The archive · Design & Visual · Product decision · 2025
Shiseido cans dying island miso as 'BEST AFTER 2055' — a dated time capsule
Shiseido cans Ogi Island's endangered miso stamped 'BEST AFTER 2055', the predicted extinction year — awareness rose 3.6x.
Shiseido Creative (Shiseido Company) · Takamatsu City
What it had to solve
Ogi Island in Japan's ageing Setouchi region has made barley miso for more than 1,000 years, but its shrinking, elderly population left no one to carry the craft on. Shiseido Creative came across the island through the Setouchi Triennale art festival and, with Takamatsu City and residents, looked for a way to keep the tradition alive.
How it works
Ogi miso, a barley miso with more than 1,000 years of history, was a daily taste of Ogi Island in Kagawa prefecture. As the island's population aged and shrank, the people who knew how to make it were disappearing faster than they could pass the recipe on — a quiet extinction familiar across rural Japan.
Shiseido Creative, which met the island through the Setouchi Triennale, chose the one format every Japanese household understands: a can of food with a date. Instead of 'best before', the lid of the Ogi Miso Can is engraved 'BEST AFTER 2055' — the calculated year the culture could vanish — turning the can into a warning, a promise and a call to action.
The can was made with island residents rather than for them, and became the anchor of miso-making workshops, small exhibitions and media storytelling. From April to November 2025 the project was part of the Setouchi Triennale, where 56,620 visitors reached Ogi Island and encountered the can in the landscape it came from.
Surveys after the project showed Ogi miso recognition up 3.6x, with 83.7% of respondents intending to help preserve it and 88.7% motivated to protect the traditional culture of their own birthplace. In March 2026 the project won the Grand Prix in Design at Spikes Asia 2026 and a Gold at ADFEST 2026.
Why it lands
- Everyone reads best-before dates on canned food, so borrowing that packaging language made an abstract, slow cultural loss feel concrete and urgent.
- The can itself was product, metaphor and conversation starter in one object, giving the campaign a single iconic asset.
- Co-creating with residents and the city kept the project rooted in the island's own knowledge instead of turning its food into a spectacle.
- Earned media, festival placement and workshops prioritised depth over paid reach, fitting a fragile community and a limited budget.
What it did
Recognition of Ogi miso rose 3.6x after the project, 83.7% of surveyed people intended to help preserve it, 88.7% felt moved to protect their own hometown culture, and organic social conversation reached 577% of the pre-2024 average. The Triennale brought 56,620 visitors to the island. The work won the Spikes Asia 2026 Grand Prix in Design and a Gold at ADFEST 2026.
What you can take
People track best-before dates but never culture's expiry date: giving a slow extinction the concrete, dated language of food packaging turns a vague loss into a deadline anyone can act on.
Since then
The project kept running after the Triennale: a November 2025 workshop with Takamatsu City's environmental affairs division gathered residents, migrants and visitors to learn the miso story, and younger islanders began relearning the craft together as an annual act of inheritance. International recognition followed in 2026 with the Spikes Asia Design Grand Prix and an ADFEST Design Gold.
Sources
- Shiseido wins two awards, including Grand Prix, at Spikes Asia 2026
- BEST AFTER 2055 — ADFEST 2026 winners showcase
- 「ADFEST 2026」にて2部門でゴールドを受賞
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