Do You Like Wasabi?

The Hidden Truth About Inflation
in Your Financial Life

Ari Baum, CFP®

WHAT IF I TOLD YOU THAT MOST PEOPLE WHO CLAIM TO LOVE WASABI HAVE NEVER ACTUALLY TASTED THE REAL THING? AROUND 90% OF THE WASABI SERVED IN RESTAURANTS IS FAKE, TYPICALLY JUST DYED HORSERADISH WITH SOME ADDITIVES. THIS MIGHT COME AS A SURPRISE, BUT THERE’S A REASON FOR IT—REAL WASABI IS INCREDIBLY EXPENSIVE.

Some farmers charge $150 to $250 for just a couple of pounds of authentic wasabi, thanks to its labor-intensive cultivation. It takes up to three years for wasabi to mature, and it grows only under highly specific conditions, which makes production challenging. Because of this, many restaurants take shortcuts and serve imitation wasabi, offering a cheaper alternative that most diners unknowingly accept.

This story of “fake wasabi” offers an insightful analogy to personal finance: just as many consumers unknowingly settle for counterfeit wasabi, many people also overlook how inflation and subtle financial changes affect their lives. So, what lessons can we learn from this wasabi tale? Let’s explore how understanding authenticity, scarcity, and inflation can reshape your financial decisions.

The Hidden Impact of Inflation—
A Bit Like Fake Wasabi

Even if you’re consuming “fake” wasabi, you’ve probably noticed that the price of your sushi dinner keeps going up. This phenomenon is inflation, and whether you realize it or not, it has a silent but pervasive effect on your purchasing power. Just as counterfeit wasabi seems “good enough,” we often tolerate rising prices by telling ourselves it’s normal—after all, inflation is just part of life, right?

But here’s the problem: even small price increases can have a cumulative effect over time. A sushi roll that cost $12 last year might now be $14. If inflation continues unchecked, those increases will erode your ability to buy the things you need or want, including the essentials like housing, healthcare, and groceries. Just as fake wasabi is cheaper but less authentic, inflationary changes subtly push consumers toward cheaper substitutes—whether that means scaling back on vacations, dining out less, or opting for generic brands.

The challenge, then, is how to maintain your quality of life while protecting your financial future from inflation’s corrosive effects.

Scarcity and Value: Lessons from
Wasabi Cultivation

The scarcity of real wasabi demonstrates a key financial principle: things that are rare or hard to obtain hold greater value. Similarly, in your financial life, the things that are hard to build—like a healthy savings account or investment portfolio—tend to yield the most meaningful returns over time.

The wasabi farmer’s patience, tending crops for years before reaping the harvest, mirrors the patience needed in financial planning. Investments take time to grow, and enduring market fluctuations can be as frustrating as trying to grow a temperamental crop. But the rewards—whether in the form of financial independence or a secure retirement—make the effort worthwhile.

So, how can you apply this scarcity principle to your finances? Here are a few ideas:

•      Focus on long-term investments: Just like wasabi, your portfolio needs time to mature. Stick with it through market cycles.

•      Resist the temptation to chase trends: Just because something seems popular (like a flashy stock or cryptocurrency) doesn’t mean it’s valuable in the long run.

•      Practice financial discipline: Saving and investing consistently, even in small amounts, builds lasting wealth over time.

Beware of “Fake” Financial Strategies

Just as many sushi restaurants offer counterfeit wasabi to cut costs, there are also financial products that masquerade as valuable but deliver disappointing results. For example, some high-fee mutual funds or insurance products might look like a good deal but end up eroding your wealth with unnecessary costs over time.

In today’s world, where financial complexity abounds, it’s essential to seek authenticity in your financial strategies. That means:

•      Evaluating the true cost of investments: Are the fees on your accounts eating into your returns?

•      Avoiding financial fads: Quick wins are often too good to be true—just like cheap “wasabi.”

•      Working with trusted advisors: An expert can help you identify authentic opportunities and steer you away from counterfeits.

Inflation Is Inevitable—Plan for It

Whether it’s sushi or housing, prices are rising across the board. Inflation is often beyond your control, but your financial strategy doesn’t have to be. The key to staying ahead is planning for inflation and making intentional adjustments:

1.     Invest in inflation-resistant assets: Real estate, stocks, and Treasury Inflation-Protected Securities (TIPS) can help shield your wealth from inflation.

2.     Revisit your budget regularly: Adjust your spending to reflect changing prices, and make sure your savings goals account for inflation.

3.     Increase your earning potential: Just as farmers raise prices to reflect the scarcity of wasabi, you may need to negotiate raises or seek new income streams.

Know What You’re Paying For—
In Wasabi and Life

The next time you enjoy sushi, ask yourself: Is this the real deal? And take that same level of curiosity into your financial life. Are you settling for “good enough,” or are you actively working toward authentic financial success?

Just as authentic wasabi is rare and valuable, achieving long-term financial stability requires effort, patience, and intention. Inflation and hidden costs will continue to rise, much like the prices at your favorite sushi spot. The question is, will you let them catch you off guard—or will you prepare with a strategy as thoughtful and deliberate as a wasabi farmer’s harvest?

If you’re ready to cultivate real financial growth—like authentic wasabi—start planting the seeds today. It might take time, but the rewards will be worth it.

Bonus Tip: Next time you’re served wasabi, ask if it’s real. It’s a fun conversation starter—and a reminder that in both sushi and finance, authenticity makes all the difference.

The content is developed from sources believed to provide accurate information. Investing involves risk including the potential loss of principal. No investment strategy can guarantee a profit or protect against loss in periods of declining values. Past performance does not guarantee future results. Consult with a financial professional regarding your specific situation.

Ari Baum, CFP® is the Founder and CEO of Endurance Wealth Partners, with over 25 years of experience in the Financial Services industry. He brings his in-depth experience to Conceive. Believe. Achieve. for his clients. Securities and Advisory services offered through Prospera Financial Services Inc. Member FINRA/SIPC. Brokerage and Advisory accounts carried by Wells Fargo Clearing Services, LLC.