第982回「BtoBマーケティング大賞2026」

In Japan, tacos were barely a trend three years ago. By May 2026, a single month saw search volume for tacos on the restaurant-discovery platform Gurunavi jump 2.4 times year-on-year, while the number of shops offering them had only grown 1.1 times over three years. The searches came first; the supply followed. This episode of 週刊 日経トレンディ＆クロストレンド opens with that surprising data point, then pivots to a deeper topic: the third annual B2B Marketing Awards (B2Bマーケティング大賞2026), a competition run by 日経クロストレンド that surfaces how business-to-business companies are solving real marketing problems—often with methods that are quietly sophisticated.

The tacos boom: searches lead, shops follow

The surge in taco interest has no single trigger—no viral video or celebrity endorsement. Instead, the editors point to a convergence of factors. Tacos have moderate baseline awareness in Japan, and their flavors suit Japanese palates. More important is what Gurunavi’s analyst described as compatibility with modern dining habits: tacos are highly customizable. Consumers can choose fillings and seasoning to match their mood, and that personalization makes them shareable on social media. This dovetails with other trends like mala tang (spicy numbing hotpot) and custom drinks—anything that lets the customer assemble their own experience.