Background

To celebrate the 25th anniversary of Ginza Curry, we set out to create something exciting and memorable—despite having only a modest budget. That’s when we turned our attention to the name itself. While Ginza Curry and Ginza City shared no official ties, the connection sparked a thought: could we do something that celebrates both the product and the city? Digging deeper, we found that although Ginza remains popular with tourists, many Japanese see it as dated. That insight led us to a simple idea—revive both the brand and the city through playful collaboration.

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Idea

We launched Ginza Flavorquest, a stamp rally linking 11 iconic local shops. Together, we created a range of original items—from curry-flavored rice crackers and sweets to a large ceramic plate inspired by Ginza Curry. Customers collected stamps by visiting participating stores and received an exclusive Ginza Curry tenugui (traditional hand towel), turning the city into a walkable discovery experience.

Result

The response far exceeded expectations. People lined up for the guidebook, and goods sold out in just 90 minutes. Some traveled over 800 kilometers just to attend in Tokyo—a distance that feels like traveling between countries. The campaign boosted product sales and local foot traffic, and Meiji shared it internally as a model case of how a small budget can make a big impact.