"'Whatever it is, it is delicious' - 'More than the charming we see'"

Oita Godo Newspaper (morning edition on November 29, 2008)

The specialty manufacturing group, Ebi shop, use the mixture name Mugi to crate their own brand named Usa. The shop located at Hachimanbon no ki. The Usa is also the name of the city workers group center, and they now doing this shop in order to respond the monitoring of the project of one city one specialty product. They have been carried this activity for long time particular the emphasis on the creation of new productivity of food, also have food consultant.  The office has 'the food samples studio' (for the branch in Tokyo) where the president group will manage all the taste and consumers' favored food there as an assumption.

They are attempting to wide spread the specialty food and brand of Oita as a proper activity 'Mio Club' members are the group of people who monitoring and being as participants. They have arranged the brand number 8 and number 4 which are different kind of products and now they aim to produce new kind of food, especially, the fried shrimp as a snack for everyone then develop it to be a proper food. 'Whatever it is, it is delicious, but how to make the consumers want to buy it that is the problem and become such an important topic' they said.

Comment; I've found many shops in Japan also get the encouragement from the promotion of one city one product and it has been monitoring more than years. The problem also shows that the consumers have many choices and if they don't want to buy then they have to change the way of selling, I think it's interesting that the worker group is trying so hard to create a new kind of food for everyone but I hope they won't forget how to sale it also, unless they will only loose the money because of creating new food but no one to buy it..

PUNTHUCHAT Siripun

Thailand

APS3, Ritsumeikan Asia Pacific University