OZmall Survey: Restaurant Message Plate Usage Jumps 1.7x in 7 Years, Over 220,000 Annually Experience 'My Own Production' Beyond Birthdays
According to a survey by Starts Publishing's 'OZmall,' restaurant message plate usage has increased approximately 1.7 times over seven years, with over 220,000 people experiencing it annually. Notably, 'solo x message plate' usage surged 35-fold, revealing an evolution towards 'self-directed productions' for diverse purposes like birthdays, fan activities, and self-encouragement.
📋 Article Processing Timeline
- 📰 Published: May 1, 2026 at 01:12
- 🔍 Collected: April 30, 2026 at 16:31
- 🤖 AI Analyzed: April 30, 2026 at 17:17 (45 min after Collected)
Starts Publishing Co., Ltd. (Headquarters: Chuo-ku, Tokyo, Representative Director and President: Fumiaki Sekine), operating "OZmall" (5 million members), analyzed the usage trends of 'Message Plate Plans' from 2019 to 2025. The number of 'Message Plate' users increased approximately 1.7 times in seven years, with over 220,000 people experiencing it annually (as of 2025), primarily women in their 20s to 40s. While family anniversaries, girls' nights out, and meals with friends are increasingly popular occasions, a particularly significant change is the reservation of 'solo x message plates,' which has increased approximately 35 times in seven years. It was found that these are used with clear intentions such as 'preparing a message plate for my own birthday,' 'anniversary of my favorite idol/character (oshi),' and 'encouragement for myself.' This evolution shows that message plates, once a 'special production' for birthdays and anniversaries, are now transforming into 'something produced for oneself.'
■ "Message Plate" special feature here: https://www.ozmall.co.jp/restaurant/kodawari/withmessage/
(From left) Janu Mercato / Janu Tokyo, GALLERY & CAFE CAMELISH
Usage up 1.7 times in 7 years! Message plates become a means of "communication"
Message plate usage has been steadily increasing since 2019, maintaining its popularity. After the COVID-19 pandemic, there's a growing awareness of wanting to make 'each meal more memorable,' and as a way to visualize feelings in the SNS era, more people are using desserts and presentations to express themselves instead of direct words.
Introducing the latest plans that respond to the changes in 'Message Plates'
To allow more people to easily experience this message plate culture, OZmall will implement special features tailored to various usage scenes and purposes.
▲ (From left) Shibuya Winery Tokyo, Il Pinolo Sky Terrace
【"Great Value" is the trigger】Message plates with over 25% off
We introduce great value plans where message plate guaranteed plans are over 25% off the regular price. Available not only for anniversaries but also for everyday use, why not convey feelings you usually can't?
Special feature here
▲ (From left) Nishiazabu Shirukuya, Japanese Cuisine "Hanamusashi" / Hotel Metropolitan
【Convey your gratitude】Mother's Day message plate plans
The style of conveying feelings by borrowing the 'canvas' of a restaurant message plate, not just dining together, has become established for 'Mother's Day' and 'Father's Day.'
Special feature here
▲ (From left) Ristorante Mangiare Iseyama, GALLERY & CAFE CAMELISH
【Express your overflowing emotions!】Long message plates of 50 characters or more
This message plate allows you to send original messages that cannot be fully expressed with fixed phrases. Its uses are varied, for lovers, family, friends, or your favorite idol, so please pour your passionate feelings into it.
Special feature here
▲ (From left) GALLERY & CAFE CAMELISH, Roppongi Teppanyaki ORCA
【Recommended for Oshi-katsu! Perfect for SNS】Illustration plates showcasing artisan skill
Turn your 'likes' into a plate, whether it's your favorite group, character, or pet. An only-one plate is sure to bring happiness when posted on SNS and when looked back on later.
Special feature here
▲ (From left) Cuisine "Est" / Hotel Metropolitan, Janu Mercato / Janu Tokyo
【For special occasions like longevity celebrations, graduations, and entrance ceremonies.】Family celebration plates
More people are using restaurants for family anniversaries. How about creating a wonderful family celebration with a message plate for your child's birthday, a 60th birthday celebration, or your grandparents' golden wedding anniversary?
