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00:00I'm Bakasema Ishii!
00:04Tonight, we will continue to study a narrow history that no one has ever investigated.
00:09We are the Bakarizumu Research Institute.
00:16This time, we will study everyone's favorite snack, potato chips.
00:24Speaking of potato chips, the market size in Japan is 13.75 billion yen.
00:30It is a national snack.
00:33I will ask everyone here.
00:35Speaking of potato chip manufacturers, where do you think they are generally?
00:40Everyone here and everyone in front of the TV, let's say it together.
00:45One, two...
00:46Calbee!
00:48What did you say, Morita?
00:49I said Calbee.
00:51Sugiura?
00:52Koikeya.
00:53Yes, Seiya.
00:54Koikeya.
00:55Yes.
00:56I think most people said Calbee.
01:00If there was someone here who said something other than Calbee,
01:05I'm sure it was me.
01:07I think it was on purpose.
01:09Did you say it on purpose?
01:10Because I heard a general image, not a preference.
01:17So Calbee must have come to his mind.
01:22It's definitely Calbee.
01:23Please look at this as evidence.
01:26Calbee's sales in the potato chip industry is 70%.
01:31And I told you this, right?
01:33Let's say it together.
01:36That's right. I want to say it together.
01:38So if you say something other than Calbee, of course it will float and stand out.
01:43If you say something other than Calbee while knowing that,
01:48I think you're trying to appeal to yourself.
01:55So I think it's something other than Calbee.
02:02No, no, no.
02:04For example, I belong to a comedy agency called Maseki Entertainment.
02:11Speaking of comedy agencies,
02:14I'm Yoshimoto.
02:16I'm the head of the industry.
02:18And on top of that, I belong to Maseki Entertainment, which is my favorite agency.
02:23This is my preference.
02:25By the way, Calbee, it's not just potato chips.
02:28It's amazing.
02:29Cup Ebisu, Sapporo Potato, Jagabi, Jagariko.
02:32I've eaten them all.
02:33I'm sure you've eaten them, too.
02:34Yes, of course.
02:35I've eaten them, too.
02:37I've eaten them, too.
02:39The second place in the industry.
02:40Where is it?
02:41You can see it in the graph.
02:42The sales share is 20%.
02:43It's quite far from Calbee, but it's still the second place in the industry.
02:47Here it is.
02:48Koikeya.
02:49Seiya's favorite, Koikeya.
02:51By the way, Koikeya.
02:52Other than potato chips.
02:54Karamucho, Suppamucho, Dondabu, Scoring Scone.
02:57It's amazing. It's a unique route.
02:59Scone is also Koikeya.
03:00And the third place I'm curious about.
03:02Please look at this.
03:03The sales share is 5%.
03:05That's the result of the Yamayoshi.
03:09By the way, I think you all thought like this.
03:12No, no, no.
03:14Masa!
03:15I said it.
03:17You almost said it out loud.
03:20I think many people don't get it even if they hear it in the company.
03:24How about this?
03:25Wasabi beef.
03:27Yamayoshi.
03:28Yamayoshi.
03:29Yamayoshi sells many products besides wasabi beef.
03:33Let's look at the lineup.
03:34Here.
03:35Potato chips, infinite pepper spice flavor.
03:38Potato chips, overwhelming Hakata mentai flavor.
03:41Potato chips, Hokkaido smoked butter flavor.
03:45I think you all thought like this.
03:49You almost said it out loud.
03:50Today's topic is mentalism.
03:52I'm going to say everything.
03:54As I said before, the sales share of Yamayoshi is 5%.
04:0155% of the sales share of Yamayoshi is wasabi beef.
04:08In other words, Yamayoshi continues to compete with other popular brands.
04:19Yamayoshi is like a signboard entertainer in front of Yoshimoto Industry.
04:28Yamayoshi is like a signboard entertainer in front of Yoshimoto Industry.
04:34By the way, do you know?
04:36Yamayoshi is the 15th wasabi beef that you can find in supermarkets and convenience stores.
04:43In other words, Yamayoshi has been renewed 14 times since its first appearance.
