Boom Accelerates! The Reason Behind the Surge in Biryani Specialty Stores

Table of Contents

1. What is Biryani?—Roots and Basic Composition

2. The Scene of "Explosive Popularity" Seen at the Expo

3. The Spread of Specialty and Popular Shops in the Capital Area

4. Four Factors Supporting the Boom

5. A Variety of Biryani by Store

6. How Long-Grain Basmati is Changing Rice Culture

7. Tailwinds from Health and Sustainability Perspectives

8. Make It at Home! Easy Recipes and Tips

9. Potential and Challenges of the Domestic Market

10. Conclusion—Towards a New Era of "Spice Rice"
    
    
    
    

1. What is Biryani?—Roots and Basic Composition

Biryani originates from the Persian word "Beryān" (to fry) and is a pilaf dish that spread to the Indian subcontinent during the Mughal Empire. It is characterized by "layered heating," where long-grain basmati rice is fried in ghee and layered alternately with meat, fish, or vegetables, then finished by dum (steaming). More than ten types of spices, including cardamom, cloves, cinnamon, and star anise, are used. The method of sealing the meat's umami in the rice makes it a dish loved worldwide for its aroma, texture, and nutritional value.newsdig.tbs.co.jp

2. The Scene of "Explosive Popularity" Seen at the Expo

At the Halal Food Booth of the Osaka-Kansai Expo, the "Chicken Biryani" provided by S.A. Group sold over 10,000 servings in just two months. "It far exceeded our expectations," said COO Tamenaga. The bold presentation of basmati rice and bone-in chicken spread on social media, and not only foreign tourists but also Japanese visitors were seen lining up.newsdig.tbs.co.jp

3. The Spread of Specialty and Popular Shops in the Capital Area

• Torkari Jimbocho Main Store (Tokyo, Jimbocho)
  Specializing in Bengali home cooking, it is always full during lunch hours.
  
  

• Eric South Yaesu Store (Tokyo Station)
  So popular that fans visit "from the first train from Aichi."
  
  

• Johnny's Biryani (Tokyo, Kanda)
  A famous store from Hokuriku will open in Tokyo in 2024. With only five seats, a numbered ticket is essential.newsdig.tbs.co.jptabelog.com

• Karachi no Sora (Saitama, Yashio)
  A chicken biryani crafted by a Pakistani chef, praised as "the most delicious in the world."newsdig.tbs.co.jptabelog.com
  
  
  
  

4. Four Factors Supporting the Boom

1. The Next Stage of the Spice Curry Boom
   Gaining attention as an "evolved version" of the saturated curry specialty store market.newsdig.tbs.co.jp

2. Social Media Appeal and Multiculturalism
   Vividly colored rice grains and hearty meat make for photogenic shots, spreading on Instagram and X.

3. Halal and Diversity Compliance
   With the increase in Muslim travelers, halal-certified menus have become essential, making biryani the optimal solution.

4. Reduced Procurement Costs for Basmati Rice
   Even under yen depreciation, the Indian government's export quota expansion and joint imports by trading companies have lowered the price to about 350 yen per kilogram, facilitating business use.
   
   
   
   
   

5. Diverse Biryani by Store

6. How Long-Grain Basmati is Changing Rice Culture

In contrast to Japanese rice, basmati has a fluffy texture and a GI value about two-thirds that of Japanese rice. It is popular among dieters as a "low GI food" that moderates blood sugar spikes. Additionally, research reports suggest that antioxidants found in turmeric and cardamom promote metabolism.

7. Tailwinds from Health and Sustainability Perspectives

Vegan biryani using plant-based oils and beans, experimental "Japanese biryani" using domestic rice, and frozen biryani with a market size exceeding 20 billion yen are attracting food tech companies.

8. Make It at Home! Easy Recipe and Tips

1. Soak 2 cups of basmati rice for 30 minutes → boil until 70% cooked.

2. In a separate pot, sauté chicken thighs with yogurt and 10 spices to make curry.

3. Layer curry → rice → fried onions → saffron milk three times.

4. Cover and cook on low heat for 10 minutes, then let it steam for 15 minutes. Serve with lemon and mint.
   
   
   
   
   

9. Potential and Challenges of the Domestic Market

• Potential: The number of specialty stores is estimated to be about 450, three times that of 2020, with significant room for growth in e-commerce and frozen products.

• Challenges: Stabilizing domestic supply of long-grain rice, price fluctuations of spice ingredients, and labor shortages (visas for hiring chefs from the region), among others.
  
  
  
  
  

10. Conclusion──Towards a New Era of "Spice Rice"

The popularity of biryani is not just a gourmet trend; it is forming a new market that integrates rice culture, food diversity, and health consciousness. The momentum from the Expo is spreading to local areas and households, and it has the potential to become a national dish candidate following curry. Next time you choose a restaurant, start your journey with the aroma of "fluffy and fragrant" rice.newsdig.tbs.co.jp

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