Uema Kashiten, a confectionery company in the town of Haebaru in Okinawa, is riding high after gaining nationwide recognition for its dried "ume" (plum) sweets -- Kanbai Ichiban Suppaiman -- without doing any widespread promotion.
Its phenomenal jump in name recognition was attributed to remarks made on television almost 2 1/2 years ago by members of the pop group SMAP.
Referring to SMAP's unsolicited pitch for the candies, company executive director Masahiro Uema said the entertainers introduced the products to the public, and without the firm having to spend money on publicity, the name Suppaiman spread across the country. "Suppai" means sour.
The distinctive smell of plums permeated the company's processing plant as he spoke.