This is an ambient and experiential piece of Outdoor, as it existed on display within the confines of a retail experience, inviting those in the bookstore or confectionary to have a look. In addition, the combination of novel and Wagashi were created to be an experiential joy, enriching the reading of the novel through a multi-sensorial experience.

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.

Within both the Wagashi and books stores in Kyoto, the classic novel, by Ozamu Dazai, was packaged, together, along with the specialty Wagashi. For Japanese, the novel has a special place in their hearts, as does the tradition of Wagashi. So, when they purchased this special edition of the novel, it contained bespoke Wagashi that were specially designed and crafted to accompany specific passages of the story. When the reader arrives at the passage, the color-coded type referred to the packaging of the uniquely created Wagashi so they could be enjoyed together, enhancing the multi-sensory experience.