"What is the difference between 'Japanese Teriyaki' and 'American Teriyaki'? The Wave of 'TERIYAKI' in American BBQ: Globalization of Taste as Seen from Regional Differences"

Globalization of Taste as Seen from Regional Differences

A Small Taste Revolution Happening in American Backyards

One of the iconic scenes of an American summer is a barbecue gathering around a grill in the yard or park.

The sound of sizzling meat, the aroma of smoke, and the time spent with family and friends. While the cooking method itself remains traditional, the flavors chosen are quietly beginning to change.

According to a YouGov survey introduced by U.S. media in July 2026, 66% of Americans who grill outdoors prefer to use familiar cooking methods, while 59% want to try grilled dishes with different flavors, and 54% want to explore cuisines and flavors from different countries and regions.

At first glance, this may seem contradictory, but it is not.

Without changing how they start the fire or grill the meat, they only change the sauces or marinades. In other words, American consumers are not abandoning their expertise but are using their familiar grills as "experimental platforms for taste."

The most supported flavor in the survey was, unsurprisingly, American BBQ at 74%. However, Mexican and Central/South American flavors followed at 57%, Mediterranean at 47%, and Japanese Teriyaki at 44%.

Teriyaki is no longer an exotic flavor chosen only by a few Japanese food enthusiasts. It is becoming a practical choice that easily pairs with staple meats and vegetables, establishing itself in American grill culture.

BBQ is not a dish but a "way of gathering"

In Japan, the term barbecue often conjures images of outings to campsites, riverbanks, or beaches, where people grill thinly sliced meat, vegetables, and seafood together, similar to yakiniku.

In contrast, American grilling is characterized by the use of large grills permanently installed in residential yards or porches, where family, neighbors, and friends are invited on weekends or holidays, making it a strong cultural aspect of lifestyle.

In the survey, "family gatherings" accounted for 43% of outdoor cooking occasions, "special events or holidays" for 40%, and "weekends" for 39%. The grill is not just a cooking tool but a device that creates reasons for people to gather.

Regionally, the participation rate in outdoor cooking was high in the Midwest at 74%, and by generation, Generation Z reached 75%. It is not a simple structure where younger generations are moving away from outdoor cooking.

Rather, the generation that tries new sauces and spices while watching recipe videos on social media may become the next bearers of grill culture.

What is important here is that young people are not breaking traditions but bringing new flavors to traditional settings.

Combining familiar ingredients like hamburgers, chicken, steak, salmon, and vegetables with teriyaki, chipotle, Mediterranean herbs, and spicy Central/South American sauces. It is a movement to internationalize flavors while maintaining the framework of the dish.

The South "marinates," the Northeast "finishes with a glaze"

Even within the United States, the use of sauces varies by region.

The survey found that 56% of those who cook outdoors frequently or always marinate ingredients, 44% use dipping sauces, and 39% apply sauce as a glaze during cooking.

Particularly, the percentage of those who marinate regularly was 63% in the West and 59% in the South, surpassing 51% in the Midwest and 47% in the Northeast.

Among teriyaki users, 63% in the South regularly used it as a marinade, while 46% in the Northeast tended to use it as a glaze during cooking.

The culinary culture of the South is more accustomed to the idea of thoroughly infusing flavors and taking time to prepare the meat. In contrast, in the Northeast, the preference is to layer sauces in the final stages of grilling to create a savory and glossy finish.

What is interesting for Japanese people is that the latter glazing is closer to the original image of the Japanese term "teriyaki."

Japanese teriyaki involves coating fish or meat with a sauce made of soy sauce, mirin, and sugar, creating a glossy finish through heating.

In contrast, American teriyaki has developed into a broad category that includes long-marinated meat, barbecue sauces, and dips.

Thus, even the same "teriyaki" can have different roles such as "seasoning," "cooking sauce," or "finishing sauce" depending on the region or household. Although the word originates from Japan, its usage has been completely Americanized.

Why Teriyaki Pairs Well with American Grills

The biggest reason for teriyaki's popularity is likely its simplicity and versatility with ingredients.

In the survey, 85% combined teriyaki with chicken, 63% with beef, and 50% with vegetables.

Marinating chicken thighs, lightly coating beef for a savory finish, or mixing it with bell peppers, zucchini, and onions. In the U.S., its usage has expanded to salmon, hamburgers, meatballs, skewers, and even pineapple.

The saltiness of soy sauce, the sweetness of sugar, the savoriness created by heating, and the umami that blends with the meat's fat. These elements create a clear sense of satisfaction when grilled over charcoal or high heat.

Bottled sauces offer consistent flavor and are less prone to failure for beginners, lowering the psychological barrier to trying new cuisines.

However, sauces high in sugar can easily burn at high temperatures.

Among grill enthusiasts on social media, practical advice is repeatedly shared, such as applying a thin initial coating and glazing at the end, using direct and indirect heat, and moving the food to a cooler spot before it burns.

The expansion of teriyaki's popularity not only increases product sales but also fosters knowledge exchange about its usage.

Reactions on Social Media—"Versatile and Convenient" vs. "Too Sweet"

As the article was just published, there has been limited visible reaction to the article itself.

Meanwhile, on English-speaking platforms like Reddit and Instagram, grilling dishes using teriyaki or "Japanese BBQ sauce" have been a continuous topic of discussion.

The reactions can be broadly categorized into four types.

Voices Appreciating Ease and Versatility

The first is appreciation for ease of use.

Posts showing chicken marinated briefly with store-bought Japanese BBQ sauce, ginger, garlic, honey, fruit juice, and vinegar often receive reactions like "easy yet impressive," "a staple condiment," and "great with chicken thighs."

