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マルコメ | 世界初カワイイ味噌汁 原宿味（Definition of Japanese Kawaii） | 2016

Can You Define "Kawaii" in Two Minutes? / Marukome "World's First Kawaii Miso Soup Harajuku Flavor"

Packaging miso soup as "kawaii" sounds like a strange combination, but somehow it works. In 2016, Marukome launched a new product aimed at young people: the "world's first" cute instant miso soup. The promotional film made for it was done with insane levels of commitment, and it ended up winning Gold at ADFEST 2017.