At its very core, “Edible Literature” is a creative approach to design, combining a number of unique, bespoke Wagashi (Japanese confection) sweets bundled with a classic Japanese novel, packaged together, unlike anything before.

When first launched, the Book/Wagashi package was sold both at retail stores in Kyoto and online. Currently it is sold out and more are being created for this first novel experience as well as designed for other popular classic Japanese novels.

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, as most Wagashi sold in stores, more and more, are cheap and far from their original mix of craft and culture.

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 within these sweets. 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 who seek new experiences, those who are connected with Japanese tradition, but needing a fresh approach.

To preserve the traditions of Wagashi, the Kyoto manufacturer and a publisher of classic Japanese novels came together to form Bungashi, a brand partnership to create bespoke Wagashi to be enjoyed within certain passages of the reading to create a multi-sensorial literary experience. Extreme craft and care were taken to appeal to all, but especially those within the visually aesthetic conscious Instagram generation.

Within both the Wagashi and books stores in Kyoto, the classic novel, by Ozamu Dazai, was packaged, together 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.

“Edible Literature” from Bungashi became a hot topic on SNS immediately after its release. The product became popular among Gen Z, its 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 the planning stage.