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THE WORLD'S FIRST KAWAII (CUTE) MISO SOUP
TOHOKUSHINSHA FILM CORPORATION, Tokyo / MARUKOME / 2016
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Overview
BriefExplanation
"Kawaii" is a value Japan has shared with the world. It is an ambiguous word with many meanings including pretty, cute, innocent, fleeting, etc., which we learn about in this movie.
As a young girl reflects on the origin of the word, images of the history of Japan's Kawaii culture appear one after another. Its roots lie in a folk tale written 1000 years ago. The changes in high school girls' school uniforms, the history of make-up. The generations of Kawaii are portrayed through the modern day eyes. The climax comes when the girl herself becomes the essence of Kawaii and melds with miso soup, another pillar of Japanese culture, creating the world's first Kawaii miso soup. Miso, which has sustained Japanese meals for 1300 years and Kawaii, a concept from 1000 years ago; these two original Japanese cultures make up the collaboration of the millennium.
EntrySummary
Miso, a traditional Japanese food item, has been a pillar of Japanese food culture for over 1300 years. However, over the last 45 years the per capita consumption has decreased by 50%.
Young people seeking careers with miso manufacturers have also decreased. Therefore Marukome felt it first necessary to have young people regain an interest in miso.
The idea was the "The World's First Kawaii Miso Soup". The packaging was made cute, and then the miso itself was made cute. How can miso be made cute?
Just as young girls who are constantly told they are "Kawaii!" get cuter, we called the miso "Kawaii!"
We created a special robotic miso barrel that gathers voices and held events in Tokyo, London, and Paris where people called out "Kawaii!" to the miso.
We gathered those voices and played them for the miso in the factory resulting in the world's first Kawaii miso soup.
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