Exploring the State of Restaurant Oshibori: Trends and Preferences in Japan

October 29 marks 'Oshibori Day' in Japan. In recognition of this unique day, Synchro Food, a Tokyo-based company that supports the management and operation of restaurants through their platform 'Inshokuten.com', conducted a survey targeting restaurant operators who are members of their service. This survey sheds light on the current practices and preferences regarding oshibori (wet towels) used in various dining establishments across the nation.

Survey Overview

The survey, which ran from October 7 to 12, 2025, received responses from 335 participants, primarily consisting of restaurant owners and operators. A notable 72.8% of respondents managed only one restaurant, indicating a diverse range of establishments, with izakayas and dining bars being the most common types. Interestingly, 50.4% of the surveyed restaurants were located in Tokyo, while around 67.8% were situated in the greater metropolitan area.

Key Findings

The survey revealed that among the 311 respondents who provide oshibori to customers, approximately 42% offer cloth types. Out of this, half reported that they adjust the temperature of oshibori according to the season. The majority (51.3%) of those offering cloth oshibori indicated they change its temperature seasonally. Overall, 38.6% served warm oshibori, while only 4% provided it cold.

Quality Focus

When discussing their priorities for oshibori, the most frequently mentioned aspects were 'thickness and durability' (62.4%), followed by 'size' (29.9%). Additionally, some respondents noted the importance of luxurious feel and fragrance (21.5% and 19.0%, respectively). Quality remains a critical focus for many establishments, especially as they aim to enhance the dining experience.

Innovations in Oshibori Presentation

Restaurant operators shared creative ways they refine their oshibori service. They noted a range of techniques, including:

- Temperature Handling: Some establishments offered customers a choice between warm and cold oshibori, depending on the season.
- Fragrance Management: Innovative uses included infusing oshibori with pleasant scents, like lemon or menthol, to elevate the sensory experience.
- Presentation Styles: There are varied approaches to serving oshibori, from folding techniques to providing personalized messages on the towel for guests.

Price Sensitivity

Cost considerations were also an essential topic among respondents. About 62% reported they selected oshibori primarily based on price, while 42.4% prioritized product quality. Notably, nearly 39% of the respondents had considered changing their oshibori supplier due to concerns over pricing, reflecting the inflationary pressures facing the restaurant industry.

Assessing Cloth Oshibori

When asked if they had ever considered discontinuing cloth oshibori, only 17.3% affirmed they had; a testament to the enduring popularity and perceived value of cloth oshibori. Issues surrounding hygiene, cost, and storage conditions were significant factors impacting those who had contemplated making the switch to disposable varieties.

Conclusion

As 'Oshibori Day' approaches, the survey conducted by Synchro Food highlights the intricate relationship between culinary practices, customer expectations, and operational challenges in the restaurant sector. The findings underscore the importance of maintaining quality while also navigating the economic challenges posed by rising costs. This celebration is not only an acknowledgment of a Japanese tradition but also a reflection of the evolving landscape of the restaurant industry.
For more detailed insights and ongoing research, please refer to the 'Inshokuten Research' platform.

Overall, this initiative by Synchro Food enriches our understanding of restaurant operations in Japan and showcases their commitment to enhancing the dining experience across establishments.

For more information about Synchro Food's services, visit their website.