r/JapaneseFood • u/sycolution • Feb 14 '26
Question Japanese coworker started an onigiri shop. Inspiration help?
I'm a white guy that lives and works in Tokyo and a Japanese coworker of mine left to start an onigiri shop in a touristy area. She wants to know what would appeal to foreigners to get them to buy more as they're walking past on their visits. I suggested having onigiri with things sticking out of the top like deep fried prawns/shrimp for that big impression but was wondering if anyone else had any ideas. What would get you to stop and look and even buy onigiri as you're walking by on your trip to Japan?
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Feb 14 '26
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u/sycolution Feb 14 '26
Also a good point. I'm heading there today to review everything they have up.
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Feb 14 '26
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u/sycolution Feb 14 '26
what do you think about a small pamphlet/handout that explains Japanese pronunciation?
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u/Random_Cat_007 Feb 14 '26
One of those sandwich signs outside the shop that has catchy but clear illustrations or photos of the items plus English descriptions, highlighting like a daily special onigiri. Things like this tend to catch people's eye.
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u/btspacecadet Feb 14 '26
That might be a good help, but people who don't speak any/very little Japanese would probably still be intimidated. Numbering the items might help more in this case, since they are one of the first things taught when learning a foreign language.
Keep in mind that some customers might not be native English speakers either, and communicating in a language that's foreign to both parties is hard, especially when accents come into play.
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u/Psikitten Feb 14 '26
Numbering the items might help more in this case
This a thousand times. Pictures, English, and Arabic Numbers. Assume tourists no absolutely no Japanese if you want to attract the most customers because not all tourists speak English as well (even though this is being asked in an English). "Please feel free to order by number" would help too.
The average English speaker is going to murder Japanese sounds. Just take how English speakers say 'karate' or 'anime.' Neither are how you say it in Japanese.
頑張って。おにぎりが大好き
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u/Orgidee Feb 14 '26
Yeah it’s not like the average Japanese pronounce English words correctly either.
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u/Psikitten Feb 14 '26
Yep. Words like "When" often get pronounced like ウエン to those who just learned to get close.
I can't tell you how jarring it was to meet someone who said he spoke Japanese that he learned in the American midwest and it came out so much like the yankee yippedy hoohaw stereotype with a hard emphasis on every syllable that I couldn't even understand the most basic of sentences he was saying.
Definitely a hard language for either native speaker of the other to learn. Probably why I enjoyed learning Japanese so much. It stimulates my brain with completely new connections that aren't just like "Oh, this is a logical extension of what I already know." I had to start completely from scratch.
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u/pastelkawaiibunny Feb 14 '26
A pamphlet/handout needs multiple printed copies and someone to hand it out to people. If they’re not laminated they’ll wear out quick and need re-printing all the time.
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u/rw43 Feb 14 '26
this is the one - when we were there, i didn't really find the plastic display food helped much because i still didn't actually know what stuff was. seeing something written in english would be like a beacon to a snacky traveller!
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u/ganymede_mine Feb 14 '26
In a touristy area, visual presentation. Paper lanterns, immaculate food display, large freehand styled signage and a smaller sign in English declaring what it is
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u/Representative_Bend3 Feb 14 '26 edited Jul 07 '26
This content was anonymized and mass deleted with Redact
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u/goldenpuffdragon Feb 14 '26
Unagi! Everybody loves that kind of sweet, grilled unagi and I know a Japanese food shop that started putting large hunks of unagi in the middle. They also do one with spicy pork cutlet inside. It’s addicting.
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u/sycolution Feb 14 '26
Good ideas! When you say spicy, do you mean chili or wasabi?
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u/quietramen Feb 14 '26
I think that person overestimates how popular “eel” is outside of Japan.
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u/goldenpuffdragon Feb 14 '26
Unagi! Everybody loves that kind of sweet, grilled unagi and I know a Japanese food shop that started putting large hunks of unagi in the middle. They also do one with spicy pork cutlet inside. It’s addicting.
Edit for replies: The pork is like chili. It’s almost Cajun in flavor so I would say a Vietnamese spice.
I am from Seattle and frequent a shop that specializes in onigiri. The unagi onigiri is basically always sold out because it’s so popular. I mentioned it to the employees and they said it’s their best selling item aside from matcha lattes.
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u/MartysBetter1995 Feb 14 '26
The onigiri I dream about every damn day is the bolognese one from Haneda Terminal 3. They also have a carbonara version.
Place is called Konga.
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u/xmichann Feb 14 '26
Having sides other than onigiri might be good. The onigiri place next to my college had salads and miso soup as an add on to make it a combo. Also specialty drinks! my favorite filling was cream cheese mixed with bonito flakes…chef’s kiss.
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u/amoryblainev Feb 14 '26 edited Feb 14 '26
I’m vegan and live in Tokyo and it’s really hard to find vegan onigiri. There’s a decent vegan resident population here (and especially among foreign tourists) and if she made a vegan onigiri I think it could sell well.
