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{{nihongo|'''Tohato Inc.'''|株式会社東ハト|Kabushiki-gaisha Tōhato}} is a [[Japan]]ese food company that specializes in [[List of Japanese snacks|snack food]].<ref>{{cite web|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=5561548|title=Company Overview of Tohato Inc.|website=bloomberg.com|publisher=Bloomberg|accessdate=August 18, 2016}}</ref> They are especially known for their variety of the [[caramel corn]] snack, manufactured since 1971.<ref name="choi">{{cite web |last1=Choi |first1=Mary H.K. |title=Gluttony, with Mary HK Choi: Tohato Caramel Corn |url=https://www.theawl.com/2009/12/gluttony-with-mary-hk-choi-tohato-caramel-corn/ |website=theawl.com |publisher=The Awl |date=7 December 2009 |accessdate=14 December 2019}}</ref><ref name="tokyocreative">{{cite web |title=Snacking through Japan: Tohato Caramel Corn |url=https://www.tokyocreative.com/articles/19316-snacking-through-japan-tohato-caramel-corn |website=tokyocreative.com |publisher=Tokyo Creative |accessdate=14 December 2019}}</ref><ref name="dulik">{{cite web |last1=Dulik |first1=Gracie |title=Japanese Snacks: Tohato's Caramel Corn, a Different Kind of Caramel Corn |url=https://sweets.seriouseats.com/2012/08/japanese-snacks-tohatos-choco-crunch-caramel-corn-review.html |website=seriouseats.com |publisher=Serious Eats |accessdate=14 December 2019}}</ref><ref name="thejapantimes"/>
{{nihongo|'''Tohato Inc.'''|株式会社東ハト|Kabushiki-gaisha Tōhato}} is a [[Japan]]ese food company that specializes in [[List of Japanese snacks|snack food]].<ref>{{cite web|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=5561548|title=Company Overview of Tohato Inc.|website=bloomberg.com|publisher=Bloomberg|access-date=August 18, 2016}}</ref> They are especially known for their variety of the [[caramel corn]] snack, manufactured since 1971.<ref name="choi">{{cite web |last1=Choi |first1=Mary H.K. |title=Gluttony, with Mary HK Choi: Tohato Caramel Corn |url=https://www.theawl.com/2009/12/gluttony-with-mary-hk-choi-tohato-caramel-corn/ |website=theawl.com |publisher=The Awl |date=7 December 2009 |access-date=14 December 2019}}</ref><ref name="tokyocreative">{{cite web |title=Snacking through Japan: Tohato Caramel Corn |url=https://www.tokyocreative.com/articles/19316-snacking-through-japan-tohato-caramel-corn |website=tokyocreative.com |publisher=Tokyo Creative |access-date=14 December 2019}}</ref><ref name="dulik">{{cite web |last1=Dulik |first1=Gracie |title=Japanese Snacks: Tohato's Caramel Corn, a Different Kind of Caramel Corn |url=https://sweets.seriouseats.com/2012/08/japanese-snacks-tohatos-choco-crunch-caramel-corn-review.html |website=seriouseats.com |publisher=Serious Eats |access-date=14 December 2019}}</ref><ref name="thejapantimes"/>


==Company history==
==Company history==
In March 2003, Tohato applied for court protection from creditors after the failed operation of a golf course started during the asset-inflated [[Japanese asset price bubble|bubble period]]. Following that, Unison Capital and [[Bandai]] acquired Tohato's confectionary business and set up a new company under the name of Tohato to turn its operations around.<ref name="thejapantimes">{{cite news |title=Yamazaki Baking to acquire over 60% stake in Tohato |url=https://www.japantimes.co.jp/news/2006/07/03/national/yamazaki-baking-to-acquire-over-60-stake-in-tohato/ |accessdate=14 December 2019 |publisher=The Japan Times |date=6 July 2006}}</ref>
In March 2003, Tohato applied for court protection from creditors after the failed operation of a golf course started during the asset-inflated [[Japanese asset price bubble|bubble period]]. Following that, Unison Capital and [[Bandai]] acquired Tohato's confectionary business and set up a new company under the name of Tohato to turn its operations around.<ref name="thejapantimes">{{cite news |title=Yamazaki Baking to acquire over 60% stake in Tohato |url=https://www.japantimes.co.jp/news/2006/07/03/national/yamazaki-baking-to-acquire-over-60-stake-in-tohato/ |access-date=14 December 2019 |publisher=The Japan Times |date=6 July 2006}}</ref>


