Traditional Japanese confection overseas: Cultural difference and retronasal aroma affect flavor preference and umami perception

Abstract

Food cultures differ among countries and regions. Yokan, a traditional Japanese confection, is culturally familiar to Japanese people but unfamiliar to Westerners. We investigated the effect of cultural differences and retronasal aroma on flavor preference for and taste perception of yokan among Japanese and German participants. As a control food, we also used the marshmallow, which is culturally familiar to both Japanese and German participants. Participants evaluated their preference for flavor as well as the intensity of the five basic taste qualities and retronasal aroma under the nostril-open and nostril-closed conditions. The retronasal aroma of a culturally familiar food significantly increased preference for flavor, whereas the retronasal aroma of a culturally unfamiliar food did not affect preference for flavor. Moreover, for all taste qualities, retronasal aroma induced a similar magnitude of taste enhancement between culturally familiar and unfamiliar foods, suggesting that cultural familiarity with a food does not affect taste perception. However, the retronasal aroma induced significantly greater umami enhancement in Japanese participants than in German participants, suggesting an effect of cultural familiarity with specific taste qualities on taste perception. These findings indicate that cultural differences and retronasal aroma affect flavor preference for and umami perception of food.