Edible Literature

A fresh, new experience was thought to be necessary in order to get a younger audience interested again in classic Wagashi, as uninspired substitutes for classic Wagashi filled convenience stores, where most shop nearly every day. As classic novels are still popular among the audience, joining the two was an interesting, relevant approach. In the end, the idea was to create an entirely new experience combining the reading of a classic novel while consuming bespoke Wagashi to embellish and enhance particular sections of the classic story with a fresh, first-of-kind new experience.

To preserve the traditions of Wagashi, the Kyoto manufacturer and a publisher of classic Japanese novels came together to form Bungashi, a brand partnership to create bespoke Wagashi to be enjoyed within certain passages of the reading to create a multi-sensorial literary experience. Extreme craft and care were taken to appeal to all, but especially those within the visually aesthetic conscious Instagram generation.