The Kansai area and Osaka specifically are identified for a lot of issues, some good, some dangerous, and most of it someplace in between. And amongst these particular traits is the prevalence of konamon, or flour-based meals.
For these in some international locations, flour-based meals may sound oddly peculiar however meals in Japan is historically both based mostly on seafood like sushi or sashimi, soy beans like tofu and miso, or rice like mochi and most the whole lot else. Traditional Japanese meals based mostly on wheat flour are largely restricted to okonomiyaki and takoyaki, two meals that Osaka can also be identified for.
On the opposite hand, western delicacies is broadly dominated by flour-based merchandise from bread to pasta, however for probably the most half, these will not be thought of part of the konamon style. This is one thing that Pizza Hut Japan is aiming to vary by campaigning to be thought of konamon.
On October 19, the pizza chain issued the next manifesto declaring their perception that pizza is as a lot a konamon as anything.
Declaration of Pizza as a Konamon
Every day, we use dough to make pizza.
And due to this, there’s something that we all know.
It is that pizza is a konamon.
Just as one could be specific in regards to the fluffiness of okonomiyaki,
we’re specific in regards to the tenderness of our crusts.
Just as one could be specific in regards to the fillings and sauce of takoyaki,
we’re specific in regards to the toppings and sauce of our pizza.
We at Pizza Hut will proceed to evolve.
This isn’t the total potential of pizza.
Someday, we hope individuals right here in Kansai will say “pizza is a konamon too.”
They make a compelling argument – other than the “full potential” line as a result of within the authentic Japanese that’s only a “konamon” pun that they crowbarred into it. Nevertheless, merely issuing a declaration has no which means except the individuals heed it. So, to search out out, Pizza Hut, with the assistance of Osaka Gas, carried out an consciousness survey in Kansai asking individuals what got here to thoughts after they considered konamon.
In this pie chart, we are able to see that okonomiyaki and takoyaki dominated, with 41 and 35 % of responses respectively. Five % of responses went to monjayaki and yakisoba every, whereas two % answered udon, and three % stated nothing. “Pizza” responses the place too minuscule to incorporate within the pie chart with solely one of many 659 individuals surveyed saying it, equating to 0.15 % of responses.
Pizza Hut then determined to press the difficulty by asking respondents flat out in the event that they thought of pizza a konamon, and a whopping 92.3 responded “no.”
These outcomes would appear disheartening to many, however for Pizza Hut Japan President Shoichi Nakamura, it represents monumental development potential.
But first, a fact-finding mission would must be carried out with a purpose to decide why pizza isn’t thought of a flour-based meals, regardless of being a flour-based meals. The following video reveals a few of the most Osaka-y individuals giving numerous opinions on why it’s not konamon, reminiscent of “pizza flour is a good flour” and “it’s crispy.” At the tip, a basic Osaka Obachan tells Pizza Hut that although pizza isn’t a konamon, if they only preserve telling individuals it’s a konamon it will likely be thought of one ultimately.
So, it might appear that they’ve their work minimize out for them, however they don’t seem to be operating from this problem. Pizza Hut and Osaka Gas are onerous at work making a pizza that screams, “This is totally konamon!”
▼ …actually, as a result of it’s known as the “This is totally Konamon!” Pizza.
The pizza remains to be in growth, however within the meantime, they’re providing the Mecha Iiyan Potato fries for 118 yen. Mecha iiyan (with mecha pronounced metcha) is a Kansai dialect which could approximate to one thing like “flippin’ good, innit” in English. The value is a pun for the “i” (1), “i” (1), “ya” (8) in iiyan which additionally represents the truth that Osaka Gas has been in enterprise for 118 years.
▼ Marketing college students ought to take observe that when you’re doing an Osaka-themed marketing campaign and it isn’t filled with puns, you’re doing it incorrect.
To get the fries that low-cost, in addition to half-priced pizzas, you’ll should order by means of Osaka Gas on-line service platform Smilink. Otherwise, the fries price 460 yen, they usually’re not even going to hassle making a pun for that as a result of they need you to enroll.
And in yet one more strategic transfer to affiliate pizza with konamon, Osaka Gas and Pizza Hut are freely giving 20 twin takoyaki maker and pizza sizzling plates. To enter, you could observe the Pizza Hut account on both Twitter or Instagram and like/repost the competition publish.
▼ 10 winners can be chosen on Twitter and 10 on Instagram
Making pizza part of the konamon pantheon is an uphill battle to say the least, nevertheless it seems Pizza Hut is keen to present it a strive.
Source, pictures: PR Times
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— Osaka Obachan are right here to rock your world, be sure to don’t go hungry
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