Japanese concrete firm serves up grey curry to put fun spin on industry

Kuwahara Concrete Industry, a company based in Fukushima prefecture, has launched a unique product to challenge perceptions of the construction sector: a grey curry that mimics the appearance of ready-mixed concrete. Yoshimasa Kuwahara, the 51-year-old president, stated his aim was to "mix in a sense of fun" and encourage people to develop a "better image of the industry." The idea originated from a trade show last October, leading to a collaboration with a retort-packed curry producer. After several taste tests, the unconventional curry was finalized in February. Its packaging features a mixer truck pouring curry onto rice, with humorous text noting it "cannot be hardened or used for paving." The initial 2,000 servings sold out within six weeks, driven by word-of-mouth and social media buzz. Over 3,500 servings have been sold by the end of June. Kuwahara described the curry as spicy and rich, with a mild flavor enhanced by bamboo charcoal for its signature grey hue. He assured customers of its taste and safety, despite its unusual color. Priced at 540 yen (S$4.30) per box, the curry generates minimal profit. Kuwahara invested his passion into the project to "provide something cheerful" and counter the industry's "3K" reputation (kitsui, kitanai, kiken – physically demanding, dirty, and dangerous). He hopes the product will make people realize that "concrete companies are doing something fun."

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We mixed in a sense of fun. I hope people pick it up, have a laugh and come away with a better image of the industry.