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"Kubota LOVE Rice Project Special Video" Collaborating with 5 popular romantic comedies, it's generating huge buzz.
Major agricultural machinery manufacturer Kubota produced a special video titled "Kubota LOVE Rice Project: Beimai Beibei (Rice Rice Rice Rice)" to convey its love for rice and encourage support for Japanese agriculture through eating. The video was released on YouTube on November 2.
https://www.youtube.com/watch?v=XSK54BuFE4s
(© Eisaku Kubonouchi/Shogakukan © Rumiko Takahashi/Shogakukan © Masaharu Noritsuke/Shogakukan © Kenjiro Hata/Shogakukan © Souichiro Yamamoto/Shogakukan)
The project features collaborations between five classic romance comedy manga series published by Shogakukan ("Afro Tanaka" series, "Urusei Yatsura," "Takagi-san," "Tsurumoku Doushinryo," "Hayate the Combat Butler!") and original songs written by the popular rock band Kyuso Nekokami.
The video reconstructs a story to spark interest in rice by connecting 137 iconic scenes—each specially rendered on rice grains about 5mm wide—from the five series. These scenes are accompanied by passionate lines from beloved characters declaring their love for rice.
This unique "rice-shot" technique, a twist on stop-motion, fuses with the upbeat song "Beimai Beibei" (Rice Rice Rice Rice) to unfold a LOVE Rice (romantic comedy) story.
Alongside the characters' passionate sentiments, the video introduces various trivia facts about rice. The final cut features a rare scene where the main characters from all five works gather together, joined by Kyuso Nekokami's mascot character and a Kubota tractor.
After the video was released on the 2nd, it surpassed 1 million views in one day and 1.5 million views in four days. Twitter was flooded with tweets expressing surprise at the video, reaffirming love for rice, and gratitude, generating a huge response.
In response, the company launched a thank-you campaign starting on the 9th.
The campaign will give away 39 grains of "LOVE Rice"—each depicting a famous scene from popular manga featured in the video—as a token of thanks. To enter, follow the "Rice Instagram by Kubota" account (@riceta_kubota) on Twitter and retweet your desired "LOVE Rice" from among the 39 posts.
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