Most people either love cilantro or hate it. Pizza Hut Japan is catering to those who enjoy the herb by launching a new pizza topped with prawns, tomato paste, yangnyeom sauce and a monstrous pile of cilantro.
The chain restaurant announced that its “Too Much Cilantro” pizza will have each slice seasoned with at least three stalks of the flavorful herb. “The moment you open the box, you’ll be surprised by the fragrance,” Pizza Hut said. “It’s a non-standard amount of cilantro to which Gen Z can’t help but say: ‘Wow, it’s like grass is growing.'”
The reasoning behind the cilantro pizza was an attempt to update the company’s branding in order to attract younger customers. The brand even started marketing the “Too Much Cilantro” pizza on TikTok, which included an appearance from Pizza Hut Japan’s president, Shoichi Nakamura.
The green-topped dish was one of over 100 “eccentric” marketing ideas drafted by the Pizza Hut Japan team, with cilantro taking the cake. “Too Much Cilantro” pies will be sold in limited quantities from March 20 to April 9 at 251 of Pizza Hut Japan’s 520 outlets in Japan, available in the size medium for $19.
Source: https://www.tiktok.com/@pizza_hut_japan/video/7212195411568725256