While Japan may offer an unparalleled experience in haute cuisine, it also has the art of fast food perfected. Not only can you find similar burger-and-sandwich chains as in other countries, but there are also fast food restaurants offering traditional Japanese cuisine. Read on for a complete overview of fast food in Japan, including sushi, curry, …Dec 21, 2020 ... Taiyaki is a fish-shaped waffle and a common street food in Japan. It is made from pancake batter that has been poured into a fish mould and ...The main national dish of Japan is boiled rice, which is not salted but is accompanied by a variety of sauces and seasonings. Rice is served in separate dishes ...This is not just a favorite among the locals but also a popular place for visitors. Fukujindo is famous for its Bukkake Somen which is limited during summer and has won in the first Sakurai Gourmet Grand Prix. Address: 1237-1 Miwa Yakushido, Sakurai City, Nara Prefecture. Average Price: 600 yen to 1500 yen.These meals typically follow a format that includes an appetiser, sashimi and sushi, simmered vegetables with meat, tofu or fish, soups, hot pots, rice dishes ...Uber, along with partners Mitsubishi Electric and autonomous robotics startup Cartken, are launching a service in Japan that will use self-driving sidewalk robots to …Beyond the basic potato and butter variety, you can find jagabata topped with miso, spicy cod roe, corn, kimchi, mayonnaise, and more. 9. Soft-serve Ice Cream. Japanese Soft-serve Ice Cream. Of course ice cream is an obvious street food all around the world, but Japan does it differently.From traditional Japanese food dishes like raw sashimi to steaming hot pots and sizzling Japanese barbeque, Japan is known for its high quality and diverse cuisine that focuses on inherent flavors and …The self-sufficiency rate — now the lowest among major countries — has fallen from 73 per cent in 1965 as demand has risen for meat and other food it cannot produce on its own. Some of Japan ...Yokan (羊羹) is one of the most common traditional Japanese sweets whose origin is back about 700 years ago. It is a simple jelly-like dessert that has ingredient of Azuki red bean paste (anko). They usually cook it with water, sweetened with sugar, and it is solidified with agar or also known as Kanten. Originating from China, then Youkan ...Oct 16, 2017 ... What to Eat in Japan: The Beginner's Guide · What to Eat in Japan: The Beginners Guide · Sushi · Yakitori · Ramen · Udon &mi...By Grace Choy. Contributing writer. SHARE. Feb 25, 2024. I have a passion for Cantonese cuisine, and I want to share it with Japan. This is not an easy task, though, …1. Sashimi (刺身) One of the most popular food you must eat in Japan is, of course, sashimi. Sashimi is thinly sliced raw seafood or meat (yes, you read that last part correctly). Although the terms “sashimi” and “sushi” may be used synonymously for casual admirers of Japanese cuisine, there is a distinct difference. May 24, 2021 · Food in Japanese is 食べ物 (tabemono). Japan is well-known for its incredible cuisine, and Japanese food is an art form, with chefs spending years perfecting their craft. And the food in Japan is unlike anything most Westerners have had before, with ingredients like octopus, natto, and roe (fish eggs). They offer original and ingenious dishes using seasonal vegetables such as tofu, mushrooms, and potatoes. Shojin ryori may have the image of being bland, but at this restaurant, you will be very satisfied with the seasoning and volume. Address: 3-4-7 Azabujuban, Minato-ku, Tokyo. Phone number: 03-3454-6538.What to eat in Japan? Top 65 Japanese Foods. Last update: Thu Feb 8 2024. shutterstock. VIEW MORE. View all Japanese Foods. …It may seem like local cuisine is under threat when you find a McDonald’s or Kentucky Fried Chicken outside the United States, but the truth is more complicated than that. KFC is a...Apart from rice, a staple includes noodles, such as soba and udon. Japan also has many simmered dishes, such as fish products in broth called oden, or beef in sukiyaki and nikujaga . Historically influenced by Chinese cuisine, Japanese cuisine has also opened up to influence from Western cuisines in the modern era. Aug 16, 2023 ... Ramen noodles · Okonomiyaki (Japanese savory pancakes) · Soba noodles. Be sure to let me know what you think about these places if you decide to ...May 25, 2019 ... Houtou is a type of miso-based noodle dish from Yamanashi Prefecture. It uses vegetables of the season, cabbage, carrots and nameko mushrooms.Mochi ice cream, a sweet dessert consisting of a small ball of ice cream wrapped in a layer of mochi (a sticky rice cake), has become increasingly popular in recent years. Mochi is...Yahoo Japan News: This is the News-site for the company Yahoo Japan on Markets Insider Indices Commodities Currencies StocksMar 18, 2018 ... 