“Bishoku” (beauty foods) is gaining popularity in Japanese cafés and restaurants. Bishoku has ingredients that are said to enhance beauty. Partnering with best-selling beauty magazine Biteki, Japanese confectionery company Kabaya has launched a special line of bishoku candy snacks. Kabaya’s “Get Beautiful” campaign positions these candies as good for women’s health and beauty—particularly the skin. It claims the gummies are a good source of fiber and iron, as well as collagen and hyaluronic acid, two widely used beauty supplements.
Following the beauty food trend, “athlete foods” are also becoming popular. Café 1406 in downtown Tokyo serves healthy food designed by an in-house “athlete food-meister.” The menu consists of high protein, natural and non-processed foods that help maintain lean muscle mass and provide energy for sports activities. The café also arranges social sports and athletic events for regulars to attend.
The post Edible beauty in Japan appeared first on Trend and Tonic.
