Rather than recruiting a human food expert for its newest campaign, Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF) chose Hatsune Miku to be the face of its Japanese food tour video.
In the 'Oishii Trip' video, the animated Japanese pop culture idol travels across the country from Shikoku to Hokuriku and beyond, sampling the many seasonal fruit, vegetable and seafood dishes that can be had throughout the year in Japan. Naturally, the video is set to the sound of the virtual singer's voice, which is accompanied by a charming OISHII dance.
As the official description for the video notes: "In 2013, Washoku (Japanese cuisine) [...] was added to the UNESCO intangible cultural heritage list, which increased expectations about Japanese food booms around the world."
Anime Foodie Campaigns
This Animated Japanese Food Tour Video is Led by Hatsune Miku
Trend Themes
1. Virtual Celebrity Marketing - There is an opportunity for brands to leverage virtual pop culture idols like Hatsune Miku for marketing campaigns.
2. Cultural Culinary Tours - There is an opportunity to offer food tours that showcase the unique and seasonal food offerings of different regions around the world as part of cultural tourism.
3. Animated Food Content - There is an opportunity for brands to create animated food content that highlights the flavors and ingredients of regional cuisines.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage virtual celebrity marketing and cultural culinary tours to promote their brands and products to a wider audience.
2. Tourism and Travel - The tourism and travel industry can leverage cultural culinary tours to attract foodies and promote the unique characteristics of different regions.
3. Entertainment and Media - The entertainment and media industry can capitalize on the popularity of animated food content to engage and entertain audiences while providing them with a glimpse of different cultures.