Japanese food has been recognized by UNESCO as an Intangible Cultural Heritage, and Tokyo is buzzing about its upcoming 2020 Olympics/Paralympics, so there has never been a better time to appreciate the charms of Japanese traditional culture – along with some rice and tea, of course.
Nagatanien, one of Japan’s famous manufacturing companies that specializes in premixed and instant foods, is relaunching its beloved campaign that first came out in the 60s. One of its best known products is ochazuke, a traditional porridge that combines the most Japanese of ingredients – tea and rice. It’s a savory treat as well as a daily dish that’s easy to make: just pour some of Nagatanien’s seasoned flakes on some rice and drizzle hot tea, and you’re all set.
From this November, ochazuke lovers will be in for a pleasant surprise – major sellers will come with an illustrated card from the famed ukiyo-e artist Hiroshige Utagawa’s masterpiece series, “Fifty-three Stations on the Tokaido.” This collective piece of ukiyo-e art – Japanese wood-block prints – lets us take a look into the beautiful scenery and everyday life in Japan during the Edo period.
For those interested in indulging in Japanese art or who simply just can’t seem to get enough of these charming cards, Nagatanien has announced its full-set gift campaign, beginning from this November and lasting until January 2019. All you have to do is tape on three campaign marks from the ochazuke packages to a postcard, and send it off with your name, address, age, gender, and contact number by the end of each month. Every month is worth a try – 1,000 people will get lucky each month and receive a full 55-card set of the famed artistic piece.
Still a bit unsure what this ochazuke is all about? Check out Nagatanien’s commercials featuring the rising sumo star Endoseki. Whether you’re a fan of this dish or not, he sure is good at making it look tasty. From November 19, he will also be featured in the brand new commercial for the card gift campaign and yes, it’s definitely going be mouth-watering material.
For more information, visit PRTimes (Japanese only).