As a Product Manager and self-proclaimed sushi addict, I’m always looking at consumer behaviours to uncover market opportunities and drive product discovery. With sushi being a beloved cuisine in Singapore, I turned to Google Trends to explore what Singaporeans truly want from their sushi experience. Through this lens, I uncovered insights that reveal not just preferences but untapped potential for innovation.
Since 2004, the search term “sushi” in Singapore has shown a steady upward trend. But beyond the obvious interest in sushi, I wanted to know — what exactly are people searching for?
After a deep dive, I noticed five key related topics that offer a glimpse into consumer preferences and dining habits. As someone who’s constantly on the lookout for product opportunities, design improvements, and business insights, I saw more than just search data — I saw potential.
Here are the 5 most-searched topics related to sushi — and my reflections on how these trends could inspire new business ideas, UX enhancements, and product development strategies.
1️⃣ Restaurant Menus: The Pre-Dining Ritual
What’s Trending?
Before heading out to a sushi restaurant, people are checking the menu first. This search behaviour highlights the importance of preparing the dining experience — figuring out what dishes are available, spotting seasonal specials, and, of course, checking prices.
This indicates a broader trend: restaurant-goers increasingly want transparency and convenience. The days of surprise menus are long gone. People want to know what to expect before they step foot inside, and they’re relying on digital tools to get this information.
Product Opportunity
There’s significant room for innovation here. A “menu-first experience” app could aggregate menus from various sushi restaurants, allowing users to browse and compare them effortlessly. Features like daily specials, seasonal highlights, and price filters could create a one-stop platform for food enthusiasts.
This idea could integrate seamlessly into existing food delivery platforms or become a standalone app, catering specifically to adventurous diners who enjoy exploring new places with all the info they need upfront.
2️⃣ Delivery Services: From Restaurant to Doorstep
What’s Trending?
Food delivery is a global trend, but in Singapore, sushi delivery is particularly on the rise. People want the sushi experience at home, prioritising freshness, presentation, and speed. This highlights a shift in consumer dining habits where convenience meets quality.
The demand for reliable sushi delivery services reflects the broader expectation that high-quality dining can extend beyond restaurant walls. The challenge lies in maintaining sushi’s delicate qualities during transit, which underscores the need for innovative delivery solutions.
Product Opportunity
The rise of sushi delivery presents a unique opportunity to design a “Sushi Freshness Tracker”. This system could go beyond basic delivery tracking by providing real-time updates on both the driver’s location and the condition of the sushi (e.g., “in preparation”, “on the way”, “fresh upon arrival”).
Such a tool could differentiate restaurants by guaranteeing freshness and instilling confidence in customers. Partnering with delivery platforms to integrate this tracker, or even creating bespoke packaging that monitors temperature and movement, could elevate the delivery experience and drive customer loyalty.
3️⃣ Halal Sushi: Catering to a Diverse Community
What’s Trending?
In Singapore’s multicultural society, there is a growing interest in halal-certified sushi. Searches for halal sushi options are rising as people look for dining experiences that meet halal dietary requirements. This reflects a larger trend of inclusive dining, where accessibility and assurance play key roles in customer decisions.
For many Muslim diners, halal certification is non-negotiable. It provides the certainty they need to enjoy their meals without concern. Businesses that fail to address this demand risk excluding a significant and loyal customer segment.
Product Opportunity
There’s an opportunity to develop a “Halal Sushi Finder” app or integrate a halal certification filter into existing food delivery platforms. Such a feature would allow users to easily discover halal-certified sushi options, whether through filters, prominent icons, or enhanced visibility.
By prioritising clarity and convenience for halal-certified offerings, restaurants and platforms could improve user experience while tapping into an underserved market, ultimately fostering inclusivity and trust.
4️⃣ Buffets: The All-You-Can-Eat Obsession
What’s Trending?
Singaporeans have a deep affection for buffets, and “sushi buffet” is one of the most searched terms related to sushi. People are drawn to unlimited sushi experiences that promise variety, abundance, and value, making buffets a go-to option for group gatherings and indulgent meals.
This trend highlights that customers are seeking more than just a meal—they’re after an experience. Buffets cater to the desire for indulgence, the excitement of variety, and the satisfaction of getting exceptional value for money.
Product Opportunity
There’s an opportunity to create a “Buffet Finder” app that showcases sushi buffets available nearby, along with prices, reviews, and real-time reservation availability. Features like a comparison tool for buffet options or gamification—such as tracking plates consumed or offering rewards like “VIP plates” after repeat visits—could enhance the user experience and encourage loyalty.
By offering greater visibility and interactivity, such a tool could cater to buffet lovers while helping restaurants attract and retain customers.
5️⃣ Sushi Rice: The DIY Sushi Craze
What’s Trending?
While dining out for sushi remains popular, there’s a growing trend of people wanting to make sushi at home. Searches for “sushi rice” have surged, with individuals keen to learn:
- How to cook sushi rice properly.
- Which type of vinegar to use.
- How to achieve the perfect sticky texture.
Interestingly, it seems everyone knows that sushi rice is the fundamental ingredient for sushi. While this is accurate, I’d argue that it is essential and fundamental—but not a silver bullet. Other ingredients and preparation steps are equally important to creating a great sushi experience.
Product Opportunity
This trend opens the door for a “DIY Sushi Academy” app that offers interactive tutorials on how to cook sushi rice, roll sushi, and craft signature dishes at home. The app could gamify the experience, allowing users to “unlock” new levels of sushi-making skills as they master techniques.
Pairing the app with a subscription service offering monthly DIY sushi kits—complete with pre-portioned sushi rice, vinegar, and other essentials—could provide a complete, engaging at-home sushi-making experience. This would appeal to budding sushi chefs while building loyalty through repeat purchases.
Reflections as a Product Manager, UX Designer, and Sushi Fanatic
From halal sushi to buffets and DIY kits, Google Trends reveals how these preferences could inspire the next wave of product innovation. Each trend highlights unique opportunities to create products and experiences that align with evolving consumer desires:
- Menu Transparency: Diners expect to browse menus before choosing a restaurant, offering a chance to design menu-first search tools.
- Delivery Excellence: Enhancing freshness, real-time tracking, and packaging could redefine the convenience of sushi delivery.
- Buffet Innovation: A gamified “Buffet Tracker” app could transform the way customers discover and enjoy sushi buffets.
- Inclusive Dining: A halal sushi filter or platform could cater to an important yet underserved segment of the market.
- Empowering Home Chefs: DIY sushi kits paired with interactive lessons could tap into the growing trend of home-based sushi-making.
These insights remind us that even a beloved cuisine like sushi has room for reinvention. It’s not just about responding to trends but shaping the future of dining experiences.
If you were to create a product inspired by these trends, what would it be? Share your thoughts.
Let’s keep rolling!
Eida 