21 FOODS YOU ABSOLUTELY MUST NOT MISS WHEN IN JAPAN · 1. Ramen · 2. Sushi & sashimi · 3. Tempura · 4. Okonomiyaki · 5. Gyoza...Another of Iwate's famous trio of noodle dishes, Morioka jajamen are udon-like flat noodles with toppings of mince meat, miso paste, leek and cucumber that are then all mixed together before eating. Towards the end of a jajamen meal, an egg soup made with the water used to cook the noodles is then added to complete this year round …Japanese food is an art form. Try favourites like sushi and ramen, taste authentic regional cuisine, and enjoy local sake, shochu and beer. Japanese cuisine is roughly divided into washoku (traditional Japanese dishes like sushi, somen and tempura) and yoshoku (Japanese versions of western dishes, like pasta, omelette and beef stew). Feb 19, 2024 · 1. Sushi. Sushi is now one of the most iconic Japanese dishes, but it actually originated in China in the 1st or second century BC and was known as narezushi. Contrary to popular belief, Sushi does not mean raw fish, it actually means sour rice. Sushi refers to any dish made with sushi rice (sour rice) accompanied with egg, vegetables, or fish. Feb 6, 2024 · Discover the rich culinary heritage of Japan with our comprehensive guide to the famous food in Japan. From sushi and ramen to matcha desserts and mochi, explore the flavors, history, and cultural significance of Japan's most beloved dishes! Mar 28, 2023 ... Sushi is the quintessential meal of Japanese cuisine. Traditionally, sushi consists of raw fish and seafood prepared with vinegared rice and ...肉まん is great on its own or with a little ソース (Japanese style Worchester sauce) and からし (spicy Japanese mustard). 5. スイーツ Sui-tsu (Sweets) Conbini have an impressive array of dessert options, including cake, sweet mochi, pudding, and pastries. With every season comes a brand new line-up of desserts.This is not just a favorite among the locals but also a popular place for visitors. Fukujindo is famous for its Bukkake Somen which is limited during summer and has won in the first Sakurai Gourmet Grand Prix. Address: 1237-1 Miwa Yakushido, Sakurai City, Nara Prefecture. Average Price: 600 yen to 1500 yen.Introduce your taste buds to the rich and tantalizing delights of authentic traditional Japanese food through our comprehensive Japan restaurant search directory. Whether you're a regular or a first-time visitor to Japan, find the best Japanese restaurants in Tokyo, Kyoto, and beyond, with our expansive selection of expert picks conveniently ... Japanese Food: 45 Traditional Dishes To Look For In Japan. Last updated on 03/01/2023 by Laura Lynch. This article has links to products that we may make …Japanese food is one of the best in the world. Here is a Japanese cuisine guide, including 45 Japanese dishes worth trying in Japan and where to eat them!Japanese food is an art form. Try favourites like sushi and ramen, taste authentic regional cuisine, and enjoy local sake, shochu and beer. Japanese cuisine is roughly divided into …Aug 25, 2023 · 3. Miso Soup. A firm staple in the Japanese diet, you can find this thin soup on the menu for breakfast, lunch, and dinner. Miso soup is made from dashi stock and miso: a salty-tasting paste made from fermented soybeans and rice koji. Aug 16, 2023 ... Ramen noodles · Okonomiyaki (Japanese savory pancakes) · Soba noodles. Be sure to let me know what you think about these places if you decide to ...Okonomiyaki. Teppanyaki. Teishoku - a set meal. Yakiniku. Yakitori. Shabu Shabu and Sukiyaki. Fugu (blowfish) Japanese cuisine is sublime in its intricacy of flavor, its variety of seasonal dishes, and its surprising health benefits. A typical Japanese meal is based on combining staples; rice or noodles are almost always served with soup ... In Japan, there’s lots of tasty food that people love to try. But if you’re a Muslim resident, finding food that fits your religious rules can be tough. Many local dishes might contain ingredients or involve cooking methods that aren’t halal-friendly. Fortunately, Japan has started to recognize the growing demand for halal options.Feb 11, 2005 ... It is run by two Americans and offers slightly revisited Japanese cuisine. The food was excellent and I ate very well. But I found myself in a ...