# Adapted Amazake Brands embrace ancient Japanese traditions in new product formulations. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published May 25, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/adapted-amazake ## Key Figures - Trend score: 3.2/10 - Evidence articles: 6 ## What is the Adapted Amazake trend? **Adapted Amazake:** Amazake is an ancient Japanese fermented rice drink that's known to promote skin and hair strength, as well as gut health. In recent years, Amazake has been adopted in various product formulations in beauty and food industries, following a revival of the ingredient in Japan and interest from North American markets. ## The consumer insight behind the Adapted Amazake trend North Americans are intrigued by the diverse flavor and ingredient profiles of other cultures as they seek to update and diversify their consumption habits. Brought on by globalization and travel, interest is tied to a general curiosity about the traditions of other countries, as well as an inquiry about any possible benefits tied to them. The latter is motivated by an emphasis that contemporary consumers place on holistic wellness. ## At a Glance - Evidence: 6 featured examples - Articles from: Feb 4, 2019 to Sep 28, 2021 - Published: May 25, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Adapted Amazake trend ### Globalization and Cultural Curiosity Interest in diverse flavors and ingredients of other cultures is driven by curiosity about the traditions and potential benefits they offer. ### Holistic Wellness Emphasis Interest in amazake-based products is driven by contemporary consumers' focus on holistic wellness. ### K-Beauty and Cross-Cultural Inspiration K-Beauty and other cross-cultural inspirations are driving advancements in skincare, beauty, and food products. ## What the Adapted Amazake trend means for industry ### For Consumer Packaged Goods Amazake influence can be found in food and beverage products, and can be used as a nutritious ingredient. ### For Beauty and Skincare Amazake's potential for skin and hair health makes it a popular ingredient in skincare products. ### For Fast Food and Restaurant Chains Collaborations featuring amazake and other traditional Japanese ingredients are driving innovation in fast food and restaurant menus. ## Workshop question How might your brand incorporate historic traditions in its product offering to add value? ## Trend signals for Adapted Amazake Trend score 3.2 out of 10, from popularity 46%, activity 39%, freshness 10%. - Popularity: 46% - Activity: 39% - Freshness: 10% ## Examples of the Adapted Amazake trend 6 featured examples from Feb 4, 2019 to Sep 28, 2021. - [Amazake-Inspired Beauty Smart Waters](https://www.trendhunter.com/trends/waso-beauty): The Waso Beauty Smart Water Boasts a Three-in-One Function (Category: Fashion) Implication: The skincare industry can capitalize on the trend towards multi-functionality and traditional ingredients by incorporating fermented ingredients and other unique cultural practice… - [Fermented Rice Shakes](https://www.trendhunter.com/trends/dassai-mazeru): The Dassai Mazeru Shake is Served with the Mos Burger Vanilla Shake (Category: Lifestyle) Implication: Opportunities for collaboration and innovation in the food and beverage industry to create unique and flavorful products. - [Tasty Sake-Inspired Japanese Snacks](https://www.trendhunter.com/trends/pocky-flavor): This Pocky Flavor is Developed in Partnership with Tokyo Port (Category: Lifestyle) Implication: Opportunity for snack companies to tap into the trend of sake-inspired flavors and develop new offerings. - [Collaborative Rice Burgers](https://www.trendhunter.com/trends/mos-burger-x-dassai): Mos Burger x Dassai Introduces Four Exclusive Rice Burgers (Category: Lifestyle) Implication: Fast food chains can leverage the trending popularity of rice burgers and collaborations to create novelty items that cater to the demands of changing consumer preferences. - [Versatile Fermented Rice Beverages](https://www.trendhunter.com/trends/fermented-rice-beverage): Kyubi Fermentory's Product is Becoming Popular in Australia (Category: Lifestyle) Implication: Innovation in developing, packaging, and selling rice-based fermented beverage products to diverse markets and consumers. - [Traditional Japanese Sweets Cafes](https://www.trendhunter.com/trends/japanese-sweets-cafe): Häagen-Dazs Partners with Sukibayashi Sabo for This Activation (Category: Lifestyle) Implication: The food and beverage industry can leverage cultural fusion and seasonal pop-ups to create buzz, drive foot traffic, and appeal to changing consumer tastes. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)