Can You Believe That Young Kids Dig Sushi?

My Gen X brain stalled out when it was asked to comprehend a new phenomenon. Kids (as in, Gen Alpha) are eating sushi like never before. This has dramatic implications.

Paramount among the considerations with restaurant food options, whether it’s carry-out or dine-in, are sushi’s multiple virtues – it’s a quick, convenient and healthier than traditional fast food.

And the reach of its popularity is astounding…even extending now to birthday parties, with sushi playing a central role in the form of sushi stations or – are you sitting down? – sushi chefs appearing to create the food on site.

How do we explain this trend?

Parents like the fresh, healthy ingredients, along with beautiful presentations. They also appreciate the great variety of flavor options which capture a diverse range of preferences and tastes. And finding something that the kids don’t complain about? Score!!!

From the kids’ perspective, well, the colorfulness certainly can be a source of the appeal. Plus, it’s fun for them to eat with either with their hands or chopsticks.

Some have also suggested that sushi can be perceived as an adult food, which might boost kids' sense of maturity.

There are some parents, however, who will say under their breath that the introduction of sushi was a bad financial decision (it’s expensive!), but hey, you can’t put the toothpaste back into the tube. We have reached the sushi inflection point!

I’m amazed that this was such an easy sell to children. When Gen X’ers were little, we were supplied with Kraft Macaroni & Cheese (a real treat requiring some preparation time…in pre-microwave days). Peanut butter and jelly sandwiches (what a crazy combo). Sloppy Joe’s (how did it get that name??). Bologna on white bread (Wonder Bread, to be specific, which had an infinite shelf life. Hmmmmm). Or the worst…grilled cheese!!! To say nothing of meatloaf and pot roast.

Sushi never ever crossed my palate. In fact, raw fish was considered a high risk. And who needed sushi when there was General Tso’s chicken, if one wanted something Asian?

This whole movement toward the adoption of sushi, both from the parents’ position of pushing it and kids’ receptivity to it, is astonishing. However, it’s worth noting that some parents are using it as a reward. Interesting.

If we dial the clock back about 30 years, the seminal, sea-tide change, which enabled wider sushi acceptance among adults, came with the use of special freezing technology in the 90s, according to “The Story of Sushi” by Trevor Corson. This enabled safer seafood.

But here’s the semi dirty secret behind today’s sushi. The rice may be loaded with extra sugar. And the more that’s added, the more kids like it. Oldest trick ever!

Of course, the price tag that comes with sushi makes this style of food a bit daunting. But not if you make it yourself! I can envision a day in the not-so-distant future where moms and dads find themselves adding nori (dried seaweed), sushi rice and raw seafood to their shopping lists.

Then they’ll whip out their sushi prep kits (sushi knife, bamboo rolling mat, rice paddle and spreader and maybe a sushi bazooka and molds to form rolls or balls). Before long, dinner is served! Groovy, man!