Primo Japan announces its participation in the “Aomori KAWAII Gift Creation Project” taking place in Aomori Prefecture. Starting June 27th (Sat.), our “Collaboration Marriage Registration” are available at our I-PRIMO Aomori and I-PRIMO Hirosaki Park Hotel stores.

■“Aomori KAWAII” with I-PRIMO’s “Collaboration Marriage Registration”

At our I-PRIMO Aomori and I-PRIMO Hirosaki Park Hotel stores, located in Aomori Prefecture, we have created “kawaii”-themed gift products through the Aomori KAWAII Gift Creation Project, which promotes the spread of information through collaborations with industries outside the food industry. This time, I-PRIMO is collaborating with Aomori Prefecture to promote Aomori’s new and original “Juno Heart” cherry variety as a representation of “Aomori KAWAII Products”, and we’ve created an original “Collaboration Marriage Registration” featuring a Juno Heart cherry motif with this cherry variety’s unique heart shape. Beginning June 27th (Sat.), we began distributing these marriage registrations to visitors coming to our I-PRIMO Aomori and I-PRIMO Hirosaki Park Hotel stores.

■ Background to the Aomori Prefecture x I-PRIMO collaboration

This collaboration came about after we realized that “Juno Heart” cherries were named after the Roman goddess Juno, who was also the inspiration naming of our I-Primo “Juno” ring. The Roman goddess Juno is known in Roman mythology as the “Goddess of Marriage” who presides over the fortunes and happiness of the family. Also, “Juno Heart” cherries ripen in June, which is also “June Bride” season, in which many couples registering their marriages. Our original marriage registrations have been popular with customers in previous campaigns, so we are hoping to appeal to couples in Aomori Prefecture by offering them a little bit of “Aomori KAWAII” through our original marriage registrations featuring the “Juno Heart” motif.