Insight of the Day: Overhead dining videos gaining popularity in Japan for unique angle
- InsightTrendsWorld
- Jan 6
- 15 min read
Detailed Findings (Organized by Trend):
Online Trust Crisis: Consumers are losing trust in online information due to fake reviews, AI errors, and excessive ads, leading them to platforms like Reddit and Substack. Over half of consumers fell victim to information or financial scams in the past year.
Fashion on the Plate (Designer Dining): Luxury brands are opening restaurants (Louis Vuitton, Coach, Armani), while food brands are launching fashion lines (Coca-Cola, Sweetgreen). Food is becoming a status symbol.
Focus on Sports: Brands are increasing investment in emerging sports leagues (cricket, Formula 1 in the US, pickleball) to reach younger audiences.
Video Podcasts: YouTube is a preferred platform for over 30% of podcast listeners, offering advertisers engaged audiences and longer viewing times.
Shopping on TikTok: Half of regular TikTok users in the US have made a purchase through the app, and 90% are willing to do so again. However, trust issues regarding payment security, product quality, and pricing remain.
Key Takeaway: Marketing in 2025 will need to address declining online trust, capitalize on the convergence of food and fashion, leverage emerging sports leagues, embrace video podcasts, and navigate the opportunities and challenges of TikTok shopping.
Main Trend: Shifting Consumer Behaviors and the Need for Authenticity and Targeted Marketing
Description of the Trend: Consumer trust in online information is declining, leading them to seek more reliable sources. They are also increasingly influenced by social media trends like the convergence of food and fashion, and the rise of new sports and entertainment formats.
Consumer Motivation: Consumers are motivated by a desire for authentic information, trustworthy brands, unique experiences, and engaging content. They are also influenced by social trends and the desire to express their identity through consumption.
What is Driving the Trend:
Erosion of Online Trust: Fake reviews, AI-generated misinformation, and scams are making consumers more skeptical of online information.
Social Media's Influence: Platforms like TikTok are shaping consumer preferences and driving new trends.
Convergence of Industries: The lines between fashion, food, and entertainment are blurring, creating new opportunities for cross-promotion.
Rise of Niche Sports: Emerging sports leagues are attracting younger audiences and offering new sponsorship opportunities.
Demand for Engaging Content: Video podcasts are gaining popularity due to their visual component and longer format.
Motivation Beyond the Trend: A desire for genuine connection with brands, a sense of belonging to online communities, and the pursuit of unique and shareable experiences.
Who Are the People the Article is Referring To: The article refers to consumers, marketers, brands (luxury and food/beverage), research firms (Accenture, Forrester), and social media platforms (TikTok, Reddit, Substack, YouTube).
Description of Consumers, Product, or Service the Article is Referring To:
Consumers: Individuals who are increasingly discerning about online information, influenced by social media trends, and seeking authentic and engaging experiences. They are particularly interested in fashion, food, sports, and video content.
Product: The article implicitly refers to a wide range of products, including luxury goods, food and beverages, fashion apparel, sports sponsorships, and digital content (podcasts, videos).
Service: Marketing and advertising services, social media platforms, online marketplaces, and research and consulting firms.
Age: The article highlights trends relevant to Millennials and Gen Z, particularly regarding sports and TikTok usage.
Conclusions:
Online trust is a major issue for marketers in 2025.
The convergence of food and fashion is creating new opportunities for brands.
Emerging sports leagues offer a valuable platform for reaching younger audiences.
Video podcasts are a growing trend with significant advertising potential.
TikTok is a powerful platform for e-commerce, but trust issues need to be addressed.
Implications for Brands:
Need to prioritize building trust and authenticity in their online presence.
Opportunity to capitalize on the convergence of food and fashion through collaborations and unique offerings.
Should consider investing in emerging sports leagues to reach younger demographics.
Opportunity to leverage video podcasts for marketing and advertising.
Need to address trust issues related to payment security, product quality, and pricing on TikTok.
Implications for Society:
Potential for increased skepticism and distrust of online information.
Growing influence of social media on consumer behavior and trends.
Shift in the way brands market and engage with consumers.
