Making advertising and hype to a new level, the today's (5-24-2019) bid for Yubari melons at the Sapporo wholesale market easily beat the all-time record set last year, a hefty ¥3.2 million paid in the first auction of melons last year.
These melons are premium cantaloupe very famous for its soft juicy orange-colored flesh and sweetness due high sugar content. The harvesting of melons began Thursday morning in Yubari, a city famous for the priced melon production and is expected to reach its peak in early July, according to the local agricultural cooperative.
These melons usually sell for ¥4,000 to ¥10,000 each and are often given as gifts in Japan and business buy them and display them to show the successful business capabilities of the firm.
Tokyo-based Pokka Sapporo Food and Beverage Ltd., who paid the large sum for these melons, said it decided to bid in the first auction. It was also the first time the Pokka bid in the auction. The company president President Yoshihiro Iwata said he wanted the melons to mark the 10th anniversary of the release of its melon-flavored soda by the company. The company was formed in Hokkaido and provided benefits to Yubari area by creating the Pokka Yubari Melon Favored Soda.
So if you have drunk this soda, you already know the flavor.
“As our company was founded in Sapporo, I had been thinking there must be something I can do for Hokkaido,” said President Yoshihiro Iwata, 57.
The melons will be on display at Sapporo Dome and New Chitose Airport in Hokkaido. Then they will travel to the factory for color and scent analysis to help in the development of new products.
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