Yomogi, a perennial herb known as the "queen of herbs," is seeing a surge in popularity across Japan as the next major food trend [1].
This shift comes as global demand for matcha creates supply constraints, leading food manufacturers to seek versatile, health-conscious alternatives with similar profiles [2].
Known as a member of the Asteraceae family, yomogi grows throughout Japan from Hokkaido to Okinawa [1]. Its ability to be processed into powder makes it an attractive ingredient for mass-market snacks and desserts, mirroring the trajectory of matcha's global rise [2].
Major retailers are already integrating the herb into their offerings. 7-Eleven has introduced yomogi-scented kusamochi, while FamilyMart is selling yomogi steamed buns [1]. Additionally, the donut specialist Floresta began selling yomogi donuts between March and May [1]. These products are gaining traction due to their unique, chewy texture and a sense of nostalgia for traditional Japanese flavors [1].
The industrial demand for the herb is translating into significant growth for suppliers. Ueno Tadashi, a primary provider of yomogi powder, said the company predicts shipment volumes for 2025 will reach a record high [1].
Industry observers note that the herb's health benefits and versatility allow it to move beyond traditional rice cakes into modern confectionery [2]. This expansion suggests a broader trend of "modernizing" traditional Japanese botanicals to appeal to younger consumers and international markets [2].
“"Yomogi is a perennial herb in the Asteraceae family, growing throughout Japan from Hokkaido to Okinawa."”
The rise of yomogi as a commercial substitute for matcha indicates a strategic pivot by Japanese food producers to diversify their 'green' flavor profiles. By leveraging a native plant that is more widely available across the archipelago than high-grade tea leaves, companies can maintain growth in the health-food sector while mitigating the risks associated with matcha supply shortages.
