XINCAFE: Sonic Sweetener (2017) China

Takamori Kadoi of Beijing Dentsu, Shanghai office, in China explains this innovative idea.


In order to help people reduce their sugar intake, we created “Sonic Sweetener”

Based on the research by Dr. Charles Spence at University of Oxford, (and their support)

We created the sound track help focus your attention to sweet taste in food / drink, it makes you taste sweeter as a result.


Overconsumption of sugar causes many health risks,

And it is becoming global issue. In recent years, many media such as New York Times, Wall Street Journal, BBC, Time magazine etc,,, are

Talking about this problem frequently. New facts has been revealed. US, UK and other countries started Sugar Tax (Soda tax).

In China, obesity is social problem. Overconsumption of sugar is one of the reasons. Lack of awareness on this problem is contributing factor.

So, we wanted to propose unique, innovative idea to reduce consumption of sugar and enhance awareness. 



Based on research by Dr. Charles Spence at University of Oxford, and their support, we created original sound track, “Sonic Sweetener.”

Because we naturally associate a specific soundtrack with sweetness, listening to the soundtrack helps focus our attention on the sweeteness in the food / drink, and that is why it feels sweeter as a result. Thus, it could help people reduce their sugar intake.

*XINCAFE is café / creator’s space in Shanghai. They have always paid attention to the diet habit of younger generations in China,

and also supports innovative technologies.


Advertising Agency: Name, City, Country BEIJING DENTSU ADVERTISING CO., LTD. 

Executive Creative Director: Kazuki Tsuburaku

Creative Director: Takamori Kadoi 

Art Director: Atsushi Fujimaki (IMGSRC) 

Copywriter: Takamori Kadoi / Si Tan 

Planner: Takamori Kadoi


Sound Production: LADER PRODUCTION

Sound Designer: Chester Beatty 

Producer: Ryo Harada 

Technical Advisor: Qian Wang (University of Oxford)



Product Designer: Yuki Zetsu, Kazuya Otsuka

Producer: Shinji Takahashi, Ryuta Ohara


Technical Advisor: Qian Wang (University of Oxford)


Film Producer / Director: Taiki Soma (DNA CHINA) 

Cinematographer: SIE RUIMING 

Gaffer: SUN YATAO 

Executive Producer: Taiki Soma & Chow Xin Yi 

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