Comparing Taste: Meiji's Kinoko no Yama Celebrates 50 Years with New Global Insight

Celebrating 50 Years of Kinoko no Yama

This year marks a significant milestone for Meiji's beloved snack, Kinoko no Yama (Mushroom Mountain), as it turns 50. Launched back in 1975, this chocolate-covered snack has faced fierce competition from its counterpart, Takenoko no Sato (Bamboo Shoot Village), which hit the shelves in 1979. The enduring rivalry has prompted countless debates among snack lovers, especially following the infamous “Kinoko vs. Takenoko” polls conducted over the years.

From the 2001 polls, where the debate heated up, to the recent 2020 National Survey conducted in Japan, it has been found that in 46 out of 47 prefectures, preferences lean decidedly towards Takenoko no Sato. However, as part of their anniversary celebration, Meiji decided to investigate global tastes by conducting taste tests across 20 countries with around 1,000 participants. The results were revelatory: 14 of these countries showed a strong preference for Kinoko no Yama.

To celebrate this global acknowledgment, Meiji has released a new commercial featuring comedian Ryohta Yamasato, who embodies the spirit of Takenoko no Sato, firmly declaring himself a “Takenoko派” before experiencing a transformation. In the ad titled “Which Side Changes?,” Yamasato awakens in a bizarre research facility, restrained, and surrounded by researchers intent on converting him to the Kinoko side. Initially resistant, he discovers the unique taste of Kinoko no Yama, leading to his spontaneous transformation and delight.

This new marketing angle emphasizes a playful take on the old debate while encouraging fans to explore the delightful tastes of both snacks without prejudice. The underlying message is that one's palate can evolve, urging fans to reassess their preferences.

Alongside the ad, a campaign will run from May 20 to August 12, 2025, offering fans a chance to win the highly sought-after Kinoko no Yama Wireless Earphones, which sold out shortly after their release last year. Customers can participate by uploading their purchase receipts online and collecting points, enhancing their chances of winning.

In an exclusive interview after filming, Yamasato reflected on his journey and desires, noting his hope to do a musical tour with his comedy group, Nankai Candies, by the time he turns 50, juxtaposing his own milestones with that of Kinoko no Yama. He also shared insights into personal changes, like starting to record positive experiences in a notebook—a habit inspired by his daughter.

Meiji continues to strengthen its brand presence by showcasing humor and engaging narratives. The new studies into global taste bud preferences not only renew excitement around Kinoko no Yama but add an international flair to this classic debate. For further details on the campaign and brand interactions, fans can visit the dedicated campaign site and follow Meiji’s official social media channels.

Conclusion

As Kinoko no Yama celebrates 50 glorious years, this new chapter opens up opportunities for fans to rethink their allegiances. Whether you are a loyal Takenoko fan or a dedicated Kinoko supporter, the joy of savory snacks prevails as Meiji invites everyone to embark on this delicious journey together. Don't miss your chance to taste the love and magic of these iconic Japanese treats—who knows, a simple tasting could shift your loyalty!

For more information about the campaign and the products, visit the official Kinoko no Yama website at Meiji's Kinoko no Yama Brand Site and view the latest TV commercial releases on YouTube.