An internationally recognized product needs to adapt to the cultural context that is being marketed. Many brands need to set different standards to be able to sell in a certain country or region. This time, the Pepsi was a protagonist in Japan, guaranteeing a new drink to match the local fried chicken.
Pepsi creates new soda to serve Japan
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A Pepsi Zero Karaage Senyo Cola, or “Pepsi Zero Cola Exclusively for Fried Chicken” was thought to match the fried chicken of Japan, part of an essential menu for the Japanese.
The soda cuts the oiliness promoted by frying and refreshes the palate better than other Pepsi drinks on the market.
The idea is brilliant, we know that, and those who tried it say they were surprised by the manufacturing that was completely thought out to fulfill what was designed. The flavor is less sweet and has actions that remove any trace of fat that may have remained on the tongue.
The experience may not be as remarkable for everyone, as it will depend on exactly where in Japan the consumer is ingesting Pepsi's creation. Fried chickens have regional characteristics, as they are not all produced in the same way.
A regional example is Hokkaido, in the north of the country. Soda is available, but the local fried chicken is produced differently, known as 'zangi'.
Meet the Zangi chicken
Zangi differs from karaage in the way it is prepared. It is made with starch, potato flour and goes to ginger and soy sauce to marinate before frying.
Zangi has a more pronounced flavor when compared to karaage and Pepsi's soda may not assume a fully exemplary position.
With that, in order to attract new customers, Pepsi is also thinking about alternatives to “Pepsi Zero Cola Exclusively for Zangi”.
The latter bears a certain resemblance to the soft drink intended for karaage, but the flavor has been modified to suit the taste of zangi. The Pepsi designed for another region of Japan also contains an action capable of reducing the amount of oil in fried chicken.
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