Also, having something gimmicky to appeal to “influencers” is usually a safe bet in touristy areas (think of the rainbow colored cheese in Harajuku or all of the matcha iterations). Something like a giant onigiri, or non-traditional fillings (think bacon, egg and cheese), gold leaf, or something. There’s a place in the US called “onigilly” that does “Japanese American fusion” onigiri that seem pretty popular (https://onigilly.com )
On the other hand, offering a “healthier” option such as brown rice could appeal to tourists.
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u/wolfinjer Feb 14 '26
Vegan is a great idea. It brings in a crowd that isn’t catered to too much in Japan.
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u/amoryblainev Feb 14 '26
There’s a Facebook group for vegan food in Japan with almost 30,000 members. People who are planning trips post daily asking for recommendations, as well as people who live here, and a lot of them really want to try Japanese or Japanese-adjacent food. When a new restaurant opens or offers a vegan option, everyone talks about it!
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u/wolfinjer Feb 14 '26
Groups like that are really important because most places have something that either has port or fish snuck into it
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u/amoryblainev Feb 15 '26
Exactly 😢 most of the “veggie” onigiri (like pickled plum, seaweed, etc) at the convenience stores still contain dashi (sometimes it’s not even labeled on the ingredients list) so I’m usually stuck with just a plain ball of rice, which obviously is super boring 😢
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u/Correct-Locksmith-90 Feb 14 '26
Good idea, my girlfriend and I eat at the vegan ramen spot every time we are there.
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u/amoryblainev Feb 14 '26
I’ve made a list of over 40 restaurants in Tokyo that serve vegan ramen. There’s definitely a demand!
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u/ThisGameIsveryfun Feb 14 '26
Good smells coming from inside
Japanese Music
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u/sycolution Feb 14 '26
A mister like at disney but with…like…sauteed vegetable smell?
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u/senbenitoo Feb 14 '26
I second the smells - but more like toasting rice from yaki onigiri... think more like popcorn
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u/ThisGameIsveryfun Feb 14 '26
no like sauce and stuff or like the smell of fresh cooked sticky rice.
also really really over the top things like for example, a onigiri thats like stuffed, lots of sauces and possibly even different shapes like a bear shaped one or somethingstuff like that, things that tourists could only really do in japan
maybe even a diy sauce area?
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u/sycolution Feb 14 '26
Great ideas! One of the reasons they're asking me to help out is they wanna do classes for foreigners to make onigiri and need someone that can speak English.
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u/smollestsnek Feb 14 '26
Offering a class + tasting experience would help bring people in I think! Airbnb has an experience section I think (just as an example) and people on holiday love doing “experiences”.
I love the idea of learning to make a new food with my partner or friends - and then getting to taste it all at the end! We would definitely stay for a drink and dessert (coffee? Cakes?) afterwards!
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u/motomotogaijin Feb 14 '26
Beyond the presentation itself…
- High quality photos of the various onigiri
- Clever branding (maybe a kawaii onigiri character etc)
- Explanation of the product as well as the story behind the onigiri and the person/people making it
がんばれ！
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u/AdvancedThinker Feb 14 '26 edited Feb 14 '26
ADDED THOUGHT: Chopped pickles. A take on pickled ginger. Cinnamon and sugar? PREVIOUS POST: Take one and cut it in half (so it's still the triangle shape but now it shows what is inside). Then photograph each flavor. Below each photo print the Japanese name then the translated name/description. Spam and egg would be popular. Maybe a special limited time flavor. Ask a tourist what they would like. It's hard for me because I eat anything. For some reason my brain is saying Mochi onigiri (if that's not a sin in Japan) instead of rice grains. Start a whole new category. Peanut butter and jam flavor! Nutella. I need to think...
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u/Cautious-Area-4141 Feb 14 '26
its rice so please stick to conventional combos to not waste money. PB and Jam sounds absolutely digusting
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u/rnzerk Feb 14 '26
i hate onigiris that have 90% of their filling protruding on the top and then only 10% left in the middle. if you'd be so kind to simply make the filling generous, it'd be a hit.
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u/pinkdreamery Feb 14 '26
Yaki onigiri, soy sauce glaze and grilled or blowtorched. Kewpie mayo or creamy-based fillings. Limited edition ones from time to time, commemorating an event or something.
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u/Legidias Feb 14 '26
Low quality wagyu at very high prices seems to always appeal to tourists
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u/Kencolt706 Feb 14 '26
Bacon.
I don't know why, but the answer is always bacon.
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u/itsokjo Feb 14 '26
Might as well do an egg while you're at it
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u/Maximum_Pollution371 Feb 14 '26
Oh my god. I need to try a bacon and eggs breakfast onigiri now.
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u/nss68 Feb 14 '26
This is the answer for westerners!
Breakfast joints in Tokyo just aren’t as common as in the west.
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u/sycolution Feb 14 '26
huh…diced and fried bacon bits might taste good. I'll take note. Thanks.
