Don Quijote's 'Hen-ai Meshi' Gains Widespread Attention After TV Feature

The term 'Hen-ai Meshi' is garnering significant attention, particularly on social media. Its popularity surged even further after discount store Don Quijote's 'Hen-ai Meshi' was featured on the Fuji TV program 'Aiba x Bu'. It has since ranked high on Yahoo!'s trending topics, sparking interest as a new food trend.

On 'Aiba x Bu', MC Masaki Aiba, along with Kei Inoo (Hey! Say! JUMP), Soya Igari (KEY TO LIT), Kazuki Enari, Akane Osawa, and Shunsuke Ito (Oswarld), delved into the unique and 'quirky' Don Quijote 'Hen-ai Meshi' menu items as the 'Menu Detective Squad'. Viewers responded with comments like, 'I didn't know Don Quijote had bento boxes and deli items!' and 'I'm going to check out the Hen-ai Meshi section!'

The concept behind 'Hen-ai Meshi' is '120 points for someone, rather than 75 points for everyone.' The aim is not to appeal to the masses, but to develop distinctive and 'quirky' menu items that are passionately supported by a specific segment of the population. During the program, Don Quijote's 'Hen-ai Meshi' development manager appeared, likening the hard stick of an American dog to 'Chateaubriand of beef,' and his unique ideas and character brought laughter to the viewers.

Indeed, specific product mentions are appearing on social media, such as, 'I tried the Garlic-Loaded Chicken Bento. The rich flavor truly lives up to its appearance and the 'Hen-ai' name – I'm completely satisfied!' and 'The Seaweed Salt Potato Salad looks delicious.' The program also showed Soya Igari getting hooked on a particular product and Kei Inoo expressing surprise at its boldness, with the cast's reactions further captivating viewers' interest.

True to its name, 'Hen-ai Meshi' creates unconventional products under a development policy of 'It's fine if it resonates with someone' and 'It's fine to have mixed reviews.' However, as these products are only available at a limited number of stores, some voices express disappointment, saying, 'It wasn't available in my area.'

This television feature is likely to draw even more people's attention to Don Quijote's 'Hen-ai Meshi.' All eyes will be on how these unique 'Hen-ai Meshi' dishes, which pursue individuality, will influence future food culture.

The Context

Don Quijote (often affectionately called 'Donki') is a major Japanese discount store chain known for its eclectic product selection, from groceries and electronics to cosmetics and apparel, often packed into multi-story stores with a maze-like layout. They are famous for their competitive pricing and late operating hours.

'Hen-ai Meshi' (偏愛めし) literally translates to 'obsessive meal' or 'personal favorite dish.' In the context of Don Quijote's product line, it refers to unique, unconventional, and often polarizing food items designed to appeal intensely to a specific niche rather than having broad, universal appeal. The concept embraces bold flavors, unusual combinations, or extreme portions, aiming for a '120 points for someone' experience over a '75 points for everyone' approach. This trend reflects a broader shift in consumer culture towards personalized experiences and niche products in Japan, moving away from mass-market homogenization.