Transformation of Gastronomic Traditions in a Non-Japanese Cultural Environment: The Replacement of National Dishes with Japanese Cuisine in the Food Preferences of Young People

Within the present study, a comprehensive examination is undertaken of radical shifts in gastronomic normativity in contemporary Ukraine, with particular attention to the reorientation of youth consumer preferences away from canonical national dishes and toward Japanese cuisine. Through an analysis of the restaurant market in 2024–2025, system-forming factors underpinning the sustained popularity of Japanese culinary practices are identified, while the foundations of cultural-code manageability within the toolkit of restaurant branding are conceptualized. The purpose of the research is to determine the mechanisms through which Japanese gastronomic codes are incorporated into a non-Japanese cultural environment, taking into account the logic of environmental sustainability and the principles of zero-waste production. The methodological framework is built on a comparative analysis of statistical datasets, a systematized review of academic literature, and content analysis of cases involving the implementation of circular models. The results demonstrate the pronounced resilience of the sushi segment to economic shocks and record a therapeutic dimension of Japanese cuisine consumption, expressed as a resource for the psychological adaptation of younger cohorts. The concluding propositions emphasize the necessity of synergistically coupling traditional value foundations with innovative waste-processing technologies as a condition for sustainable sectoral dynamics. The findings offer applied relevance for specialists in services marketing and cultural anthropology, as well as for managers and owners of restaurant projects oriented toward integrating environmental standards into operational and brand strategies.