We’ve reported more than a few times about Japan’s leading mobile phone culture (see here, here, and here), but it has occurred to us recently that Japan might also lead the world in chewing gum culture.
Several gums on the market display an impressive degree of niche marketing. For example, take this “Otoko Kaoru” (which translates as “man flavor”) gum from Kracie that has been on the market for over a year and is still going strong. The masculine black package with only a single romantic rose is grown-up, but also a little bad.
No, the gum doesn’t taste like men, but it is supposed to make men smell like roses. Really. Or more specifically, “extra red menthol-extra red” and “cool rose menthol-night blue” flavored roses.
The press release describes the product as a “fragrance gum” designed for guys who are worried about being oyaji-kusai (smelling like a middle-aged man). The gum has the reported power to emit a sweet smelling odor from the chewer’s sweat glands for up to two hours.
Meanwhile Lotte has a new product, “Glamatic,” targeted at “Man’s” counterpart, with the aim of banishing unsightly chewing gum from fashionable purses. I recommend the “moonlight berry,” (pictured left) a satisfyingly tart mixed-berry flavor.
The ultra-girly packaging, as astute blogger “Matsu-you” noted, is reminiscent of two well-known (and well-loved in Japan) cosmetic brands, Anna Sui (the black one) and Jill Stuart (the light pink one).
A quick peek at the Lotte product web page shows that the confectioner has a large stake in the chewing gum market, turning out other compelling products such as “Relax,” a feel-good gum, “Spash,” the gum with the liquid center, and “Acuo,” a menthol, breath-fixing gum (pictured left to right).
It seems that everything can be tailored to ones chosen lifestyle these days, so why not gum?
Kaoru does not translate as flavor. It’s more like fragrance.
Go Gum!