04:48It's been a long time, but today's topic is...
04:54Wasabi beef.
04:59First of all, potato chips was born 171 years ago.
05:03It was born in New York, USA in 1853.
05:08One day, a guest at a hotel restaurant complained that the fries were too thick.
05:15The chief of the hotel said,
05:17If this is the case, there is no problem.
05:19So he took out a thin slice of potato and served it to the guest.
05:22Then it became popular, and potato chips was born.
05:27It was born by chance.
05:29And then, in 1950, the American Potato Chip Company opened in Japan.
05:34They released the first domestic potato chips.
05:37In other words, the first domestic potato chips was American Potato Chip Company, not Calbee or Koike.
05:43In 1962, Koike released potato chips.
05:48Koike was faster than Calbee.
05:5111 years later, in 1973, Yamayoshi was the first to release potato chips.
05:59It was ahead of Calbee.
06:03In 1975, Calbee finally released potato chips.
06:093 years later, in 1978, Calbee released potato chips, consomme punch.
06:15It was a big hit.
06:17From then on, it became the most popular in the industry.
06:21In 1984, consomme punch was a big hit.
06:25Koike also released a new flavor and shocked the industry.
06:29It was this.
06:30Karamucho.
06:32I love it.
06:33It was a very popular snack among young people.
06:38After that, it became a long-selling product.
06:41At this time, Yamayoshi Seika only released salt or nori salt.
06:46It was an orthodox flavor.
06:48Even if you go to the store to sell it,
06:51you don't need it because it already has an orthodox flavor.
06:54Because it already has a strong taste.
06:56It was hard to compete with it.
06:58The president of Yamayoshi Seika at that time thought like this.
07:04He had no choice but to develop his own product.
07:07And he remembered something.
07:09By the way,
07:10the roast beef he ate in America was delicious.
07:13Roast beef.
07:14And
07:15the combination with wasabi was the best.
07:19With this?
07:20That's right.
07:21If you make potato chips with wasabi and beef, it will sell well.
07:26So, the president of Yamayoshi Seika developed a new flavor based on the memories of his student days.
07:31He released Consomme Wasabi, which is the predecessor of Wasabi Beef.
07:36However, the sales of Consomme Wasabi didn't go up.
07:41The taste remained the same.
07:42The name was changed to American Taste and it was re-released.
07:48But the sales didn't go up.
07:52The president of Yamayoshi Seika at that time thought like this while eating American Taste.
07:58It was so delicious, but why didn't it sell?
08:00He had confidence in the taste.
08:02And he came to an answer.
08:05That's right.
08:06The name wasn't good.
08:08So, the president of Yamayoshi Seika thought of a new name.
08:12One day, at a meeting, he said this.
08:14Everyone, listen to this.
08:16Wasabi and beef.
08:17Wasabi beef?
08:19This is it.
08:20The employees who heard this said,
08:23I'll take it.
08:25In this way, the name was decided from the seaweed of the meeting in 1987.
08:30The first Wasabi beef was released here.
08:34And in this package, the character of the cow,
08:37Wasabi beef.
08:39Wasabi beef.
08:40Did you take it?
08:41I took it, too.
08:42I took it.
08:45When the first Wasabi beef was released,
08:48the sales were good.
08:51But it was a little better than American Taste.
08:55Yamayoshi Seika studied to sell more Wasabi beef.
08:58And in 1991,
09:00the second Wasabi beef was renewed.
09:04First, the taste remained the same.
09:06And the Wasabi beef on the package,
09:08from the whole body,
09:10Yes.
09:11The renewal was changed to the upper body.
09:14Because,
09:15In fact, the consumer said,
09:17the four-legged cow is not cute.
09:20Many people said that.
09:22Yamayoshi Seika took this and held a meeting.
09:25And he changed the picture to not to put out the legs of Wasabi beef.
09:29And the second Wasabi beef was released.
09:32It was a big hit.
09:33What?
09:34It's better to just buy it.
09:35Buy it.
09:37On the other hand, Calbee,
09:39Here,
09:40a new product that will shock the potato chips industry,
09:43will be released for two consecutive years.
