Challenge: Onigiri are still largely unknown in Germany — familiar mainly within vegan communities and among people who've traveled to or lived in Japan, plus a loyal following in Berlin, RiCE UP's home city. Many shop visitors have only seen the product online and never tasted it, leaving them unsure whether to buy.

‍Solution: A dialogue-based advisory page that gives undecided visitors the product knowledge they're missing — what onigiri are, how they taste, what makes them different — turning curiosity into confidence.

‍Result: Better-informed visitors who buy with conviction, both directly in the shop and in-store at retail locations.