Wagashi (Japanese confections) has been enjoyed in Japan for over 400 years. The uniqueness of wagashi is that people savor the seasons and scenes expressed by craftsmen within these sweets. However, most wagashi sold in stores today are far from their original culture. Young people, in particular, have lost interest in wagashi, and the culture of relishing the expressions of wagashi, which can be called an art of eating, is disappearing.
The VML Ogilvy Japan team's brief was to find a way to gain a new interest in Wagashi for those who seek new experiences, those who are connected with Japanese tradition, but needing a fresh approach.
Edible Literature
Finding a way to gain a new interest in Wagashi for those who seek new experiences; those who are connected with Japanese tradition but needing a fresh approach
Client
- Kameya Yoshinaga
Office
- Tokyo
In recent years, today’s confections have lost their cultural connection and their true beauty. Many have felt that to save traditional Wagashi, some added experiences may be appropriate, and even necessary in Japan, as most Wagashi sold in stores, more and more, are cheap and far from their original mix of craft and culture.
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.
“Edible Literature” from Bungashi became a hot topic on SNS immediately after its release. The product became popular among Gen Z, its first run selling out within 3 weeks of its release, while being featured in over 20 media outlets earning a value of nearly US$600k, more than expected for this specialty product. More runs and more outlets are in the planning stage.
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Awards
2024 Cannes Lions
Design — Special Editions & Promotional Packaging
Bronze Lion
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