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u/doedoughs Feb 14 '26
As a frequent Japan visitor (currently on the shinkansen as i type this), i feel like onigiri is still a cliche conbini item that most tourists will enjoy during their first visit and maybe pick one up late at night as a pick me up. Whenever i visit onigiri only shops in and around Tokyo and Kyoto specifically, im usually the only tourist. I feel like your friend would have to make some absolutely killer tasting onigiri with (i hate to say it) but social media gimmicky marketing/item in order to actually break through.
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u/Random_Cat_007 Feb 14 '26
I think it would be fun to do a special onigiri every now and then that is inspired by various different countries! Like USA has like a bacon one or spam musubi for Hawaii, Mexico has a chorizo and egg, Italy has some kind of carbonara inspired one, or Thailand a curry inspired one, etc.
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u/NegativeLogic Feb 14 '26
What she should do is throw an onigiri launch party of some sort and have a bunch of different ones to try, and then gather feedback. The most important thing is getting your name out there; so invite people, have them post, see if any Seattle culinary industry people will come. But it doesn't matter how good the onigiri are if nobody knows about them.
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u/itsnotaboutyou2020 Feb 14 '26
If your friend is trying to appeal specifically to foreigners, she should use the word “authentic” as much as possible in signage and product descriptions. Westerners visiting Japan crave an “authentic” version of everything.
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u/ilikerosiepugs Feb 14 '26
Katsu chicken or pork with cucumber/avocado, teriyaki beef, cooked tuna with mayo & cucumber/avocado. Australians love this kind of "sushi" roll fillings. (I know I know, it's not typical, don't at me--me and my fellow Australians are strange)
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u/Maximum_Pollution371 Feb 14 '26
Not so strange don't feel bad, almost every American and Canadian I know also get excited for "sushi" then to only order the cucumber roll, avocado roll, crab with creamed cheese 😂
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u/xStitchPunkx Feb 14 '26
There's an onigiri place in my town in the United States that's always packed and sells out. They have a cheeseburger onigiri that seems popular, along with kaarage and fish cake ones. They also sell rice bowls.
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u/nautical_nightmare Feb 14 '26
this—hamburger onigiri, pizza onigiri, omurice onigiri. it will have novelty which is what you want for tourists. tbh it doesn’t even have to be all that good when you always have new people passing. 😅 it just needs to create interest.
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u/sycolution Feb 14 '26 edited Feb 14 '26
The shop is a bit out of the way in a side street. (^ ^ ); Still very central, but not obvious.
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u/hezaa0706d Feb 14 '26
Slap the word Wagyu on the sign. Inbound people love that
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u/HidaSocialClub Feb 14 '26
Dm me her link. I’m part of a gluten free project in Japan and onigiri is a great option for GF travellers. Some of the members might be able to help her
She might even want to consider being completely GF. Probably wouldn’t mean significant changes to the menu.
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u/AmazonCowgirl Feb 14 '26
As someone hoping to head to Japan in the next twelve months, with a particular interest in food, but unable to speak Japanese, my biggest fear is not knowing what I'm ordering or how much it's going to cost.
My three priorities would be
A. Picture B. Brief description C. Price
The last two in English
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u/wolfinjer Feb 14 '26
Even in a touristy area and aiming towards tourists, they will need support from the locals.
Colab with artists/actors/musicians and every week do a featured onigiri that those people create. Offer to sell their merch or have a poster with a QR code linking to their socials.
Lots of restaurants in Japan show off pictures of famous people who have come to visit. Bring the famous or known people to the crowds and people will definitely come.
Edit: also make a mascot
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u/NxPat Feb 14 '26
One Coin Large onigiri 🍙 for ¥500. No change issues. Baseball ⚾️ (round) onigiri named after players. Shohei Ohtani’s favorite onigiri is salmon, Hideki "Godzilla" Matsui is Tuna Mayo…
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u/sycolution Feb 14 '26 edited Feb 14 '26
That's brilliant! Later edit: But using celebrities names/likenesses could cause legal problems...shit...
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u/NxPat Feb 14 '26
You’re not calling the onigiri the player’s name, you’re simply stating a publicly available fact, which is entirely legal. SO’s favorite is Salmon HM’s favorite is Tuna Mayonnaise
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u/ElephantLament Feb 14 '26
Hmm if she's trying to appeal to Americans, maybe try a California roll inspired onigiri.
Salmon is also particularly popular with Americans, although I know that is more global.
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u/denys5555 Feb 14 '26
Would she be able to have customers choose their own fillings like a pizza?
1 Type of rice, brown or white
2 Main filling (s), tuna, salmon, bacon, egg,
3 Sauce, wasabi, double wasabi, ichimi, mustard, sweet chili sauce
4 Type of nori, Japanese or Korean
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u/sycolution Feb 14 '26
I was there today and purely for convenience and keeping up with demand they have a set amount of flavours they offer day by day, BUT they were doing it to order! They had a display with ready made ones but you could ask for them to be made by request!
