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...

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