"Picked It Up as If Hypnotized by Eye Contact"...Why a Famous Actor's Face Is on Lettuce Packaging

A Unique Campaign to Reduce Lettuce Waste
Packaging Featuring Actor's Face Draws Consumer Attention

A unique campaign featuring the faces of popular actors on packaging to reduce wasted lettuce is capturing attention in Japan.

A unique campaign in Japan, where actors' faces are printed on packaging to reduce wasted lettuce, is attracting consumers' attention. Screenshot from X Ajinomoto (@AJINOMOTOPARK)

Starting from July 21, Japanese food company Ajinomoto and JA Zen-Noh Nagano are offering a limited sale of lettuce wrapped in film printed with the face of actor Tatsuya Fujiwara, who is well known for starring in the "Death Note" film series.

Approximately 10,000 units have been prepared, and the sale will end once all are sold. The campaign is called "Buy Lettuce (買ってくレタス)."

The feature of this campaign is the intense facial expression of Fujiwara printed directly onto ordinary lettuce packaging. The large image of the actor's face on each lettuce displayed in the store is immediately catching consumers' eyes. Ajinomoto explained that the campaign was designed to encourage purchases by creating eye-catching packaging.

A QR code is also included on the back of the package. By scanning this code, customers can access lettuce recipes that use the company's oyster sauce, aiming to reduce the waste of leftover lettuce that isn't fully consumed.

In fact, a survey by Ajinomoto revealed that over 60% of respondents had thrown away lettuce because they couldn't finish it. The company explained that this campaign was organized to help address the problem of lettuce waste during the summer.

Lettuces with the face of Japanese actor Tatsuya Fujiwara are being sold in Japanese supermarkets, attracting attention. Photo by X Ajinomoto (@AJINOMOTOPARK)

Tatsuya Fujiwara, who became the face of the packaging model, also shared a humorous comment. According to Ajinomoto's official social media, he said, "When they asked to borrow my face, I agreed, and it really turned out to be just my face," sharing his amusement.

After news of the campaign spread, online reactions included comments like, "If I make eye contact, I feel like I'll be compelled to put it in my cart," and "This is clever marketing." There have also been positive reviews highlighting it as an innovative attempt to reduce food waste through creative packaging.

This content was produced with the assistance of AI translation services.