Calbee's 'Yametomakaruta' Campaign Celebrates Fan Participation and Creativity

Calbee Launches 'Yametoma 2025 Campaign' to Engage Consumers

Calbee Inc., headquartered in Chiyoda, Tokyo and led by President and CEO Nobuhiro Egara, has successfully launched its first phase of the "Yametoma 2025 Campaign" where they invited people from across Japan to share their own unquenchable cravings—those moments when they just can’t seem to stop indulging.

The campaign inspired over 31,678 submissions nationwide, which were evaluated at the event on July 29, 2025, titled "Yametomakaruta Best Work Selection & Nori Shio Flavor Release." During this lively press conference, the celebrity judges, the comedic duo Zun, consisting of Kazuki Iio and Yasu, selected one standout entry from among five finalists.

The chosen work, along with 45 other noteworthy submissions, will be featured in an original Yametomakaruta deck, illustrated by the talented artist and karuta creator, Moritaka Toyonaga. The winning poem will also be showcased on the packaging of the limited-edition '77g Kappa Ebi Sen' starting in early November 2025.

Behind the Campaign

The iconic Kappa Ebi Sen snack, which made its debut in 1964, celebrated its 60th anniversary last year as a beloved long-seller in Japan. With its catchy tagline "Yamerarenai, Tomaranai!" (Can't Stop, Won't Stop!), Calbee designed the Yametomakaruta project not just as a fun activity, but also as a platform for sharing universal sentiments. This creative endeavor encourages participants to connect over their personal infatuations, akin to how one simply cannot resist the allure of Kappa Ebi Sen.

The project’s judges, Iio and Yasu of Zun, provided unique insights on selecting the winning work, highlighting their amusing take on everyday life. Additionally, Toyonaga’s illustrations will breathe life into the poems, creating a visual feast to accompany the words.

Details of the Selection Process

Participants were asked to submit poems using readings from the Japanese syllabary, excluding the character ‘a’, totaling to 45 distinct sounds from ‘i’ to ‘n’. The overwhelming response resulted in a vast array of creative entries, making the selection process a daunting yet gratifying experience for the judges.

At the press event, the judges shared their thoughts on the submissions. Yasu described the revealed cards as showcasing a rich diversity of subjects, stating, "It’s a breathtaking view where every scene is vivid and alive!" Meanwhile, Iio pointed out the humorous lines, saying, "Some of them are just whimsical non-sensical phrases that make no logical sense but leave a fantastic impact!"

A Spirited Press Conference

During the event, the duo from Zun took center stage, donning custom T-shirts decorated with the campaign’s famous phrase. The atmosphere was jovial as they unveiled the Yametomakaruta readings for the first time. In an improvisation challenge, they humorously interpreted various illustrated cards, eliciting laughter from the audience. Their playful antics engaged attendees even further, making the event an unforgettable experience.

Upon announcing the winner, Zun selected a delightful submission by a participant called Minato: “The odd sock is always on an adventure!” Iio expressed his personal connection to the poem, having experienced the same phenomenon with his own missing socks. He humorously suggested to eliminate the problem by buying only gray socks, thus making it easier to replace them.

Personal Insights from Zun

Beyond the competition, the event showcased personal snippets from the judging duo's lives. Yasu revealed his obsession with wordplay, linking it back to the #KappaEbiSen brand, while Iio shared his penchant for escapism during today’s high living costs, wistfully imagining everything priced at just ten yen.

In a whimsical twist, the Kappa Ebikun, the official mascot of Kappa Ebi Sen, made an appearance to tease the next phase of the campaign. Together with Toyonaga, he introduced the unique 'Kappa Ebisen Boat, symbolizing the treasure-hunting adventures inspired by the cherished snack.

Enjoying the New Flavor

To close out the event, the duo sampled the limited-edition Kappa Ebi Sen Nori Shio Flavor, which garnered rave reviews. Yasu noted the enticing aroma reminiscent of seaside trips, while Iio complemented the combination of nori and ebi, likening it to a hearty breakfast from a coastal ryokan. The event was rich in laughter and left a delightful impression on everyone involved.

Conclusion

As Calbee continues to foster community creativity through innovative campaigns like Yametoma 2025, it is clear that their commitment to engaging with consumers goes beyond mere snacks—it’s about celebrating shared experiences. Keep an eye out for the launch of limited-edition products and the next phases of this interactive campaign!

For those interested in sharing their own 'Yametoma' tales, the second phase of submissions will run until August 20, 2025. Join the fun, and who knows? You might become a part of the Kappa Ebi Sen legacy!