Oishii Omakase Strawberries Are All Over Our Instagram Feed—But Are They Worth the Hype?

• Value:17/20
• Quality:20/20
• Aesthetics:20/20
• Taste:19/20
• Texture:18/20

TOTAL: 94/100

What Are Omakase Berries?

We know what you’re thinking:How different can Oishii’s Omakase Berry possibly be from a regular strawberry?Well, theOmakase Berryis a rare variety that’s only found seasonally in the fields of the Japanese Alps. It’s so coveted that eating one is considered a full sensory experience, not just a healthy snack. Oishii grows them stateside with the help of an indoor vertical farm that replicates the climate conditions, using sustainable technology and growing them without pesticides. (And in case you’re wondering, “omakase” means “I leave it up to you.” It’s a phrase commonly used atsushirestaurants when a customer requests that the chef prepare whatever he’d like.)

Here’s the catch: Eight large or eleven medium Omakase Berries will cost you $50 (roughly $6.25 and $4.55, respectively, per berry). Select locations have three- and six-piece boxes available for $15 and $30 as well, or for $5 per berry. (No wonder celebs like Gwyneth Paltrow and Chrissy Teigen are fans.)

The first thing you’ll notice is their intense aroma. Your whole kitchen (and fridge) will smell like sweet, fruity strawberries the moment you open the box. The next thing you’ll notice—even before your teeth meet the berries’ flesh—is how soft and juicy they are. They sort of feel like regular strawberries that are past their prime, yet they’re perfectly ripe and unblemished.

Now, onto taste. Omakase Berries are next-level sweet and almost floral, but still bright with just enough acid that they aren’t cloying. They’re absolutely teeming with juice, and their supreme tenderness makes for a luxurious, creamy mouthfeel. The seeds are also very small and delicate, so they don’t interfere with the soft eating experience. The flavor is similar enough to regular strawberries that you’ll love them immediately, but it’s also nuanced enough that you’ll go back for a second bite the moment you’re finished with the first. In short, tasting an Omakase Berry is like eating a strawberry in HD.

There are a few reasons—namely, they’re part of a larger trend toward valuing “luxury fruit.” In Japan, people often gift each other expensive fruit instead of wine or whiskey. While fruit is a quantity-over-quality deal in America, Japan values the opposite, hence thisprizedberry’s popularity there. The Omakase Berries have also worked their way into high-end products and restaurants due to their flavor and the buzz surrounding them (see Brightland’s strawberry-infused LUSH vinegar and thestrawberry gelatoat Carissa’s The Bakery in the Hamptons). Pair the social media-fueled discussion withclimatarianism,reducetarianismand apost-pandemicdesire among home cooks to incorporate high quality ingredients and more plant-based foods into their meals, and it’s no surprise that luxury fruits are taking off stateside.

This trend predates the Omakase Berry too. Remember whenPinkglow Pineapples2020年接管你的文章吗?你听说过teeny-tinynano cucumbers?Cloud 9 tomatoes? How about the decidedly adorable kiwi berry, which has become easier and easier to find at local supermarkets? While none of these luxury fruits straytoofar from their predecessors, hype and intrigue make tasting them a splurge-worthy experience. (And in the grand scheme, $5 per berry isn’t so bad, considering you can findstrawberries over $4Kand$200 watermelonsin Japan.)

How Do I Buy Oishii’s Omakase Berries?

You’ll have to join a waitlist to order because they’re sold out at the moment, but since Omakase Berries are harvested daily, you likely won’t have to wait long for a restock. Once they’re back, you can order for direct delivery or pickup at select locations. (You also may find these gems at your local specialty food store or Asian market before then.) While the berries are pricy, they’re tasty and unique enough for a treat-yourself snack, a one-time taste test experience or to give as a gift.

Add your email to the waitlist and you’ll be notified of the next pre-order date. If you aren’t in theNYC,NJorLAareas, you can also sign up to be notified when Oishii starts harvesting near you.