Apprentice

Watermelons That Make It Look Hip To Be Square

By: Cool Hunter - Published: • References: news.bbc & archives.cnn
Farmers in the southern Japanese town of Zentsuji have figured out how to grow their watermelons so they turn out square. It’s not a fad. The technique actually has practical applications.

“The reason they’re doing this in Japan is because of lack of space,” said Samantha Winters of the National Watermelon Promotion Board in Orlando, Florida. 

A fat, round watermelon can take up a lot of room in a refrigerator, and the usually round fruit often sits awkwardly on refrigerator shelves. (CNN)

From BBC, “Fashion food”
To make it happen, farmers grew the melons in glass boxes and the fruit then naturally assumed the same shape. Today the cuboid watermelons are hand-picked and shipped all over Japan. 

But the fruit, on sale in a selection of department stores and upmarket supermarkets, appeals mainly to the wealthy and fashion-conscious of Tokyo and Osaka, Japan’s two major cities.

Each melon sells for 10,000 yen, equivalent to about $83. It is almost double, or even triple, that of a normal watermelon. Stats for Square Fruit Trending: Older & Buzzing
Traction: 17,889 clicks in 447 w
Interest: 3.1 minutes
Concept: Square Fruit
Related: 77 examples / 59 photos
Segment: Neutral, 18-35
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