肉まん is great on its own or with a little ソース (Japanese style Worchester sauce) and からし (spicy Japanese mustard). 5. スイーツ Sui-tsu (Sweets) Conbini have an impressive array of dessert options, including cake, sweet mochi, pudding, and pastries. With every season comes a brand new line-up of desserts.Jan 6, 2024 · Monjayaki, which can also be known as just monja, is like okonomiyaki but uses different liquid ingredients. It is a local Tokyo dish and is one of those savory Japanese-style pancakes. It is a fun dish where you start with a bowl of chopped-up ingredients, then fry them on an iron plate. Japanese add some liquid ingredients, made from water or ... Another of Iwate's famous trio of noodle dishes, Morioka jajamen are udon-like flat noodles with toppings of mince meat, miso paste, leek and cucumber that are then all mixed together before eating. Towards the end of a jajamen meal, an egg soup made with the water used to cook the noodles is then added to complete this year round …Dec 13, 2023 ... Good selection. I want to mention a few more food. Ishikari-nabe (soup with salmon, butter, etc. originated in Hokkaido.) Hiyashi-chuka (cold ...The ultimate Japan experience #1: You can read the reviews for watching sumo training! The ultimate Japan experience #2: You can read the reviews for the samurai lesson at a dojo! The ultimate Japan experience #3: You can read the reviews for the tea ceremony! There are affiliate links on this page.Jul 17, 2020 · Instead, Japanese breakfasts often involve multiple types of food at the same time. Using extra ingredients would help to make the omelet more filling. This would be most relevant if you were having the omelet on its own. If you’re having a selection of different Japanese dishes for your breakfast, then keeping the omelet simple might be best. Japanese food is an art form. Try favourites like sushi and ramen, taste authentic regional cuisine, and enjoy local sake, shochu and beer. Japanese cuisine is roughly divided into …The grain was first cultivated in the yayoi period (1,000 BCE-300 CE) and ancient traditions, such as eating sticky cakes made from mochigome (glutinous rice) every Japanese New Year, have stuck around until today. New year, same mochi! Chopsticks can be used to cook, stir, serve, and eat. They were invented in the Kofun period but many people ... Mar 28, 2023 ... Sushi is the quintessential meal of Japanese cuisine. Traditionally, sushi consists of raw fish and seafood prepared with vinegared rice and ...By Grace Choy. Contributing writer. SHARE. Feb 25, 2024. I have a passion for Cantonese cuisine, and I want to share it with Japan. This is not an easy task, though, …Aug 28, 2016 ... Today, you can find washoku cuisine on a menu next to a croquette or Caesar salad. Surveys conducted into eating habits in modern Japanese homes ...Sushi (寿司 or 鮨) is the most famous Japanese dish outside of Japan, and one of the most popular dishes among the Japanese. In Japan, sushi is usually enjoyed on special occasions, such as a celebration. In past centuries, "sushi" referred to pickled fish preserved in vinegar. Nowadays sushi can be defined as a dish containing rice that has ...Updated Feb 06, 2024. | 9 min read. Oh, Japan, the Land of the Rising Sun. Widely acknowledged as a food haven, people flock to Japan to indulge in their fresh sushi, sashimi, ramen, kare raisu (rice with curry) and more! It might not be as well-known for vegetarian options but they are in fact, options in the country.Jul 14, 2017 ... The attraction of Japanese food · When most people think about “Japanese Food”, Sushi is the first thing that comes to mind. · Another thing I ....Make a food truck park pit stop Beer Truck Synonymous with hip American cities like Portland and Austin, Japan has taken the food truck concept and ran with it. Located in Tokyo not far from Omotesando Station, Commune 2nd is an open-air food truck park frequented by the city’s cool set. With an international vibe, expect local and imported ...Whether you're a sushi lover or just curious about Japanese cuisine, come along as we discover the deliciousness of Anago zushi and learn more ab... 2024年2 …10. Okinawa. Lastly introduced here is Okinawa, a tropical island in Japan. Having a unique culture and history stemming all the way from the Ryukyu Kingdom period, Okinawa has also produced many unique gourmet foods. Since the Ryukyu Kingdom period, pork cuisine has been widely spread and developed in Okinawa.Yakiniku restaurants are the smokiest places in Japan. 