#Japan #Tokyo #Ajinomoto #Seto Honjio #BBQ Revolution

The Home BBQ Revolution: Tender Meat with Just One Teaspoon of Salt

As families prepare for a summer of home-cooked meals amid rising prices, Ajinomoto Co., Inc. has announced an exciting event in Toyosu: the 'Home BBQ Revolution,' showcasing how just a teaspoon of Seto Honjio salt can transform your home barbecue experience. Scheduled for four days from July 24 to 27, 2025, this limited-time event offers a chance to try out a revolutionary recipe that promises to make meat more tender and flavorful.

The Revelation Behind the Event

A recent survey conducted by Ajinomoto found that a significant number of people are cutting back on dining out due to increased costs, with nearly 50% of respondents indicating they're eating out less frequently. The most commonly skipped meal? BBQ, especially when dining out. However, it appears that home barbecues are experiencing a surge in popularity, despite many feeling dissatisfied with the texture of the meat when cooking at home; over 70% claimed that the meat they use for home BBQ is tougher than what they’d get in a restaurant. This hidden complaint prompted Ajinomoto to create a new recipe that uses just one teaspoon of their Seto Honjio salt combined with water to soften the meat and enhance its natural flavors.

At the event, guests can participate for the surprisingly small fee of just 3 yen, which will allow them to experience a taste comparison between standard BBQ and one prepared with Seto Honjio salt water. On the opening day, July 24, a media unveiling and tasting will be held featuring the company's representatives, who will explain the concept behind the recipe. Joining them is television personality and self-proclaimed 'cooking dad,' Taiyo Sugiura, who will share insights on summer dining at home and partake in the delicious BBQ.

The Impact of Rising Costs on Summer Eating Habits

As we face a challenging economy, the Ajinomoto event aims to address public concerns over rising living expenses without compromising the joy of family meals. According to the company's consumer food business division head, Miyazaki, there's a surge in the desire for more economical yet enjoyable home-cooked meals, particularly BBQ. 'At a cost of only 3 yen, this small adjustment can significantly improve the texture and flavor of your home BBQ,' he stated.

Miyazaki highlighted that Seto Honjio is 100% domestically sourced, ensuring it is safe for children while making the occasion special for the entire family. The initiative aims not only to satisfy young appetites but also to create splendid summer moments of togetherness.

Celebrity Chef Taiyo Sugiura Enthusiastically Supports the Initiative

Renowned as a 'cooking dad,' Taiyo Sugiura expresses his excitement over the recipe’s simplicity, which just requires one teaspoon of the special salt to tenderize meat. With a growing family, Taiyo appreciates the growing trend of home BBQ. 'Our family hardly eats out anymore. With seven people, dining out can be quite a challenge, so home barbecues are becoming our go-to,' he admits. When asked about the common complaints from his kids, he swiftly responds, 'Their biggest issue is that the meat can be tough.'

During the event, Sugiura not only shared his thoughts about home cooking but also participated in a live cooking demonstration using Seto Honjio salt water. He exclaimed, 'Is this all it takes? It's so easy!' As he tasted the difference between BBQ prepared with their salt and regular BBQ, he remarked, 'This is revolutionary! The flavor is incredibly enhanced, and the texture is noticeably softer. It’s fantastic!' Sugiura highlighted the quality of Seto Honjio salt, mentioning it accentuates the meat's natural taste, making it an ideal choice for enhancing home cooking.

Survey Insights on Home Cooking Trends

Ajinomoto’s survey revealed that due to economic pressures, 90% of respondents are making efforts to cut down on food expenses while about 45% have reduced their dining out frequency. Notably, BBQ was highlighted as the food most being skipped from restaurants, despite 'Home BBQ' remaining a popular preference for special occasions during summer. About 70% felt that if there were easier methods to titivate their BBQ, they would be inclined to give it a go.

Recipe for Success: Seto Honjio Salt BBQ

To join the home BBQ revolution, here’s a simple recipe designed for 2 servings:

Ingredients:

• - Seto Honjio salt: 1 teaspoon
• - Water: 160 ml
• - Beef: 350 g

Instructions:
1. In a resealable plastic bag, combine 160 ml of water with 1 teaspoon of Seto Honjio salt.
2. Add 350 g of beef and marinate in the refrigerator for 30 minutes.
3. Remove from the marinade, drain the water, and simply grill!

This method not only enhances the meat's juiciness but is also backed by culinary expert Tetsuya Onishi, who emphasizes that salting meat is a widely-practiced technique in professional kitchens.

To sum up, the 'Home BBQ Revolution' is not just an event but a call to action for families to rediscover the joy of cooking together. With an affordable and straightforward approach, Ajinomoto embraces the challenge of making home BBQ enjoyable and accessible, inviting you to join them in this innovative initiative. Don't miss out on this tantalizing experience from July 24 to 27 at Toyosu's Lalaport!

Come and witness the transformation of your home BBQ – it might just change your summer cooking game forever.