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Butter is more delicious in VR

Updated: Jul 14, 2022

by Mitori Liu

July 6, 2022

Story brief

The National Department Store (the first brand in Japan who specialized in butter) recently launched a brand called CANOBLE, which offers a new way to enjoy butter.

Story in detail

According to an article on (, CANOBLE has designed butter in three dimensions, using the shape of butter to control the effect of melting in the mouth, then enjoy this butter with VR content, and then the taste of butter was changed. With food and entertainment were combined, CANOBLE plans to add ASMR technology in the future. Users will have the possibility to enjoy the image of butter melting and being absorbed by the body through sound, image, smell and the feeling of the oral mucosa.


The innovated CANOBLE 3D butter may inspire other food brands to involve VR and ASMR technology in their product development. In the future, consumers may expect a different level of food enjoyment rather than traditionally eating in a Michelin. To redefine food and dining experience and exceed traditional excellent dining places, restaurants owners may also develop their dining areas into a VR or ASMR tech environments to provide consumers with brand new stimuli while enjoying food.

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