18. Takoyaki. Ball-shaped savory Japanese pancakes with a piece of octopus in the middle. Optionally topped with beni shoga, katsuobushi, nori flakes, mayonnaise and takoyaki sauce, a sweet soy sauce based condiment. 19. Yuba. Yuba is Japanese tofu skin. Apart from rice, a staple includes noodles, such as soba and udon. Japan also has many simmered dishes, such as fish products in broth called oden, or beef in sukiyaki and nikujaga . Historically influenced by Chinese cuisine, Japanese cuisine has also opened up to influence from Western cuisines in the modern era. Kiritanpo is a traditional food in Akita prefecture which consists of half-smashed rice shaped into a cylindrical one and toasted on the fire. It is considered a pounded rice snack in Akita. They mash the rice with a pestle and skewer it then bake it. Another traditional food that is a specialty of Akita prefecture is Jyumonji Ramen.かに. kani. crab. たこ. tako. octopus. Tori "bird" is used to refer to chicken in the context of food, since turkey and other poultry is rarely found in Japan. Similarly, niku "meat" without further specification usually refers to beef, though butaniku (pork) is cheaper and consumed in greater quantity. And of course, let's not forget toufu ...Mar 28, 2023 ... Sushi is the quintessential meal of Japanese cuisine. Traditionally, sushi consists of raw fish and seafood prepared with vinegared rice and ...肉まん is great on its own or with a little ソース (Japanese style Worchester sauce) and からし (spicy Japanese mustard). 5. スイーツ Sui-tsu (Sweets) Conbini have an impressive array of dessert options, including cake, sweet mochi, pudding, and pastries. With every season comes a brand new line-up of desserts.View Historical Risk Statistics for Fonditalia Equity Japan T (0P0000JC8O.F).Apr 9, 2023 ... Eating out in Japan can be incredibly cheap - if you know where to look. Use code "HANAMI" and get bonus snacks in your #Sakuraco box at: ...Food & Travel · The Unique Appeal of Temples and Shrines · Shaved Ice: A Treat Worth Waiting in Line For! · Japanese People Love Cherry Blossoms · S...Nov 8, 2023 · Washoku (和食) is the traditional cuisine of Japan, and the term is translated as “Japanese food” or “Japanese cuisine.”. Characterized by a focus on fresh, seasonal ingredients and a harmonious balance of flavors, colors, and textures. Washoku reflects the deep connection between nature and Japanese culture. Japanese Yakiniku (焼肉) is a popular style of dining that involves grilling bite-sized pieces of meat, often beef, pork, and sometimes chicken, on a charcoal or gas grill right at the table. The name “yakiniku” translates to “grilled meat” in Japanese, where “yaki” means grilled or cooked over an open flame, and “niku” means ...Nov 11, 2019 · A Japanese Take on Three Square Meals. Traditional Japanese breakfast consists of steamed rice, miso (soybean paste) soup, and side dishes, such as grilled fish, tamagoyaki (rolled omelet), pickles, nori (dried seaweed), natto, and so on. Various rice bowls and noodle dishes are popular for lunch. For example, ramen, soba, udon, and gyudon beef ... ETYMOLOGY. Akashiyaki in Japanese kanji is ‘明石焼き’. It is a regional cuisine of Akashi, a city in southern Hyogo prefecture. The name ‘Akashi’ is where the local cuisine originated. ‘Yaki’ is derived from ‘Yaku’ which is one of the cooking methods in Japanese cuisine. It means “to fry or grill”.In addition to other forms of precarity, food insecurity—citizens not having access to nutritious food—is an issue of growing concern in contemporary Japan. This article explores societal responses and documents a strong growth of volunteerism in the form of food banks and kodomo shokudō (children's cafeterias) that offer cheap or free ...Apr 3, 2015 ... 