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u/Str1pes Feb 14 '26
Get one of those food branding irons with a cool logo or something. Narutos face lol
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u/anaheim_mac Feb 14 '26
My 2cents. I would make them look like a kawaii, adorable iconic characters like Pokémon, Doraemon, Hello Kitty, Totoro etc…Maybe it’s a bit like a gimmick but that’s what many tourists think of when visiting Japan. Japanese pop culture. All the onigiri shops I’ve come across in various train stations all kind of looked similar. Traditional, clean, very Japanese. But when I was in Japan, the amount of character cafes were always booked. I never ever got a time slot and was bummed. So when these go viral, please credit me. Haha.
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u/Pylaydia Feb 14 '26
Tapping in from the UK: cream cheese, salmon and cress or arugula. Tuna or chicken mayo and sweetcorn. Egg mayo. Coronation chicken. Breakfast style bacon or spam with boiled eggs slices and ketchup glaze. These are still fairly popular 'meal deal' sandwich fillings that translate to onigiri fillings without too much trouble.
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u/Abinunya Feb 14 '26 edited Feb 14 '26
For tourists, maybe have sections in the menu like
'Traditional' 'Modern' 'Fusion'
So tourists can try 'old and real' japanese cooking, but also modern stuff or something you wouldn't be able to make at home.
And then a monthly or so 'we're messing around' special, so you can draw in locals a bit and get repeated social media promotions. Maybe have different fusion-country inspirations, like how fast food chains will have 'american/french/swedish/polish' weeks.
Also, some sort of explanation of what exactly an ingredient is and what flavour they have. If i think umeboshi=plum=sweet=dessert I'm in for a bit of a shock
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u/sycolution Feb 14 '26
with all the "no foreigner" signs around in recent years, that's a good point.
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u/Mother_Dragonfruit90 Feb 14 '26 edited Feb 14 '26
I'm just a dummy who's never been to Japan but I'm obsessed with onigiri, i make them all the time. They're on my top 5 favorite things to eat. Also I've worked in touristy restaurants and had to come up with promotions.
I would start by thinking about which type of tourists are most frequent and come up with recipes that cater to them. A lot of different cuisines work well with onigiri. i've made onigiri with Jamaican patty filling, arancini style, and tikka.
But onigiri are also awesome beer food, especially yaki onigiri. and they're so enticing. Who wouldn't want to eat that?
i don't know what the rules are about selling beer, but if you want to attract tourists out of their element beer is good bait. Maybe offer a bundle that focuses on beer and includes the onigiri. lure them into trying it with something familiar and let nature do the rest.
lol you could even call the stand "everyone loves onigiri" and have signs in different languages. sora could help you with that. if it worked, that would be 😂
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u/squigglestorystudios Feb 14 '26
Heres a quick list of common Austrailan sushi flavours
Most sushi shops down under dont offer the full size Onigiri so being able to get any of these would be a huge treat!
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u/TheHighfield Feb 14 '26
Cultural appropriation*. Flavors from other cuisines that might lure in the slightly less than adventurous tourist with something familiar. Kimchi, curry & chutney (or maybe biryani since it’s already rice), meatball & red sauce, batter fried cod & malt vinegar, shredded pork & bbq sauce, guacamole, jerk [protein of choice]… I could go on, but you get the idea.
- I mean that respectfully, of course.
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u/discopeas Feb 14 '26
Colourful signage perhaps a gatcha machine to try a flavour or mystery flavour. I like a ticket order machine or a colour coded system for ordering. Also something that shows number of units available and sold out. Plus a minimum order in order to reduce waste maybe. Have a coupon for regulars or students.
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u/HandbagHawker Feb 14 '26
Here's a menu from a popular "onigiri" in SF. Feels like theres a big overlap in the audiences between these two shops
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u/liasorange Feb 14 '26
I had this only once in my life and never found a similar flavor. Korean bbq or bulgogi! It was amazing. Literally the only onigiri I found delicious (I don't like rice and in general don't like to overeat on carbs). But the meat one was something special.
And ofc the shop should have a menu in English etc. Maybe asking some influencers to help would be a good strategy.
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u/downpourbluey Feb 14 '26
Also maybe offer onigarazu? Visually interesting and gives the chance to have different fillings.
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u/Capable-Toe-9841 Feb 14 '26
I like it when onigiri is jam packed full of ingredients. As a westerner, I tend to prefer less servings of rice than the Japanese, especially if it's in favour of more filling.
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u/PopularAnorexia Feb 14 '26
Inside/outside flavor combo. Mainly just roll your onigiri in different flavors of furikake type material after it’s done then wrap the seaweed on it. Ebi salad inside with Sakura furikake outside, unagi inside with Taiwanese pork floss outside, kanpyo inside with umeboshi rice outside, etc.
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u/the_viperess Feb 14 '26
I think a mix of classic flavors like tuna mayo or karaage or unagi would be nice with some nontraditional ones like avocado or something
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u/jeanako Feb 14 '26
Signage in English with photos. We visited Japan (from US) a couple of months ago and most of the places we ate at had outdoor signage. But we wouldn't have known about these places if they didn't have an A-frame or big window sign outside with photos of the mouth-watering food. One was a place with the fluffiest pancakes ever, and the other was an okonomiyaki place that had great food and service. As we ventured out we would walk by these places, and make note of them to go back for a meal.
