KoLe Shikoku, Japan

excellent items from Shikoku Japan to the world

famous people from Kagawa

The short & effective catchphrase written in the 18th century by an inventor from Kagawa, Japan has changed a Japanese custom ever since.

HOW IS THAT POSSIBLE?!
On “The day of OX in DO-YO-U”, a lot of Japanese people eat eels. The idea was introduced by an inventor who just wanted to help an eel restaurant in the Edo period (1603-1868). This is the real story of how great marketing could become one country’s tradition or custom.