Japan’s food conglomerate Ajinomoto has declared the nation is facing a “lettuce crisis,” prompting an unusual solution: the introduction of a limited-edition “Tatsuya Fujiwara-faced lettuce” at select supermarkets in Tokyo and Kansai. This quirky initiative aims to tackle the problem head-on.
According to Oricon, the venture is a joint effort involving Tatsuya Fujiwara, the lead actor in live-action films for Battle Royale, Death Note, and Kaiji, along with Ajinomoto and JA Zen-Noh Nagano, a domestic lettuce producer responsible for 60% of Japan’s lettuce supply during summer and autumn. The lettuce, encased in clear plastic with Fujiwara’s visage printed on the wrapping, will be available in a limited run of 10,000 units.
The project, branded as the “Cook Do Oyster Sauce and Tatsuya Fujiwara’s ‘Buy our lettuce’” campaign, is designed to curb domestic lettuce waste during the summer months. With recent summers becoming increasingly scorching, maintaining lettuce freshness post-harvest has become challenging. Ajinomoto’s research on lettuce consumption revealed that over 60% of consumers have thrown away lettuce at home due to inability to consume an entire head. Among the reasons cited, more than 58% noted the vegetable “spoils easily,” while over 46% mentioned “limited ways to use it.”
In addition to the eye-catching Tatsuya Fujiwara-faced packaging that “appeals to your senses,” Ajinomoto has included a special QR code on the back label. This code directs users to a website offering a variety of lettuce-based recipes featuring the company’s Cook Do Oyster Sauce. The goal is to inspire consumers with creative ways to utilize leftover lettuce, thereby reducing waste during the summer season.
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