#Japan #Tokyo #Ajinomoto #Cook Do #Somen

Exciting New Ways to Enjoy Somen with Cook Do® Oyster Sauce

Ajinomoto, a leading food manufacturer based in Tokyo, has recently unveiled a limited edition recipe book titled "Oyster Somen Shinsho" (Oyster Somen New Book) in collaboration with the National Dried Noodle Cooperative Association. This initiative is designed to inspire those bored with traditional ways of eating somen during the sweltering summer months. From July 30 to August 3, a total of 500 copies will be distributed for free at the Ogaki Bookstore Azabudai Hills location. This unique recipe book is styled like a modern paperback and explores innovative uses of somen alongside the versatile Cook Do® Oyster Sauce.

Background and Motivation

The rising prices of rice have sparked a nationwide search for alternative staple foods, and with the continuous heat waves, Ajinomoto is promoting somen as a simple and economical summer dish. However, the challenge remains: how to keep this beloved dish exciting week after week? Roughly at the end of summer, the age-old complaint of "I'm tired of somen" arises among consumers. Responding to this, Ajinomoto seeks to reintroduce the Cook Do® Oyster Sauce as an unexpected yet delectable pairing capable of revitalizing one's somen experience through creative recipes.

To implement this concept, Ajinomoto partnered with the National Dried Noodle Cooperative Association to create thought-provoking titles for their recipe book. With phrases like "Change the broth if you're tired of somen" and "Somen that's become monotonous," the book has been designed to spark interest among consumers, encouraging them to think outside the box when preparing this traditional dish.

A Spotlight on Tradition and Modernity

As modern lifestyles evolve, the market for somen has been shrinking, raising concerns about its future, especially with declining birthrates and changing eating habits. Ajinomoto’s initiative aims to bring attention back to this beloved traditional food through innovative recipes featuring the Cook Do® Oyster Sauce, which adapts seamlessly to both Japanese and international cuisines.

On the launch date, actor Tatsuya Fujiwara, known for his roles in various films and TV dramas, attended the media event at the Sky Room Salon in Mori JP Tower. There, he shared his thoughts on the cookbook, sampled some of the recipes, and engaged in discussions about the benefits of using Cook Do® products.

Highlights from the Media Event

During the event, Hiroki Tanaka, Group Leader of the Consumer Foods Division at Ajinomoto, elaborated on the motivations behind this initiative. He noted, "In light of the rising prices of rice, it was crucial to highlight somen as a suitable replacement. Furthermore, we aimed to demonstrate how Cook Do® Oyster Sauce can expand culinary horizons while remaining accessible."

Fujiwara shared his personal experience of enjoying somen with his family and remarked on how the new recipes could prevent boredom during the summertime. He noted, "The title 'Change the broth if you're tired of somen' truly resonates. Many of us have had that moment when we've realized we're not even excited for our meals anymore."

Exploring New Recipes

Among the innovative recipes in the 'Oyster Somen New Book' is the T.K.S (Tamago Kake Somen), which combines egg and Cook Do® Oyster Sauce for a simple yet delightful dish. Fujiwara tasted this recipe live and characterized it as "incredibly easy to make and surprisingly delicious, I’d call it a 25 on the delicious scale!" He also highlighted the ease with which families could adopt these recipes into their regular meal rotation, declaring, "This is definitely a dish even kids can make, and it’s packed with flavor!"

Conclusion

Through the 'Oyster Somen New Book,' Ajinomoto and the National Dried Noodle Cooperative Association aim to preserve and evolve the cultural significance of somen while enhancing its appeal through modern tastes and preferences. This collaborative effort promises not only to rejuvenate interest in somen but also to introduce consumers to the rich possibilities of one of Japan's favorite summer staples paired with the unique flavor of Oyster Sauce. With insightful recipes and a fresh perspective, they hope to encourage households to rediscover the joy of cooking and enjoying somen again this summer.