Japanese Beef Croquettes with a 43-Year Waitlist Gain Unprecedented Popularity

Asahiya, a family-run butcher shop located in Takasago City, Hyogo Prefecture, Japan, has gained immense popularity for its Japanese beef croquettes, leading to an astonishing 43-year waitlist for customers placing orders. Established in 1926, Asahiya initially sold meat products, including Kobe beef, before venturing into the realm of beef croquettes in the post-World War II era. However, it wasn’t until the early 2000s that these delectable deep-fried potato and beef dumplings captured the attention of the internet, resulting in an unprecedented wait time for potential buyers.

CNN Travel interviewed Shigeru Nitta, the third-generation owner of Asahiya, in 2022 when the waitlist was a “mere” 30 years. The croquettes, known as “Extreme Croquettes,” are one of four Kobe beef croquette varieties offered by Asahiya. To cater to those unwilling to wait for decades, the shop introduced “Premier Kobe Beef Croquettes” with a comparatively more manageable four-year waitlist.

Asahiya initiated online sales in 1999, introducing Extreme Croquettes as a trial. Despite the quality ingredients, including three-year-old female A5-ranked Kobe beef and locally sourced potatoes, Nitta faced the challenge of customers being hesitant to pay a significant sum for prime beef online. In a bold move, he priced the Extreme Croquettes at JPY270 ($1.80) per piece, well below the actual cost of the beef in them, hoping to entice customers to try the croquettes and subsequently purchase Kobe beef.

To limit initial financial risks, Asahiya produced only 200 croquettes per week in their own kitchen. The unique concept gained attention, and when a report about Asahiya’s croquettes surfaced in the early 2000s, their popularity soared. However, due to the overwhelming demand and an impractical waiting period exceeding 14 years, Asahiya temporarily ceased selling Extreme Croquettes in 2016. Despite considering discontinuation, numerous requests prompted them to resume orders in 2017, albeit with an increased price.

Production was scaled up from 200 croquettes a week to 200 per day. The affordability of Extreme Croquettes, priced at JPY500 ($3.40) to JPY540 ($3.65) each, contradicts their high-quality ingredients and the cost of Kobe beef. The popularity of Extreme Croquettes has turned them into a money-losing endeavor for Asahiya.

Nitta acknowledges suggestions to hire more staff for increased production but is reluctant due to the financial strain. However, he reveals that about half of the customers who try the croquettes end up ordering Kobe beef, making it a sound marketing strategy.

Despite the significant waitlist, Nitta is motivated by the impact of his croquettes, especially on individuals who have never had the opportunity to taste Kobe beef. The shop sends regular newsletters to waiting customers, updating them on shipping estimates and confirming deliveries a week in advance.

As of January 2024, there are 63,000 people on the waitlist, with some waiting for nearly a decade. The price of Kobe beef and rising labor costs pose challenges, but Nitta remains committed to his mission of letting more people enjoy Kobe beef. He hopes the fame of the croquettes will contribute to promoting the local industry beyond the success of his own shop.

For those unwilling to endure the extensive wait, Asahiya has two locations, and travelers can visit their Kobe shop, where they offer two types of ready-to-eat croquettes for takeaway. The frozen beef croquettes are currently shipped domestically, emphasizing the exclusivity of this sought-after culinary experience.