Japan’s Morning Set Culture

Last weekend, Hiromi and I ventured out to Gujo and parked at a service area along the Meiho roadside by the Yoshida River, initially stopping just for a coffee.

However, once we arrived, we discovered the delightful morning set offer, as seen in the pictures!

Morning sets (モーニングセット, mōningu setto) are quite popular in Japanese cafes and restaurants. These reasonably priced breakfast combinations are typically available until around 10 or 11 a.m. A standard morning set usually includes items like toast, eggs, a small salad, yogurt, and coffee or tea. Some places, especially kissaten (traditional Japanese coffee shops), offer more unique or substantial options such as sandwiches, rice porridge (okayu), or classic Japanese-style breakfasts featuring rice, miso soup, and fish.

These morning sets are prevalent in both urban and suburban areas and cater to a diverse range of tastes, often merging Japanese and Western breakfast elements. They’re ideal for those seeking a quick breakfast or a relaxed morning meal, making them commonplace in chain cafes, traditional coffee shops, and family restaurants alike.

The concept of the morning set originated in the 1960s in Nagoya, a city renowned for its generous food culture. Coffee shops (kissaten) in Nagoya began offering free toast and a boiled egg with morning coffee to attract customers. This simple idea quickly evolved into the more elaborate morning sets we enjoy today. The concept was a hit, and its popularity soon spread throughout Japan in the following decades.

The morning set culture continues to flourish, with Nagoya remaining famous for its especially generous portions. Today, these morning sets have solidified their place in Japan’s breakfast culture, with numerous chain cafes, from Doutor to Komeda’s Coffee, featuring a variety of choices.

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