Haptics: Making experience memorable

Oral Haptics of Doughnuts

When you watch TV programs in Japan, you may be obsessed with so many TV shows about foods. TV programs broadcast Japanese restaurants and food shops from early morning to late evening every day. The TV program cameras typically zoom the foods to show how the inside of the food looks like when you eat. The camera on the TV program also zooms the face of a TV personality or reporter to show when he or she eats the food. Eating delicious food is a special treat for a person in daily life. Oral Haptic Experience Food is more than nutrition. Food offers oral haptic perceptions when you process the […]

Taste: Secret Enhancers


Japanese cuisine (“Washoku 和食” in Japanese) uses ingredients, including fish, vegetables, and rice, which are available in the natural environment. One of the unique characteristics of Japanese foods is using not only fresh ingredients but also cooked and fermented ingredients. Typical Japanese foods include Miso soup, Sushi, Tempura, Tofu, and Udon Noodle. These foods remain popular among all range of generations in Japan as soul foods as well as delicious and healthy foods. Japanese foods also attract non-Japanese people who travel to Japan. What in Japanese foods attracts you? How the Japanese foods attract your taste buds? Japanese cuisine uses a variety of ingredients as if the cooking is art. […]

Scent Marketing: Smell influences


In the evening after work, your nose may catch a smell of smokey, grilled chicken on the street of Izakaya. The smell is coming from Yakitori-ya, a Japanese restaurant that charcoal-grills chicken on wooden skewers. The smell of Yakitori stimulates your appetite and get you to buy the food. A smell influencing the food taste A smell can indicate how tasty the food would be. For example, when you have a stuffy nose with cold, you cannot taste foods even though the foods should have a delicious taste. You may notice that you taste the food not only by your tongue and organs in the mouth but also your nose […]

Eating with the Eyes: Visuals tell

Japanese sweets

Appearance in food can be the cues for good foods Foods in Japan stimulate your multiple senses. Delicious foods have not only good tastes, but also good appearance, smells, and texture. Visuals are some of the key sensory cues for consumers to find good foods to eat. For example, consumers in Japan pick up a packaged Sashimi with bright, most and firm appearance as fresh fish at the supermarket. They also pick up strawberries with bright red color and glossy appearance as fresh ones when they buy and eat them as fresh fruit. Visuals can be important sensory cues for consumers especially to find fresh food ingredients to cook and […]