50 Japanese Foods to Try While You Are in Japan · 1. Sushi · 2. Tempura · 3. Sukiyaki · 4. Ramen · 5. Curry Rice · 6. Tonk...Nerikiri is a type of Japanese wagashi made by kneading and mixing sweetened white bean jam, Chinese yam, and glutinous rice flour. This wagashi can be consumed any time of the day but is often served at tea ceremonies. Nerikiri is an artistic Japanese confectionery made by copying seasonal features and is tinted with different colors and ...Aug 20, 2019 · 44. Toriten (Oita) This dish is a popular menu item in Oita Prefecture, which has the highest chicken consumption rate in Japan. It is a type of tempura made by deboning chicken, cutting them into smaller pieces, and frying them with batter made from flour, water, and eggs. Jan 30, 2024 · mirin = slightly sweet rice wine, which is similar to sake but has a lower alcohol content and higher sugar content, making it great for cooking. It is used in making many sauces, including teriyaki. yakimeshi = Japanese fried rice. wasabi = Japanese horseradish, light green in color and very strong flavor. The Kamogowa Food Detectives is an off-beat bestselling Japanese mystery series that began appearing in 2013; now, the series is being published in this country, …Yakiniku restaurants are the smokiest places in Japan. 18. Takoyaki. Ball-shaped savory Japanese pancakes with a piece of octopus in the middle. Optionally topped with beni shoga, katsuobushi, nori flakes, mayonnaise and takoyaki sauce, a sweet soy sauce based condiment. 19. Yuba. Yuba is Japanese tofu skin. The regional climate at the northern foot of Mt. Fuji was the cause behind yoshida udon. The cool climate and volcanic soil in that area, made it difficult for rice cultivation. Instead, these foothills grew barley and wheat. Flour foods ended up being the staple food for them. Back in the day, udon was sold to the worshipers near the mountain.As Japan was influenced by Chinese customs, the Chinese Cold Food Festival led to Japanese traditions of also avoiding cooking for the first few days of the new year to prevent offending the gods of the “holy fire.” Osechi ryori started to be cooked in advance and stacked on the table to eat over these few days.Explore the best of Japan's food – from its popular classics like sushi, ramen, Wagyu, tonkatsu, teppanyaki and soba, through to its regional favourites like Kobe beef, Hiroshima okonomiyaki and Okinawan soul food. Food is a major part of culture, and traditional dishes can tell us a lot about a region’s history and values. From sushi in Japan to tacos in Mexico, regional traditional foods ar...Mentaiko. In Japan, Fukuoka is the Promised Land of pollock roe. Also known as karashi mentaiko, spicy pollock roe most commonly consists of fresh roe marinated in salt and red chili peppers. It was first introduced to Japan in 1949 by Busan-born Toshio Kawahara, who adapted this Korean ingredient to Japanese palates.Mar 22, 2023 · Oden is a traditional Japanese food throughout the different regions of Japan. It is an indispensable dish to Japanese people, especially those who like sake. Additionally, locals classify this as a hot pot dish and are one of their boiled foods. Locals simmered this for a long time with kelp and bonito flakes and add satsuma-age, hanpen ... Japanese Yakiniku (焼肉) is a popular style of dining that involves grilling bite-sized pieces of meat, often beef, pork, and sometimes chicken, on a charcoal or gas grill right at the table. The name “yakiniku” translates to “grilled meat” in Japanese, where “yaki” means grilled or cooked over an open flame, and “niku” means ...Sushi (寿司 or 鮨) is the most famous Japanese dish outside of Japan, and one of the most popular dishes among the Japanese. In Japan, sushi is usually enjoyed on special occasions, such as a celebration. In past centuries, "sushi" referred to pickled fish preserved in vinegar. Nowadays sushi can be defined as a dish containing rice that has ...What to Eat in Japan: Department Store, Supermarket, and Convenience Store Finds. 1. Fancy Fruit. gift-giving culture. If you are new to Japan, the etiquette can be baffling. At the same time, the gifts themselves can be totally over-the-top and this is all too apparent if you take a stroll through the produce section of the local department ...Japan’s Food Import Regulations: A Brief Overview. Japan’s food import procedures are governed by multiple laws, including the Food Safety Basic Law and the Food Sanitation Law, to name a few. Companies looking to venture into the food business must ensure compliance with these regulations. Also, high-quality standards must be …Onigiri. Onigiri, also known as omusubi or rice ball, is a traditional Japanese food that is made from steamed white rice that is formed into a triangular or cylindrical shape and is wrapped in nori (dried seaweed). Onigiri can have ingredients like meat, fish, and veggies inside and can be served sweet or savory!Japanese food is one of the best in the world. Here is a Japanese cuisine guide, including 45 Japanese dishes worth trying in Japan and where to eat them!Table 1 shows the number of halal food stores and mosques or musolla (prayer room) across Japan. (Islamic Center Japan, 2012). There are 55 halal food shops throughout 27 out of 48 prefectures in ...