Special feature here
＜What is OZmall?＞ Started in 1996 as the WEB version of the women's lifestyle magazine "OZmagazine." Celebrating its 30th anniversary this year, it is an outing media that delivers "only trusted excitement." It features special articles utilizing its unique editorial power and premium reservation services where users can book luxurious plans for restaurants, hotels, and hair salons at a discount. It treats users as "friends" and is supported by 5 million members.
【Inquiries for interviews】Starts Publishing Co., Ltd. Public Relations, Shiroto TEL: 03-6202-0311 Mail: contact-stp@starts-pub.jp
d607-2155-77c0272d08a1e6ed6b1269dc02551758.pdf
Keywords:
■ "Message Plate" special feature here: https://www.ozmall.co.jp/restaurant/kodawari/withmessage/
(From left) Janu Mercato / Janu Tokyo, GALLERY & CAFE CAMELISH
Usage up 1.7 times in 7 years! Message plates become a means of "communication"
Message plate usage has been steadily increasing since 2019, maintaining its popularity. After the COVID-19 pandemic, there's a growing awareness of wanting to make 'each meal more memorable,' and as a way to visualize feelings in the SNS era, more people are using desserts and presentations to express themselves instead of direct words.
Introducing the latest plans that respond to the changes in 'Message Plates'
To allow more people to easily experience this message plate culture, OZmall will implement special features tailored to various usage scenes and purposes.
▲ (From left) Shibuya Winery Tokyo, Il Pinolo Sky Terrace
【"Great Value" is the trigger】Message plates with over 25% off
We introduce great value plans where message plate guaranteed plans are over 25% off the regular price. Available not only for anniversaries but also for everyday use, why not convey feelings you usually can't?
Special feature here
▲ (From left) Nishiazabu Shirukuya, Japanese Cuisine "Hanamusashi" / Hotel Metropolitan
【Convey your gratitude】Mother's Day message plate plans
The style of conveying feelings by borrowing the 'canvas' of a restaurant message plate, not just dining together, has become established for 'Mother's Day' and 'Father's Day.'
Special feature here
▲ (From left) Ristorante Mangiare Iseyama, GALLERY & CAFE CAMELISH
【Express your overflowing emotions!】Long message plates of 50 characters or more
This message plate allows you to send original messages that cannot be fully expressed with fixed phrases. Its uses are varied, for lovers, family, friends, or your favorite idol, so please pour your passionate feelings into it.
Special feature here
▲ (From left) GALLERY & CAFE CAMELISH, Roppongi Teppanyaki ORCA
【Recommended for Oshi-katsu! Perfect for SNS】Illustration plates showcasing artisan skill
Turn your 'likes' into a plate, whether it's your favorite group, character, or pet. An only-one plate is sure to bring happiness when posted on SNS and when looked back on later.
Special feature here
▲ (From left) Cuisine "Est" / Hotel Metropolitan, Janu Mercato / Janu Tokyo
【For special occasions like longevity celebrations, graduations, and entrance ceremonies.】Family celebration plates
More people are using restaurants for family anniversaries. How about creating a wonderful family celebration with a message plate for your child's birthday, a 60th birthday celebration, or your grandparents' golden wedding anniversary?
Special feature here
＜What is OZmall?＞ Started in 1996 as the WEB version of the women's lifestyle magazine "OZmagazine." Celebrating its 30th anniversary this year, it is an outing media that delivers "only trusted excitement." It features special articles utilizing its unique editorial power and premium reservation services where users can book luxurious plans for restaurants, hotels, and hair salons at a discount. It treats users as "friends" and is supported by 5 million members.
【Inquiries for interviews】Starts Publishing Co., Ltd. Public Relations, Shiroto TEL: 03-6202-0311 Mail: contact-stp@starts-pub.jp
d607-2155-77c0272d08a1e6ed6b1269dc02551758.pdf
Keywords: