Tokyo Good Manners Project: Vegetable pharmacy

The Tokyo Good Manners Project, an art museum, launched a campaign in Japan to make people change the way to buy vegetables.

Challenge

In Japan, about one-third of vegetable produce is thrown out, because they look ugly.

We Japanese care about an appearance. Even buying vegetables.

Japanese also have the stereotype that "Good product＝Good-looking product".

There is a lot of peer pressure in Japan and vendors wrap each vegetable in plastic individually.

We think that is a point Japanese food waste problem is not solved.

Creative strategy (including research and insight)

We decide to make people change the way to buy vegetable.

Since the Covid-19 pandemic, Japanese has become more health-conscious than ever.

And people feel more isolated from society.

According to...

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