Hiroshima Oyster: Oyster Kanji Dictation

Hiroshima Oyster, an oyster producer, increased consumption of oysters among Japanese consumers by launching a local language dictation workbook for schools around the topic of oysters.

Campaign Objectives & Challenges

Facing the Seto Inland Sea, warm and rich in plankton, Hiroshima Prefecture in western Japan have been harvesting oysters for 700 years. Now the Prefecture produces over 60% of Japan's entire oyster production. Indeed, the oyster is the official seafood of Hiroshima.

With their exalted status in Hiroshima, oyster consumption was considerably higher in Hiroshima versus the national average. In 2013, an average household would consume 18.8 pieces on oysters per year, five times more than the national rate.

But come 2017, the trends were very worrying. Oyster consumption throughout the Prefecture had been plummeting for...

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