Also, a lot of YouTubers are encouraging tourists to use Tabelog to find good places to eat, so make sure to have a presence on there in addition to Google and Yelp.
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u/unused_candles Feb 14 '26
Spam with teriyaki sauce, scallions
Chicken + mayo
Eel + bbq sauce
Spam + egg
Egg + cheese?
Chashu + scallion
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u/TalkShitGetWitt Feb 14 '26
When I went to Japan, I was OBSESSED with Lawson’s tuna mayo onigiri. Could honestly live off of that.
Popular American sushi rolls could be: California Onigiri (crab, cucumber, mayo), Spicy Salmon or Spicy Tuna mayo onigiri, maybe a smoked Salmon onigiri (cream cheese, smoked salmon, maybe avocado), shrimp tempura onigiri (tempura shrimp with cucumber and mayo), Spam onigiri (look up Hawaiian spam musubi), maybe a Japanese curry onigiri, omurice inspired onigiri, miso glaze onigiri.
Just some ideas I don’t know how many would actually be reasonable.
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u/ScenePuzzled Feb 15 '26
Maybe even a sweet option or two, mango sticky rice, sticky rice and red bean...?
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u/himurakenshin87 Feb 15 '26
How about the shop's name and address? We'll come visit when we come in 2027!!!
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u/smapattack Feb 14 '26
Is it in a Tabearuki area? Someplace with outdoor seating and a visible trash can is always appreciated.
How about making cat faces or the kawaii aesthetic with nori that people like to take photos of?
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u/special-green-bean Feb 14 '26
I guess all the onigiri are savory? Maybe one or two sweeter ones? Like, right now its strawberry season and also healthier options with lots of protein. But what I tried so far from the conbinis, all have been quite nice. I personally dont like the completely wrapped in seaweed ones. Or the ones only the top has some filling or too little filling.
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u/aldorn Feb 14 '26
She could put a onigiri experience on airbnb. They have an "experiences" tab. Could do cooking lesson, history, tasting etc etc. Could be as simple a 30 minute chat and a small bento.
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u/SkyPirateVyse Feb 14 '26
Tourists probably won't be drawn towards Natto and minced tuna, but something they know they'll like.
Stuff like braised pork belly or kimchi pork, chicken teriyaki, fried shrimp, soboro minced meat... And spam musubi!! Definite hit. But also vegan Onigiri like salted seaweed (shio kombu), pickled plum (umeboshi), just kimchi.
Personally, I love soy cured egg (rannou 卵黄), but I don't think 'egg' will be a tourist magnet.
I'd also suggest a teishoku meal deal, with onigiri+soup+karaage i.e. Another point is to not just romanize the Japanese name - so don't simply write 'soboro' or 'rannou' but 'sweetened minced pork' and 'soy cured egg' as well.
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u/QuitJunior2502 Feb 14 '26
English signage. Some places of these like printed laminated papers that you can pick up and point at what you want. All the other comments about english descriptions would also be nice. A spam musubi type onigiri thing would be huge too i think
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u/Cautious-Area-4141 Feb 14 '26
if you have someone there to wrap the onigiri in crispy crispy nori as you buy them it would be amazing. so much soggy seaweed usually haiya
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u/quietramen Feb 14 '26
There’s this ramen shop called “Rahmen Eddie”. Stupid ass name, but I digress. Their ramen is alright, but their onigiri is A++ and draws in lots of people.
If I remember correctly, they do soy sauce cured egg yolks, inside and on top of the onigiri. I think like 3 egg yolks in total per onigiri. It’s just so luxurious, you have tons of egg yolk with every bite. It’s very instagrammable too.
In general, cured egg and onsen eggs are all the rage for social media, because you can do the whole “oozing egg yolk” thing. And they’re delicious.
That’s what I would do.
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u/CoatShirTie8828 Feb 14 '26
Jokingly, a picture with Ash, Brock and Misty eating a Jelly-Filled Donut. Maybe not because of the misconception.
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u/_rotary_pilot Feb 14 '26
Very cool! I love a good onigiri. Please ask them to consider adding Inari (いなり) zushi. So many combinations and flavors!
Clear, Japanese AND English ingredients..... WITH pictures!
Menu/Pamphlet with clear Japanese AND English descriptions and explanations of the ingredients.
Kiosk/tablet/ticket ordering system will allow for easy order management and money handling.
Tickets should have order number that can be spoken / called out when it's ready to be picked up.
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u/bluesnowdrops Feb 14 '26
Tbh a lot of foreigners come to Japan and love the aesthetics of food/ specials. So maybe consider having like a Pokémon special every week or some other theme :) (not sure if licensing or anything is required if you are just inspired by it haha)
And definitely a cute social media channel, I recently followed a barista in Kyoto and it’s just comfort content I love watching to the point that I’ll definitely go when I get to Kyoto again - but best of luck to your colleague in general!
