Marukome What does "Kawaii Miso Soup: Harajuku Flavor" taste like? Web commercial also released
Marukome will release its instant miso soup "Kawaii Miso Soup Harajuku Flavor" at convenience stores nationwide starting February 22. To commemorate this, the company has launched initiatives including the release of a web commercial and the opening of a "Kawaii Miso Cafe."
Foreign tourists were treated to one free bowl
This product was born from a collaborative project with Asobi System, which promotes Japan's unique "HARAJUKU CULTURE" both domestically and internationally. The project, launched in September 2015, aimed to develop an unprecedented new miso soup, themed around "MISO KAWAII" (cute miso). The flavor features the popular "Miso Natsume" (Miso with Sweet Jujube) from the limited-time "Kawaii Miso Soup Stand" ( http://misokawaii.jp/news08.html ) that pre-opened in Tokyo's Harajuku in December 2015. It uses a mildly sweet koji miso without added umami seasonings, incorporating various dashi broths instead. The ingredients include cute fish cakes and heart-shaped fu (wheat gluten), selected by model Natsume Mito, who served as a special judge for the "First Marukome-chan Audition" ( http://misokawaii.jp/news07.html ).
To commemorate the product launch, a web commercial titled "The World's First Kawaii Miso Soup: Definition of Japanese Kawaii" has been released on the official Marukome YouTube channel starting February 29.
The video explores the definition of "kawaii," a value Japan proudly presents to the world. Centered around a girl contemplating kawaii, it successively depicts the history and imagery of "kawaii culture." It's a movie that examines what happens when "miso soup," which has long supported Japanese cuisine, and "kawaii" combine.
The video is also available on the project's official website ( http://misokawaii.jp/ ).
Concept image for "Kawaii Miso Cafe"
Additionally, the "Kawaii Miso Cafe" opened for a limited time from March 2nd to 15th at Shibuya Loft in Tokyo. It featured sales of new products, tasting events, and screenings of past project videos.
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