On July 28th, the day before Doyo no Ushi no Hi (the day of the ox in the Dog Days of summer), Morinaga & Co. held a sampling event for its spring/summer limited-edition canned sweet rice drink, "Morinaga Chilled Amazake," at the storefront of Futaba, a tofu restaurant located in Amazake Yokocho (Amazake Alley) in Tokyo's Ningyocho district. Though often associated with winter, amazake was drunk in the Edo period as a remedy for summer heat and is a summer seasonal word in haiku. It's gaining attention as a summer fatigue countermeasure drink, replenishing fluids and salts lost through sweating and providing sugars as an energy source. Sales of chilled amazake in fiscal 2013 surged to about 7.5 times the level of fiscal 2010. |
Talent Hidehiko Ishizuka, the Amazake Ambassador, appeared at the venue wearing overalls matching the product packaging design. "As Japan's most perspiring talent, I can't survive summer without this," he joked while drinking the amazake, then uttered his familiar catchphrase, "Delicious!" Ishizuka personally stood at the storefront, sampling the drink to passersby and promoting it.
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Morinaga Amazake Site:
morinaga.co.jp/amazake/index.html
Related Article:
dentsu-ho.com/articles/693
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