[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 is growing in the UAE, centered around Dubai. Bilateral trade between Japan and the UAE is expected to reach approximately $496 billion in 2024 (according to the UAE Ministry of Economy and Ministry of Foreign Affairs), with non-oil trade recording growth of more than 21% compared to the previous year (reported by The Fintech Times).
Japanese food is driving this trend. Exports of agricultural, forestry, and fishery products from Japan to the UAE have more than doubled over the past five years, reaching approximately 88 billion yen in 2023 (JETRO/Ministry of Agriculture, Forestry and Fisheries data). Several Japanese restaurants have been awarded stars in the Michelin Guide Dubai 2024. Zuma is ranked 19th among the best restaurants in the Middle East and North Africa, and Hōseki, which has one star, offers a supreme omakase experience at a counter with just nine seats. In 2024, JETRO established the UAE Export Support Platform, creating a system to further support the expansion of Japanese food, including halal options.

Pop culture has also made inroads in the Middle East. The Middle East Film & Comic Con (MEFCC), the largest event in the Middle East, is expected to attract more than 38,000 people in 2024, breaking its previous record. Thanks in part to Spacetoon, which has been broadcasting Japanese anime in the Arab world for many years, affinity for Japan is spreading to all generations, from children to adults. Japanese content, such as cosplay, anime, and games, has established a solid presence in the region.

Interest in traditional culture is also quietly but surely taking root. The UAE branch of the Ohara School of Ikebana and calligraphers are active all over the country, and tea ceremony and flower arranging workshops are popular at various events, allowing participants to experience the depth of Japanese culture. As the story of the UAE President receiving a tea house as a gift from the Urasenke school of tea ceremony shows, the spirit of continuous learning, known as "do," resonates deeply with the country's values.

Food, culture, and traditional culture. The common threads behind Japan's popularity in the UAE are "quality" and "storytelling." It's not just the export of goods or content, but the very values ​​that Japan embodies that have captured the hearts of the people here.

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

In a desert city 8,000km away, there is a chef who is carrying on the tradition of sushi that has continued since the Edo period. We spoke to Chef Masahiro Sugiyama of Hoseki at the Bvlgari Hotel Dubai about the challenges of preserving and evolving 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 the Bulgari Hotel Dubai, Dubai's most luxurious hotel. Chef Masahiro Sugiyama, who stands at the counter, is the sixth generation owner of a long-established sushi restaurant in Shintomi-cho, Tokyo, which was founded in 1865 (the first year of the Keio era) and has been in business since the Edo period.
When he decided to move to Dubai in 2016, there were no authentic Edomae sushi restaurants in the city. Sugiyama's philosophy is clear: to recreate Edomae techniques in Dubai. As a result, there are no California rolls or salmon sashimi among the dishes served. The sushi rice is also ingeniously prepared, with no sugar used, and is seasoned only with aged rice vinegar and salt. "When the sweetness of sugar hits the tongue, it can become an overpowering taste. This is why it's easy to eat."
Additionally, due to the nature of Dubai, alcohol is not permitted at all. Sake and mirin are essential for nikiri, sakura-ni (sweet and spicy octopus stew), and many other seasonings. "Using alcohol makes the octopus soft, but we solved this by controlling the temperature." Taking advantage of these restrictions, they have developed many techniques to maximize the flavor of the ingredients. Currently, they cater to all religious dietary restrictions, not just those of Islam.

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

The "omakase style" is now common overseas, and this restaurant was a pioneer in Dubai. With nine seats at the counter, it may appear that every customer receives the same size sushi rice, but in fact, this is not the case. "We look at the number of times each person chews and the pace at which they eat. The size of the sushi rice is the same, but we add air when we make it, and for some customers, we use fewer grains of rice." With nine people, there are nine different ways to make the sushi. "By the time everyone has finished eating, they will all be about equally full." By carefully considering everything, including time allocation, the restaurant has been able to offer the true essence of "OMAKASE."

He also makes no compromises when it comes to the quality of his ingredients. Every night, around 11pm, when the restaurant closes, Sugiyama connects online with a wholesaler at the Japanese market. "I've become able to judge the freshness of fish just by looking at a photo. The ingredients themselves are almost the same as those in Japan."
Nowadays, most five-star hotels in Dubai have Japanese restaurants (including fusion restaurants). When asked about the reason for the popularity of Japanese food, he said, "I think the main reason is that there are a lot of people who love Japan, but other countries also have respect for Japanese techniques and attention to detail. Rather than just protecting that, we need to earn even more respect."
This attitude is contributing 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

"Even a slight change in the rice is pointed out," "They ask about the fattiness of the tuna" -- no one feels the changes in Dubai's Japanese food market more than the chefs on the ground. We spoke to the head chef of authentic Japanese restaurant "TOMO" about the current state of Japanese food in the Middle East.

