The SPACIA is an express train that shuttles between Tokyo and the World Heritage shrines in Nikko. However, as visitors recently prefer to travel by car or sightseeing bus, the number of passengers choosing the SPACIA in order to enjoy the emotional pleasures of a journey by train keeps decreasing. Therefore it has become necessary to boost the popularity of the SPACIA especially among females of middle and advanced age.

A committee with prominent members was formed with the aim to develop an original EKIBEN (railway lunch box) that would offer culinary delights unique to the SPACIA. Subsequently, a promotional campaign centering around the EKIBEN was launched. The process of producing these special lunch boxes was illustrated in magazines and advertisements on trains, with the aim to rouse interest and spread the word among middle-aged and older women. In addition, the EKIBEN was presented to this target group through product displays at popular department stores.

The EKIBEN has been featured in TV and radio programs, newspaper and magazine articles, and online media among others. Long queues in front of stalls and product displays have become a common sight, and at shops as well as on trains the box is regularly selling out. During the first week after the EKIBEN went on sale, the number of SPACIA passengers increased significantly. Besides this, the number of happy people smiling over their lunch boxes has increased, too.