I saw the TV program about Japanese enterprise
going out to the market abroad the other day.
Calbee, the potato snack company
which has more than 50% share in Japanese market,
has now an ambition to sell their snacks in the United States,
where the sales for snacks are estimated in twice to five times more than in Japan.
The result of the monitoring test came out as an disaster
that they have to add more flavor and salt
so they can be accepted there.
Some snack lovers described Calbee's iconic snack Ebisen,
shrimp flavored cracker, as a dog poop, and for Jagabee,
which had a huge hit in Japan,
as Mac Fries in the state of 3 days after cooking
with additional comment it smells too strong like potato.
Ironically, these are the reasons why many Japanese snack lovers love Jagabee,
the crispness and the potato flavor coming from its origin.
And this Jagabee is the snack Calbee wants to push out to the American market.
Japanese are known for consuming more sodium in everyday life,
which resulted to higher risk of heart attack and many other diseases
since we use a lot of soy bean fermented products for cooking and eating.
I often felt, however, the snacks in the States
are much saltier than Japanese snacks.
Sometimes I felt like I was eating with bouillon cubes in BBQ flavor snacks.
The Calbee researcher added stronger seasoning
and more salt on regular Jagabees and tried the test again.
Chile and Wasabi, Black pepper and more salt, Cheese and more salt, etc...
They received a good response and reactions from the tasters
at the monitoring test in a store this time.
It's quite a disappointment for me to find only BBQ or Chile flavor
instead of lightly salted chips.
Some might say it's because you eat a whole pack of it by yourself,
then be able to feel enough saltiness.
If you eat just a couple of pieces, you wouldn't feel any taste at all.
I agree and disagree, too.
Some of the snacks and sweets in Japan taste very subtle
to feel its saltiness and sweetness,
but those American type of snacks has a strong impact from the first bite
which makes me wonder if it's all right.
I do not want to be accustomed to those stronger flavor and taste by snacks.
It stings my tongue and makes me sweat,
getting some strange chemical reactions from my body.
Calbee learned to add more salt in snacks for the States,
and start selling under the name of their biggest snack company Fritolay.
It can turn out to be good for surviving as a global corporation
but I am kind of afraid of being supplied much saltier snacks in future,
More people might get used to the stronger flavor and salt,
then it might make them dull for tasting and smelling.
It can lead you to lose some sense for the difference of each snack,
the quality of ingredients, and healthy diet.
If the taste is too subtle, you can add salt for yourself,
but if it's already too salty, there's no way of making less.
since you can't wash it out in water....
I want to expect Calbee to educate snack lovers
for coming to prefer subtle taste gradually.
先日、日本の企業が海外市場に乗り出すのを紹介するテレビ番組を観た。
ポテトスナックで有名なカルビーは、日本市場で50％以上のシェアを持ち、
今アメリカでの発売をもくろんでいる。
スナック菓子の売り上げは日本の2倍から5倍といわれる。
モニタリングテストの結果は悲惨だった。
アメリカで受け入れられるには、もっと味も塩気も足さないといけない。
スナック菓子愛好家の中には、カルビーの主力商品だったえびせんを、
イヌのウン○のようだと言ったり、
日本で大ヒット中のジャガビーは3日置いといたマックフライポテトのようだと言う人もいた。
しかもジャガイモ臭すぎると言うのだ。
皮肉にもその硬さとジャガイモ本来の風味が、
日本のスナック菓子愛好家がジャガビーを好きな理由。
しかもこのジャガビーこそ、カルビーがアメリカ市場に送り出したい菓子だった。
日本人は毎日の生活の中でナトリウムをとり過ぎると言われている。
それが心臓発作や他の多くの病気のもととなっている。
大豆発酵食品を料理や食事によく使うからだと。
しかしながらワシにとってはアメリカのスナック菓子は日本のよりもっとショッパイ。
バーベキュー味にいたっては、時々コンソメキューブをいっしょに食べてるような感じさえする。
カルビーの研究者は、通常のジャガビーにもっと強い味と塩を加え、再びテストした。
チリとわさび味、黒胡椒をもっとしょっぱく、チーズをもっとしょっぱく、というように。
そして実際の量り売りの店では今度は試食者たちからいい反応と返事が得られた。
ワシは店で塩味がなくてバーベキュー味とかチリ味のチップスしかないとガッカリする。
きっと一袋全部食べるから、塩気をそれに合わせて丁度よくなるようにしてるんだ、
もしちょっと食べるだけなら何の味もしないように感じるだろうといわれるかもしれない。
たしかに、でも違ってもいる。
日本のスナックやスイーツは塩気や甘みが薄味だ。
一方アメリカタイプのスナックはだいじょうぶかってくらい一口目からガッツリ来る。
スナックではあまり強い味や風味に慣れたくないと思ってる。
ワシには舌を刺すような、汗をかくような、不思議な反応が出るからだ。
カルビーはアメリカ向けのスナックには塩気を足すことを学習した。
そして今、世界最大のスナック菓子企業フリトレーの名のもとで売り出そうとしている。
グローバル企業として生き残るにはいいかもしれない。
だけどワシ的には将来もっとショッパイスナックが提供されるようになるんじゃないかと不安。
強い味や塩気に慣れた人は、味や香りに疎くなるんじゃないか？
材料の品質や健康的な食生活に鈍くなるんじゃ？
味が薄ければ塩気を加えられるけど、
すでにしょっぱくなってたら、和らげる方法はない。
水で洗い流すわけにも行かないしね。
カルビーにはスナック菓子愛好家がだんだん薄味を好むようになるよう、
教育してくれることを期待したいです。
日本文はここをクリック
I received many interesting comments
on the article I wrote on Saturday,
Japanese who doesn't like Japanese.
It reminded me of the book I read before,
which explains why people dislike and hate others,
and how to get rid of this mental mechanism.
LOVE IS LETTING GO OF FEAR
This is translated in much funnier Japanese
" forward force down ", the name of Sumo technique.
Hatred is another face of fear.
This book tells how to say goodbye to the bad memory
which is a source of the fear,
and move forward in your life.
There may be some people, things, and foods you don't like.
They appear to endanger your life and identity.
A human brain works to dislike and avoid these things.
So you wouldn't hate it if you don't fear it any more.
To do that, you need love.
In Japanese, it's called Omoiyari, caring spirit.
Caring not only others and things but yourself.
There was already a great song in 60s before this book came out.
All you need is love by beatles.
I believe John Lennon was a missionary man
who kept sending us a message of love.
Unfortunately, there are some people
who seem like fighting against this with own bullet proof glass.
The message never penetrates their mind.
People always fear and hate different kind of people,
use bluff and attack others are who I think very primitive.
Wild animals are like this and mentally immature people, too.
When you were a child, there must have been so many things you didn't like.
If I blame grownups who stay in the same as childhood,
it would be immature, so I should just feel sorry for them instead,
though I think they are not really good influence for others.
I said people dislike different kind of people,
but people also dislike someone who is a lot alike themselves.
He or she who shows you something you don't want to see in yourself.
It's one of the defense mechaisms that you avoid facing your shortcomings,
but this will be solved by accepting yourself, e.g. loving yourself.
Though people often misunderstand love as just spoiling oneself,
people who raised children and pets knows the difference very well.
Getting over fear is difficult by self deception instead of self loving.
Fear makes you stay inside of yourself and lose interest in others.
It leads you to hatred and friendlessness.
It means you start lacking to gain stimulations and knowledge from outside .
Very inconvenient cycle in your life.
Then there are various groups and ornizations
which come to canvass you in this cycle.
Their target is someone who has no family and friends but fear and hatred.
Some newly developped religeon, or some lobbying organizations,
or so called "patriotic" right wings and nationalits.
Many of them say they offer you a self awareness,
but actually it is only the feel of belonging.
Your lonliness and fear vanish by belonging to the organization.
You might say they fulfill needs and supplies.
I find many of their lobbying and attacking others are socially harmful.
Their wish for peace often turns out to be another conflict.
There is a war memorial day coming in Japan soon.
Not only pray for victims, step forward to learn this mechanism.
Understand others and love them even with their shortcomings.
That's what I was reminded and what I want to remind you of, too.
日本文はこちらをクリック
Sounds familiar? or are you surprised?
I encounter these people sometimes in abroad.
They try hard enough to blend in the local people.
They feel embarrassed by other Japanese tourists,
behaving and speaking in different way.
Some try to pretend they are not Japanese.
I'd say they are too harsh for their own people.
I guess they have some great complex being Japanese
and it mortivates them to go on at the same time, too.
I see the same type of people among people
who write about learning English in their blog.
Native speaker does this, does not say that,
it's true because I heard it from native speakers, etc...
These words come from who are not native in the language.
with a great admiration to the native speakers of English.
Since Japan does not accept many immigrants,
we are not used to see different kind of people in general,
so some create their own ideal image about so called native English speakers.
A little isolated image from reality, which are often fantasized with few information.
It happens to the observations, too.
Ideal image of how they look, for their fashion and food,
how they behave and talk, and for their culture and politics,, etc..
Some have very biased image for both Westerners and Japanese,
though they would complain Americans are such, french are such, too,
whenever the trouble comes onto them.
This can be also seen in some women who are married to foreiners.
Is it because she adore her husband so much,
or her husband is the result of her admiration of Westerners?
I don't know which comes first, but to me they seem to look down
the pople from their origin.
I guess this comes from their low self esteem,
and they are easily affected and influenced by whom has less complex
like water goes down to a lower place.
Some are very tough in action and speech, too,
maybe because they had to survive in different culture and different pople?
"Oh, Italians are always like this. I am not any special nor different."
It could be their excuse, but I think they were already tough from the beginning,
tough enough to be called self centered and impatient.
Women and gay men are usually more social crimbers in my opinion.
Their upward mobility goes with marriage and love, too.
This crimbing spirit makes them stay away from the people in poor English skill.
People I just mentioned are a little old fashioned, I think.
I'm not talking about the age though.
I see very little pride and great myth of this "native speakers" in younger generation.
I think it's natural for them and it's not only for English,
because they have little experience and learning in the life yet.
It's been 30 years since air fare dramatically dropped,
and about 15 years? sice internet became common.
Meeting and communicating with foreign people is not special occation any more,
Some people befriend each other
without the myth that Native English Speaker is always right.
More people are aware of the value of their own culture and origin,
and keep active in abroad, introducing Japan and advocating other people about Japan.
They have a pride and confidence in their origin while learning others to combine with it.
Instead of trying to be like native speakers, expressing their origin among them.
Biased pespective and prejudice for the people from their origin
are only coming from their low self esteem.
Distinction can be sometimes necessary but discrimination is not.
I'd say it's more like monkey society if you do,
and it would make evolution backwards.
Instead of crimbing it's only pushing down other people.
Though it's a pitty if one socialize only with Japanese,
Japanese who try to stay away from their origin would be even more so.
It shows their habit to keep privacy and distant
among so many people in a small land of Japan.
I think it's very Japanese and and interesting irony they have.
If one was born in Japan and studied English in Japan,
no need to be embarrassed with its Japanese accent and mistakes in English grammar.
Make friends and communicate with them without fear and learn from them.
We are equal as human beings with pride and respect.
I think it is the most important thing we learn from Western culture,
and that's what we should keep in our mind.
