As inbound tourism to Japan surges, sushi tops travelers’ must-eat lists. New survey data reveals Japanese diners’ favorite toppings and the regions best known for premium seafood.
TOKYO, JAPAN (MERXWIRE) – As travel to Japan continues to surge, culinary experiences have become one of the main motivations for international visitors. According to the Japan Brand 2025 survey released by Dentsu Inc., which gathered responses from 12,400 people aged 20 to 59 across 20 countries and regions, “Japanese cuisine” ranked as the most appealing future experience among prospective travelers to Japan. Among the various dishes, sushi emerged as the most iconic, reflecting visitors’ desire not only to taste sushi but also to better understand the flavor preferences and dining culture of local residents.
With sushi enjoying such strong popularity among foreign tourists, questions naturally arise about which varieties Japanese locals prefer and what dining customs travelers should know. According to the “2025 Conveyor-Belt Sushi Consumer Survey” released by MARUHA NICHIRO, the average spending per visit at conveyor-belt sushi restaurants is 2,214 yen for men and 1,667 yen for women. The Tohoku region recorded the highest per-person spending nationwide. In addition, 75% of men and 80% of women said they order more items directly than they take from the conveyor belt, indicating that customers increasingly prefer placing orders proactively through digital systems.
In terms of popular toppings, salmon has ranked as the No. 1 favorite for 14 consecutive years, followed by lean tuna and yellowtail. Consumers cite “delicious and healthy” and “wide variety” as the primary reasons for choosing salmon. Whether as the final piece of sushi to finish a meal or in overall value-for-money evaluations, salmon consistently ranks near the top, demonstrating a strong balance between taste, price, and satisfaction.
Regarding promotional themes and regional preferences, diners show the greatest interest in campaigns featuring “seasonal toppings,” “local specialty ingredients,” and “large-portion offerings,” with teenagers expressing particularly high expectations for seasonal events. When asked which prefectures they most want to visit for conveyor-belt sushi—excluding their place of residence—the top three were Hokkaido, Ishikawa, and Toyama. Signature must-try ingredients include scallops from Hokkaido, blackthroat seaperch from Ishikawa, and yellowtail from Toyama, highlighting the rich diversity of Japan’s regional seafood.
As global interest in Japanese food culture continues to grow, understanding local consumer preferences and dining habits can help travelers gain deeper insight into sushi culture, while also contributing to sustained growth in Japan’s tourism and food service sectors.
