Overview

“Compatibility of men and women starts with compatibility with rice.” Momoya is a company that creates bottled condiments that accompany white rice. Its best-known product is “Gohan-desuyo (rice is made),” a seaweed condiment. “Goen-desuyo,” a four-part short romantic comedy series, was created in collaboration with “Peeping Life”, an ennui-style CG animation with total DVD sales of over 400,000. It was released on April 26, 2013 on YouTube and a special campaign site. Popular Momoya products were anthropomorphized as women for this collaboration. It featured the main character, Mr. Shiromesi (=white rice) and four women with very different personalities: Ms. Ra-yu (=chili oil), Ms. Yawaragi (=soft bamboo shoots), Ms. Gohan-desuyo (=seaweed in soy sauce [core product of Momoya]), and Ms. Za-sai (pickled mustard plant). Each character’s personality was made to match the product’s image. The short romantic comedies showed characters engaging in surreal dialogue that invited laughter. The number of Momoya fans increased through this campaign.