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Marukome Questions the Meaning of 'Kawaii' in Avant-garde Miso Soup Ad

posted on by Lynzee Loveridge

Marukome is a food company best known for its Ryōtei no Aji (First-Class Flavor) miso products not asking existential questions like, "what is 'kawaii' ?"

In a new ad, the company tackles the question through the mind of a girl pondering whether it's "cute" or "sexy" or sometimes a little "gross" or "pure." She eventually decides that it is both a fleeting window of time and an eternal concept from within.

The ad was created to commemorate Marukome's new Kawaii Miso Soup Harajuku Style. Harajuku Moshi Moshi Box shop opened a stand selling 100 yen Kawaii Miso Soup cups of miso soup in December and the retail version launched on January 7. The soup uses 24 different types of barley miso and is topped with cutely shaped fishcake and fried egg.

Marukome previously created heart-wrenching animated commercials with Studio Colorido and Robot for its Ryōtei no Aji Cup Miso-Shiru.

[Via Moshi Moshi Nippon]

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