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Japanese Onis Get Revenge

The Japanese SoyCarat brand makers of soybean crackers and the SoyJoy soybean bars have put together the hilarious video above depicting what if Onis actually got fit and healthy. What would they do?

In Japanese mythology, an Oni is an ogre-like demon. They are usually depicted as hideous creatures and while humanoid, for the most part, they occasionally have unnatural features like an odd number of eyes or fingers. 

Oni from Folktales from Japan (Furusato Saisei Nippon no Mukashi Banashi)
Oni from Folktales from Japan (Furusato Saisei Nippon no Mukashi Banashi)


February 3 marks the yearly Japanese Spring Festival and the day before many people celebrate Setsubun, which has been thought of as a sort of New Year’s Eve. During Setsbun many Japanese participate in a special ritual to cleanse away all the evil of the former year, usually represented in the form of an oni. This special ritual is called mamemaki, and literally translated it means “bean scattering”.  So, of course, the common practice is for people to toss “scatter” soybeans around and at any and all onis.

 lum from Urusei Yatsura
lum from Urusei Yatsura

Oni’s aren’t always portrayed as ugly beast, just take a look at Lum from Urusei Yastrua. However, in the story, she’s more of an alien than a demon, but still quite likable.

Overall I think SoyCarat has put together a wonderful marketing campaign that brings ancient Japanese tradition and brings it to the present day.



Akram Taghavi-Burris

Akram Taghavi-Burris is an award winning designer, an educator with over 15 years of experience in graphic arts and web design. Akram has an M.Ed. with an emphasis on Design Education and has been awarded several prestigious awards for her work such as the American Advertising Federation (AAF) Award and, the Davinci Fellows Award for innovation in teaching. Currently, Akram teaches Computer Simulation and Gaming (Video Game Design) at the University of Tulsa. to life.

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