Over the counter

17 : 05 : 2016 Kaibutsu : Dohtonbori : Fast Food Aid

Tokyo – Supplements store Fast Food Aid is helping lovers of junk food to understand the effects of their consumption.

  • The clinical space was created by Japanese design studio Kaibutsu
  • It aims to educate people about the negative effects of fast food
Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo
Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo
Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo
Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo
Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo Fast Food Aid campaign by Dohtonbori, designed by Kaibutsu, Tokyo

Fast Food Aid provides free vitamins in exchange for a receipt from one of Tokyo’s many fast food outlets. The prescription is tailored according to the meal’s nutritional value, or lack thereof, with the missing nutrients from a pizza equalling around 24 tablets.

The concept store, which is designed to discourage people from eating unhealthy fast food, is part of a marketing stunt to promote organic fast food restaurant Dohtonbori.

‘We opened this shop in Harajuku, where there are a lot of young people who have bad eating habits,’ explains creative director Ikkyu. ‘Once they get inside, they are surprised by the amount of supplements they have to take and begin to understand how bad their eating habits are.’

The Big Picture

Consumers are looking for ways to have their cake and eat it too, and are turning to products that offset the negative effects of their hedonistic lifestyles. Read our Alco-health microtrend to find out more.

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