The months of September and October mean something entirely different for Japanese people, as these months are the most ideal time for "tsukimi," also known as "moon viewing." The festivals for tsukimi involve parties and special food, and Japanese company Mos Burger has designed its own treat to celebrate the season in full-force. The ‘Tsukimi Focaccia Sandwich’ by Mos Burger is a variant of the brand’s new ‘Barbecue Focaccia Sandwich.’ The tsukimi version adds a soft-boiled egg on top of the burger, which is a common snack during this time of year.
In addition, Mos Burger has recruited the help of Kotono Mitsuishi, the voice of Sailor Moon, to help promote the new food item. The campaign features Mitsuishi, who is quoted saying Sailor Moon’s catchphrase "Tsuki ni kawatte, oshioki yo!" (In the name of the Moon, I will punish you!) as "Tsukimi ni kawatte, oishii yo!" (In the name of tsukimi, it's delicious!"
Moon Festival-Inspired Burgers
Mos Burger Announces its 'Tsukimi Focaccia Sandwich' for Tsukimi
Trend Themes
1. Moon Festival-inspired Fast Food - Opportunities for fast-food chains to explore seasonal menu items that cater to cultural festivals.
2. Celebrity Endorsements in Food Campaigns - Using voice actors or celebrities to promote new food items and appeal to nostalgia and pop-culture fandoms.
3. Innovative Takes on Traditional Snacks - Opportunities to create new variations on classic snacks that align with seasonal or cultural traditions.
Industry Implications
1. Fast Food Industry - Fast food companies can create seasonal dishes that attract customers interested in cultural experiences.
2. Food Marketing Industry - Use of celebrities in food advertising can increase sales and brand awareness among targeted demographics.
3. Snack Food Industry - Developing new product variations based on traditional snacks can increase market share and appeal to niche audiences.