The article is centered around the rising popularity and consequent price hike of 'Tobikko', a type of fish roe often used in Japanese cuisine. Both the demand and prices have sharply increased recently, impacting not only consumers but also the food industry. The reasons behind this sudden surge are examined, including consumer trends, supply chain challenges, and potential implications for the future of the Japanese culinary scene.

In Japan, Tobikko is not just a food item but a symbol of a luxurious lifestyle. It often garnishes sushi and other traditional dishes, marking special occasions or celebrations. The rising prices reflect the increasing demand but also present a social issue, as it may become less accessible for regular consumers. Japan's fishing industry and its sustainability are also in the spotlight in this situation.

In comparison, issues around food items and their prices in the US or EU are treated very similarly. Rising prices due to demand are a commonplace in the food industry. For example, the price of avocados has significantly increased in recent years in the US due to its rising popularity, much like the situation with Tobikko in Japan.