A Japanese vegetable seasoning brand is targeting children with a marketing concept inside an amusement park.

Ebara’s ‘Funfair In Your Mouth’ attraction aimed to make vegetables fun for children via a virtual reality game.

“We’ve invented a virtual reality device that triggers illusions in your brain with bone conduction technology,” says Ebara agency, Leo Burnett Tokyo.

When children bit into an Ebara-soaked cucumber or carrot stick, they experience sensations via a connected vibration conductor.

Sensations are linked to a game and mimic things like a dinosaur roaring, fireworks exploding, or roller coaster sounds.

“The brain perceives the conduction, transferred via the teeth and tongue, as a sound signal.”

Ebara Foods launched the game after realising its sales were slipping with younger generation families.

“[It] wanted to engage new mum’s attention to the fact that Ebara’s sauce can make vegetables more delicious.”