The latest installment in Capcom’s hit Monster Hunter series is causing more than just digital monsters to be hunted down in Japan. Following the release of Monster Hunter Wilds, an unforeseen culinary trend has emerged—a sudden surge in demand for cheese naan at local restaurants.
The game’s incredibly detailed food scenes, a hallmark of the Monster Hunter franchise, appear to be the trigger behind this food craze.
Players witnessing the game’s mouthwatering depictions of cheese naan being prepared and consumed by characters have reportedly been rushing to satisfy their real-world cravings after gaming sessions.
One small restaurant owner in Tokyo noted a surprising spike in cheese naan orders, leading to a temporary shortage of ingredients. “We had to turn away customers asking for cheese naan because we ran out of supplies,” the owner remarked. “When we asked why everyone suddenly wanted it, many mentioned playing Monster Hunter.”
While initial reports suggested this was happening nationwide, the phenomenon seems to be limited to several urban areas with concentrated gaming populations. Nevertheless, the connection between virtual food depiction and real-world consumption has caught attention on social media.
The Monster Hunter series has long been famous for its elaborate “food preparation” scenes where in-game chefs create visually stunning dishes that provide players with gameplay bonuses. These sequences have become a beloved signature element of the franchise, with fans often recreating recipes in real life.
This isn’t the first time media has influenced food trends in Japan. The release of Final Fantasy XV in 2016 caused interest in Coleman camping equipment and outdoor cooking due to the game’s realistic camping scenes. Similarly, films like “The Avengers” temporarily boosted shawarma sales globally after featuring the food in a post-credits scene.
Japan’s growing embrace of international cuisine has made cheese naan an accessible option in many urban centers, despite traditional dietary patterns that didn’t heavily feature dairy products. The gaming-driven demand shows how digital experiences increasingly shape real-world behaviors.
