It's all in the packaging

Ever bought something just because the packaging was cute? I do it all the time. Especially with Japanese goods. I see something with Hello Kitty on it and bam~! I just gotta have it. Though it's not so much the kitten as it is design and color. Like that lychee Calpico at Famima was just begging to be bought. Good thing I have will-power.

Cool product design was what also attracted me to Otokomae tofu last week at Nijiya market. The first shipment had sold out, so when I went back for their second shipment I stood in front of the refrigerated section for a good 15 minutes just admiring the packaging. There's about 5 different types of tofu all described as being creamy-smooth. So I randomly picked out two packages and made them my next two meals. Mind you, these guys aren't cheap. They range from $4 to $6 a pack.

The salesman recommended not using the tofu in miso soup. Pour some honey on it and eat it as-is, he suggested. Hmm, that's just plain weird. Never have I had tofu with something sweet. Sounds like a strange American concoction. But I did as he said, and you know what? It was pretty good.

It's certainly creamy. Like eating Japanese cheesecake without the sugar. The above one is called "Kaze ni fukarete tofu-ya Johnny," which translates as "Johnny, the Tofu Maker Blown by the Wind." Say what?! Exqueeze me? Baking powder?

The next day, I tasted one made from black soy beans grown in Hokkaido, Japan. It was called "Otokomae Black" but was emblazoned with the Chinese character for man. It had a more rustic flavor to it. I never imagined eating tofu right out of the tub, but there I was scooping into it bit-by-bit. It had me going but I did get a little bored after a while and added some ponzu sauce. And then I dumped it in some miso soup. Later I realized it really is best eaten in the raw.

I told a coworker about Otokomae and he started scratching his head wondering what all the hoopla was about. Meiji Tofu shop in Torrance has been hand-making its own tofu for years, so how is this product any better, he questioned.

Simple answer: Product design.