The Shift in Gratitude: Casual Appreciation Trends Revealed in Japan

In August 2025, Red Lobster Japan launched the project titled Red Reward Story by RED LOBSTER aimed at promoting the expression of everyday gratitude and appreciation through small gestures. The objective of this initiative is to examine the behaviors linking minor acts of gratitude to the concept of “mini rewards.” Recently, a comprehensive survey was conducted to better understand the state of these appreciation actions in Japanese society.

Understanding the Gap in Gratitude Expression

The survey unveiled a significant discrepancy between the feelings of gratitude that individuals possess and their subsequent actions or communications reflecting those feelings. About 37% of participants reported feeling gratitude on a daily basis; however, only 20% translated those feelings into words or actions. Particularly concerning was the finding that 60% of people often do not share meals with their families or partners, raising questions about how this reduced communication frequency contributes to a lack of recognition and appreciation in familial relationships. The decline in opportunities for communal meals might also be linked to the growing gap between feelings of gratitude and expressions of those feelings.

The Demand for More Appreciation

The survey further revealed that 65% of respondents expressed a desire to receive gratitude and appreciation from others, signaling a clear need for more recognition in their daily interactions. Notably, the most prominent group feeling the lack of appreciation was partners, with 39.8% highlighting a specific absence of acknowledgment for their contributions to home duties. Given that housework appreciation topics dominated the responses, it becomes clear that communicating gratitude among partners, especially regarding domestic responsibilities, is an area needing development.

The New Trend of Casual Gratitude

In terms of how gratitude is expressed, a resounding 76% of individuals stated they prefer to convey gratitude in a relaxed and easy-going manner. Essentially, the trend towards “Casual Gratitude” demonstrates people’s desire for quick and straightforward ways to express appreciation, without burdensome preparations. They wish to communicate gratitude spontaneously, focusing on simplicity and minimal costs, suggesting that 30% of respondents find any budget over 3,000 yen excessive for such expressions.

Redefining Locations for Gratitude Interactions

The survey’s results also revealed shifts in preferred venues for expressing gratitude. Many participants expressed a clear inclination towards casual dining settings as the ideal backdrop for these expressions, with 34.7% of respondents preferring casual family restaurants. This notion further indicates a trend towards “non-eventization” of gratitude, emphasizing ease of access and affordability in selecting venues to appreciate others. Interestingly, younger respondents, especially those in their twenties, showed a marked preference for casual locations over more formal settings, indicating a cultural shift towards less rigidity in social interactions.

Towards a Culture of Easy Gratitude

The findings from this survey present an insightful glance into the everyday lives of Japanese people. Although they harbor feelings of gratitude, many struggle to vocalize these sentiments amidst their busy lives. A focus on everyday eating experiences—such as casual dining and spontaneous outings—can facilitate better communication and opportunities for expressing gratitude, potentially improving relational dynamics.

Red Lobster aims to provide a cozy space where people can celebrate small yet significant rewards, including fresh seafood options, pizza, and pasta, all wallet-friendly and perfect for casual appreciation moments.

About Red Reward Story by RED LOBSTER

This initiative emphasizes the importance of everyday moments and the joy of appreciating those little achievements and efforts. Red Lobster has traditionally been a place for special celebrations, but the goal is now to extend its platform as a casual venue for expressing gratitude. By promoting the culture of easy appreciation through emails, social media, and word-of-mouth, Red Lobster strives to connect individuals to share their everyday joy and gratitude effortlessly.

Company Overview

Founded in the United States in 1968 and entering the Japanese market in 1982, Red Lobster is renowned as a seafood dining chain. Currently, it operates 20 locations, primarily in the metropolitan area. Upholding the motto of “Guest is First,” it offers a diversity of seafood and a welcoming atmosphere where guests can express gratitude and appreciation, whether for special occasions or daily moments of joy.