TOKYO -- Japanese food manufacturers like Morinaga & Co. are exploring ways to use senses other than taste -- especially hearing -- in their products, looking to provide consumers with new experiential value.
On Dec. 24, Morinaga held a Christmas concert in Tokyo's Akasaka district that combined live music with tastings. Participants drank a grape jelly drink made by the company while listening to "Jingle Bells" played on violin, cello and piano.
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