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 known for its healthy image and extremely high quality ingredients. In addition to this, I think that in recent years, interest in Japan itself has grown through Japanese anime and culture, which has also had a major impact.

-What do Dubai's wealthy people look for in Japanese food?
I think the most important thing is the quality and safety of the ingredients. At TOMO, we are particular about authenticity, so we have many customers who have actually visited Japan or who are looking for the real thing. I feel that many people come to our restaurant because they want to eat the same taste as they had in Japan.

-Does the difference in water in Dubai affect the food you cook?
Yes, it has a big impact. In particular, the amount of water used in rice is easily noticeable in the finished product, and the texture can change depending on the conditions. In Japanese cuisine, we believe that water is a very important element.

-Do you feel that the palates of foreign customers are becoming more sophisticated?
From my experience on the ground, I feel that many customers in Dubai have a high level of understanding and taste for Japanese food. For example, they will point out if I make a slight change to the rice, and they will ask me about the fat content of the fatty tuna. I've also heard comments like, "The tuna has a refreshing taste this season," or "It's the best season ever."

-What kind of food do Arab customers like?
Popular dishes include well-seasoned Wagyu beef yakiniku with a sweet and spicy sauce, and Wagyu beef grilled on a hoba leaf with miso underneath. If you recommend this to foreigners, they will almost certainly be pleased.

-What do you think will be the next big Japanese food hit?
In the category of "Japanese food," I personally feel that Western-style food in Japan is still not very well known. Omurice, beef stew, gratin, Neapolitan. I think Western-style food in Japan will be surprisingly popular. I also think that local Chinese restaurants in Japan will become popular.

-What do you think about the fact that Japanese chefs can increase their annual income several times when they go overseas?
I don't think that's necessarily the case. There are an increasing number of non-Japanese chefs who have sushi skills, and I think it's no longer enough to just say, "I'm Japanese and I can make sushi." Instead, I feel that the situation has become such that ability and experience are more seriously questioned.

-How do you plan to develop TOMO in the future?
Rather than taking a new approach, I want to protect the restaurant that Takahashi-san (the former head chef) left behind. I will take over what Takahashi-san left behind and make it even better. First and foremost, I want to make sure the customers in front of me are satisfied.

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

On December 6th, the Dubai Japan Festival 2025 was held at the Jameel Arts Centre in Dubai, attracting over 9,000 visitors.
This year's festival, themed "Water and Light - Cultures Resonating Together," was hosted by the Japanese Association of Dubai and Northern UAE, and supported by the Consulate-General of Japan in Dubai, JNTO, and JETRO. A diverse program was held from 1:30 pm to 8:30 pm.

On the main stage, students from the Dubai Japanese School will perform traditional Japanese culture, including the Soran Bushi dance, kendo demonstrations, and sumo performances, while the venue will be filled with excitement with Bon Odori dances and a karaoke competition. There will also be around 20 food and drink booths.

Cultural experiences such as the tea ceremony, flower arranging, and calligraphy were also popular, as were festival games such as goldfish scooping and target practice. Long lines of children formed at the Nintendo Switch 2 experience booth and the Pokémon card game demo corner.
This year's event was a huge success, symbolizing cultural exchange between Japan and the UAE.

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 made you start cosplaying?
When I was 18 and obsessed with Vampire Knight, I found out about a cosplay contest in the UAE. I saw it as an opportunity, so I cosplayed there and it all started from there.

-Why do you think people in the UAE are so attracted to Japanese anime and manga?
We all have one thing in common: the anime we watched as children. I grew up watching "Ninja Warrior Hiei," "Yu-Gi-Oh!", "Inuyasha," "One Piece," and others. Then, once anime died down, we moved on to manga, which opened up new worlds. Japanese anime and manga are beloved across the ages, and even if you reread them 10 years later, you can still learn new lessons from them (I'm currently rereading "D.Gray-man" and "Rurouni Kenshin").

"Almost Everyone Learns Japanese and Visits Japan"

-Are there many people who are inspired to learn Japanese or plan a trip to Japan because of anime?
Almost all of them learned Japanese because of anime, and have already visited Japan or are planning to visit in the future.

-Are there any trends in popular Japanese anime works or characters?
I think the biggest trends in the UAE are "Demon Slayer: Kimetsu no Yaiba" and "JoJo's Bizarre Adventure." "One Piece" is also becoming popular again. Since Loewe released its "Howl's Moving Castle" collection, Studio Ghibli films have also become more popular. With the Ghibli exhibition being held in Abu Dhabi next year, I think their popularity will increase even more.

-Large events such as Middle East Film & Comic Con (MEFCC) are getting bigger every year. As a participant, how do you feel about the changes in the excitement?
As someone who has been attending MEFCC since the first event in 2012, I can say that the event gets more exciting for cosplayers every year. For me, it's the main event I attend every year, and I save my latest cosplays for this event.