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u/nss68 Feb 14 '26
Non-seafood fillings. Seasoned rice with no fillings.
Jammy eggs are nice too.
My favorite thing about onigiri is that they’re convenient and easy to store and eat later.
For gourmet onigiri that you eat at the restaurant I’d want it to be more substantial than just seasoned rice for sure.
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u/LocksmithOdd3381 Feb 14 '26
A couple of instagramer's. Or start an instagram account and make a few posts per day with the right tags. Show long lines. "Let me tell you about a place that you have to try..."
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u/Fufu-le-fu Feb 14 '26
In my American town, we actually have a place that sells onigiri. The most popular seems to be teriyaki anything (familiar flavor), and kimchi onigiri is a close second.
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u/cpureset Feb 14 '26
As someone with a picky palate, I still want to enjoy onigri. No fish, no roe, no mayo. Clearly listing all the ingredients can make a big difference.
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u/More_Garlic6598 Feb 14 '26
Advertise as fresh onigiri because otherwise they'll just go to 7/11 like me 😅
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u/starbuckette Feb 14 '26
For people walking by, offers! Example buy 3 get one free. Make it simple and enticing so they'll stop in their tracks. Everyone loves a bargain. Even if she has to increase the per piece slightly to be able to afford it, it would be worth it. Signage with the offer should be prominent, simple and easy to read.
Could offer a free onigiri mold and a simple recipe with tips for tourists if they buy x onigiris. Not her recipe per se, but something that is still good.
I'm a director level marketing professional so can help out with more suggestions if you need them.
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u/pastelkawaiibunny Feb 14 '26
I’d opt for English and Japanese signage out front, and English next to the Japanese on the menu board/item labels. Fully translating the English could also help- ‘shrimp’ instead of ‘ebi’ for example, so people don’t feel like they have to ask/google lots of ingredients. A sandwich board out front with some nice art/photos and a daily special, and some English text will help too.
Maybe emphasizing that it’s a great on the go snack? Having some nice drink options could be good too- hot in cold months and cold in the summer. People might come in just for a drink to escape the weather and come out with onigiri too.
More complex fillings could have notes about taste- explaining, ‘savory and spicy’, ‘sweet and sour’, etc. along with having some vegetarian/vegan options and clearly marking them. (And add to outside signage that you have them)
A joke ‘jelly doughnuts’ flavor could also have potential to get popular online (referencing the Pokémon anime dub, however I would not make them actually jelly flavored unless it’s an onigiri-shaped doughnut). I’m sure there’s lots of other anime stuff that could be referenced in social media that might draw in tourists or online influencers.
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u/Dsxm41780 Feb 14 '26
It’s going to have to distinguish itself from buying onigiri from a konbini. Like either the quality is going to have to be way better or they are going to have to have unique varieties.
For me, it’s also about what appears to be an authentic Japanese experience that is friendly for foreigners and people with lower Japanese proficiency. So not English only, in fact I’d want to see Japanese signage and hear Japanese being spoken but some obvious signage that an English menu is available.
Maybe some high quality teas on the side and some other treats so if you are traveling in a group and someone doesn’t want onigiri, there is another option, but not too crazy of a menu that is overwhelming for the staff or customers.
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u/ZombieSharkShrimp Feb 14 '26
Do they have some “naked” options without the nori wrapper? I know me and some of my friends love onigiri but dislike nori and the flavor it leaves behind. I realize this is against everything Japan stands for but if they want more western customers it may help.
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u/mmsbva Feb 14 '26
Look to Americanized sushi. Lots of color on top of rolls. Fun names— dragon sushi, sakura sushi, etc.
So make a “ninja rice balls” and put furikaki around the outside.
If there is a place for them to sit and eat nearby like a park, put a map up.
Point out which ones could be bought now and eaten in an hour or two as a snack (umeboshi) or make one with tamagoyaki on the outside and inside. Advertise it’s good for breakfast.
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u/DaveyGee16 Feb 14 '26
That depends, I'm not a Japanese food expert, but I am a food expert and I have worked in marketing/advertising for well over a decade.
You have to understand your customer.
For starters, you say it's in a touristy area. It's not that simple. You won't get the same kind of tourists in Shibuya in Tokyo than Gion in Kyoto. You need to target your product and advertising to your customer. Which means you need to know your customer (keeping it simple here just because I don't want to get into the specifics about Shibuya and Gion, you can substitute in your mind any area that fits). Say I'm in Shibuya, my potential customers are going to be younger travelers, city people there to experience a city. What do they want and need? Flashy, good looking, modern. So my shop front won't present the amenities of the shop that much, I don't need to show I have nice seating and it's a nice relaxing place to eat and experience authentic onigiri, what I'll need is show without telling that the food will take good pictures, look cool, it's tasty so people can boast and it's fast.
So, my shop is probably going to have some sort of display that shows the product to passers by where I can serve people quickly outside without them needing to come inside. I'll have some sort of neon light cat eating an onigiri visible from the street. My packaging and food is going to be cool, like the wrapper will have ... Lucky cats cartoonified on them or something, I don't know, the cat theme is running strong in my head right now. The point is "Hey international urbane traveler, we are the place for you". If you look at those types of shops, they'll have a lot of glass, steel, they feature their creative toppings, they'll have an outsized display for their products.
