Japan's soaring prices have made "100-yen breakfasts" at universities increasingly popular

Students now line up outside university cafeterias across Japan for the "100-yen breakfast" (approximately 4.25 RMB), a meal that was originally introduced to help students overcome the habit of skipping breakfast. However, with skyrocketing living costs, more and more financially strained students are turning to these affordable meals. The sustainability of the 100-yen breakfast is now under threat due to sharply rising ingredient prices. In response, some universities have begun collaborating with local businesses for sponsorship—companies, in turn, use this opportunity to promote their brands and recruit talent.

Meals sell out daily

Waseda University in Tokyo launched its "100-yen breakfast" initiative in April this year at two campuses, aiming to support students facing financial hardship.

On May 19, the Waseda campus cafeteria offered four rotating menu options for the 100-yen breakfast, including fried chicken pieces and fried ham cutlets—items typically priced above 500 yen (about 21 RMB) when sold separately. The breakfast service starts at 8:15 a.m., with only 50 portions available per day. Within half an hour of opening, around 40 portions were sold out, and the meal nearly always sells out every day.

A 20-year-old third-year pharmacy student from Miyagi Prefecture said she comes once a week: "I live on part-time job earnings and money sent by my family. This breakfast is both affordable and filling—I’m truly grateful to the school." Another 20-year-old first-year education student from Ibaraki Prefecture added: "My classmates and I share tips on affordable supermarkets. Being able to enjoy a warm breakfast for just 100 yen makes me really happy."

Ingredient prices surge up to 2.6 times higher

Since the early 2000s, universities across Japan have been offering 100-yen breakfasts, initially to help students who live off-campus develop regular eating habits. The operational costs of these meals have traditionally been covered by donations from parents and alumni.

The campus life cooperative at Kansai University’s Osaka Chuo-ryōma campus introduced the 100-yen breakfast in 2015. Since 2018, funding has come from parent support associations and alumni groups. Currently, the cafeteria offers 170 limited breakfast sets each weekday, normally priced at around 500 yen.

However, over the past decade, the cost of individual ingredients has increased by 50 to 100 yen per serving, with rice procurement prices peaking at 2.6 times their former level. Starting in the 2023 fiscal year, the university raised subsidies from support organizations by 25%, but demand continues to grow. When supply runs short, the cafeteria supplements offerings with additional curry rice meals.

"The situation is extremely difficult right now," admitted Tadashi Ogata, a board member of the campus life cooperative. "But we will do everything possible to keep this service running."

Sponsorship donation of 150,000 yen per unit

Faced with the challenge of sustaining the 100-yen breakfast program, Saitama University has launched a fundraising campaign centered on its Career Guidance Center, soliciting financial support from local businesses to cover breakfast operation costs.

Each sponsoring company must contribute 150,000 yen. In return, they may deliver one presentation to students, distribute promotional flyers, and display advertisements on the cafeteria’s television screens.

On the 22nd of this month, a human resources representative from "Oomori Machinery Industry," a packaging machinery company based in Urawa, Saitama Prefecture, visited the campus. On that morning, 175 students lined up as early as 8 a.m. to get the 100-yen breakfast—fried chicken rice with miso soup. During lunchtime, the company representative introduced their business and encouraged students: "We are a strong, stable company with solid growth potential. We invite you to visit our website to learn more."

A 19-year-old first-year student from the Faculty of Liberal Arts smiled: "It’s a win-win—eating breakfast while learning about local companies."

As of this year, the number of partner companies has grown from eight in the first half of 2024 to twelve. According to Professor Ishizaka Toshiki, Director of the Career Guidance Center: "Thanks to the generous support of these companies, we’ve managed to maintain the 100-yen breakfast despite rising prices. At the same time, it also helps provide students with early career awareness education."

Curry meal cost increases by 95 yen over five years

Rising inflation continues to place growing financial pressure on students and their families.

Data from the private research firm Teikoku Databank shows that the average cost of making a homemade curry rice meal—including ingredients and utilities—reached 353 yen in the 2025 fiscal year, an increase of 95 yen over the past five years.

Last year, the Tokyo Private University Faculty Association conducted a survey among parents of incoming freshmen at nine universities and one junior college in the Greater Tokyo area. It found that, six months after enrollment, families were sending an average of 91,600 yen per month. This figure is down by about one-third compared to the peak recorded in 1994—the highest ever at 124,900 yen since the survey began in 1986.

The average monthly rent for students living alone has reached a record high of 71,800 yen. After deducting rent, students have only 660 yen left per day for daily living expenses. A representative from the research organization expressed concern: "Students are being forced to rely on part-time work just to survive, which could seriously affect their academic performance."

Original article: toutiao.com/article/1866600611078155/

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