Food Trend 2024 in Japan Croissant Innovation

The name “croissant” originates from French, meaning “crescent.” However, recently, a diverse range of “evolved croissants” has emerged in South Korea and landed in Japan, attracting attention, especially among younger generations. These variations come in various shapes, such as triangular like onigiri (rice ball) or flattened like senbei (rice cracker), sparking conversations among enthusiasts.

One standout variation is the “Oniwassan,” combining “oni” from onigiri and “wassan” from croissant, born from trendy cafes in South Korea. They come in various flavors, including kimchi and mentaiko, offering a unique culinary experience. In Japan, a cafe named “Madang” has introduced these, featuring a sweeter lineup compared to its Korean counterparts. Particularly, the “Yomogi Cream” with its pale green hue evokes a sense of spring.

Another attention-grabber is the “Kuronji,” originating from South Korea. It is characterized by its flat and crispy texture, achieved by pressing and baking croissant dough. The name “Kuronji” is a combination of the Korean word for burnt rice crust and croissant, and its large size makes it stand out on the streets.

Moreover, starting from fall 2022, the evolution of croissants has accelerated, spurred by the introduction of the “Supreme Croissant” from New York(Above picture). To cater to those seeking unconventional shapes, variations like the square-shaped “Cube Croissant,” ribbon-shaped “Ribbon Croissant,” and combinations with other sweets like “Croffin” and “Cronut” have gained popularity.

The evolving world of croissants continues to captivate enthusiasts, promising more exciting developments in the future.