{"code":0,"data":[{"keyword":"LOTUS","content":"LOTUS ROOTS","is_link":false},{"keyword":"CATEGORY","content":"DESIGN LOTUS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"SHISEIDO CREATIVE, TOKYO","is_link":false},{"keyword":"TITLE","content":"BEST AFTER 2055","is_link":false},{"keyword":"BRAND","content":"OGI-MISO","is_link":false},{"keyword":"ADVERTISER","content":"TAKAMATSU CITY","is_link":false},{"keyword":"AGENCY","content":"SHISEIDO CREATIVE, TOKYO","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"SO GEORGE SUGITOMO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"YUKINO MIYAZAWA","is_link":false},{"keyword":"PRODUCT ART DIRECTOR","content":"TAKUHO SASAKI\/MINHU PARK","is_link":false},{"keyword":"ART DIRECTOR","content":"TAKAKI IKEDA","is_link":false},{"keyword":"COPYWRITER","content":"YUKINO MIYAZAWA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"REY NAKAYAMA","is_link":false},{"keyword":"OGI ISLANDER","content":"YAMATO FUKUI\/KAORI ISHIBE","is_link":false},{"keyword":"TAKAMATSU CITY","content":"SIHO IZUMI","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"BB MEDIA INC., TOKYO","is_link":false},{"keyword":"DIRECTOR","content":"ATSUYA SAKATA","is_link":false},{"keyword":"PRODUCER","content":"TOSHINORI AIHARA","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"MARIKO NAKAGAWA","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"Japan is the world’s most rapidly aging society, and depopulation is eroding local cultures. Across the country, everyday traditions are quietly approaching extinction; if nothing is done, many will vanish within a generation. \r\nThis crisis is most visible in remote regions such as Ogi Island in the Setouchi Sea, where 60% of residents are already elderly and population decline makes it difficult to sustain once-vibrant customs. One of these is Ogi-Miso, a barley-based miso—a fermented bean and grain paste fundamental to Japanese cooking—which reflects the island’s geography, water scarcity and wisdom around preserved foods. Now produced by only a few makers, Ogi-Miso is on the brink of disappearing, prompting us to explore a new form of cultural inheritance before this humble everyday flavor, and the stories behind it, are lost.\r\n<br>\r\n<br>The brief was to protect Ogi-Miso not through conventional branding or sales promotion, but by re-framing it as \r\na shared cultural responsibility. Our objectives were to increase awareness, shift attitudes from “everyday food” \r\nto “intangible heritage,” and spark participation in its making. The primary targets were Ogi residents and younger migrants, with a secondary audience of culturally engaged visitors and media reached through the Setouchi Triennale.","is_link":false},{"keyword":"CULTURAL CONTEXT EXPLANATION","content":"In Japan, miso is not a luxury item but the quiet foundation of everyday home cooking. Ogi-Miso, a barley-based miso with over 1,000 years of history, is more than a regional flavor; it is a living form of intangible cultural heritage shaped by Ogi Island’s harsh climate, water scarcity and wisdom around preserved foods. Its making spans agriculture, fermentation and inherited intuition, and is now maintained by only a few aging makers.\r\n<br>\r\n<br>At the same time, Japan is the world’s most rapidly aging society, and rural communities like Ogi are losing both population and traditional skills. Yet these everyday practices are rarely recognized as “heritage”; they disappear silently, dish by dish. Our work taps into another deeply Japanese context: disaster preparedness and canned emergency food. By turning Ogi-Miso into a real can marked “BEST AFTER 2055,” we use the familiar language of \r\n“Best Before” dates to give culture an “expiry date,” making the slow erosion of rural food culture visible, urgent and emotionally understandable to a contemporary Japanese audience.","is_link":false}],"files2":[{"name":"LRDE_005.mp4","type":"mp4"},{"name":"LRDE_005_DI01L.jpg","type":"jpg"}],"count":2}