# Divisive Herb Pizzas Pizza Hut Japan Created an Over-the-Top Cilantro Pizza for Gen Z By Laura McQuarrie | Published 2023-03-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cilantro-pizza References: [soranews24](https://soranews24.com/2023/03/21/pizza-hut-adds-a-too-much-coriander-pizza-to-its-lineup-in-japan/) & [prtimes.jp](https://prtimes.jp/main/html/rd/p/000000135.000031164.html)  Cilantro is a divisive herb, with some people describing its taste as fresh and citrusy, while others find it soapy and unpleasant—and [Pizza Hut Japan's](https://www.trendhunter.com/trends/too-much-cilantro-pizza) newest [cilantro pizza](https://www.trendhunter.com/trends/empirical-cilantro-1) is not for people who fall into the latter group. The Pakuchi Sugite Kusa (Too Much Coriander Herb) pizza specifically targets Gen Z and it's meant to surprise and shock in equal parts with prawns, with tomato sauce and [yangnyeom sauce](https://www.trendhunter.com/trends/special-quattro). This over-the-top pizza playfully ties in with Pizza Hut's slogan, "Always More Than You Can Imagine," and it delivers more cilantro than anyone would expect to see on the average pizza. As outrageous as it may seem, every slice is generously topped with fresh cilantro and its simplicity allows for the single ingredient to shine. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 68% | Activity: 72% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Herb Dominant Foods:** Entrepreneurs can capitalize on growing interest in herb-dominant foods by introducing products that feature distinct herbs in surprising and signature ways. - **Gen Z Personalization:** Companies can target Gen-Z consumers by offering personalized products, such as pizzas with toppings that may be controversial to some individuals. - **Unexpected Flavor Combinations:** Creative developers can cater to adventurous customers by offering flavor combinations that seem unusual, yet surprisingly work well together. ### Where This Applies - **Fast Food:** Fast food chains can attract younger customers by offering unusual toppings and personalized options that target the Gen-Z demographic. - **Food and Beverage:** Artisanal and small-batch food and beverage businesses can introduce unique herb-dominant products to capitalize on a growing customer segment that seeks novelty and creative flavors. - **Marketing and Advertising:** Marketing and advertising firms can help companies target young consumers by leveraging Gen-Z-focused campaigns that feature personalized and controversial products. ## Related on Trend Hunter - [Herby Cilantro-Topped Pizzas](https://www.trendhunter.com/trends/too-much-cilantro-pizza.md) - [Controversial Corn Chips](https://www.trendhunter.com/trends/coriander-doritos.md) - [Pickle-Topped Ranch Pizzas](https://www.trendhunter.com/trends/pickle-pizza.md) - [Sweet Matcha-Infused Pizzas](https://www.trendhunter.com/trends/handy-melts-matcha.md) - [Spooky Squid Ink Pizzas](https://www.trendhunter.com/trends/landmine-pizza.md) - [Japanese Plum-Topped Pizzas](https://www.trendhunter.com/trends/super-new-star-umegherita.md) - [Layered Extra-Spicy Pizzas](https://www.trendhunter.com/trends/spicy-lovers-pizza.md) - [Pineapple Crust Pizzas](https://www.trendhunter.com/trends/tropical-twist-quattro.md) - [Divisive Frozen Pizzas](https://www.trendhunter.com/trends/pineapple-pickle-pizza.md)