ストレス発散？“背徳グルメ”が人気　1本336kcalの炭酸飲料も新登場…市場拡大（2026年03月24日）

(Aired March 23, 2026) While the calories are a concern, it's hard to resist! "Guilty Pleasure" gourmet food that captures both the stomach and the heart is currently gaining popularity. During the three-day weekend until the 22nd, the popular "Shitamachi High-Calorie Festival" was held in Tokyo, attracting approximately 30,000 visitors. A wide variety of "guilty pleasure" dishes with rich flavors and generous portions were on display. A steak sandwich with beef grilled to perfection on a hot plate and topped with plenty of rich cheese. One sandwich contains approximately 1250 calories. An omelet with yakisoba noodles, smothered in a massive amount of cheese sauce, is approximately 1300 calories. Two women were eating "Edomae Dashi-maki Tamago" (Edo-style rolled omelet) made by a craftsman. Cheese is added inside, and then even more cheese is added on top. Two slices contain approximately 400 calories. At the venue, cheese-based dishes, an essential element of "guilty pleasure," were extremely popular. A man enjoying a dish generously topped with cheese said, "I'm trying to be moderate because I'll gain weight... but sometimes I just crave it. It's not exactly stress relief... but I'll start dieting tomorrow, even if I gain weight." It seems the secret to its popularity lies in the stress relief and satisfaction gained from eating "guilty pleasure." The event organizer said... Tomohiko Inoguchi, Shin-Koiwa Sakura Festival Executive Committee: "We hope that people will enjoy things that evoke a sense of guilt, things they wouldn't normally eat, using the festival as an excuse." According to research by Suntory Foods, the market size for "guilty pleasure" has expanded from 3.4 trillion yen seven years ago to 4.1 trillion yen in 2024. Backed by the popularity of "guilty pleasure," companies are also launching new products. Suntory Foods International will release "Guilty Carbonated NOPE," a 336-calorie drink, on the 24th. They say they've combined not only sweetness and sourness, but also saltiness and bitterness to create an addictive flavor. They're aiming to attract people under 30, who tend to move away from carbonated drinks. Hiromi Nakai, Brand Marketing Department, Suntory Foods International: "We want people who usually live their lives mindfully, paying attention to their health and relationships, but who occasionally indulge in their desires to 'dissolve' stress to try this drink."