Marukome: Definition of Japanese Kawaii

Credits & Description:

Brand: Marukome/ Marukome instant miso soup
Media: TV
Category: Food
Agency: Dentsu
Geo: Japan
Marukome instant miso soup: Definition of Japanese Kawaii
Alternative Title: Worlds First Kawaii Miso Soup
Advertising Agency: Dentsu, Japan
Creative Directors: Yusuke Sato, Nao Hirano
Copywriter: Yusuke Sato
Art Director: Nao Hirano
Directors: Sojiro Kamatani, Eri Sawatari
DOP: Senzo Ueno
Lighting Director: Chie Nagao
Art: Chihiro Matsumoto
Stylist: Yasuhiro Takehisa
Hair: Tomoko Sato
Make-up: Nao Yoshida
CG: Saito Tatsuki
Colorist: Ben Conkey
Composite: Daisuke Miyako
Music: Setsu Fukishima
Mixer: Makoto Tomizawa
Production: Tohokushinsya
Producers: Daiji Yoshida, Shota Sawabe
Production Manager: Akinori Kajima
PR Planners: Yohei Nemoto, Naoko Todaka, Yusuke Matsuo
Account executives: Masataka Kawajiri, Toyoichiro Tada
Brief Explanation
"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.
English Context Explanation:
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 worlds 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 Worlds First Kawaii Miso Soup.