SOSAKU ONIGIRI X ROLLINJOINT

Impact

Since July 2024, Kimbap Onigiri has sold over 15,000 units, following its initial introduction through RollinJoint.

At HYPER JAPAN, an event with approximately 50,000 attendees, the collaboration menu became the fastest sold-out item across the entire event, demonstrating exceptional on-site demand and conversion.

The project validated a powerful collaboration model in which a creator-led platform and an emerging food brand combine credibility and audience trust to achieve results that significantly exceed what either could have achieved independently.

Background

Sosaku Onigiri is a creator-led food business known for its contemporary approach to Japanese onigiri. RollinJoint’s work consistently focuses on identifying exceptional food concepts that have not yet received the exposure they deserve.

In July 2024, RollinJoint introduced Sosaku Onigiri’s Kimbap Onigiri to its audience. The product quickly gained traction, becoming viral and establishing a strong relationship between the two brands as demand continued to grow organically.

The Opportunity

Following the initial exposure and sustained growth, Sosaku Onigiri expressed interest in collaborating as a way to return the support. RollinJoint proposed a collaboration designed to move beyond online visibility and translate momentum into a high-impact, real-world activation.

Knowing that Sosaku Onigiri would be participating in HYPER JAPAN, one of the UK’s largest Japanese cultural festivals, RollinJoint identified a clear opportunity to co-create a menu item capable of performing at scale in a high-footfall, high-intent environment.

Insight & Ideation

The core insight behind the collaboration was that trust travels faster than marketing. Rather than positioning the project as a traditional promotion, the collaboration was framed as a partnership where both brands “loaned” their reputations to each other.

By aligning Sosaku Onigiri’s product credibility with RollinJoint’s audience trust and cultural storytelling, the collaboration aimed to reduce friction for first-time buyers and accelerate both trial and conversion.

The decision to co-create a Kimbap Onigiri menu allowed the collaboration to balance familiarity and novelty, making it immediately accessible to festival audiences while remaining authentic to both brands’ identities.

Execution

RollinJoint and Sosaku Onigiri jointly developed the collaboration menu and aligned messaging to highlight cultural context alongside immediate appetite appeal.

Short-form content supported the collaboration in advance of the event, while the live activation at HYPER JAPAN focused on speed, clarity, and scalability, ensuring that strong demand could be converted efficiently into sales on the ground.

Key Learning

This project demonstrated that when creator-led platforms and emerging food brands collaborate as equal strategic partners, they can unlock exponential growth.

By combining reputational trust, audience insight, and product integrity, the collaboration showed how shared credibility can function as a growth engine, driving faster adoption and stronger consumer confidence than a solo effort.

Media

YouTube Shorts
https://www.youtube.com/shorts/411Z8FUSEpA