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Representative Director Yoichi Yamane

July 01, 2024

I guess it's Sweets at the end of the day.

In my unusually busy schedule, I had completely forgotten about the purification ceremony of Natsukoshi-no-harae.

Great Purification
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Ohharae (大祓え, Oharai) is one of the purification ceremonies of the Japanese Shinto religion.


Although Natsukoshi-no-harukeri was not established as a vacation period by a proclamation of the Dajokan in 1873, Natsukoshi-no-harukeri, which can be seen in the poem "Mizunagatsu no nagoshi-no-harukeru-hito wa chitose no meinobu-to ufunari" as "title unknown" and "yomi hito unknown" in the "Collection of Poems", is an annual event that has been observed in the private sector from ancient times, It is one of the annual events that have been observed in the private sector since ancient times, and various customs have been preserved.

It is thought that the reason why the ceremony was held in summer was to prevent epidemics and to keep people healthy during the remaining six months of the year by replacing clothes with new ones once every six months before summer, when germs tend to multiply.

It was also a reminder to get through this harsh period of the year, when the rainy season ends on the last day of the sixth lunar month, and the summer season of intense heat and drought begins in most areas.
It was also a reminder to get through this harsh time of year.

If you had forgotten, you would have missed out on Mizunazuki, a Japanese confectionery associated with this event.

As I think about how I didn't get them for everyone this year, I'm beginning to wonder, oh, why is it that Natsukoshi is Mizunashi?

Mizunazuki (Japanese confectionery) 88%E3%81%BF%E3%81%AA%E3%81%A5%E3%81%8D%EF%BC%89%E3%81%AF%E3%80%81,%E3%82%92%E9%A3%9F%E3%81%B9%E3%82%8B%E9%A2%A8%E7%BF%92%E3%81%8C E3%81%82%E3%82%8B%E3%80%82

According to Nyosen Fujimoto's "Japanese Confectionery" (1968), mizunazuki in its current form was first made by a Japanese confectionery in Kyoto in the Showa period (1926-1989), and was incorporated into food events.

It is said that the white Uiro cut into triangles represents the ice of "Hyokuro no Sekku" or the half of a square to indicate the half of a year, and the red color of azuki beans is also believed to have the meaning of warding off bad luck.

Surprisingly, to think that it had the same origin as Valentine's Day chocolates.

Valentine's Day
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It was partially done by foreigners who came to Japan before World War II, and shortly after World War II, the distribution and confectionery industries attempted to popularize it for sales promotion, but it did not take root in Japanese society until the late 1970s.

It is said that the owner of the confectionery store, who was troubled by the drop in sales every February, came up with the idea of this project.

It was around this time that the "Japanese Valentine's Day" style of "women giving chocolate to men as a token of their affection" was established.

Culturally, Japanese men did not have the custom of giving gifts to women, so it did not take root. When the catchphrase was changed to "gifts from women to men," it gradually became popular.

It is said to have been a successful commercial success due to the confectionery store's planning and advertising, catch copy, publicity methods, and tag-teaming with department stores.

It is said that Kunio Hara of Merry Chocolate Kamppany, a confectionery company in Ota-ku, Tokyo, was the first to devise and practice the idea of giving chocolates on Valentine's Day.

Hara is said to have given the catchphrase "Once a year, a day when a woman can confide her love to you.

I felt a bit dusty.

Even with the ostentatious name of "Natsukoshi no Purification" or the commemorative name to celebrate the saint, in the end, it's all about the sweets.

If we were to break the ice a few times a year and say, "I knew it was the right thing to do, to simply eat good food and celebrate," I'm sure people would look at us with smiles that would spill over.