09:45Here it is.
09:46Yes.
09:47Pizza Potato and Kataage Potato.
09:49Both are delicious.
09:50Both are delicious.
09:51Both will be a big hit.
09:53And then,
09:54Koikeya can't stay silent.
09:56In 1993,
09:57the new product of the Muncho series,
10:00Super Muncho,
10:02This is delicious.
10:03This is also a big hit.
10:05And then,
10:06Yamayoshi Seika can't lose.
10:08What?
10:09In 1995,
10:10finally,
10:11the third Wasabi beef was released.
10:13What are you doing?
10:15This is the price of Wasabi beef.
10:17The taste remained the same,
10:19but the Wasabi beef
10:21was enlarged.
10:22It was enlarged.
10:23I thought this would work.
10:25I wanted to sell more and more.
10:26But unfortunately,
10:27the sales didn't grow.
10:30Yamayoshi Seika's employees were worried.
10:34Why didn't they sell the enlarged Wasabi beef?
10:37I don't think so.
10:38Wasabi beef is the only one.
10:40And then,
10:41in 1996,
10:43the fourth Wasabi beef was released.
10:45The taste remained the same,
10:47but the Wasabi beef was enlarged again.
10:50It was enlarged again.
10:51I thought this would work.
10:53And then,
10:54the Wasabi beef was enlarged again,
10:56but the sales didn't grow.
10:57The sales didn't grow.
10:58What?
10:59Is it related?
11:00Is it related?
11:01Yamayoshi Seika's employees
11:02continued to hold meetings
11:03to get more people to eat Wasabi beef.
11:05As a result,
11:06in 1998,
11:07the fifth Wasabi beef was released.
11:09For some reason,
11:10the Wasabi beef was enlarged again.
11:12What?
11:13Why?
11:14It's already familiar.
11:15No, no, no.
11:16But as a result,
11:17the sales didn't grow.
11:19I knew it.
11:20It's not related.
11:21So,
11:22Yamayoshi Seika
11:23in the following year,
11:24in 1999,
11:25the sixth Wasabi beef was released.
11:26What's this?
11:27And then,
11:28finally,
11:29the Wasabi beef was enlarged again.
11:31The Wasabi beef was enlarged again.
11:32Yes.
11:33I thought this would work.
11:34But,
11:35the sales didn't grow.
11:37It's a quadruple effect.
11:38The body was enlarged.
11:39Yes, the legs were enlarged.
11:40The body was NG.
11:41Why didn't the sales change
11:42even though the body was enlarged?
11:44To find out the cause,
11:46we conducted a large-scale consumption survey.
11:49We found a shocking fact.
11:51The Wasabi beef
11:52is not for people who like Wasabi.
11:54That's true.
11:55It's a scar from the eyes.
11:57What?
11:58The problem was
11:59not the size of the Wasabi beef,
12:01but the taste.
12:03It was the taste.
12:04I was surprised.
12:05And,
12:06from the first Wasabi beef,
12:0714 years later,
12:09we improved the taste for the first time.
12:11This is it.
12:12The seventh Wasabi beef.
12:14The strength of Wasabi was maintained,
12:16and the umami and sweetness were strengthened,
12:18making it easy for people who don't like Wasabi
12:20to eat.
12:21In addition,
12:22the Wasabi beef was also reduced from Wasabi.
12:24What?
12:25The size was the smallest ever.
12:27Ah.
12:28It's just right.
12:29It's just right.
12:30That's good.
12:31Actually,
12:32based on the consumer survey,
12:34we found another shocking fact.
12:36Here it is.
12:37The package with a big beef
12:39for an adult was embarrassing.
12:41What?
12:42It was embarrassing?
12:44So,
12:46Yamauchi Seika
12:47rushed to renew the design.
12:50And,
12:51the sales increased.
12:53What?
12:54On the other hand,
12:55the king, Calbee,
12:57released a consomme double punch
12:59with a strong flavor.
13:01That's right.
13:02It's delicious.
13:03In addition,
13:04a new high-class product,
13:06Poterich, was released.
