Just being new from a 110-year-old soy sauce maker wouldn’t cut it in a crowded soy sauce market. So we developed communication targeting the world that would add value to the entire soy sauce industry. Showing that Japanese soy sauce can also enhance the world’s recipes, our promotion aimed to heighten new awareness and understanding of soy sauce in and outside Japan. With books and posters introducing a new food culture to be passed down, our concept was a modern-day book of secrets, with a symbolic painting of each recipe embellished with modern Japanese designs.
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