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I fucking love how hard Kikkoman is selling Umami.
The commercials are great and they really work to get the message across. To add to it they are doing a lot of product placement and in show education work across numerous cooking shows. Even those not on food network. Though like this weeks "next iron chef" revolved around it - not just kikkoman but Umami education as well. It was the focal point in last nights good eats as well and again tons of Umami education.
If you happen to watch other cooking shows not on food network, you will hear more and more chefs talking about it. Not just Asian or Japanese chefs and cooks eiter.
Just love it. Love how they are doing it.
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