Implications for Consumers:
Need to be more discerning about online information and be aware of potential scams.
Greater access to unique experiences at the intersection of food and fashion.
More opportunities to engage with emerging sports and entertainment formats.
Implication for Future:
Continued decline in online trust if issues are not addressed.
Further convergence of industries and blurring of lines between product categories.
Increased importance of authenticity and transparency in marketing.
Growing role of social media in shaping consumer behavior.
Consumer Trend (Detailed):
Declining Trust in Online Information: Consumers are becoming more skeptical of online content, particularly product reviews and search results, due to concerns about authenticity and manipulation.
Consumer Sub-Trends (Detailed):
Seeking Information from Trusted Sources: Consumers are turning to platforms like Reddit and Substack for more reliable information and authentic user experiences.
Increased Scrutiny of Brand Messaging: Consumers are more likely to question brand claims and seek independent verification.
Demand for Transparency: Consumers expect brands to be open and honest about their products, pricing, and marketing practices.
Big Social Trend (Detailed):
The Crisis of Trust in the Digital Age: The proliferation of misinformation, scams, and manipulative marketing tactics is eroding trust in online platforms and institutions.
Local Trend (Detailed): Not specifically mentioned, although the article implies a global relevance.
Worldwide Social Trend (Detailed):
Globalization of Consumer Trends: The trends discussed are likely relevant in many developed countries where social media and e-commerce are prevalent.
Name of the Big Trend Implied by Article: The Imperative of Authenticity in the Age of Digital Distrust
Name of Big Social Trend Implied by Article: The Erosion of Trust in the Online Ecosystem
Social Drive: A desire for genuine connection, reliable information, and trustworthy brands, fueled by negative experiences with online scams, misinformation, and manipulative marketing, is driving consumers to seek out more authentic sources and demand greater transparency from businesses.
Learnings for Companies to Use in 2025:
Online trust is a major challenge and a critical factor for success.
The convergence of food and fashion is a significant trend.
Emerging sports leagues offer new marketing opportunities.
Video podcasts are a growing platform for reaching engaged audiences.
TikTok is a powerful e-commerce platform, but trust issues need to be addressed.
Strategy Recommendations for Companies to Follow in 2025:
Prioritize transparency and authenticity: Be open and honest about your products, pricing, and marketing practices. Build trust by providing accurate information and avoiding manipulative tactics.
Combat fake reviews and misinformation: Implement measures to ensure the authenticity of product reviews and address misinformation about your brand.
Explore collaborations at the intersection of food and fashion: Partner with brands in the other industry to create unique and appealing offerings.
Invest in emerging sports leagues: Consider sponsoring developing sports leagues to reach younger demographics and build brand awareness.
Develop video podcast content: Create engaging video podcasts to connect with audiences and promote your brand in a more authentic way.
Address trust issues on TikTok: Be transparent about pricing, product quality, and payment security to build trust with TikTok shoppers.
Leverage trusted platforms: Promote your brand on platforms like Reddit and Substack, where users perceive information as more reliable.
Focus on building long-term relationships: Prioritize customer loyalty and trust over short-term gains.
Final Sentence (Key Concept) Describing Main Trend from Article: As online trust erodes and consumer behavior evolves, marketers in 2025 must prioritize authenticity, embrace the convergence of industries like food and fashion, leverage emerging sports and entertainment platforms, and navigate the challenges and opportunities of social commerce, particularly on TikTok.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It:
Brands and companies should embrace The Imperative of Authenticity in the Age of Digital Distrust by:
Building trust and transparency: Be open and honest about their products, pricing, and marketing practices. Implement measures to ensure the authenticity of product reviews and combat misinformation. Provide clear and accurate information to empower consumers to make informed decisions.
Capitalizing on the convergence of food and fashion: Explore collaborations and cross-promotional opportunities between food/beverage brands and fashion brands, creating unique products, experiences, and marketing campaigns that appeal to consumers' growing interest in this intersection.
Investing in emerging sports leagues: Consider sponsoring developing sports leagues, such as the professional cricket league, Formula 1 in the US, and pickleball leagues, to reach younger demographics and build brand awareness in growing markets.
