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双语版|为何季节性糖果在日本那麼火?

文中转自:每日双语版经济学人杂志 环境详细介绍: 在日本,不但新鲜水果有时候令,就连糖果也会分时节发生。夏季会出现巧克力薄荷味的糖果,秋季会出现白薯口味的零食,而到了樱花盛开的时节,连锁便利店里又会发生各种各样大樱桃口味的特色美食。那麼,为何季节性糖果在日本会那麼受欢迎呢? In Japan, novelty sweets mark the seasons 在日本,新口味的糖果意味着时节的交替 Japanese cooking and traditional sweets have long placed a premium on seasonality. Contemporary candy and snack producers now tap into the seasonal mindset to great effect, peddling cherry-flavoured goods during cherry blossom season and sweet potato-flavoured snacks in the autumn. 日本美食和传统式糖果一直以来一直都很重视季节性。当今糖果和零食生产厂家也会灵活运用这类季节性逻辑思维,在樱花盛开的时节出售大樱桃口味的商品,而在秋季出售白薯口味的零食。 Chocominto is only the latest limited-edition snack fad to enthrall Japanese consumers. “The Japanese market moves with the season,” says Jér me Chouchan, the boss of Godiva Japan, which uses ingredients and packaging to send seasonal signals, as with chestnut macaroons and brown or red packaging in the autumn. 巧克力香薄荷仅仅吸引住日本顾客全新的一款限量零食口味。歌帝梵日本企业的老总杰罗姆·乔昌说:“日本销售市场会伴随着时节的变动而转变。”歌帝梵日本企业运用调料和包裝来传送季节性数据信号,就如同秋季的板栗杏仁饼以及红棕色的外包装盒。 Yet the proliferation of seasonal, limited-edition items in Japan has as much to do with the structure of the modern market as with age-old traditions. Japan’s ubiquitous convenience stores, or conbini, prize novelty. The selection in stores usually changes once a week, explains Phillip Sugai of Doshisha University in Kyoto: “Having the same exact chocolate bar on the shelves isn’t appealing to the convenience stores; novelty is exciting.” 但是在日本,季节性限量产品销售量的猛增不但与历史悠久的民间风俗相关,也与当代销售市场的构造相关。日本经常可以看到的连锁便利店十分钟爱奇特产品。京东同志社大学的东芝·杉井表述道,连锁便利店里的产品通常每星期都是会做一次拆换,“仓储货架上摆着一成不变的巧克力会使连锁便利店欠缺诱惑力;而奇特的产品则会令人激动。” Where big international confectionery firms tend to manufacture the same items consistently at scale to minimise costs, “the Japanese model is completely opposite,” says Takaoka Kozo, the former head of Nestlé Japan, a big food and drink company. 大中型食品工业企业雀巢日本企业的前首席总裁高冈小佐表明,大中型国际性糖果企业趋向于不断大规模生产同样的商品,进而尽量控制成本,“日本的方式则彻底反过来。” Under his watch, KitKat, a chocolate-covered wafer, began churning out seasonal and limited-edition flavours; the company has produced hundreds of flavours exclusive to Japan, including salt lychee, red-bean paste and wasabi. (The same approach flopped in Britain, where retailers charged higher fees to carry new items.) 在他的引领下,精巧系列产品巧克力夹心巧克力威化饼干逐渐推出应季和限量口味;雀巢日本推出了数百种日本销售市场特有的口味,包含盐荔技味、红豆沙味和芥末酱味等。(一样的对策在美国并不见效,那边的零售商对新品会缴纳更高一些的花费。) Another factor may be the difficulty of competing on quality in the Japanese market. “Every product tastes good,” says Okayama Takuya of Dataspring, a market-research firm. Instead manufacturers have to find other ways to stand out. “It’s very difficult for us to differentiate from our competitors by improving just taste, we have to have some special edition to do so,” says Yokoi Satoshi, head of the Japanese branch of Papabubble, a high-end Spanish sweet-maker. 另一个缘故可能是,日本销售市场无法在品质上开展有效的市场竞争。市场研究公司 Dataspring 的冈山拓哉说:“每一种商品的味儿都很好。”因而,生产商务必寻找使其商品出类拔萃别的方式。意大利高档糖果生产商帕帕糖果日本子公司责任人佐藤洋子表明:“大家难以只是根据改善口味来与竞争者保持距离,大家务必推出一些尤其版本号以完成这一总体目标。” The confectioner produces a sweet shaped like a chicken wing for stores in Nagoya, which is known for its fried chicken, and one for Osaka resembling a steamed pork bun, a local speciality. In May, it opened a chocominto pop-up shop in Tokyo’s trendy Aoyama district. 在以鸡排出名的日本名古屋,帕帕企业推出了一款外观设计神似鸡腿的糖果,而在日本大阪,该厂家则推出了一款外观设计神似本地特色产品蒸猪肉包的糖果。2021年5月,该企业在日本东京时尚潮流融合的青山区设立了一家巧克力香薄荷快闪店的线下活动。 Pumping out new flavours every few months can present challenges, especially for foreign companies used to producing high volumes of fewer products. But buzzy items make up for the additional costs in sales, says Mr Takaoka. 每过几个月就推出新口味很有可能也会产生试炼,尤其是针对一些习惯批量生产较少类型商品的国外企业而言。但高冈小佐说,这种爆品商品填补了市场销售中的附加成本费。 Few flavours have as devoted a fan base these days as chocominto, which has developed a cult following on social media. “People who like it really like it,” says Ushikubo Shintaro, an influencer who runs a suite of chocominto-themed social-media accounts and published a guidebook to chocominto offerings in Tokyo. 现如今,非常少有哪一种口味能向巧克力香薄荷那样有着这般浩大的粉丝群,巧克力香薄荷早已在社交媒体上引来了一众跟随者。运营着一系列以巧克力为主题风格的社交媒体帐户并出版发行了一本日本东京巧克力店指引的网红牛饮料洼惠太郎说:“喜爱巧克力薄荷味的人确实会特别好这口。” The only downside is its fleeting nature. “It is a little bit sad when the chocominto period ends,” Mr Ushikubo admits. He soothes his sorrow with the strawberry-flavoured sweets that grow on shelves in the winter. 它唯一的缺陷便是稍纵即逝。牛洼惠太郎认同:“当巧克力香薄荷的时节完毕时,我能有一点悲伤。”他会用冬季仓储货架上的柠檬味糖果来减轻忧伤之情。 日本是个四季分明的我国,长期性深耕细作的农耕促使日本人对季节变换的体验度很强,这也使日本产生了一种尊崇时节风景的传统式。另一方面,日本街头巷尾经常可以看到的连锁便利店也必须根据新的设备来吸引住消费者,因而也促进了季节性限量糖果(特色美食)的受欢迎。 重点难点语汇: enthrall [ n θr l] vt. 吸引住;使痴迷 ubiquitous [ju b kw t s] adj. 普遍现象的;无处不在的 make up for 赔偿;填补 亚洲的浪潮,琼海博鳌视线 立足于亚洲 走向世界 传送社区论坛最新资讯 推动亚洲深层协作 全世界关键對話的传递者 亚洲一同进步的瞭望者

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