Distributor of the king of bananas, the “Kanjukuoh”, wholesale distributor of fresh fruits and vegetables Sumifru Japan Corp (Headquarters: Shinjuku, Tokyo; CEO: Ito Junji; below, Sumifru) has, on 26 March 2018 (Mon), appointed “GACKT-san” to be the brand ambassador for Sumifru’s finest, most exquisite tasting banana*, the “Kanjukuoh Gold Premium (below, Kanjukuoh GP).

*As compared to the Kanjukuoh banana (according to AISSY Inc.)

■The story behind the appointment
This time, “GACKT-san”, who exudes a striking presence, has been appointed as the brand ambassador to express the perspective of “an even more special Kanjukuoh banana” with an even more impactful development that will differentiate the finest branded Kanjukuoh GP, which is part of the number 1 unaided recall brand** when it comes to delicious bananas, the “Kanjukuoh” brand. Also, in a web survey** conducted by the company, consumer recognition of GACKT-san among respondents from their teens to their 60s was at 97%. Through this appointment, we aim to build on the main consumer group for premium bananas aged over 50, and convey the superb flavour of the Kanjukuoh GP to a wide range of consumers. In addition, through a variety of measures like storefront displays, videos, online, and social media efforts featuring GACKT-san, we aim to achieve a 200% growth as compared to last year.

**From the results of an unaided recall survey for consumers on the brand that comes to mind for the words “delicious banana” (Web survey from December 2017　　N:1,030　Only for product brands)

■Summary
While GACKT-san is in the middle of reciting his most memorable catch phrases, the “GACKT Sayings”, he eats the Kanjukuoh GP, and gets surprised by how delicious it is, exclaiming “Delicious!” and showing expressions that are rarely shown on TV. Among the web-exclusive videos, there are two 15-seconds clips, four 6-seconds videos, along with an interview video and a making-of video as well. There will also be more footage and different scenes including the banana sales locations in future.
「The version of me 10 years later　is so dazzling that I can’t see myself」　15 seconds version

【Web video overview】
■Distribution starts: 26 March 2018 (Mon)
■Web-exclusive video URL:
「The version of me 10 years later　is so dazzling that I can’t see myself」15 seconds version　https://youtu.be/9KMbY39IdoU
「Against anticipations.　Exceeding expectations.」15 seconds version https://youtu.be/A9bAsTpAOcU
■Making-of video URL: https://youtu.be/A-Z8qK9VQq4

■Filming
Filming was done in a studio in Tokyo during the cold month of January. GACKT-san, dressed in a navy blue tuxedo, exuded an air of luxury. When filming started, the sight of GACKT holding the banana blew everyone away, to the extent that one might as well ask “Is there anyone who can hold a banana in such a cool manner?”.
The shooting cameraman (still shots) for this time is the world renowned photographer Leslie Kee, who has photographed not only GACKT-san, but many other artistes as well. There were also moments when GACKT-san, who is fluent in English, communicated with Leslie Kee in English. Today’s shoot was to produce 7 works, including videos and stillshots. Despite the exceptionally tough schedule, with GACKT-san’s wonderful expressions and acting skills, the shoot had a harmonious atmosphere from start to end, and was completed earlier than expected.

■Comment from GACKT
I often eat bananas but when I compare the Kanjukuoh GP with the rest, the “sweetness, richness, chewy texture”, all of them are superb.
It’s a banana that’s easy to eat, and very delicious. Everyone, please do check out the web-exclusive videos!

＜Commitment to producing superb flavours＞
Created with the passion to “create the world’s most delicious banana” through all the cultivation knowhow and ideas possessed by Sumifru. The bananas that are cultivated at highland farms located in the “Gold Area”, a minerally balanced area, goes through a taste test by the local specialist staff who eat more than a hundred bananas from each plantation each week to make sure that standards are met. They also perform strict checks to ensure that a consistent “taste”, which includes factors like sugar content and firmness, is met.

1) Cultivated in a selected “Gold Area” at an altitude of over 800m
The Kanjukuoh GP is cultivated in a high-altitude plantation called the “Gold Area”, that is located at an altitude above 800m, and has good sunshine and mineral balance. Cultivation management is thoroughly carried out, soil nutrition is adjusted, and “organic fertiliser” is used. And because it is cultivated for 15 months, 5 months longer than the average banana, an underlying sweetness along with an increase in starchiness is developed, creating the “superb deliciousness, sweetness, richness” that a premium banana lover seeks.
2) Ripening process to draw out the maximum sweetness
Our final clincher in drawing out a superb flavour is the “ripening process”. The bananas are imported as they are in their unripe state and then put through a ripening process that uses temperature control in a domestic plant. The process lasts eight days, two days longer than usual, to bring out that “superb flavour” using this special ripening process.

Kanjukuoh Gold Premium banana plantation

3) A “superb flavour” as proven by number
We asked Suzuki Ryuichi-shi from AISSY Inc., a specialised organisation for taste analysis and who have developed a taste sensor to measure the data points for the five flavours, sweetness, saltiness, sourness, bitterness, and umami, for a comparative analysis between the Kanjukuoh GP and the Kanjukuoh. The results showed that the “Kanjukuoh GP” scored higher than the “Kanjukuoh” in sweetness, sourness, and richness, proving in numbers that the “Kanjukuoh GP” is Sumifru’s finest banana with a “superb flavour”.

＜ Winner of the “Japan Food Selection”＞
The Kanjukuoh GP is a product that has been continuously awarded the highest acclaim in “Japan Food Selection” (February 2017.2). *Japan Food Selection is Japan’s first food and ingredient evaluation and certification system that takes delicate taste, palatability, sensitivity and the food culture of Japan into account, and is judged by food analysts who are consumers with professional knowledge on food.

＜About the Kanjukuoh Banana＞
From 2 April 2018 (Mon), the well-known king of bananas, the “Kanjukuoh” will be promoted through Japan’s biggest cooking recipe site “COOKPAD” and at banana sales sites in convenient zipper bags as healthy banana recipes that can be done without sugar. Together with the promotion campaign for Kanjukuoh GP that GACKT-san is involved in, we aim to further increase the brand recognition for the “Kanjukuoh Brand”.

【Product overview】
・Product name: Sumifru Kanjukuoh Gold Premium Banana
・URL: https://www.sumifru.co.jp/line_up/gold-premium/
・Sales area: Supermarkets, retail stores, and department store nationwide　※Some stores excluded

【Twitter campaign】
Twitter exclusive campaign, as and when from 26 March 2018 onwards
「Kanjukuoh Gold Premium Gift Campaign」will be held.
・Account name: @kanjukuoh
・How to qualify: Follow @kanjukuoh and RT the relevant campaign tweet
・Gift: Kanjukuoh Gold Premium (set of 2 bags)　5 winners

Source: prtimes.jp

Translation: GACKT ITALIA Team

Translation © GACKT ITALIA