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Towzen opening in Sydney reflects a broader pattern in Japanese food exports that it's category integrity first, localisation second. Unlike Western fast-casual rollouts, Towzen preserves core broth philosophy, soy-milk base, mushroom-forward umami, overnight stocks, while flexing flavour architecture for multicultural markets. The result is credibility, not cosplay.

The global move away from the word “vegan” reflects a deep shift in how consumers perceive identity-linked food choices. Viral social proof shows that taste bias isn’t sensory, it’s psychological. Anonymous plant-based products routinely outperform animal-based benchmarks when the vegan label is removed, indicating that terminology, not technology, is the barrier. This is reshaping branding, menu engineering, and front-of-pack strategy across major markets.