#Japan #Osaka #Spicy Food #Glico #Lee Curry

The Spicy Adventure of LEE Curry: Behind the Scenes

This summer, as the cravings for spicy food peak, Ezaki Glico Inc. unveils the 'LEE Spicy Experience Map'. This unique guide was crafted by four employees from various departments—marketing, product development, sales, and public relations—who personally taste-tested and compared different degrees of spiciness in their curry offerings. Celebrating 40 years of LEE Curry, a product known for its exclusively spicy flavor, this initiative was designed to aid fans in navigating the intense spiciness of LEE.

Often, lovers of spicy food might find themselves pondering questions such as: "What level of spiciness should I choose?" or "Can ready-to-eat spicy curry really deliver on its promise?" If these questions resonate with you, the LEE experience map might just change your perspective! Infused with over 40 varieties of spices and flavorful ingredients, LEE Curry offers a uniquely addictive taste that appeals not only to seasoned spice enthusiasts but also to those who may have reservations about excessive heat. By discovering the right level of heat, everyone can enjoy a delightful culinary experience!

To create the map, the team engaged in meaningful discussions on how to clearly communicate the levels of spiciness in LEE. They compared LEE with familiar spicy dishes like Dan Dan noodles and spicy soup and even tasted commercially available spicy curries. The goal was to visually represent the spice levels, ensuring the assessment wasn't solely based on the tolerance of the most experienced spice-lovers. With the inclusion of team members who typically prefer milder flavors, they aimed for a balanced perspective.

The tasting session was nothing short of an adventure. There were moments of contention as team members battled with the heat, with some dabbing sweat and others exclaiming things like, "This rice is sweet…" At times, the group took a much-needed ‘Pappico Time’—a fun break to handle the intensity of the flavors. Ultimately, through determination and a genuine love for the product, they successfully finalized the ‘LEE Spicy Experience Map’. While appreciating that spiciness can be a personal experience, this map serves as a helpful guideline for those unsure about their own spice preferences.

The Completed 'LEE Spicy Experience Map'

Crafted from real samples purchased at supermarkets and convenience stores, the map reflects actual comparisons made by the team members of LEE. It’s important to note that everyone’s experience of spice may vary, and this serves merely as a helpful reference.

Interviews with LEE Enthusiasts

Within Glico, there are dedicated fans of LEE who have held a fondness for the curry for years. A few of these employees shared their personal stories and love for LEE:

Sales Department Leader A

• - Q: How long have you been enjoying LEE and why?
• - A: It’s been about 20 years now! Regular curry just doesn’t satisfy my craving for spice. LEE is definitely my choice! (laughs)
• - Q: What’s the allure of LEE?
• - A: It’s the flavor that follows the spice—it’s addictive! My body craves LEE regularly.

Marketing Group B

• - Q: How did you discover LEE?
• - A: I encountered LEE during a stressful period in my career. Its intense heat became not just a meal but a source of motivation for me. Over 20 years later, I always keep some in stock.
• - Q: What’s your unique way to enjoy LEE?
• - A: My ritual involves having LEE every Saturday afternoon, paired with ice-cold water. The experience washes away the week’s stress, replenishing my energy to face the next week!

Product Development C

• - Q: What makes LEE stand out?
• - A: Simply put, it’s the deliciousness! I adore spicy food, but simple heat isn’t enough. LEE offers a substantial spice that’s coupled with rich flavors. I’ve been enjoying it for over 15 years!
• - Q: Describe LEE in one sentence.
• - A: It’s pure energy with a distinct deliciousness!

The Secrets Behind the Deliciousness of LEE Curry

▲ Delicious Secret #1:

Historically, LEE only used one type of chili, but starting in 2024, they will incorporate three different types, enhancing the spiciness and flavor.

▲ Delicious Secret #2:

LEE combines over 40 specially selected spices. The unique blend creates an irresistible spiciness, complemented by aromatic oils elevating the overall fragrance.

Fun Facts About LEE

• - Name Origin of LEE: The name LEE originated from an employee repeatedly shouting, “Beef Curry, Beef Curry, Beef Curry… LEE!” during the product naming phase. This vibrant intonation led to the product name.
• - Spice Multipliers: LEE’s spice levels correlate to the quantity of chili used. The initial launch included a spice level of x1 (the current ‘spicy’ option), setting the stage for other levels such as x10, x20, and x30.
• - Recommended Eating Method: To truly enjoy spicy curry, Glico suggests a unique method: put the curry over rice, keep a glass of water handy, and resist drinking until the curry is gone! The final gulp of water after finish is truly refreshing.

Product Information

• - Product Page: Glico LEE Curry

The effort and sweat of the LEE team have converged beautifully into this map, guiding spice lovers on their flavorful journeys.