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

The status of Japanese food is undergoing a fundamental transformation. What was once a special treat for special occasions at high-end restaurants is now making its way onto the family dinner table.

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

According to Shiro Okubo, CEO of Summit Trading, the UAE's largest importer of Japanese food, current trends are clearly polarized. In the high-end restaurant segment, the "omakase" style is becoming more popular, and demand for premium ingredients such as seasonal ingredients and Wagyu beef from specific regions is growing. The number of Michelin-starred restaurants is also increasing, and the desire to celebrate anniversaries has become a well-established motivation for choosing Japanese food.
Meanwhile, for home use, "easy-to-make Japanese foods" such as frozen gyoza, gyoza wrappers, and instant ramen have grown rapidly. What's interesting is that Chinese and Southeast Asian residents are also purchasing Japanese-made gyoza wrappers. "They're appreciated for their quality, as they're hard to tear and can be peeled off neatly one by one," says Okubo.

Cultural Factors and Infrastructure Driving Sustainable Growth

There are several factors driving this change. First, the trust in Japanese brands cultivated through automobiles and electrical appliances is now spreading to food. Second, the influence of anime and manga is significant. "More and more young people are wanting to actually eat the ramen that the main characters in 'Demon Slayer: Kimetsu no Yaiba' eat," says Okubo. Third, there is growing health consciousness. With approximately 50% of UAE adults suffering from or at risk of developing diabetes, interest in "healthy Japanese food" is rapidly growing.

Supporting this demand is the development of logistics infrastructure. Summit was founded 48 years ago as a catering service for Japanese people working in oil development. Currently, the company imports more than 30 containers per month, handling approximately 70% of the Japanese food imports into the UAE (according to the company's research). The company owns its own warehouses, refrigeration and freezing facilities, and approximately 20 delivery trucks, and is able to handle all temperature ranges from -60°C to room temperature.
The company has created a "food cycle": experience it at a restaurant, enjoy it through delivery, purchase it online, and finally recreate it at home. This cycle has helped Japanese food become deeply rooted in the lives of people in the Middle East. Japanese food is now steadily transforming from an "important culture" into a "part of life."

Traditional Culture

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

-Compared to 10 years ago, has Japanese culture changed from something rare to something that enriches the lives of people in the UAE?
Although there is still a strong tendency towards "unusual things," I think the number of people incorporating Japanese culture into their daily lives has increased dramatically. In recent years, visa requirements for UAE nationals to Japan have been relaxed, and more and more people are experiencing the culture in Japan and further pursuing areas of interest.

-How is ikebana accepted in fast-paced Dubai?
Many young UAE people are ambitious and busy, but they enjoy their time practicing. Many say that the silence and pauses they experience while arranging flowers are a time of peace and tranquility.

-What joy does it bring you when you see students of different nationalities and backgrounds growing through ikebana? Conversely, do you learn anything from them?
I met some of my students when they were university students or had just started working, and they started coming to my classes, and now they are teachers. I have not only witnessed their growth process, but I have also been nurtured by teaching them. Although the process of understanding is different for each student, I have learned something from each one.

-At public events such as receptions, does the presence of a culture like ikebana lighten the atmosphere or give you a sense of the "true power of culture"?
Of course. Above all, it conveys culture in a powerful way. This applies not only to flower arranging, but also to calligraphy, traditional musical instruments, and even the kimonos we wear. The things we experience visually and aurally remain strong in our minds like images, and I believe this leads to respect and admiration for Japan as a country.

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

-What joy do you feel when you write your guests' names in calligraphy?
Arabic names always have meaning, and we are conscious of choosing kanji that will match that expectation. We hope that in a conversation of less than three minutes, you will feel that "I have been looked at deeply into who I am," and that it will serve as a gift that represents "time spent thinking of you."

-In Dubai, where digitalization is progressing, how do children react when they touch brushes and ink?
Although you may feel confused at first, you soon become engrossed. This is probably because, unlike touching a screen, the weight of the brush, the smell of the ink, and the feel of it bleeding into the paper stimulate all five senses. Concentration, self-expression, and the value of "even failure can be beautiful in itself"—learning to value the process over the result—is something that is needed precisely because we live in a digital society.

-How is the "spirituality" of calligraphy shared across religious and language barriers?
The UAE is diverse in religion and language, but the sense of "silence" and "prayer" is surprisingly common. The spirituality of calligraphy is conveyed without words through the breath of lines and the depth of white space, and it naturally resonates with Islamic culture.

-Has your image of Japan changed by conveying the deeper aspects of Japanese culture?
Things are definitely changing. More and more people are asking questions like, "Why do Japanese people value silence?" and "Why do they find beauty in the white space?" I feel that Japan is starting to be recognized as a "deep country" rather than a "cool country."