Sesame, rice, buckwheat and redbean flavours are also tipped to make their way into Western consumers’ palates – integrated into existing recipes such as ice cream or macarons, or continued in traditional Japanese sweets. “You get much more natural, intense but not dominating, taste properties you can’t achieve with European baking,” said Matthijs Sillevis Smitt from Amsterdam-based steam cake producer Masdac International. Steam cakes are one traditional Japanese snack is now making their way into the US market. This presents Western markets with a huge opportunity to develop, particularly in the convenience and grab-and-go categories popular with millennials, according to TechNavio research analysts. However, there are still many bakery products and flavours in Japan and the wider Asian market that have not made their way to Europe, Northern America or Australia. One of the reasons behind the boom is bread is gaining ground on Japan’s tables, alongside the traditionally favoured rice. The vast majority of the launches in Japan are individually wrapped bakery snacks, many of which are sold through the country’s highly developed convenience retail channel. In the past 12 months, Japan has accounted for a 13 per cent share of all bread and sweet bakery products launched globally – more than double the share of the France. Which is, of course, exactly what their creator envisioned for them in the first place.Western baking businesses in need of inspiration should look to Japan, the country leading global launches of bread and sweet bakery products. A world where emojis are yet another, wholly unremarkable way of expressing feelings online and on screen, with no more thought put into using them than choosing a font or deploying italics. “I created emoji for use in Japan,” Kurita says, “but no matter where you are, whenever there’s text on a screen, there’s a need for an emotional component.” If the arc of emojis’ popularity in Japan is any indication, what’s more likely to happen is a slow fade. Everyone from your mom to your drug dealer uses them. There are no such age or gender restrictions abroad. And finally, in Japan, the emoji fad was predominantly driven by young women. The prospect of monetizing emojis in the way Line has its stamps would be a mouth-watering prospect for a tech company, but it’s hard to imagine any single app or even social network coming to dominate the massive universe of English-language texting in the way Line dominates Japan’s. Even at Japan’s moment of what might be called peak emoji around 2008, nobody thought to enshrine them in the dictionary or wage a bidding war over Emoji: The Movie. The first is that emojis are far more popular abroad than they ever were in their birthplace. This lets the constructions retain more ambiguity design-wise, which is a fancy-pants way of saying they’re more kawaii. The kaomoji express emotions in the way emojis do, but they’re composed of standard fonts rather than being illustrated by anyone in particular. Perhaps the most common is キタ━━━━(゚∀゚)━━━━!! Pronounced kita, it’s the illustration of an excited “all right!” or “here we go!” that’s deployed endlessly on Japanese Twitter and chat rooms. Frankenstein might have built had he majored in linguistics rather than played God. They are complicated mixtures of punctuation, Japanese kana, foreign letters, and even scientific symbols, resembling something Dr. But Japanese emoticons-known as kaomoji, or face-text-come in a dizzying array of variations. Most English-speaking net users are familiar with the ubiquitous smiley :-) and frowny :-( marks and a handful of others. The West has emoticons and text art too, of course. The emojis have also taken another hit in Japan from an unlikely culprit: emoticons, those little pictorial representations of facial expressions constructed from punctuation marks.
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