13:08This was also a big hit.
13:09It completely absorbed the adult consumer.
13:11On the other hand,
13:12Yamauchi Seika
13:13further absorbed the adult consumer.
13:16In 2003,
13:17Hachidami Wasabi was released.
13:19Hey, make something else.
13:21One is enough.
13:22What are you doing?
13:23The Wasabi beef
13:24was marked
13:26so that it wouldn't be embarrassing.
13:27Ah.
13:28It would be nice if it was marked.
13:29Ah.
13:30The emblem was marked.
13:31And,
13:32the color was darkened for adults.
13:34Ah.
13:35But, for some reason,
13:36the sales increased.
13:37It's a different flavor.
13:38That's right.
13:39Change the Wasabi.
13:40And,
13:41in 2008,
13:42the ninth generation of Wasabi beef
13:43was further renewed.
13:45Ah.
13:46There was a package like this.
13:47The Wasabi beef
13:48which was marked as the eighth generation
13:49was made even smaller.
13:51Ah.
13:52And,
13:53the color was even darker.
13:54Change the flavor.
13:55And,
13:56the metallic design
13:57was changed.
13:58It's different.
13:59It's different.
14:00It's different.
14:01I don't think Tasha
14:02is looking at what he is doing.
14:03He is developing
14:04a new product.
14:05He is like
14:06playing a card game
14:07by himself.
14:08He is playing a card game
14:09all the time.
14:11The design
14:12was very popular.
14:13That's right.
14:14It was very popular,
14:15but the sales increased.
14:16The sales increased.
14:17The sales increased.
14:18It's cute,
14:19but I can't get it.
14:20I want to eat
14:21a different flavor.
14:22And,
14:23three years later,
14:24in 2011,
14:25the tenth generation of Wasabi beef
14:26was changed.
14:27How much can I buy?
14:28The mark of Wasabi beef
14:29was even smaller.
14:30was even smaller.
14:31was even smaller.
14:33It was like
14:34it wasn't there anymore.
14:35It wasn't embarrassing anymore.
14:36And,
14:37the sales increased
14:38after that.
14:39the sales increased after that.
14:40What?
14:41Let's go with this.
14:42It's okay now.
14:43It's okay now.
14:44Don't go in there.
14:45The tenth generation
14:46of Wasabi beef
14:47was completely
14:48adventurous.
14:49They finally
14:50released
14:51a new product.
14:52They finally released a new product.
14:53This is it.
14:54Ume Wasabi.
14:55This is it.
14:56Why?
14:57Why did you add it?
14:58I added more plum
14:59to the Wasabi and beef.
15:00I added more plum to the Wasabi and beef.
15:01What?
15:02Where did the plum come from?
15:03And,
15:04I got excited
15:05to add this.
15:06I got excited
15:07to add this.
15:08I got it.
15:09In 2014,
15:10I added Wasabi beef
15:11without Wasabi.
15:12I added Wasabi beef
15:13without Wasabi.
15:14What are you doing?
15:15Why are you adding Wasabi?
15:16I added beef.
15:17I added beef.
15:18I added Wasabi.
15:19But,
15:20I was like
15:21I wanted to add this as well.
15:22So,
15:23In 2015,
15:24I added Wasabi beef
15:25Take out the beef!
15:27Take out the beef?
15:29Wasabi!
15:30Eat wasabi!
15:32Eat wasabi with danjiri!
15:34So I took out the wasabi and the beef.
15:37Next time, there will be something I want to add.
15:40Yamayoshi Seika will release mentai wasabi, green onion wasabi, and tanjiro wasabi for 3 consecutive years.
15:49I will add a lot of things.
15:51Yamayoshi Seika has released a variety of new wasabi beef patterns.
15:56As a result, he has released 115 flavors so far.
16:01He added and removed a lot of things.
16:04Of course, the renewal of the original wasabi beef has not stopped yet.
16:08Yamayoshi Seika will hold a meeting with the creator of the original wasabi beef here.
16:13Let's go back to the origin.
16:15No, no, no.
16:17I think it's better to make a new product with a new product.
