#Japan #Tokyo #FamilyMart #Tonjiru #Regional Cuisine

Understanding Tonjiru and Regional Variations

FamilyMart, a leading convenience store in Japan, recently conducted a survey focusing on the traditional soup 'Tonjiru,' uncovering fascinating differences in regional names and preferences across the country. As part of their ongoing efforts to enhance flavor offerings under their private brand 'Famima Kitchen,' they have tailored Tonjiru recipes to fit distinct regional tastes.

Rising Popularity of Tonjiru

The growing cost of vegetables has turned Tonjiru into a go-to meal option, allowing consumers to enjoy a hearty dish rich in vegetables. This trend is emphasized by the upcoming boom in Tonjiru specialty shops, especially in urban areas from 2025 onwards. Originally viewed as a side dish, Tonjiru is now embraced as a main course. In a successful initiative, FamilyMart revamped its 'packed with ingredients' Tonjiru, resulting in a 128% month-on-month sales increase for October 2025, based on their purchasing data.

Regional Naming Differences

The survey involved 700 participants aged between 20 to 60, focusing on their perceptions of Tonjiru. Interestingly, while 84.3% referred to the dish as 'Tonjiru,' a significant 15.7% from the Kyushu and Okinawa regions identified it as 'Butajiru.' Among respondents from Hokkaido, 41.7% also associated with this alternative name, illustrating notable geographical distinctions in the dish's identity.

SNS Feedback

Comments from social media highlighted the regional sentiment:

• - "As a resident of Hokkaido, I call it 'Butajiru!'" 🐷
• - "My parents say 'Butajiru,' but my kids go with 'Tonjiru.'"
• - "Living in Osaka, it's obviously 'Tonjiru.' 'Butajiru' is new to me!"

Ingredient Preferences by Region

Further findings revealed regional uniqueness in ingredient choices. When asked what ingredients they add beyond pork, residents from the Tohoku region frequently included 'potato' (49% prefer it), in contrast to the Kanto region, where it was less common. Notably, 81% from Tohoku chose green onions, indicating a strong preference for certain vegetables.

Variability of Ingredients

When examining variations in ingredient selection, about 35% of participants from the Chubu area preferred onions compared to Tohoku's 17%. Overall, most respondents across the country favored 'satoimo' (taro), but in Tohoku, around 49% selected 'jagaimo' (potato), indicating clear regional culinary distinctions. In the Chugoku and Shikoku areas, 26% leaned toward 'sweet potatoes'—further evidence of Tonjiru's diverse ingredient applications.

Preferences in Taste

Regarding taste, the survey found 38.6% preferred a light flavor while 36.7% favored a richer version. The Kanto region showcased a strong preference for more robust flavors, with 47% indicating they preferred a heavier broth. Interestingly, the Chugoku and Shikoku regions presented unique tastes, with 28% favoring sweeter Tonjiru.

In terms of miso usage, around 65.3% of respondents preferred mixed miso, yet in the Kanto and Chubu regions, a high percentage used red miso, revealing intense local preferences about flavor profiles. Many participants from Chubu insisted on red miso as essential, showcasing strong regional pride.

Tailored Tonjiru Offerings by FamilyMart

FamilyMart is capitalizing on these regional insights, producing Tonjiru products that cater to various local preferences:
1. Tohoku's Loaded Tonjiru – Features Sendai miso with a rich pork flavor and mixed vegetables, priced at 369 yen.
2. Kanto's Hearty Tonjiru – Packed with pork and a deep taste from thick miso, also available for 369 yen.
3. Chubu's Red Miso Tonjiru – Ensuring a deep, savory flavor with large, satisfying ingredients, priced slightly higher at 397 yen.
4. Western Japan's Unique Variants – Such as a Tonjiru with sweet potatoes, catering to regional nuances.

These tailored offerings signify FamilyMart's commitment to regional culinary diversity, making their Tonjiru a staple home-cooked meal across Japan.

New Soup Products for the Coming Winter

As the season transitions to colder weather, FamilyMart is set to launch additional comforting soups that pair excellently with the colder months:

• - One-Third Daily Vegetable Champon Soup – A hearty option ensuring ample vegetable content.
• - Nutritious Root Vegetable Tsukune Soup – The warmth of chicken and delicious flavors from chikuwa.
• - Gyoza and Harusame Soup – Filling and flavor-packed as a winter warmer.
• - Rich Clam Chowder – Perfect for seafood lovers with a touch of cream.
• - Creamy Tomato Soup – Blending sweetness and umami.
• - Cabbage Rolls Consommé – Set to debut on November 25.

These innovations not only highlight the versatility of Tonjiru but also signify FamilyMart's responsiveness to customer preferences, ensuring that delicious and convenient meal options are available all year round.

Conclusion

FamilyMart is making strides in showcasing the rich culture of Tonjiru by tailoring their offerings to reflect regional tastes and preferences. As the humble Tonjiru continues to evolve, it remains a beloved dish across Japan, exemplifying the country’s diverse culinary identity.