Why Does a "Children's Lunch" Have a Flag? — The Message of "Achievement" and "Hope" from the Chef

1. What is "Okosama Lunch"? — An Introduction for Foreigners

In Japan, the menu known as "Okosama Lunch" is a "one-plate" dish that combines small portions of Western-style foods favored by children (such as hamburg steak, fried shrimp, ketchup rice, Napolitan pasta, pudding, and fruits) on a single plate. It is characterized by the use of plates shaped like trains or cars, flags, and toys.

It's not just about reducing the quantity; the unique aspect is designing a "fun dining experience." This concept spread primarily through department store cafeterias and was inherited by family restaurant culture. It is sometimes introduced in English-speaking regions under the name "okosama lunch."Web Japan

2. Origin: 1930, Mitsukoshi Nihonbashi's "Mikosama Western Food"

In 1930, Taro Ando, the head of the dining department at Mitsukoshi Nihonbashi, devised a special plate for children called "Mikosama Western Food." Amid the Great Depression, he aimed to provide a "fun plate" that would give children bright dreams, including small portions of spaghetti, croquettes, ham, sandwiches, bonbons, and rice. Priced at 30 sen, it was considered an innovative "one-plate Western meal" at the time and became a topic of conversation. Cultural articles for overseas audiences and corporate archives also position 1930 and Mitsukoshi as the earliest origins.KikkomanWikipedia

3. Why Was a Flag Placed? — The Concept of a "Summit Flag"

At the time of its creation, the rice was piled into a triangular shape like Mount Fuji, with a small flag inserted at the "summit." This is often explained as an association with a "summit flag," providing children with a visual thrill and the image of achieving a summit by finishing their meal. Mitsukoshi's introduction articles and cultural media specifically convey this "Mount Fuji + flag" design.Mitsukoshi Isetan's Food Media | FOODIE

Point: The flag is a "trophy of food" — children gain a sense of achievement by finishing their meal. This was a very advanced concept in terms of today's experience design (UX) (※The psychological effect of achievement is the author's interpretation. The origin of the design is based on historical materials).Mitsukoshi Isetan's Food Media | FOODIE

4. Was the First Flag the "Mitsukoshi Company Flag"?

While the current common design is the Hinomaru, cultural research records indicate thatthe initial flags were Mitsukoshi's company flags, which later expanded to national flags like the Hinomaru. Thus, it is reasonable to view the flag as primarily functioning as an icon to attract children's attention, rather than as a means of "national prestige."syokubunka.or.jp

5. Ueno Matsuzakaya Popularized the Name "Okosama Lunch"

After Mitsukoshi's "Mikosama Western Food" became a topic of conversation, in 1931Matsuzakaya Ueno Storenamed a similar one-plate dish "Okosama Lunch" and sold it. Thisnamespread nationwide and is considered the general name today. Matsuzakaya's corporate history content and encyclopedic sources also record the appearance of this name at the Ueno store in 1931.Daimaru Matsuzakaya SHOP BLOGWikipedia

6. Post-War to High Growth Period: The Flag Became an "Entertainment Prop"

After the war, with the rise of department store cafeterias and rooftop amusement parks, Okosama Lunch became a symbol of "family leisure." The flag had the function of being "photogenic / easily recognizable by children as their own plate," and it was also linked to the culture of toy giveaways (there is also a theory that Matsuzakaya was the first to include toys).

During this period, flags were not only national flags but also included store-original flags and seasonal motifs, which were creatively arranged. ※The inclusion of toys and the details of the contents varied by store and period.Showa Retro Research Institute

7. The Three Meanings Conveyed by the Flag

1. Symbol of Achievement
   The "summit flag" motif brings the story offinishing the meal = reaching the summitto the dining table. It is designed to evoke pride and a sense of self-efficacy in children when they finish eating on their own. This concept is similar to gamification (setting small goals → achieving them).Mitsukoshi Isetan's Food Media | FOODIE
   
   

2. Identification and Safety
   In a bustling environment like a large cafeteria,a mark that makes "my plate" easily recognizableis helpful. The flag is highly visible and also served as a marker to prevent serving errors by staff (the actual operation varied by store, but it can be reasonably assumed to have had this effect).
   
   

3. Hospitality Performance
   The flag is aminiature celebration. Japanese food culture pays meticulous attention to "visual enjoyment," and the flag is a symbolic presence of that. Today, it also functions as an element that "looks good on social media," making it an easily understandable icon for inbound (visiting) guests.Web Japan

8. Common Misunderstandings and Supplementary Historical Materials

• "Was it the Hinomaru from the start?"
  As mentioned earlier,initially, it was the Mitsukoshi company flag, according to cultural research descriptions, and it later expanded to national flags.syokubunka.or.jp
  
  

• "Mitsukoshi is the 'origin,' Matsuzakaya is the 'origin of the name'"
  The 1930 Mitsukoshi "Mikosama Western Food" is the "invention of the content," and the 1931 Matsuzakaya is the "spread of the naming," as shared in corporate history and internal reports.Mitsukoshi Isetan's Food Media | FOODIEDaimaru Matsuzakaya SHOP BLOG

9. The Fascination of "Flag Culture" from an Overseas Perspective

In Japan, there are cultural contexts of celebrating with flags, such as koinobori (carp streamers for Children's Day) and international flags at sports festivals.The flag on Okosama Lunch can be understood as one of these "miniaturized celebrations." Government websites providing basic information on Japanese culture and explanations for children also carefully summarize the background of flags.JAPAN ForwardWeb Japan

10. Modern Updates to Flags

In recent years,flags and picks have been used in some stores as identifiers for food allergy information and vegetarian/halal options. Additionally, local design flags are adopted at regional events and tourist spots, serving to visualize the memory of the experience. Even after more than 90 years, flags continue to evolve as a "tool for creating enjoyable experiences." (General trends summarized. Store examples are based on each company's announcements)

11. Practical Tips for Travelers

• Where can you eat it? It is available year-round at department store restaurant floors and family-oriented restaurants.

• Can adults order it? Depending on the store, there are occasional events featuring **"retro Okosama Lunch for adults."**ELLEgirlFujingaho

• Religious/Vegetarian Options: Check in-store for variations without pork or beef, and allergy-friendly versions.

12. Conclusion — The "Big Wishes" Contained in a Small Flag

The flag of Okosama Lunch is a "small design" that simultaneously fulfills the roles ofachievement, identification, and festivity. The wish of its creator, Taro Ando, to "make children smile" has been continuously passed down from pre-war department store cafeterias to modern dining. Historically, the content was created at Mitsukoshi, the name spread at Matsuzakaya, and the flag evolved from company flags to national flags, remaining at the "center of the experience." When visitors from overseas see a small flag at a Japanese restaurant, remember that it is not just a decoration but a"story at the dining table."Mitsukoshi Isetan's Food Media | FOODIEsyokubunka.or.jp##