Shinryoku Picnic Stand: A Collaboration between Oi Ocha’s “Shinryoku” Brand and the Food Culture Magazine “RiCE”
At the free-entry Hibiya Music Festival, held in the idyllic surrounds of Hibiya Park in the verdant early summer, the “Shinryoku Picnic Stand” was opened as a collaborative venture between the Oi Ocha line’s new product, “Shinryoku,” and the food culture magazine, “RiCE,” offering an opportunity for eventgoers to savor delicious sandwiches and tea.
The booth served as an embodiment of Oi Ocha Shinryoku’s key concept of “a drinkable deep breath,” and featured the “Shinryoku Breathing Workshop” in which participants could experience for themselves the sensation of inhaling the bounty of nature. Picnic rug sets were also made available for hire, so that customers could relax and enjoy the tea in the environment to which it was best suited.
An original sandwich, “Vietnan,” developed through a collaboration between the popular griddle sandwich store “BUY ME STAND” and the authentic stone-oven pizzeria “SOLA PIZZA,” was also sold. The perfect match for Oi Ocha Shinryoku, Vietnan proved to be a resounding success.