Food plays a crucial role in shaping Japanese culture. Japanese cuisine is closely related to nature, taking inspiration from the four seasons as well as from the rich selection of edible ingredients the land and the sea have to offer. Through food, students will be able to learn about many facets of Japan including its climate and landscape .... Google play movies app
Dorayaki is a type of sweet pancake that consists of two small round pancakes sandwiching a sweet red bean paste filling. The pancakes are from a batter that includes flour, sugar, eggs, and baking powder. On the other hand, Mikasa is a traditional Japanese confection made from mochi (sweet rice cake) filled with sweet red bean paste.Updated Feb 06, 2024. | 9 min read. Oh, Japan, the Land of the Rising Sun. Widely acknowledged as a food haven, people flock to Japan to indulge in their fresh sushi, sashimi, ramen, kare raisu (rice with curry) and more! It might not be as well-known for vegetarian options but they are in fact, options in the country.Nov 11, 2019 · A Japanese Take on Three Square Meals. Traditional Japanese breakfast consists of steamed rice, miso (soybean paste) soup, and side dishes, such as grilled fish, tamagoyaki (rolled omelet), pickles, nori (dried seaweed), natto, and so on. Various rice bowls and noodle dishes are popular for lunch. For example, ramen, soba, udon, and gyudon beef ... Naturally, sake is the best pairing for traditional Japanese cuisine. Sake can be drunk reishu (chilled), jō-on (at room temperature), nuru-kan (warmed) or atsu-kan (piping hot), according to the season and personal preference. The top-shelf stuff is normally served chilled. Sake is traditionally presented in a ceramic jug known as a tokkuri ...Apr 3, 2015 ... 50 Japanese Foods to Try While You Are in Japan · 1. Sushi · 2. Tempura · 3. Sukiyaki · 4. Ramen · 5. Curry Rice · 6. Tonk...Apr 3, 2015 ... 50 Japanese Foods to Try While You Are in Japan · 1. Sushi · 2. Tempura · 3. Sukiyaki · 4. Ramen · 5. Curry Rice · 6. Tonk...ETYMOLOGY. Akashiyaki in Japanese kanji is ‘明石焼き’. It is a regional cuisine of Akashi, a city in southern Hyogo prefecture. The name ‘Akashi’ is where the local cuisine originated. ‘Yaki’ is derived from ‘Yaku’ which is one of the cooking methods in Japanese cuisine. It means “to fry or grill”.Kamaboko is a traditional Japanese delicacy that consists of various types of Japanese fish cakes. These cakes are prepared using fresh fish meat or processed white fish called surimi as the main ingredient. …The ultimate Japan experience #1: You can read the reviews for watching sumo training! The ultimate Japan experience #2: You can read the reviews for the samurai lesson at a dojo! The ultimate Japan experience #3: You can read the reviews for the tea ceremony! There are affiliate links on this page.Yokan (羊羹) is one of the most common traditional Japanese sweets whose origin is back about 700 years ago. It is a simple jelly-like dessert that has ingredient of Azuki red bean paste (anko). They usually cook it with water, sweetened with sugar, and it is solidified with agar or also known as Kanten. Originating from China, then Youkan ...Mar 1, 2023 · Tempura prawns are very popular, as are grilled shrimp, octopus, squid, and eel. Fried green peppers, carrots, potatoes, and eggplant are just a few more popular choices. Tempura is often served alongside rice and side dishes, such as salads and pickled vegetables. 6. Takoyaki. Takoyaki is popular street food in Japan. Popular combinations include chicken with leek; salted pork; meatballs; chicken hearts; and kidneys. Fried foods are a global comfort dish, but tempura is practically an art form in Japan. Lightly ...Souzai is something you buy, then eat at home -- somewhere between a home cooked meal and eating out. Souzai is outpacing the growth of other types of foods within the food market in Japan. Despite its popularity, souzai only makes up about 14% of the food market in Japan (by yen in 2019). However, it grew by 20% in the last ten years ....