Mochi, Matcha & More

Japan’s tourism has skyrocketed, with a record-breaking 36.8 million visitors in 2024, a 47% jump from the previous year. A key driver behind this surge is the drop in value of yen, which has made Japan more affordable, especially to American travelers who are eager to experience its culture after years of closed borders. This travel boom has sparked a cultural ripple effect in the U.S., especially dictating food and fragrance trends.

Japanese desserts like mochi donuts and masu parfaits have captured American taste buds and Instagram feeds. Mochi donuts, originating from Japan’s Mister Donut chain, are now a staple in U.S. cities, celebrated for their chewy texture, playful ring shapes, and whimsical flavors. In the beverage industry, last month, premade cocktail brand On The Rocks partnered with The House of Suntory on two Japanese-inspired cocktails: Yuzu Matcha Martini and Japanese Boulevardier, blended with Toki Whisky.

Inspired by Japanese drinks, desserts and tea culture, fine fragrances Strawberry Mochi by d’Annam, Grape Ramune by Mochi Glow, and Thé Matcha by Le Mond Gourmand have recently been released paralleling these food and flavor trends. According to Byrdie, ‘Matcha and Green Tea’ is among the top trending fragrance notes for summer 2025. More releases inspired by Japanese flavors and traditions are expected to follow soon!

Sources: TrendHunter, Food & Beverage Magazine, Fox News, Byrdie, WGSN