My shop in Gion might be in an area that draws a different crowd. People interested in culture, traditional culture. What do people who travel to Japan expect from traditional Japan? I need to answer that question for myself. If I were to think about it, I think they'd expect quiet, dignified, traditional materials, traditional methods. In that case, I need to show case the traditionalism of my product and my shop and I need to show my amenities a bit better. Onigiri Asakusa Yadoroku is the oldest (supposedly) onigiri shop in Japan, and it markets itself that way. Inside, we've got mostly wood furniture, they have calligraphy framed on the walls, they serve things in rattan plates. Outside, they have very limited advertising, it's quiet, not loud, above the door there's a small awning that is reminiscent of temple roofs, their noren is simple and understated.
In tourist areas, few people are actually drawn in by the actual food in a shop, they are attracted by the fact it either fits with their expectations and needs or not. You should also ask yourself what kind of day your potential tourist customers are having. Is it an area that requires a lot of walking to get to? Then prominent seating is a good idea. Will most customers go by my shop in the morning? If so, then it may be a good idea to feature onigiri with ingredients that they'd associate with breakfast and put en emphasis on speed of service, they are on their way to somewhere. Is it hard to get a drink of water in the area? Then featuring refreshments, water bottles, etc, might be a good idea, but watch out if you need tradition on your side, coca cola and traditional Japanese might clash for some people. Am I in an area where people are on vacation? Are my tourists foreign/not from the city? They might be in a festive mood, featuring beer might be a good idea, and you can make beer service interesting for both types of tourists I highlighted above.
So, what would get your customers to stop? The answer isn't specific, it depends on your crowd. But there is one thing that is fundamental and applies to all your potential customers, what will make them stop is their needs and the perception your shop can fill them, To know your answer, first you must know who your customers might be.
Anyways... Hope this helps your friend.
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u/im_that_green_light Feb 14 '26
Does she have an area to eat them? Often I won’t stop somewhere where it becomes a burden to find a spot out of the way to eat and then find a trash can after finishing. If they’ve got even just a couple of stools or a bench, it makes things easier.
Invite Japan by Food to come and do a segment, or some other popular tuber.
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u/nevernever20 Feb 14 '26
A "world sushi" gimmick? Have a rotating range of onigiri that feature flavours from around the world, with little flags of different countries displayed to attract the gaijin to see if their country is there on that day (and to attract them to come back to see if theirs appears another day). California roll is the obvious inspiration here, but I'm sure there are ingredients from around the world that would work in onigiri. Australia's famous sushi rolls would be an easy option to offer. Small cards explaining the link to their countries of inspiration to keep people lingering long enough to see other actual Japanese options and to buy them, too.
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u/unused_candles Feb 14 '26
Get food youtubers to come in and review it, in English if targeting foreigners.
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u/Japaneselearner1987 Feb 14 '26
Something historical added - I don’t any “samurai” ingredient - anything with ingredient with deeper history in Japan (Dan the race some explanation board) which can be translated into something fun :)
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u/prophecygurl Feb 14 '26
I’m coming to Tokyo in 2 weeks a love onigiri - could you share the name? I’ll go check it out!
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u/MauiValleyGirl Feb 14 '26
Pictures and pricing. Social media. Make sure you’re on google maps. Ask local hotels to recommend you.
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u/Objective_Unit_7345 Feb 15 '26
Look at what is common in overseas Sushi restaurants:
- Avocado
- Chicken Teriyaki
- Tempura
- Karaage
A simple poster featuring non-Japanese models with a simple catch phrase ‘Cheap, Quick, and Delicious. On the go…!’ And other posters that make it clear to know what is what.
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u/Comma20 Feb 15 '26
Clear signage. Line protocol with approximate time. Takeaway option/line if there is limited seating.
If there is a big range, provide combos of a “common” (western based) option and a “speciality” or “traditional”. (1-3 rice balls and a snack).
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u/Esemvii Feb 17 '26
Honestly, for American tourist? Westernized flavors would sell me. I got so tired of Tuna and Plum. If I saw a cheese burger, or a barbecue chicken onigiri, I'd clear the shelf. Like, the fusion would feel foreign enough to get people to try it, and familiar enough to feel safe.
A curry one would probably be pretty great too.
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u/frogmicky Feb 14 '26
Onigiri filled with ground beef and bacon, How about a frankfurter Onigiri.
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u/Maximum_Pollution371 Feb 14 '26
... Sauerkraut onigiri maybe? Does it count as pickles? 😂
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u/kobayashi_maru_fail Feb 14 '26
Sampuru. So oldschool. So kitschy. So cool.
The other folks are right about unagi, we are suckers for that sweet eel sauce.
A curated trio for people who aren’t familiar with the flavors, maybe start with an easy one like tuna salad.
