Dole's 'Purukatsu' Pineapple Promotion Trends on Social Media, Featuring Global Boy Group INI

The hashtag "Purukatsu" has been trending on social media, attracting significant attention. "Purukatsu" is the affectionate term for a pineapple consumption promotion campaign launched by major fruit manufacturer Dole Inc., and it has just been announced that the global boy group INI has been appointed as "Dole Purukatsu Supporters."

INI had previously released the song "Pineapple Juice," making this collaboration with Dole a long-awaited development for fans. According to Dole, "Dole Sweetio Pineapple" is "a popular product characterized by its meltingly sweet taste," and through this collaboration, they aim to convey the appeal of pineapple to even more people.

On social media, many joyful comments have been posted by INI's fans (MINI), such as "I'm going to do Purukatsu!" and "Thank you, Dole-sama!" Attention is also being drawn to the health benefits of pineapple, with comments like "ingest ceramides" and "good for diet" appearing, raising expectations for "Purukatsu" conscious of beauty and health.

While some voices say, "I can't eat pineapple because it makes my mouth itchy," there are still enthusiastic fans who try to participate in Purukatsu in ways like "I'll buy the juice!" or "I'll have my family eat it!" Also, changes in how people enjoy pineapples are being observed, such as "I now twist off the top part of the pineapple."

On the other hand, some fans have raised calm voices promoting healthy purchasing activities, saying, "It's better not to request products at stores where you don't plan to buy them! Since it's fresh food, if they stock extra and it doesn't sell, it could have a negative impression." This indicates the maturity of the fan community as a whole.

This "Purukatsu" initiative is not just a product promotion; it's a new movement where INI's music and Dole's pineapple merge, and fans unite to create excitement. It has seen significant spread, especially on social media. Expectations are high for further developments in supermarkets and other venues as August approaches.

The context

This article discusses a trending marketing campaign in Japan called "Purukatsu." "Purukatsu" (プル活) is a portmanteau combining "puru" (from "pineapple," パイナップル) and "katsu" (活, from 活動 `katsudō`, meaning "activity" or "promotion"). It's a campaign by Dole, the major global fruit producer, to promote pineapple consumption.

The campaign has gained significant traction due to its collaboration with INI, a popular Japanese boy group formed through the reality competition show "Produce 101 Japan Season 2." INI has a strong and dedicated fanbase known as "MINI." Their existing song "Pineapple Juice" made them a natural fit for this collaboration, leading to enthusiastic fan engagement on social media. Japanese fan culture is known for its high level of dedication and active support for their idols, often extending to purchasing products endorsed by them. The article highlights how this campaign leverages that fan energy for a unique and successful product promotion.