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Tokinone: Innovative Packaging for Traditional Japanese Confectionery

Tokinone, a project by Toshiki Okada, breathes new life into the traditional Japanese confectionery, Dorayaki, by infusing it with buttercream and fruit flavors. The packaging features fun patterns and vibrant colors representing the seven flavors, expressing the fluffy texture of the product. Unlike traditional confectionery packaging, Tokinone's non-glossy, high-quality paper packaging exudes a colorful, pop, and high-quality atmosphere, making it an appreciated gift. The environmentally friendly packaging is made from recyclable paper products, aligning with modern sustainability standards.

The design process involved careful consideration of the soft texture of the Dorayaki cakes, leading to specially designed boxes made of non-glossy, high-quality paper to match the product's texture. The use of recyclable paper products further emphasizes the brand's commitment to sustainability.

Development of Tokinone began in 2019 in Kawagoe City, Saitama Prefecture, with sales commencing in 2020 at a long-established Japanese confectionery store near Kita-in, Kawagoe City. The project was driven by the need to revitalize traditional wagashi in response to shifting tourist demographics in Kawagoe City, a popular destination among both locals and tourists.

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