===Advertisement campaign===
===Advertisement campaign===


Tohato launched two new snacks brands, "Tyrant Habanero Burning [[Hell]] Hot" and "[[Satan]] Jorquia Bazooka Deadly Hot" in 2007 in an [[engagement marketing]] campaign, by combining multiplayer online gaming with advertising on a mobile phone. Customers were encouraged to join nightly battles at 4AM in a virtual game, on behalf of either snack brand, to determine the winner of the "World's Worst War". The campaign was designed by Japanese ad agency Hakuhodo and won the Yellow Pencil award at the annual D&AD advertising awards ceremony where mobile ads were recognized for the first time in May 2008.<ref>{{cite web|url=https://www.wired.com/2008/05/spicy-snack-gam/|website=wired.com|publisher=Wired|title=Snack Armies Wage War in Mobile Game|last1=Snow|first1=Jean|accessdate=August 18, 2016}}</ref>
Tohato launched two new snacks brands, "Tyrant Habanero Burning [[Hell]] Hot" and "[[Satan]] Jorquia Bazooka Deadly Hot" in 2007 in an [[engagement marketing]] campaign, by combining multiplayer online gaming with advertising on a mobile phone. Customers were encouraged to join nightly battles at 4AM in a virtual game, on behalf of either snack brand, to determine the winner of the "World's Worst War". The campaign was designed by Japanese ad agency Hakuhodo and won the Yellow Pencil award at the annual D&AD advertising awards ceremony where mobile ads were recognized for the first time in May 2008.<ref>{{cite web|url=https://www.wired.com/2008/05/spicy-snack-gam/|website=wired.com|publisher=Wired|title=Snack Armies Wage War in Mobile Game|last1=Snow|first1=Jean|access-date=August 18, 2016}}</ref>


==Products==
==Products==

Revision as of 07:10, 23 January 2021

Tohato Inc. (株式会社東ハト, Kabushiki-gaisha Tōhato) is a Japanese food company that specializes in snack food.[1] They are especially known for their variety of the caramel corn snack, manufactured since 1971.[2][3][4][5]

Company history

In March 2003, Tohato applied for court protection from creditors after the failed operation of a golf course started during the asset-inflated bubble period. Following that, Unison Capital and Bandai acquired Tohato's confectionary business and set up a new company under the name of Tohato to turn its operations around.[5]

Tohato launched two new snacks brands, "Tyrant Habanero Burning Hell Hot" and "Satan Jorquia Bazooka Deadly Hot" in 2007 in an engagement marketing campaign, by combining multiplayer online gaming with advertising on a mobile phone. Customers were encouraged to join nightly battles at 4AM in a virtual game, on behalf of either snack brand, to determine the winner of the "World's Worst War". The campaign was designed by Japanese ad agency Hakuhodo and won the Yellow Pencil award at the annual D&AD advertising awards ceremony where mobile ads were recognized for the first time in May 2008.[6]

Products

References

  1. ^ "Company Overview of Tohato Inc". bloomberg.com. Bloomberg. Retrieved August 18, 2016.
  2. ^ Choi, Mary H.K. (7 December 2009). "Gluttony, with Mary HK Choi: Tohato Caramel Corn". theawl.com. The Awl. Retrieved 14 December 2019.
  3. ^ "Snacking through Japan: Tohato Caramel Corn". tokyocreative.com. Tokyo Creative. Retrieved 14 December 2019.
  4. ^ Dulik, Gracie. "Japanese Snacks: Tohato's Caramel Corn, a Different Kind of Caramel Corn". seriouseats.com. Serious Eats. Retrieved 14 December 2019.
  5. ^ a b "Yamazaki Baking to acquire over 60% stake in Tohato". The Japan Times. 6 July 2006. Retrieved 14 December 2019.
  6. ^ Snow, Jean. "Snack Armies Wage War in Mobile Game". wired.com. Wired. Retrieved August 18, 2016.
  7. ^ http://gigazine.net/news/20130917-tohato-all-raisin-granola/
  8. ^ http://makernews.biz/201606036552-27/
  9. ^ http://archives.sfweekly.com/foodie/2009/04/20/snacktion-tohatos-caramel-corn
  10. ^ http://www.goodfood.com.au/eat-out/news/just-open-eat-asia-at-daiso-sydney-cbd-20151119-gkzuvy.html
  11. ^ http://sweets.seriouseats.com/2012/08/japanese-snacks-tohatos-choco-crunch-caramel-corn-review.html
  12. ^ http://gigazine.net/news/20080310_ninjya_snack/
  13. ^ http://www.nikkei.com/article/DGXLASFL20H5U_Y6A720C1000000/
  14. ^ https://news.nissyoku.co.jp/news/detail/?id=TREND20160729112527164&cc=08&ic=060
  15. ^ http://www.j-cast.com/2007/11/02012842.html


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