Japanese food manufacturers are embarking on an innovative journey to enhance consumer experiences by engaging senses beyond taste. Morinaga & Co., a leading company in this trend, hosted a remarkable Christmas concert in Tokyo's bustling Akasaka district on December 24. The event ingeniously combined live music with tastings, offering attendees a unique sensory experience.
During the concert, participants savored a grape jelly drink crafted by Morinaga. The drink was consumed amidst the harmonious strains of "Jingle Bells," performed on violin, cello, and piano. This creative fusion of auditory and gustatory elements exemplifies the emerging trend of providing consumers with new experiential value.
Kanro, another Japanese company, is also exploring this multisensory approach. Its product, Hoshifuri Ramune, involves transferring candies from a bag into a dedicated bottle, allowing consumers to enjoy the auditory pleasure of the candies being transferred. This innovative product design underscores the industry's commitment to creating immersive sensory experiences.
The Christmas concert in Akasaka was a unique event that showcased Morinaga's dedication to this trend. The choice of Akasaka, a popular area for events and concerts, added to the event's allure. The concert's live music, featuring the beloved holiday tune "Jingle Bells," enhanced the festive atmosphere and highlighted the potential of sensory integration in food experiences.
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