On Instagram, where short videos demonstrate the process, dishes with fewer ingredients and a strong glossy finish are more likely to spread.

Marinating or Finishing Glaze?

The second is a technical discussion about usage.

Is one hour of marinating enough, or should it be left overnight? Should the surface liquid be wiped before grilling? Should it be glazed at the end for a crispy skin?

Experienced users tend to advise "glazing at the end" and "using indirect heat" due to the tendency of sweet sauces to burn easily.

This approach is also akin to the Japanese yakitori method of repeatedly layering sauce while avoiding excessive charring.

Concerns About "Too Sweet" and "Different from Japanese Taste"

The third is skepticism about sweetness and authenticity.

There are quite a few voices saying that commercial teriyaki sauces are "too sweet," "too salty," "different from the taste at Japanese restaurants," and "better homemade."

Users familiar with Japanese cuisine point out that authentic teriyaki is a relatively simple cooking method based on soy sauce, sake or mirin, and sugar, and that U.S. bottled sauces using a lot of garlic, ginger, and thickeners are different.

"There is No Single Correct BBQ Sauce"

The fourth is the regional awareness that "there is no single correct BBQ sauce."

When asking about the taste of BBQ sauce on U.S. social media, responses vary widely, including tomato-based, vinegar-based, mustard-based, sweet, spicy, and smoky flavors, differing completely by region.

Even with the introduction of teriyaki, existing BBQ culture is not being completely replaced. Each region incorporates it according to their preferences for meat, cooking, sweetness, and acidity, resulting in different dishes even with the same teriyaki.

These social media reactions supplement the survey results.

Consumers are seeking new flavors but are not accepting them unconditionally. They evaluate convenience while adjusting sweetness, adding acidity, incorporating spiciness, and changing the timing of application.

Rather than simply accepting, they are re-editing to fit the rules of their own kitchens.

From a Japanese Perspective, TERIYAKI is Not "Exported Japanese Cuisine"

From a Japanese perspective, the most intriguing aspect is that viewing the popularity of teriyaki in the U.S. as a straightforward global success of Japanese cuisine can lead to a misunderstanding of reality.

Japanese teriyaki developed as a cooking method that gives a glossy finish to fish like yellowtail and Spanish mackerel or chicken with a sweet and savory sauce.

However, in the U.S., interest in Japanese culture after the war combined with the habit of grilling meat at home, leading to the growth of teriyaki as a soy sauce-based meat sauce.

Kikkoman released a Teriyaki BBQ Marinade for the North American market in 1961, combining wine and spices.

This history shows that teriyaki is not "a completed Japanese dish exported overseas," but a hybrid created jointly by Japanese soy sauce culture and American meat and grill culture.

It was because it was adapted to a form that Americans could easily use that it made its way into home backyards.

In Japan, evaluations of "different from the original" tend to be used negatively, but in the overseas expansion of food culture, differences can sometimes be the conditions for widespread acceptance.

California rolls, ramen, curry, and teriyaki burgers have also evolved according to local ingredients and preferences. Dishes that preserve the original form and those that localize and spread do not compete but serve different roles.

Three Tips That Can Be Applied to Japanese BBQ

Change the Sauce Rather Than the Ingredients

The first tip is the idea of "changing the sauce rather than the ingredients."

In Japanese barbecues, beef, pork, sausages, and yakisoba tend to become staples, but even with the same ingredients, the experience can change significantly with a variety of seasonings.

Adding yuzu pepper to teriyaki, combining miso and soy sauce, adding spiciness with gochujang, or cutting sweetness with sudachi or vinegar.

Instead of one all-purpose sauce, a setup where diners can choose their finishing touch is more suitable.

Make Seafood and Vegetables the Main Attraction

The second tip is to make seafood and vegetables, not just meat, the main attraction.

In the U.S. survey, half of the respondents paired teriyaki with vegetables.

In Japan, shiitake mushrooms, long onions, eggplant, lotus root, corn, thick fried tofu, scallops, squid, yellowtail, and salmon are among the many ingredients that pair well with soy sauce-based sweet and savory flavors.

Rather than imitating American-style large meat dishes, utilizing the diversity of Japanese ingredients can create uniqueness.

Consider the "Finish" That Translates Well on Social Media

The third tip is to consider the finish that translates well on social media.

The strength of teriyaki lies not only in its flavor but also in its gloss and grill marks, which are easily conveyed in photos and videos.

Visual information like the moment the sauce is applied, the bubbling surface over charcoal, and the juices when cut pairs well with short videos.

For restaurants and food manufacturers, it's important to not only share recipes but also convey how to apply the sauce without fail and how to manage the heat to avoid burning.

Cautions When Interpreting Survey Results

This survey was conducted online from May 21 to 22, 2026, targeting 1,196 American adults, with responses from 840 who cook outdoors being analyzed. The margin of error is said to be about 3 points.

However, this survey was commissioned by Kikkoman's U.S. subsidiary, and the article itself was produced by the company and distributed as branded content by Stacker.

The figures provide useful material for considering changes in American taste, but it's important to keep in mind the company's objective of conveying the appeal of teriyaki.

Moreover, "interest" and "actually frequently purchasing and cooking" are not the same. Just because teriyaki dishes stand out on social media doesn't mean American tables are rapidly becoming Japanese.

What is more noteworthy is that international flavors are being added around the strong tradition of American BBQ.

Global Flavors Enter Homes First Through Sauces

Changes in food culture do not necessarily start with high-end restaurants or specialty stores.

A single sauce available at the supermarket can create a new entry point for staple home-cooked meals.

The spread of teriyaki in American grill culture is a prime