Characteristics of Sensory Expressions Perceived as “Yamitsuki” in Food

In Japan, the term “Yamitsuki” is widely used in food advertising and menus to stimulate consumer desire and eating behavior; however, it remains poorly defined in academic research. To clarify its features, we conducted a consumer survey with open-ended questions, asking participants to describe foods they perceived as Yamitsuki and the associated sensations. Text mining and statistical analyses revealed four key features of Yamitsuki: (1) positive affective responses; (2) persistent desire; (3) difficulty stopping once eating begins; and (4) specific attributes that elicit Yamitsuki, such as unique taste and texture. Gender-related differences were observed in both the foods reported as Yamitsuki and the sensations described. These findings suggest that Yamitsuki is a culturally specific, positive sensation distinct from food craving or addiction, thus highlighting the need to consider cultural frameworks when studying food preferences and eating behaviors.