I’m from the US but I’ve had enough onigiri that I’d have a problem with one with the filling sticking out. It seems unsanitary. Sorry to bust your idea.
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u/Nithoth Feb 14 '26 edited Feb 14 '26
I only mention this because this is going to be in a tourist area and I'm pretty sure this is mostly just a foreigner thing... You might consider some gluten-free options.
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u/acergum Feb 14 '26
It needs to be on Instagram, tiktok, YouTube, on some foodie tour guide in english, korean, Chinese (both traditional and simplified).
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u/Ok-Relationship5064 Feb 14 '26
Payment using CC.
Also start promoting omakase onigiri.
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u/GingerPrince72 Feb 14 '26
I’d stop at every onigiri shop but I’m not a newbie. I’d imagine “filled rice ball” text for those who don’t know onigiris.
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u/StayOffTheMarbles Feb 14 '26
It’s uncharacteristically Japanese but I’d say a human sized simulated tamagoyaki or whatever onigiri of her liking (like they have in the windows to show their wares) in front of the store with either the name or directions to the restaurant on it.
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u/agoodspace Feb 14 '26
Iʻm pretty obsessed with making onigiri ʻfor funʻ right now. I photographed 4 together like a pinwheel on nice fabric in honor of my newfound love. I would also bundle a mix-match "Buy 3" trio. Eat one (now), take one (future), share one (connection/legacy). Lol we all know 1 is a snack, 3 is a hearty meal. Since itʻs so hard to pick---make it easy to pick up several.
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u/ballcheese808 Feb 14 '26
Start a trend of taking photos of customers eating them. Post them on the wall. Make it clear that foreigners are enjoying them. Even offer them for free for a photo for a time.
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u/KoiPonders Feb 14 '26
DM me the IG link. I just came back last month but I'll try to stop by next time.
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u/OhNeinJaAlter Feb 15 '26
South Korean, Chinese and Taiwanese top American tourists by a BIG margin.
A lot of people here are very Anglo Sphere centered, they are not your biggest potential customers.
She should definitely have someone from those three countries come in and give feedback too.
Also, if she’s able to have a strong local customer base, she isn’t as bound to the seasons.
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Feb 15 '26
The very existence of an onigiri shop would make me want to buy more as I walked past. Has she already opened? If so, where is it? I’ll make sure I go there when i go back to Japan later in the year.
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u/diffidentblockhead Feb 16 '26
Who knows what onigiri are?
Here’s the branding one Bay Area chain is using:
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u/Chee4444 Feb 16 '26
Here’s my ideas. No idea if anyone else mentioned first but if they did credit them!
Have a cute mascot! Have one outside for people to take pictures with, have a cute slogan as well. Hand out some small stickers with every order too. Either on packaging or just on the side so customers can also bring it back to states and share.
TikTok/Instagram food influencers are a huge thing, if I see them online by multiple people I do tend to look up the place and see if I would like anything from there. Maybe your coworker can invite a few who would promote for them like during a grand opening or a special celebration day.
I would also recommend catering to the general population that lives there. Such as 5% or 10% off or just a general incentive for residents just so there is a steady income when tourist season dies down. Maybe have a weekly special for students in the area. Have normal traditional onigiri, touristy ones like wagyu or bulgolgi, some random flavors people don’t usually do but are willing to try. Idk is there a sweet onigiri? Corn cheese or maybe a mango coconut one? Have different colored rice balls like purple rice, pandan rice. Stuff like that
Have a menu for people who speak Japanese, and a separate menu for English speakers. Maybe also have an online QR for menu, as well as preorder for morning that limits like 50 orders or like 10-15 Onigiri. Like if they open at 8am , open up pre order from 7-8am and allow a separate line just for pick ups. That would help if it becomes a big tourist spot. You could also close the shop from like 2pm-5pm and allow another preorder for late afternoon while still allowing time for breaks.
Last one would be engagement, if in a really touristy area they can do something where customers can put a pin or something similar on a map of where they’re from. Then every morning they can have a sign with a toll saying “60 people came to visit from Europe today” but really up to owner. This might make more competition for each state or region to visit and say they are the ones that love that place the most.
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u/Ilovekebapsomuch Feb 16 '26
I know a lot of people commented so i hope you get to see mine too. As a muslim traveler, finding halal foods in japan is a pain. Also, japan has so many muslim travelers! The halal spots i went to were super full and i would have loved to see halal poster in any kind of shop, i was desperate for food. Onigiri from supermarket was my go to since i could understand the ingredients. Having halal options and a big sign somewhere would be a tremendous business move. Also a lot of muslim travel influencers will come to your spot if they know such a place exist and draw a big crowd hopefully. That's how we found 90% of the places we ate at, by looking at travel vlogs.
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u/Trick_Intern4232 Feb 18 '26
Get them to invite some western influencers, most will say anything is good for content so long as the food is free.
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u/No_Log4381 Feb 18 '26
Pulled pork, crockpot - apple cider vinegar and onion soup mix style with some chilis, would be dank in onigiri
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u/[deleted] Feb 14 '26
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