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Pino
The Fossil Can Survive?
Date:12, Dec, 2017
Investigated and Written by Misaka Youhei
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"Pino" is a Japanese popular ice cream product by Morinaga Milk. Pino means pine cone in Italian language, incidentally. The product's their long-seller since 1976.


Do you remember how it was in Japan in the middle of 1970's? To say pretty simply, through several events like 1964 Tokyo Olympic and 1970 Osaka Expo, before the wind of a fantasy called soaring economic growth, Japanese people had generally shown off.

Capitalism forced Japanese people into being subdivided at the time. In other words, Japanese mostly got to regard individual benefits as more important than communities' welfare. From the nature, capitalism loves individuals more than communities. The more selfish consumers became, the more diversified the market went. "Pino" was developed on that background.


People longed for the ice cream that they could easily eat with a just bite. So "pino" was made. They hated collapse of ice cream shapes. So "pino" was coated by chocolate. They disliked to get their hands stained when ate ice cream. So "pino" has included the plastic pick. This way, "pino" had been popular by marvelously complying the consumers' selfishness.

I can hardly deny the way. However, naturally, today already out-of-date is the background that "pino" was born. There's no reason for Japanese economy to grow up anymore, most of Japanese youngsters regard symbiotic relationships and joint ownership as more important than individuals' benefits. I don't think they do so for morality or ethics, but guess that they use the way for advance on their survival strategy.

Today is the time like that. I wonder what meaning the "pino" can gain today. How can the old ice cream product survive without being a fossil? I suppose Morinaga Milk's been facing the question and looking for the correct answer.

Morinaga Milk Site




 

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