JFOODO Japanese food industry branding

CONTEXT

JFOODO (Japan Food Product Overseas Promotion Center) is part of the Japan External Trade Organization (JETRO). Established by the Japanese government in 2017, its primary objective is to facilitate the export of Japanese agricultural, forestry, fishery, and food products.

The organization came to YL Projects to create content and develop a strategy for their Instagram account and a trailer video for UMAMI MATCH, a video series of LA-based chefs making creative umami dishes.

CHALLENGE

How do you promote a flavor?

JFOODO aimed to increase the sales of its export products by emphasizing the flavorful and healthy aspects of Japanese cuisine. The objective was to educate the US and Singapore markets through social media content and strategy, educating people on Japanese fermented seasonings such as soy sauce, miso, mirin, rice vinegar, and the concept of ‘umami.’

The project didn’t have a specific product, location, or individual to promote. Instead, the goal was to promote the Japanese culinary experience as a whole.

INSIGHT

We first spoke with chefs and food experts in the US and Japan and noticed a difference in their understanding and perceptions of fermentation. In the US, fermentation is often seen as new and innovative, with a growing interest in probiotics and unique flavors. In Japan, fermentation is deeply rooted in daily life, characterized by traditional techniques and artisanal craftsmanship.

Recognizing these cultural distinctions, we built a communication strategy to position the Instagram account as a learning platform for discovering all things umami.

We named the account @unlock_umami, and created infographics detailing the four fermented seasonings. Collaborating with a Japanese fermentation recipe specialist, we developed and produced a recipe video series showcasing international dishes enhanced by Japanese fermented seasonings. The goal was to educate, spark curiosity, and engage new audiences.

As part of the campaign to “localize” umami, JFOODO collaborated with three LA-based chefs for UMAMI MATCH, a video series showcasing a culinary umami showdown. YL produced the trailer and collaborated with influencers globally.

RESULT

The @unlock_umami Instagram account reached 1.9 million users, and the videos accumulated 2.8 million views in less than a month. The UMAMI MATCH trailer garnered over 760K impressions, contributing to a deeper understanding and promotion of Japanese cuisine and food products.

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