too. With the Ghibli exhibition coming to Abu Dhabi next year, I expect that popularity to grow even more.

—Major events like Middle East Film & Comic Con (MEFCC) are growing every year. As a participant, how do you feel about the change in excitement?
As someone who has attended MEFCC since its first edition in 2012, I can say that the event gets more exciting for cosplayers every year. It's my main event each year, and I always save my latest cosplay for it.

The Accelerating Japanese Food Boom: 48 Years of History Prove Cultural Integration

Japanese restaurants across the UAE surged from 140 in 2014 to 510 in 2024—a 3.6-fold increase in just 10 years. This dramatic growth is not a passing trend, but evidence that Japanese food culture is becoming deeply rooted in Middle Eastern society.

From "Special Occasions" to "Everyday Life": A Polarizing Consumption Pattern

The role of Japanese food is fundamentally changing. Once reserved for anniversary dinners at upscale restaurants, Japanese cuisine is now making its way into home kitchens.

According to Shiro Ohkubo, CEO of Summit Trading, the UAE's largest Japanese food importer, the current trend is clearly polarized. In the fine dining segment, the omakase style has become widespread, with growing demand for premium ingredients like seasonal items and wagyu from specific regions. The number of Michelin-starred restaurants is increasing, and Japanese food has become a popular choice for special occasions.

Meanwhile, for home consumers, "easy-to-make Japanese food" such as frozen gyoza, gyoza wrappers, and instant ramen is experiencing rapid growth. Interestingly, Chinese and Southeast Asian residents are also purchasing Japanese-made gyoza wrappers. "They appreciate the quality—the wrappers don't tear easily and peel off one by one cleanly," says Ohkubo.

Cultural Factors and Infrastructure Driving Sustainable Growth

Several factors are driving this shift. First, the trust in Japanese brands built through automobiles and electronics has extended to food products. Second, the influence of anime and manga is significant. "More young people want to eat the ramen that the characters in 'Demon Slayer' are eating," Ohkubo explains. Third, health consciousness is rising. With approximately 50% of UAE adults either diabetic or pre-diabetic, interest in "healthy Japanese food" is expanding rapidly.

Supporting this demand is well-developed logistics infrastructure. Summit was founded 48 years ago as a catering service for Japanese workers in oil development. Today, the company imports over 30 containers per month and handles approximately 70% of all Japanese food imports in the UAE (according to company data). It owns its own warehouses, refrigeration and freezing facilities, and approximately 20 delivery trucks, covering all temperature ranges from minus 60 degrees Celsius to room temperature.

What the company has built is a "food cycle": experience it at a restaurant, enjoy it through delivery, purchase it via e-commerce, and finally recreate it at home. This cycle is embedding Japanese food deeply into the lives of people in the Middle East. Japanese food is now unmistakably transforming from "foreign cuisine" into "part of daily life."

Traditional Culture

Japan, Conveyed Through Flowers: The Cultural Power of Ohara School in Dubai

—Has Japanese culture shifted from being "something exotic" to "something that enriches daily life" for people in the UAE over the past decade?
I think it still leans slightly toward being seen as "exotic," but the number of people incorporating Japanese culture into their daily lives has grown dramatically. In recent years, visa requirements for UAE nationals traveling to Japan have been relaxed, leading more people to experience the culture firsthand and pursue their interests further.

—In fast-paced Dubai, how is ikebana perceived?
Many young Emiratis are ambitious and very busy, yet they truly enjoy their lesson time. Many say that the "stillness" and "ma" (sense of space) they experience while arranging flowers is a time that calms their mind.

—What joy do you find in watching students of different nationalities and backgrounds grow through ikebana? Do you also learn from them?
I have witnessed students grow from university students or young professionals into certified instructors. I have not only observed their growth but have also been nurtured through the process of teaching them. Each student has a different way of understanding, and every time, I learn something new myself.

—At receptions and other official events, do you sense an "underlying cultural power" where the presence of ikebana softens the atmosphere?
Absolutely. It conveys culture more powerfully than anything else. This applies not only to ikebana but also to calligraphy, traditional instruments, and even the kimono we wear. What people experience through sight and sound stays vividly in their hearts, and I believe this leads to respect and admiration for Japan as a nation.

Stillness Through Ink and Space: The Spirituality of Calligraphy Resonates in Dubai

—What joy do you find in expressing guests' names through calligraphy?
Arabic names always carry meaning, so I try to choose kanji characters that match their significance. In a conversation of less than three minutes, I hope guests feel that "someone truly saw me." If my work becomes a gift that represents "time spent thinking of you," that makes me happy.

—In digitalized Dubai, how do children react when they encounter brush and ink?
At first they're hesitant, but they quickly become absorbed. Unlike touching a screen, the weight of the brush, the scent of ink, and the feel of it spreading on paper stimulate all five senses. There is great educational potential here: concentration, self-expression, and the value that "mistakes can become beauty." Learning that values process over results is exactly what a digital society needs.

—How is the "spirituality" of calligraphy shared across religious and language barriers?
The UAE is diverse in religion and language, yet the sense of "stillness" and "prayer" is surprisingly universal. The spirituality of calligraphy is conveyed without words, through the breath of each stroke and the depth of empty space. It resonates naturally with the spirituality rooted in Islamic culture.

—Is Japan's image changing as you convey the deeper aspects of Japanese culture?
It is definitely changing. More people are asking, "Why do Japanese people value stillness?" and "Why do they find beauty in empty space?" I feel Japan is beginning to be recognized not just as a "cool country" but as a "profound country."