In the US, symbols such as the McDonald’s arches and the Lay’s Chips logo are seen as a prime example of American culture, revealing our preference for mass-produced consumer foods. Since these products are so popular here, they end up becoming available in other countries too, but how are they adapted to better fit the preferences of other cultures? Do they expand on American flavors in different ways? Or do they include parts of their own cultures and flavors to create a more unique version of the products we know and love?
I often visit stores in New York that focus on selling imported Japanese products, including snacks. These stores carry Japan’s version of foods like KitKats, Oreos, and Lay’s chips. However, while the US focuses on flavors such as sour cream or barbeque, Japan’s Lay’s chips have more unusual flavors, such as garden tomato, steak, or crawfish. In addition, Japan has over 300 different KitKat flavors, including limited edition ones, while the US carries only a portion of these. Most of this is due to different brand distributions: in Japan, Frito-Lay is a subsidiary of Calbee, while in the US it’s its own brand. Nestle distributes KitKats overseas, whereas the Hershey Company distributes them in the US. But it also comes from our own taste preferences; in my opinion, US consumers prefer to have a sense of comfort and nostalgia in their flavors, meaning that new varieties will rarely be created unless they have a chance of intriguing the American palate and becoming popular. Another reason is because of regional culture: Japan is known for frequently incorporating flavors such as matcha and white peach due to their symbolism of tranquility and good fortune, respectively, as well as their widespread production, so those are often focused on to entice the Japanese audience. And cherry blossom season is one of Japan’s most important events, so almost all the major snack brands release limited-edition treats inspired by this flavor.
Foods may also be affected by country-specific laws, which change flavor choices in different areas. Haribo gummy bears, for example, are popular in both the US and its originating continent of Europe (specifically Germany, where they were created) but there are severe differences in flavor due to the law. In Germany, corn syrup, artificial flavors and artificial colors are banned by law, so the gummy bears are made with natural flavors that result in more subtle colors and taste. It’s also possible that since artificial sweeteners are normalized in the US, they are also more popular for boosting flavor which is why our gummy bears are different.
Although Americans typically prefer the original tried-and-true versions of their snacks, it turns out that we are also more than willing to try out new flavors from other countries, no matter how weird they may seem. A survey done by Frito-Lay in 2019 reveals that out of the 2,200 adults worldwide who took the survey, three quarters of them said that they are willing to be more adventurous in their food choices, and the US was the second largest market for international flavors. And it’s highly possible that this number will continue to rise, with many specialty stores selling international snacks opening up in the US, and higher focus on unique food in the social media era that’ll make people want to try new flavors for impact––even if they still find comfort in the originals.
As international flavors of popular snacks begin to become more common in the US, consumers are able to explore more diverse flavors and gain a view of food in other countries, no matter how off putting they may seem at first. Even if the original American varieties remain the favorites of Americans, international snacks still manage to become popular in the US, and might even lead to more ambitious options explored by American brands and stores in the future. The unique flavors of regional snacks used to feel strange and forbidden to me––but, like many other Americans, I now hope to discover new flavors more frequently, even if they may be shocking––or delicious.
Isabella Quinn primarily writes pieces about literature and popular culture. She also is an avid reader, 90s music enjoyer, and a tea snob.
