Made entirely from beans, the noodles have a taste and satisfaction that are not at all inferior to wheat. However, the not-so-cheap price of 1,292 yen for four batches, combined with a sales channel centered on e-commerce rather than mass merchandisers, makes the hurdle to purchase the product not as low as the hurdle to purchase regular staple foods. It was difficult to see what kind of values people would have in mind when they picked up the product, and although delicious, gentle, and vivid dishes were spread out on the plate, it was difficult to see what was outside the plate.

As a long-time ZENB shopper myself, I have experienced the change in scenery, relief, and time gained by having this staple food. I have been saved many times by the gluten-free meal that takes only 30 minutes to prepare and clean up during my busy days, and the guilt-free time it frees up has made my life more comfortable. We attempted to embody this feeling, which is difficult to imagine before picking up the product, by having users actually cook ZENB, filming it, and writing an article about it.

The users who actually incorporated ZENB into their daily lives were documented in video, articles, and still images. The writing of articles, recipe development, and even cooking were done by the participating users themselves, transcending the boundaries between the photographer and the photographed, so that everyone who incorporates ZENB into their daily lives becomes a creator.