Intangible Cultural Sweet

Hakata’s identity is anchored in communal rituals, one of the most notable being "Hakata Te Ippon." This traditional rhythmic clapping signifies a harmonious conclusion, gratitude, and a prayer for prosperity. The ritual follows a specific, sacred cadence:

"I-yo!" (Ready) — [Clap, clap]
"Ma-hitotsu!" (One more) — [Clap, clap]
"Ioute Sando!" (Celebrate three times) — [Three final claps]

This ritual connects people, sealing every important occasion with a spirit of unity. The campaign was launched during the New Year season, Japan’s most significant period for gift-giving and celebratory rituals, which also marks a major peak for international tourism.

As a venerable confectioner established in 1905, Ishimura Manseido is one of the most iconic, long-standing brands in Hakata (the heart of Fukuoka). To mark its 120th anniversary at this pivotal moment, the brand evolved from a "Confectioner" into a "Cultural Storyteller," transforming intangible culture into a tangible sweet: "Ioute Sand." The product name is a linguistic pun on the ritual’s final chant, "Ioute Sando!", phonetically mirroring "Sandwich Cookie."

To satisfy the modern traveler’s desire for immersion, retail staff acted as cultural ambassadors, performing the ritual live during this festive peak and inviting visitors to experience the tradition firsthand. By integrating a "Confectionery Code" handcrafted by confectioners from real ingredients, the brand transformed a simple cookie into a "Tangible Cultural Gateway." This allows tourists to not only taste a sweet but to literally "grasp" and perform Hakata’s soul, making ancient celebratory rituals accessible and shareable for the world.