Honda Unveils Exclusive Spice Curry Pop-Up Inspired by New Prelude in Shibuya

A Unique Pop-Up Experience: Honda's Spice Curry Shop in Shibuya

Honda is set to make waves by opening a limited-time pop-up spice curry shop, known as "PRELUDE-DO," from December 4 to December 7, 2025, located at the OPENBASE SHIBUYA in the heart of Tokyo. This culinary adventure is designed to celebrate the launch of the new Honda "PRELUDE," a car that introduces Honda's cutting-edge control technology, "Honda S+ Shift," allowing drivers to experience six different driving modes in one vehicle.

The new Prelude was released on September 5, 2025, and has been exceptionally well-received, achieving eight times the monthly sales target with around 2,400 cars ordered in its first month alone. Through the new Prelude, Honda aims to impart the joy of driving to a wide audience, inviting both new drivers and enthusiasts to relish the new take on "specialty sports" cars in the electric era.

As part of its initiative to connect with younger audiences, Honda has enlisted spice curry expert and self-styled "Curry Sensei" Ichijo Moko to create six unique curry flavors, each representing different driving experiences of the new Prelude. Having sampled the Prelude herself, Moko excels at transforming the unique sensations of driving into culinary delights, making the pop-up a must-visit.

Spice Curry Inspired by Driving Modes

The shop offers a single plate featuring a blend of six flavors inspired by the Prelude’s driving dynamics. Moko's developed menu captures the essence of Honda’s six driving modes: SPORT, GT, and COMFORT, through a variety of spices that evoke the car’s performance characteristics. For example, the base curry representing the GT mode is a rich tomato-based concoction, symbolizing comfort during long drives, while the spice blends diversify the experience, echoing the nuances in driving feel.

The venture aims to appeal to a young audience, as Honda recognizes the trend of dwindling interest in cars among the younger generations. A recent survey revealed that only 32.8% of respondents in their 20s expressed any significant interest in cars, highlighting an opportunity for Honda to engage with this demographic through unique sensory experiences. Each curry flavor is tailored to evoke feelings of exhilaration and pleasure associated with driving, thus merging the realms of food and driving.

The Curry Offerings

Under the theme of "driving flavors," the shop offers six distinctive curry dishes:

1. GT Base Curry: This dish embodies the smooth and balanced driving experience associated with the GT mode, featuring a blend of cumin and coriander that enriches the tomato base, representing the car’s spirited pace.

2. SPORT Spice: With a focus on the cutting-edge nature of the SPORT mode, this curry mixes different grind sizes of black pepper, delivering a spicy yet flavorful kick.

3. COMFORT Spice: This dish is crafted to reflect the comforting and soothing experience, incorporating cardamom, fennel, and cinnamon for an aroma that brings relaxation reminiscent of smooth drives.

4. GT × Honda S+ Shift Spice: Enhanced for an even sharper driving experience, this curry includes a refreshing coriander flavor that highlights the essence of open-road excitement.

5. SPORT × Honda S+ Shift Spice: A daring combination of Sichuan pepper and chili pepper delivers an aggressive kick, representing spirited drives and thrilling adventures.

6. COMFORT × Honda S+ Shift Spice: With a refined balance of traditional spices, this dish emphasizes the allure of pleasurable driving experiences alongside loved ones.

Conclusion

The "PRELUDE-DO" offers a remarkable intersection of culinary and automotive experiences, creating an inviting atmosphere for car enthusiasts and food lovers alike. Not only will it provide delicious curry flavors, but it will also serve as a platform to make the joy of driving more accessible and relatable to the younger generation. By encouraging a sensory journey through taste and aroma, Honda hopes to inspire curiosity and enthusiasm about driving culture among the youth.

The pop-up will be open from 11 AM to 7 PM each day, with entry free and curry available for ¥500 per plate. Payments are accepted via credit cards and electronic money but not in cash. Don’t miss this opportunity to experience Honda's innovative approach to engaging with a new generation of drivers and curry lovers alike!