VML and Ogilvy: Kameya Yoshinaga’s Edible Literature

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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.

To preserve the traditions of wagashi, and to also provide a deeper literary experience to many Japanese classic novels, a Kyoto-based wagashi craftsman partnered with a publisher of some of Japan’s most iconic authors to create Bungashi, a multi-sensorial literary experience.

Bespoke wagashi were designed and crafted to be enjoyed during specific sections of the novel, providing a unique experience of added dimension for the reader. Packaged together, the reader was notified within the pages of the book just when to add the wagashi to the story, resulting in a truly extraordinary experience.

Edible Literature successfully bridged the gap between traditional culture and modern interests, making wagashi relevant to a new generation. The campaign quickly gained traction on social media, becoming a hot topic among Gen Z. The initial product run sold out within three weeks, demonstrating the concept's strong appeal. Additionally, the campaign garnered significant media attention, with over 20 media outlets covering the story, earning an estimated value of nearly US$600,000.