It takes a country as obsessed with food and as innovative in retail as Japan to make even cheap ready-to-eat noodles seem both the everyman’s meal as well as a famous brand.
Seven Eleven convenience stores are now offering the Atsumori Tsuken noodles, supervised by well-known Shinagawa restaurant Rokurinsha. You get to experience famously delicious food at a cheap price and without having to go further than your nearest conbini.
We also like how the packaging, rather than using yet another ubiquitous celebrity or even a good-looking model, has opted for down-to-earth image of a delivery man (the restaurant’s chef, in fact), emphasizing how this brand is being made accessible for everyone. It is appealing even to the construction worker consumer base — Atsumori Tsukemen is real food for real people!
This set is also available only in Tokyo’s twenty-three wards, cleverly playing on another key Japanese retail theme — limited edition. Get your hands on Atsumori Tsukemen for 498 JPY ($5.5), a bargain when you consider that at the “real” Rokurinsha it can cost almost 1,000 JPY ($11).
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