Creating engaging video podcast content: Develop informative, entertaining, and authentic video podcasts that connect with audiences on a deeper level, provide valuable insights, and promote their brand in a less intrusive way.
Addressing trust issues on TikTok: Implement measures to ensure secure payment processing, transparent product information, and clear communication with customers to build trust and encourage purchases on the platform.
Leveraging trusted platforms: Promote their brand and engage with consumers on platforms like Reddit and Substack, where users perceive information as more reliable and authentic.
Prioritizing long-term relationships: Focus on building customer loyalty and fostering genuine connections through authentic engagement, transparent communication, and consistently delivering on brand promises.
Final Note: By implementing these strategies, brands can successfully navigate the Shifting Consumer Behaviors and the Need for Authenticity and Targeted Marketing and The Erosion of Trust in the Online Ecosystem trends. They can cater to consumers who are looking for trustworthy brands, authentic experiences, and reliable information and are interested in engaging with companies that align with their values and provide genuine value. They can be a part of the solution to the growing problem of online distrust and build stronger, more meaningful relationships with their customers in an increasingly complex digital landscape.
Overhead dining videos gaining popularity in Japan for unique angle
Some restaurants have even installed special overhead shooting stands. PHOTO: PEXELS
UPDATED Jan 06, 2025, 02:37 PM
TOKYO - An increasing number of young people are enjoying shooting videos of themselves eating at restaurants – by placing their smartphones on mesh racks directly above their tables for an overhead shot.
Some restaurants have even installed special overhead shooting stands. This method is popular not only because it allows people to take videos from a unique angle, but also because overhead photos and videos do not show faces, making them easy to post on social media.
One night in mid-November, female customers stood up from their seats one after another and put their smartphones on overhead mesh racks installed above their tables in Fu-Fu-Hanten, a Chinese restaurant in Sumida ward, Tokyo.
They pointed their camera lenses straight down through the gaps in the mesh to capture their beautifully arranged ramen noodles and stir-fried rice and themselves as they ate.
A 19-year-old university student was shooting a video at a counter table with her friend sitting next to her. She checked the video after finishing her meal.
“This is so cool and cute. I can shoot a video of us saying, ‘let’s eat’, and sharing the food with each other, which leaves us with good memories,” she said.
A 17-year-old high school student who sat at another table said: “It was difficult to focus the camera, but it was interesting. Since the content does not include my face, I can post it on social media easily.”
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Originally, the mesh racks were installed to hold customers’ bags.
According to the restaurant’s head chef Junnosuke Nishizuka, 36, videos of meals and other things taken from directly above have been posted on social media one after another since February.
Sometimes, customers who want to shoot such videos or photos line up in front of the restaurant. Now, 30 per cent to 40 per cent of the restaurant’s customers take videos or photos, according to Mr Nishizuka.
“I was surprised to find out that the racks could be used that way. I hope people enjoy the food and atmosphere of the restaurant with videos taken from this unique angle,” he said.
The 38kitchen Kotodai pancake restaurant in Aoba ward, Sendai, installed overhead shooting racks in late May. A 45cm by 45cm shooting rack hangs by wires from the ceiling above each of the four tables in the restaurant.
The shooting racks are wooden frames with gardening nets attached to them, in which people can put their smartphones.
A 41-year-old housewife shot a video of herself and her friend having pancakes with seasonal fruits and other ingredients. She said, “I can film the food without holding my smartphone, which allows me to enjoy the meal in a relaxed way.”
The overhead shooting method has various advantages: People can shoot a video or a photo of their table without including other customers in it and easily get their whole table in the shot.
Mr Yukari Hoshino, an executive officer of ReWiLL, the Sendai-based company that operates the restaurant, said: “Overhead shooting allows people to take videos or photos that capture the atmosphere, showing aspects such as the colours and placement of food across the entire table.
“It is also popular because they can record the order in which the dishes arrive.”
