Apps boil down recipes into 1-minute videos / Beginners just hit ‘replay’ to get it right

The Yomiuri Shimbun

By Yumi Miyaki / Yomiuri Shimbun Staff WriterServices that distribute online cooking video clips to smartphones are gaining popularity.

Each clip is about one minute long and shows the complete process of cooking a dish. They are easy to understand, and even just watching the replayed video images is enjoyable. The clips can also be used for reference by people unable to decide what to make.

Seeing is understanding

A 32-year-old female company employee in Suginami Ward, Tokyo, is a fan of the cooking video clips.

“I can instantly see how much seasoning is needed with the videos. I also can have a clear image of the cooking process,” she said.

She had felt she was not good at cooking, partly because written recipes are difficult to understand as they contain such expressions as “a little bit of salt.” But she said she could overcome that feeling by using the video clip services.

The video clips are made by shooting the steps used in cooking. Each clip is edited into a video about one minute long, fast-forwarding to include only key scenes.

The video clips are distributed free of charge via social media such as Facebook and Instagram. Recently, an increasing number are provided through smartphone apps.

For example, one popular service is called mogoo. Its video clip about butabara maki onion ringu (onion rings clad in a thin layer of fatty pork) compresses the cooking process, which usually takes about 20 minutes, into just 30 seconds.

Cooking video clip services first came into vogue in the United States. In Japan, they started to appear one after another from about a year ago.

While many start-ups entered this market, major internet companies that had introduced written recipes online also began producing cooking video clips.

Though ways of editing motion pictures differ among the operator companies, video clips all introduce how to cook Japanese, Western and Chinese dishes at home in easy-to-understand ways.

Wide variety of services

Delish Kitchen is a forerunner of the service in Japan and began its service in September 2015. Its recipes are popular because they are practical for daily meals.

Many features of the service are tied up with food manufacturers. Based on the service, three recipe books have been published.

Kurashiru provides a substantial service with smartphone apps with which users can search for cooking methods by inputting names of cuisines and ingredients. The operator company said the service distributes more than 1,000 recipes every month.

Tasty Japan is the Japanese version of Tasty, a U.S. cooking video clip service. The Japanese version uses Japanese seasonings and styles of cooking.

C Channel is a service targeting young women in their 20s to early 30s. It introduces mainly fashionable and attractive cuisines.

CookMe is a service which began distributing video clips in November last year. The service is operated by a company running 70 cafes and other eating-out facilities. The selling point of the service is that recipes created by professional chefs are provided.

Revenue sources for the operator companies are mainly internet advertising and tie-up projects with food manufacturers.

The companies are competing to provide contents that will increase their numbers of users. Compare the services to choose your favorites.Speech

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