LUDENS has teamed up with producers in Kyoto to create "Yojo Nabe" (a nourishing hot pot), featuring ginseng grown over two years in Ohara and herbal-fed chicken raised in Keihoku, simmered in a secret broth that has been continuously replenished for nine years. The project is running as a reward-based crowdfunding campaign on CAMPFIRE, one of Japan's largest crowdfunding platforms.
The campaign's concept centers on conveying the "circulation of life" from the production site to the dinner table. By foregrounding the stories behind the food and the dedication of its producers, the project aims to inspire empathy as a form of supportive consumption rather than simple food sales.
While specific figures such as the funding goal or number of backers are not mentioned in the campaign description, the project stands out for combining rare regional ingredients with techniques passed down over many years. It appears designed to appeal to health-conscious consumers, those interested in food safety, and fans of Kyoto's food culture or producer-support initiatives.
Highlights
- A one-of-a-kind story built around a secret broth continuously replenished for nine years
- A narrative design connecting producers and consumers through the idea of a "circulation of life"
- A differentiation strategy built on rare ingredients like ginseng and herbal-fed chicken
Why this campaign attracts support
Editorial analysis based on publicly available information. It is not a confirmed account of why backers chose to give.
This project is well-positioned to attract support because of the storytelling power behind its "nine-year secret broth." The accumulation of time and effort embodied in such details tends to evoke an emotional motivation among backers—a desire to support the challenge itself, beyond simply purchasing a product. By clearly naming specific places and ingredients, such as ginseng from Ohara and herbal-fed chicken from Keihoku, the campaign also builds trust in the production area and taps into regional pride.
Furthermore, the narrative that spans "from the production site to the dinner table" allows backers to feel a direct connection between their support and the livelihoods of producers—an effect commonly seen in successful reward-based crowdfunding campaigns. Blending themes of health, food, and regional identity broadens the project's appeal across multiple interest groups. That said, because details such as specific rewards, pricing, and the funding goal are not disclosed, a fuller evaluation of its appeal would require more information.
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A note from the editors
What stands out most in this project is its storytelling, which highlights both the producers' dedication and the weight of nine years' worth of continuity in the broth. It's a reminder that in food-related crowdfunding, communicating the people and time behind the flavor can be just as important as the taste itself. By leveraging rare local ingredients for differentiation while also conveying the social meaning of supporting producers, this campaign offers a useful reference point for anyone planning a similar food-based project.