WIT Life #76: Mochi mochi appeal and V-Day marketing
Anecdote Article, Article/Journalism, Japan Trends, Translating/Interpreting, WIT Life 
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WITLife is a periodic series written by professional Writer/Interpreter/Translator Stacy Smith (Kumamoto-ken CIR, 2000-03). She starts her day by watching Fujisankei’s newscast in Japanese, and here she shares some of the interesting tidbits and trends together with her own observations.
Recently the news ran a piece about the popularity of Japanese foods that are mocchiri, meaning heavy in a way similar to mochi. Evidently it is a Kansai-ben term that combines mochi mochi shita, sticky or springy, and dosshiri shita, heavy or solid. The top three reasons consumers cited for liking mocchiri goods were their texture, the ability to make them feel full and the attraction to items with mocchiri or mochi mochi in the name. In addition, they seem to provide a sense of comfort.
Many manufacturers are capitalizing on this mood by increasing their products that contain such descriptors. For example, a taiyaki maker with the name Mochi Mochi Taiyaki had 13 stores as of January 2009, but is hoping to create a total of 203 this year. A chewing test was done on customers at one of their locations regarding how this mochi mochi treat compares to regular taiyaki. For all three participants, because of the stickiness of the mochi mochi taiyaki it took them many more bites to finish it and it left them feeling fuller than with regular taiyaki.
I must admit I am not immune to the appeal of the mocchiri branding, and found myself drawn to the Haraya mochi mochi taiyaki at Sunrise Mart the other day. Unfortunately it wasn’t yakitate (hot from the oven) but from the freezer section, but it was enjoyable nonetheless. At first I was surprised at the hefty $2.99 price (more than double that for a daifuku!), but once I took a bite I understood why. The taste of the taiyaki‘s outside was so much more substantial than a typical one, and it more than tided me over until dinner. Evidently it also comes in flavors like black sesame and yuzu which I am dying to try!
Speaking of sweets, Valentine’s Day is right around the corner but presents a bit of a marketing conundrum as it falls on a Sunday this year. Typically women present 義理チョコ (giri choco) or “obligation chocolate” to those they have to such as male co-workers or friends, as well as 本命チョコ (honmei choco) or “true chocolate” to those they really have feelings for. With the fact that they won’t be in the office to celebrate the holiday, 58% of women have said they won’t be buying giri choco this time. Therefore, manufacturers have been forced to come up with ways to make up for this loss in profit.
They have instituted the 
term 友チョコ (tomo choco) or “friend chocolate” in the hopes that women will spend their Sunday with female friends to whom they might want to give chocolate. Starting last week many stores incorporated sales giving 10% off early purchases of such chocolate. In realizing these are troubling economic times and considering that the holiday is on a weekend, many people will want to spend it at home relaxing. With this in mind, manufacturers have unrolled home party goods such as chocolate fondue sets as well as chocolate fountains you can rent for the day. Such innovations have proven popular among customers, and there is currently a waiting list for chocolate fountain rentals.
At any rate, let’s hope we lose this snowy weather by the time Valentine’s Day weekend rolls around. As I sit watching the flakes fall steadily outside my window, my friend down in Kagoshima reports that it’s 68 degrees and atsui! Very nice for him and his honey, but not so much for those of us here in the northeast who are forced to hibernate due to the winter wonderland. Thank goodness I stocked up on mochi mochi taiyaki!
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