2005年日本京都的伊藤信吾接手父亲的豆腐老店。不满足于“三块豆腐100日元”的卖法,他打破几十年做“标准豆腐”的传统,将豆腐造型进行了改良,并取了一个非常不像豆腐的名字:男前豆腐店,意即“男子气概豆腐店”伊藤信吾从改变豆腐传统的四方形状着手,由于豆腐绵软,放多了固化剂反而影响了品质,变成了老豆腐,因此将豆腐的造型进行了改良,做成了水滴形等异形,将豆腐放入瘦长型或琵琶型的塑料容器里。软软的豆腐变成了男子汉的象征,给消费者的认知和感官带来了很大的冲击,这种做法一下子从众多的日本豆 2005 Japan Kyoto Ito Shinobu took over his father’s tofu shop. Dissatisfied with the sale of “three tofu 100 yen”, he broke the tradition of “standard tofu” for decades and improved the shape of bean curd and took a name that is very unlike tofu: Men’s tofu shop, meaning “macho tofu shop ” Ito Shinobu change from the traditional square shape of tofu proceed, as tofu soft, put more curing agent but affect the quality, become the old tofu, so the shape of tofu Improved, made of drops and other shaped, the tofu into elongated or pipa-type plastic containers. Soft tofu into a symbol of the man, to the consumer’s perception and sensory brought a great impact, this approach suddenly from a large number of Japanese beans