# Square Fruit Watermelons That Make It Look Hip To Be Square By Cool Hunter | Published 2006-02-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/square-watermelons References: [archives.cnn](http://archives.cnn.com/2001/WORLD/asiapcf/east/06/15/square.watermelon/) & [news.bbc](http://news.bbc.co.uk/1/hi/world/asia-pacific/1390088.stm) 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](https://www.trendhunter.com/trends/flat-water-bottles),” said Samantha Winters of the [National Watermelon Promotion Board](https://www.trendhunter.com/trends/official-spirits-sponsors) 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](https://www.trendhunter.com/trends/hot-sauce-store)) **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. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 98% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Square Watermelons:** Disruptive Innovation Opportunity: This trend opens up opportunities for efficient storage and transportation of produce, especially in urban areas with limited space. - **Fashion Food:** Disruptive Innovation Opportunity: The popularity of aesthetically unique food items presents opportunities for premium branding, targeted marketing, and niche market positioning. - **High-end Produce:** Disruptive Innovation Opportunity: The demand for luxury produce highlights the potential for creating premium agricultural products and exploring innovative cultivation techniques. ### Who This Affects Most - **Agriculture:** Disruptive Innovation Opportunity: The concept of growing square watermelons and fashion food opens up possibilities for farmers to experiment with unique crop varieties and cultivation methods. - **Food Retail:** Disruptive Innovation Opportunity: Upscale supermarkets and department stores can leverage the trend of high-end produce to attract affluent consumers and create exclusive shopping experiences. - **Packaging and Logistics:** Disruptive Innovation Opportunity: The square watermelon trend necessitates innovative packaging and transportation solutions for efficient handling and distribution of unconventional produce. ## Related on Trend Hunter - [Tartly Flavored Melons](https://www.trendhunter.com/trends/lemon-melon.md) - [Hydrating Melon Beverages](https://www.trendhunter.com/trends/mela-watermelon-water.md) - [Fruit Merging Games](https://www.trendhunter.com/trends/watermelon-game.md) - [Canned Watermelon Drinks](https://www.trendhunter.com/trends/mela.md) - [Limited-Edition Melon Kombuchas](https://www.trendhunter.com/trends/watermelon-kombuchas.md) - [Mix-and-Match Meal Cubes](https://www.trendhunter.com/trends/squareat.md) - [Watermelon-Inspired Ice Cream Cakes](https://www.trendhunter.com/trends/wattamelon-sherbet-cake.md) - [Reusable Jelly Ice Cubes](https://www.trendhunter.com/trends/jelly-ice-cubes.md) - [Fruit-Forward Summertime Gins](https://www.trendhunter.com/trends/tamworth-garden-watermelon-flavored-gin.md)