【Pickles & Traditional Foods Gift】Approximately 86% were “Happy” to receive! Top priority when choosing is “Local specialty products & local gourmet food”

How are pickles and traditional foods selected as gifts?

There are many opportunities to exchange gifts in Japanese life, such as Ochugen, Oseibo, and souvenirs when visiting home. Among various gifts, pickles and traditional foods have been cherished as gifts that convey regional flavors, preservability, and cultural background.

So, what impressions do givers and receivers actually have about pickles and traditional food gifts?

This time, we conducted a survey jointly with Yamazakiya Co., Ltd. targeting 500 men and women nationwide on “Awareness of pickles and traditional foods as gifts.”

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Survey overview: “Survey on awareness of pickles and traditional foods as gifts”

Survey method: Internet questionnaire

Survey period: May 7 – May 14, 2026

Survey target: Men and women nationwide

Valid responses: 500 samples

Questions:

Q1: Have you ever given gifts (Ochugen, Oseibo, souvenirs, etc.)?

Q2: Have you ever chosen pickles or traditional foods as gifts?

Q3: In what situations did you give pickles or traditional foods? (Multiple choice)

Q4: What type of products did you choose? (Multiple choice)

Q5: Please tell us about a memorable product and why.

Q6: What points do you value when choosing pickles or traditional foods as gifts? (Multiple choice)

Q7: Please tell us specifically what points you value.

Q8: Have you ever received pickles or traditional foods as gifts?

Q9: Were you happy when you received pickles or traditional foods?

Q10: Please tell us the reason.

*Percentages are rounded to the second decimal place and may not total 100%.

71.4% have experience giving gifts

First, we asked about experience giving gifts.

71.4% answered “yes” and 28.6% answered “no.”

Opportunities to give gifts arise in various everyday situations.

This survey found that about 70% have given gifts in some form.

71.4% have never chosen pickles or traditional foods as gifts

Next, we asked those who have given gifts whether they have chosen pickles or traditional foods.

11.2% answered “have chosen many times,” 14.3% “have chosen a few times,” and 3.1% “have chosen once,” totaling 28.6% with experience choosing pickles or traditional foods as gifts.

On the other hand, 71.4% answered “have never chosen.”

Pickles and traditional foods are gifts that allow enjoyment of regional flavors and seasonal feelings.

Their charm differs from standard sweets or fruits, so choosing something that suits the recipient’s tastes and dining table can make a memorable gift.

53.9% gave as “souvenirs when visiting home or someone’s house”

Next, we asked those who have chosen pickles or traditional foods in what situations they gave them.

The most common was “souvenirs when visiting home or someone’s house” at 53.9%.

Next was “Ochugen and Oseibo” at 50.0%, and “as a thank-you or get-well gift” at 17.6%.

Pickles and traditional foods are chosen not only as souvenirs when visiting close acquaintances but also as seasonal gifts like Ochugen and Oseibo. Because of their regional flavors and practicality for the dining table, they are used as thoughtful gifts without being too formal.

52.0% chose “local specialty products or local gourmet food”

Next, we asked what type of products they chose.

The most common was “local specialty products or local gourmet food” at 52.0%.

Next was “pickles from famous long-established brands” at 37.3%, and “luxury assorted gifts” at 20.6%.

Over half chose “local specialty products or local gourmet food,” showing that regional uniqueness and specialness are emphasized in pickle and traditional food gifts. Also, famous long-established brands and luxury assortments are chosen when conveying a sense of formality.

We introduce some memorable products and reasons.

Please tell us about a memorable product and why.

・Sent Kyoto’s senmaizuke in a barrel. Because it’s a flavor only available in winter, I wanted them to enjoy it fully during this season. (50s female)

・Salt-preserved bracken and dried zenmai. They require effort to desalt and rehydrate, but I sent them to a friend hoping they would make delicious countryside dishes. (50s female)

・Suguki Kyoto pickles. Because we don’t often have the chance to eat suguki. (40s male)

・Taru no Aji Premium Takuan because it’s made using traditional methods. (20s female)

・Kaburazushi from Ishikawa Prefecture, a gift from a transfer destination. (80s male)

Many products that evoke rarity and regionality, such as “local flavors” and “rarely available,” were mentioned. Products tied to regions like Kyoto’s senmaizuke and Ishikawa’s kaburazushi tend to leave a strong impression.

The specialness of traditional methods and flavors unique to a region enhances the value as a gift.

56.9% value “being a local specialty product” when choosing

Next, we asked those who have chosen pickles or traditional foods what points they value when selecting a gift.

The most common was “being a local specialty product” at 56.9%.

Next was “whether it suits the recipient’s tastes” at 42.2%, and “being a long-established brand or famous store” at 36.3%.

When giving pickles or traditional foods, people value regional flavors and specialness while also considering whether it matches the recipient’s preferences. Many also choose products from long-established brands or famous stores, showing that quality assurance and formality are important factors.

We asked for specific points they value and introduce some responses.

From those who answered “being a local specialty product”

・I value the local food culture of my hometown and satoyama. (50s