When did we become so obsessed with sushi?

The obsession with sushi in Turkey has grown rapidly over the past few years, transforming it from a niche delicacy into a staple of daily life. What once seemed an unlikely venture, ready-to-eat sushi, has now become a major industry, with companies like Sushida dominating the market. According to recent reports, Istanbul leads the nation in sushi consumption, followed closely by Ankara, İzmir, Antalya, Bursa, Trabzon, and Konya. Even districts with diverse socioeconomic backgrounds, such as Esenyurt, Pendik, Buca, and Nilüfer, show high levels of demand. This shift indicates that sushi is no longer associated solely with a specific lifestyle or demographic group, it is increasingly embedded in the everyday diets of Turks across the country. The journey began around four years ago when Niyazi Önen, founder of Dardanel, introduced the first ready-to-eat sushi produced in his newly built factory in Çanakkale. At the time, skepticism surrounded the idea of whether such a product could gain traction in Turkey. However, the company's expansion and increased production capacity in recent months suggest that the initial doubts were unfounded. Önen himself acknowledged that he had anticipated the changing tastes of consumers long before the market data confirmed it. The rise of sushi in Turkey is not limited to pre-packaged products. Ready-to-eat sushi is particularly popular in supermarkets and petrol stations near university campuses throughout Anatolia. This trend highlights a broader cultural shift, especially among younger generations who are increasingly influenced by global food trends. One notable example is the growing presence of onigiri, triangular rice balls filled with various ingredients, in local markets. These items, commonly found in Japan and South Korea, have gained traction in Turkey due to their affordability, portability, and association with Korean pop culture, or K-Culture. Social media platforms, particularly TikTok, have played a crucial role in accelerating this transformation. Millions of young consumers in Turkey now discover new foods through videos shared by creators in cities like Seoul, Tokyo, and New York. Within hours of a sushi-related post going viral, many users rush to supermarkets to replicate the experience. The packages available today often come with chopsticks, soy sauce, and wasabi, allowing individuals to recreate a mini Japanese dining experience at home or on the go. For Generation Z, this is not merely a meal, it is a form of self-expression, documentation, and social interaction. Beyond the influence of social media, sushi aligns seamlessly with modern lifestyles. It requires no preparation, can be consumed quickly, and is perceived as healthy and visually appealing. These qualities make it ideal for busy professionals and students who need convenient, nutritious meals. Moreover, the visual appeal of sushi makes it highly shareable, further reinforcing its place in contemporary culture. The integration of sushi into Turkish culinary habits reflects deeper changes in consumer behavior and global connectivity. As the demand continues to grow, it is likely that more companies will enter the market, leading to greater innovation and competition. This evolution suggests that sushi is here to stay, firmly rooted in the daily lives of Turks across all regions and demographics.