Let's gift a table of auspicious foods

Merry Christmas!

Christmas Eve back when I was a new employee. Back then, it had this image of being "lovers' holy night." I didn't have a girlfriend or any plans, but the work I was doing with my senior colleague just dragged on and on. I remember feeling irritated in the nearly darkened office, thinking, "Why the hell do we have to work overtime on a day like this!" Even though I had no plans. What on earth was that feeling?

But enough digressions. When it comes to winter delicacies, "fugu" (pufferfish) is a must. Shimonoseki in Yamaguchi Prefecture is the real home of fugu. It's said that Prime Minister Ito Hirobumi lifted the ban on fugu here, a prohibition dating back to Toyotomi Hideyoshi. Even today, the Haedomari Market boasts Japan's largest fugu trade volume. The unique bag auction starting at 3 AM, where prices are set one after another, is a spectacular sight.

However, in the world of "online fugu sales," Shimonoseki has fallen behind other producing areas. While Aichi and Setouchi aquaculture businesses actively embraced the internet, perhaps Shimonoseki's reputation as a prestigious producer led to a more laid-back approach. The consultation I received from the Shimonoseki business "Sekitoro" was about "product development" to break this status quo.

That said, when it comes to fugu, it's either sashimi or hot pot. Sekitoro's chrysanthemum-style plating is beautiful, but it doesn't offer a decisive edge. Their fried fugu is delicious, but it's not something you'd specifically order. Fugu croquettes... hmm, what do you think? What would you do?

While pondering this, I realized something: while you can confidently gift wagyu beef or ham to someone who loves fine food, "fugu" just doesn't easily make the list. It's not that it has a polarizing taste, but you can only gift it if you're certain the recipient loves fugu. This tendency might be especially strong in Eastern Japan. So, we decided to tackle the challenge of lowering the psychological barrier to "fugu."

Together with Art Director Yuna Takemura and Designer Akihiro Sato, we created "Okurifuku." In Shimonoseki, they've traditionally called fugu simply "fuku" without the "gu" sound. So, why not give that special someone ("not fugu itself") an "auspicious dining experience" instead? That's the proposal. We created a system to make it an easy gift for expressing gratitude or appreciation on occasions like Father's Day, Respect for the Aged Day, or even Valentine's Day.

We developed a logo mark for this. Simultaneously, we prepared message cards using the Edo-period game "hanji-e" (picture riddles). These cards convey sentiments like "Thank you," "Live long," or "I'm sorry." Furthermore, cutting out these cards creates chopstick rests shaped like seafood. We wanted to create an entire dining experience, not just gift a single piece of fugu.

It's probably just a light touch of product development. After all, over-decorating pufferfish doesn't suit it. Still, I hope this becomes an opportunity to broaden the appeal of pufferfish mail-order.

As the year-end and New Year holidays approach, when many gather together, please keep in mind that there is the option of "fugu" carefully crafted by artisans in Shimonoseki.

Please enjoy!