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Supermarket cheap-meat Spam is surging successful world fame down an uncanny trend.
The catalyst is an world obsession pinch Spam musubi.
Think sushi made pinch Spam.
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It's a portion of Spam packed successful atom and wrapped successful nori, nan thin, dried pungent seaweed that's a signature of sushi rolls.
Spam musubi is autochthonal to Hawaii, wherever nan Minnesota-made substance of pork and ham has been a culinary and taste arena since World War II.
Created successful Hawaii, Spam musubi has gained a world reputation. (Glenn Asakawa/The Denver Post via Getty Images)
"Spam musubi is versatile. It's kid friendly. People present emotion it," Nuno Alves, executive sous chef astatine Marriott Waikiki Resort & Spa successful Honolulu, told Fox News Digital.
His 4-year-old girl Charlotte is simply a Spam musubi connoisseur, Alves said.
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"We bring Spam musubi to nan beach, return it connected a long car ride aliases bring it connected nan plane. It's for illustration packing a peanut food and jelly sandwich backmost connected nan mainland."
Spam musubi is often sold arsenic a casual impulse-buy snack astatine convenience shop check-out counters in Hawaii.
Charlotte Alves is seen enjoying Spam musubi prepared for meal by her father, cook Nuno Alves of Honolulu, Hawaii. Right, Spam musubi from Sisters Asian Snack Bar successful Ashburn, Virginia. (Nuno Alves; Deb Lindsey for The Washington Post via Getty Images)
But it's grown into a sizzling high-end trend.
It's "the hep chef's nostalgic concealed ingredient," raved food-industry number-muncher Dataessential, which proclaimed Spam 1 of nan apical 10 nutrient "ingredients to know" successful 2024.
"The hep chef's nostalgic concealed ingredient."
Alves serves elevated versions of Spam musubi to guests astatine his swanky beachfront edifice hotel.
Pork Tamago Onigiri, a Japanese restaurant chain devoted to Spam musubi, boasts its only overseas location astatine nan Waikiki Food Hall successful Honolulu.
A Spam musubi crockery is seen astatine Hula Girl successful Shirlington, Virginia. (Dixie D. Vereen/For The Washington Post via Getty Images)
Its specialty is an onigiri sandwich pinch rice, grilled Spam and fried egg.
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"You tin find this ‘soul food’ astatine each convenience shop and Bento shop in Okinawa," claims nan eatery's website.
Hormel, nan institution that invented Spam successful 1937 and still makes it coming successful Austin, Minnesota, will present its first Spam musubi tv advertisement run successful April to effort to capitalize connected nan trend.
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The Waikiki Spam Jam, meanwhile, returns for its 20th day connected April 27.
Famous Kalakaua Avenue, nan main roadworthy on Waikiki Beach, is closed each time for nan event.
A Spam musubi crockery astatine 4 Sisters Asian Snack Bar successful Ashburn, Virginia, Dec. 2022. (Deb Lindsey for The Washington Post via Getty Images)
Spam musubi has helped Hormel bask 8 consecutive years of record-setting income growth, according to Spam trading head Jason Baskin.
"What's really cool is that what's driving Spam's maturation are these younger, much multicultural consumers astir nan globe," Baskin told Fox News Digital.
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"Every generation, whether successful nan United States aliases astir nan globe, puts their ain tweak connected Spam. So possibly 50 years ago, it was Spam arsenic a meal side. Today it's Spam and fried atom aliases Spam kimchi."
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