Somen Kawaii noodles in a colorful box with illustrations by Sebastian Masuda
Kawaii Company is a new collaborative project between Felissimo, a direct marketing company known for fashion and miscellaneous products, and Sebastian Masuda, nicknamed the “father of Kawaii” of Japan.
In addition to producing traditionally stylish items, Felissimo has proven himself capable of creating quirky and cute items. In fact, they even have a section dedicated to their on the theme of cats some products. On the other hand, artist Sebastian Masuda is responsible for many icons of Japanese kawaii culture. He founded 6% DOKIDOKI, a clothing store that has become synonymous with kawaii Harajuku fashion, and was also the artistic director of the late Kawaii Monster Café.
With these two kawaii experts, or “cuties” at the helm, Kawaii Company aims to make “everyone happy with kawaii”, and they kick things off with the colorful Kawaii Somen.
Somen is a fine noodle made from wheat flour that is popularly served cold in Japan, accompanied by a flavored dip. Kawaii Somen was produced in Nara Prefecture, which is considered the birthplace in Japan of this type of noodles.
It comes in five flavors and fragrances: purple sweet potato, plum, kabosu citrus, shiso grass, and plain somen dyed blue. Together they form a pretty rainbow aesthetic. The box in which the featuresmen sits also presents a beautiful visual work designed by the workshop of Sebastian Masuda.
You can order a monthly set of Kawaii Somen from Kawaii Company’s Japanese site (on Felissimo) for 2,420 yen (after tax). It is currently only available in Japan.
Read more stories from Japan grape.
- external link
© grape Japan