Customers post their videos or photos on social media, which attracts more diners. As a result, the restaurant’s sales in October 2024 were about 150 per cent of what they were in May that year, said Mr Hoshino. THE JAPAN TIMES/ASIA NEWS NETWORK
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2.0 Experimental Advanced. Lacks access to real-time info and some Gemini features.
This article from The Straits Times reports on the growing popularity of overhead dining videos in Japan, particularly among young people. Let's analyze it:
Summary of "Overhead dining videos gaining popularity in Japan for unique angle"
Title: Overhead dining videos gaining popularity in Japan for unique angle
Detailed Findings:
Trend: Young people in Japan are increasingly filming their dining experiences from an overhead perspective using mesh racks or stands above tables.
Motivations: Unique angle, easy to post on social media (faces are not shown), captures the entire table setting and atmosphere.
Restaurant Adaptation: Some restaurants have installed overhead shooting stands to cater to this trend.
Case Study 1: Fu-Fu-Hanten (Chinese restaurant): Mesh racks originally for bags are now used for filming. 30-40% of customers now take videos/photos.
Case Study 2: 38kitchen Kotodai (pancake restaurant): Installed overhead shooting racks (wooden frames with gardening nets). Increased sales by 150% from May to October 2024.
Benefits: Allows filming without holding the phone, captures the entire table setting, avoids filming other customers, and showcases the order in which dishes arrive.
Key Takeaway: Overhead dining videos are a growing trend in Japan, driven by social media, unique aesthetics, and privacy concerns. Restaurants are adapting to this trend, leading to increased customer engagement and sales.
Main Trend: The Rise of Overhead Dining Videos in Japan
Description of the Trend: Diners, particularly young people, are increasingly filming their meals from an overhead perspective in Japanese restaurants, utilizing makeshift or restaurant-provided stands to capture the entire table setting and the dining experience.
Consumer Motivation: Desire for unique and visually appealing content for social media, ease of sharing without showing faces, capturing the atmosphere and the progression of the meal.
What is Driving the Trend:
Social Media Sharing: The popularity of platforms like TikTok and Instagram, where visually engaging content is highly valued.
Uniqueness and Novelty: Overhead shots offer a different perspective compared to traditional food photography.
Privacy Concerns: Not showing faces makes it easier to share content online without privacy issues.
Restaurant Adaptation: Restaurants are recognizing and catering to the trend, further fueling its growth.
Food as Performance: Captures the presentation and arrival of dishes.
Motivation Beyond the Trend: A desire to document and share experiences, create visually appealing content, and participate in online trends.
Who Are the People the Article is Referring To: The article refers to young Japanese diners (university and high school students), restaurant owners and staff, and social media users.
Description of Consumers, Product, or Service the Article is Referring To:
Consumers: Young Japanese diners, particularly those active on social media, who are interested in capturing and sharing their dining experiences from a unique perspective.
Product: The article implicitly refers to food and beverages served at restaurants, as well as smartphones and social media platforms.
Service: Restaurants that are adapting to the trend by providing overhead shooting stands or accommodating customers' use of existing structures (like mesh racks).
Age: Primarily younger generations (Gen Z and likely Millennials) who are more active on social media and comfortable with filming their experiences.
Conclusions:
Overhead dining videos are a growing trend in Japan, driven by social media and a desire for unique content.
Restaurants are adapting to this trend by providing infrastructure and recognizing its marketing potential.
The trend highlights the evolving relationship between food, technology, and social sharing.
Implications for Brands:
Opportunity for restaurants to attract customers and increase engagement by catering to this trend.
Potential for food and beverage brands to incorporate overhead shots into their own marketing materials.
Need to understand the visual preferences of younger generations on social media.
Implications for Society:
Further integration of technology and social media into everyday experiences like dining.
Changing norms around privacy and filming in public spaces.
Potential for increased documentation and sharing of food culture.
Implications for Consumers:
New ways to document and share dining experiences.
Increased awareness of social media trends related to food.
Potential for enhanced dining experiences at restaurants that cater to the trend.
Implication for Future:
Continued growth of the overhead dining video trend in Japan and potentially other countries.
Further innovation in restaurant design and technology to facilitate social media sharing.
