While walking through the aisles of Mitsuwa, a Japanese grocery store, I looked around at the frozen packages of rice cakes, a question came to mind: if I asked you what mochi was, what would come to mind? Ice cream wrapped in rice cake? Mochi actually does not include any kind of frozen dessert in its original form. The process of “American-ification” of ethnic cuisines, which aims to enhance marketability, has erased the authenticity of these dishes, distorting them to cater to the palates of consumers.
For instance, if you walk into any Trader Joe’s, an entire aisle is dedicated to overseas microwavable meals, with fonts advertising beefless bulgogi, butter chicken, and “Asian-style” stir-fried vegetables. More often than not, the flavor that is associated with the dish is compromised in favor of an American palate. All it is is soggy vegetables and chewy noodles encased in plastic with an ‘exotic’ label.
Moreover, the problem of names. For example, Panda Express’ wonderful menu: only three out of the 18 options have Chinese in their name, and one even is a Japanese dish. By using English names for their dishes, restaurants appeal to the American audience by seeming less foreign but still diverse in flavor. More often than not, it’s the restaurants with the native languages on the menu that serve good food.
In California especially, there’s a new Asian restaurant popping up every other month, advertising to the large Asian demographic. People wait in long lines to try the newest fad that has washed over social media. People love to say they enjoy “authentic” ethnic foods, when in reality, the food they consume gives nothing to the originators and everything to fast-food capitalists. As consumers, it is important to look past the allure of exotic labels and, if accessible, truly appreciate dishes that expand your palate.
Thank you to Shield writer, Anna Genna, for their contributions to this article!