The “Edible Literature” project is literally a class novel packaged with Wagashi (Japanese confectionary) to be consumed while reading specific passages of the story. So, the product has been both printed and published.

Wagashi is the traditional art of Japanese confectionary. Going back centuries, it reflects the essence and beauty of the natural world. But in recent years, today’s confections have lost their cultural connection, and their true beauty. Many have felt that to save traditional Wagashi, some added experiences may be appropriate, and even necessary in Japan.

Wagashi (Japanese confections) has been enjoyed in Japan for over 400 years. The uniqueness of wagashi is that people savor the seasons and scenes expressed by craftsmen in them by eating. However, most wagashi sold in stores today are far from their original culture. Young people, in particular, have lost interest in wagashi, and the culture of relishing the expressions of wagashi, which can be called an art of eating, is disappearing.

The brief was to find a way to gain a new interest in Wagashi for those that seek new experiences, those who relate to Japanese tradition, but needing a fresh approach.

“Edible Literature” from Bungashi became a hot topic on SNS immediately after its release. The product became popular among Gen Z, it’s first run selling out within 3 weeks of its release, while being featured in over 20 media outlets earning a value of nearly US$600k, more than expected for this specialty product. More runs and more outlets are in store.

None necessary.

The creation of this package of classic novel and Wagashi was uniquely crafted for Japan and the Japanese. Every detail reflected the imagery that was created within the novel to further enhance the experience. It was an absolutely uniquely Japanese creation.