Increased use of overhead perspectives in food photography and videography.
Consumer Trend (Detailed):
Overhead Filming of Dining Experiences: Consumers, particularly young people, are increasingly filming their meals from an overhead perspective to capture the entire table setting and the progression of the dining experience.
Consumer Sub-Trends (Detailed):
Desire for Unique Social Media Content: A preference for visually engaging and novel content that stands out on platforms like TikTok and Instagram.
Privacy Concerns While Sharing Online: A desire to share experiences without revealing faces or personal information.
Documentation of Food Experiences: Using video to capture not just the food itself, but also the atmosphere, the presentation, and the social interaction.
Big Social Trend (Detailed):
The Visual Culture of Social Media: The increasing importance of visually appealing and shareable content in online interactions, particularly related to food and experiences.
Local Trend (Detailed): The article specifically focuses on the trend in Japan.
Worldwide Social Trend (Detailed):
Global Influence of Social Media Trends: Trends that originate in one country can quickly spread globally through social media platforms.
Food as a social media trend: Food is often photographed and filmed.
Name of the Big Trend Implied by Article: The Rise of Performative Dining for Social Media
Name of Big Social Trend Implied by Article: The Visual Documentation of Everyday Experiences
Social Drive: A desire to document and share experiences, create visually appealing content, and participate in online trends, fueled by the pervasive influence of social media and the ease of smartphone videography, is driving the popularity of overhead dining videos in Japan.
Learnings for Companies to Use in 2025:
Overhead dining videos are a growing trend in Japan, particularly among young people.
Restaurants can attract customers and increase engagement by catering to this trend.
Social media is a key driver of food-related trends.
Privacy concerns are influencing how people share content online.
Strategy Recommendations for Companies to Follow in 2025:
Install overhead shooting stands: Restaurants can provide dedicated stands or structures to facilitate overhead filming.
Design visually appealing table settings: Pay attention to the aesthetics of the entire table, not just individual dishes.
Encourage social media sharing: Promote the use of specific hashtags or create contests to incentivize customers to share their videos.
Incorporate overhead shots into marketing: Use overhead perspectives in restaurant photography and videography for promotional materials.
Train staff to be accommodating: Ensure that staff are aware of the trend and are helpful to customers who want to film their meals.
Consider lighting: Ensure lighting is suitable for filming.
Offer dishes that are visually appealing from above: Consider how dishes will look from an overhead perspective.
Final Sentence (Key Concept) Describing Main Trend from Article: The growing popularity of overhead dining videos in Japan, fueled by social media sharing and a desire for unique visual content, is transforming the restaurant experience and creating new opportunities for engagement and marketing.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It:
Brands and companies should embrace The Rise of Performative Dining for Social Media by:
Facilitating overhead filming: Install dedicated overhead shooting stands or structures in restaurants to make it easy and convenient for customers to capture this perspective.
Designing visually appealing table settings: Pay attention to the aesthetics of the entire table, including plates, cutlery, glassware, and overall presentation, as it will be captured in overhead shots.
Encouraging social media sharing: Create restaurant-specific hashtags, run contests for the best overhead videos, and feature user-generated content on their own social media channels.
Incorporating overhead shots into their own marketing: Utilize overhead perspectives in their own photography and videography for websites, social media, and advertising campaigns.
Training staff to be accommodating: Educate staff about the trend and ensure they are helpful and understanding towards customers who want to film their meals.
Optimizing lighting for filming: Ensure that the restaurant's lighting is conducive to taking high-quality overhead videos.
Creating dishes that are visually appealing from above: Design dishes with an eye towards how they will look when filmed from an overhead perspective, considering colors, textures, and arrangement.
Final Note: By implementing these strategies, brands can successfully take advantage of the Overhead dining videos gaining popularity in Japan for unique angle and The Visual Documentation of Everyday Experiences trends. They can market to consumers who are looking for unique and shareable dining experiences and are interested in documenting their meals in visually appealing ways for social media. They can be a part of the evolving relationship between food, technology, and social sharing and enhance their brand image by embracing a trend that resonates with younger generations in Japan.
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