16:21Cut it out!
16:22Don't meet me!
16:24Don't meet the creator!
16:26I will review the taste and package again.
16:29This is the 11th wasabi beef that has been renewed the most so far in 2015.
16:37First of all, I made the wasabi flavor sharper.
16:43That's not all.
16:45This is shocking.
16:47The wasabi beef that has been active as the mascot of wasabi beef for about 30 years has been changed to wasachi.
16:55Did you change the name?
16:57Higashiguchi has become Higashibukuro.
16:59That's right.
17:01It's Mori Higashi.
17:03The sales have increased a little due to this big evolution.
17:07However, it will be difficult again after a while.
17:12In 2017, the 12th wasabi beef was released.
17:17Instead, I put out wasachi, which had been a small mark from 2008 to 2009.
17:24It doesn't matter.
17:26And I put my hand on the product name.
17:28The sales have increased a little.
17:30It's Nigoashi.
17:31And I thought I'd push out wasachi all over.
17:36The name has changed.
17:38I will renew the wasabi beef shockingly in 2020.
17:44It's shocking.
17:46What?
17:48What?
17:50It's not shocking at all.
17:52I will manipulate the sales of wasabi beef.
17:59I will renew the wasabi beef shockingly in 2020.
18:02It's shocking.
18:04What?
18:06What?
18:08What?
18:10What?
18:12It's shocking.
18:14There is no wasachi.
18:16It's a new wasabi beef.
18:18Is it a cow?
18:20By the way, Nishino of Kingong was involved in the design of this wasabi beef.
18:26The sales of wasabi beef have increased due to the popularity.
18:32But it didn't last that long.
18:35I will release the 14th wasabi beef in 2022.
18:39The taste is the same.
18:41I made the wasabi a little smaller.
18:44I also held a 35th anniversary promotion here.
18:48The sales have increased a lot.
18:52And the sales are the best in the past.
18:56But it's not a satisfactory result.
19:00I will release it in 2023.
19:03What?
19:05Who is it?
19:07The taste is the same.
19:09I changed the character from wasa beef to wasamo.
19:13Wasamo?
19:15I added wasamo.
19:17The sales have increased even more.
19:20The sales are the best in the past for two consecutive years.
19:25The wasabi beef is still the best.
19:29Because it is the 15th generation.
19:31Even if the sales increase, it will not be satisfactory.
19:35For some reason, it is a wasabi beef that repeats the renewal of the package and the character.
19:41Why do you want to change the taste so much?
19:45This is probably the appearance of Seika Yamayoshi's confidence in taste.
19:51Seika Yamayoshi believes that he will be satisfied if he can get wasabi beef.
19:58That's why the taste is the same.
20:02I changed the character and changed the name.
20:05Seika Yamayoshi only has a wasabi beef department.
20:09Everyone is involved in wasabi beef.
20:12There are other departments.
20:15I am doing my best to get wasabi beef.
20:19I will continue to renew the wasabi beef.
20:25In a few years, there is a possibility that a new character will appear instead of wasabo.
20:32I think the probability is high.
20:35For that purpose, I will do this.
20:40After this, the Bakarizumu Research Institute proposes a new character for wasabi beef.
20:45I will definitely use it.
20:49After this, the Bakarizumu Research Institute proposes a new character for wasabo.
20:55I think the probability is high.
20:59For that purpose, I will do this.
21:03After this, the Bakarizumu Research Institute proposes a new character for wasabo.
21:08I will definitely use it.
21:10Please consider it.
21:12Please contact me.
21:15That's all.
21:19I want you to get it.
21:21Why don't you try to make a new product?
21:26Why don't you have more entertainers other than SANABA?
21:31I see.
21:33Wasabi beef is Hyorokusa.
21:35Is that so?
21:37From the middle, it became Hyorokusa.
21:39This is the lineup of history that will be announced next week.
21:49Please look forward to it.
21:51Today's announcement can be viewed repeatedly on TVer.
21:55Please subscribe to your favorite channel.
21:58In addition, the program offers a viewing seat where you can enjoy the research announcement live.
22:03Please apply.