A Japanese company came up with the genius idea of selling plastic bags of popcorn as an edible alternative to conventional cushioning materials like styrofoam pellets and cardboard.

Azechi Foods, a popcorn manufacturer and delicacy wholesaler in Japan’s Kochi City, has become famous for using and selling popcorn not just as a snack but as a cushioning material. The company’s manager, Shihoko Wada, had been struggling to promote popcorn on the Azechi Foods online store where people mainly bought delicacies when she was inspired by a laptop repair technician at a management seminar. The man used Umaibo sticks (cylindrical puffed corn snacks) as a cushioning material, and while some in attendance found it funny, for Wada it was a revelation. Not only could the popcorn be used as an actual snack after use, but it was also an incredible opportunity to attract attention.

“If Umaibo can be used as a cushioning material, then I thought the popcorn that our company makes could also be used as a cushioning material,” Shihoko Wada told Gendai Magazine. “Once it’s finished serving its purpose as a cushioning material, it can be eaten, so it doesn’t become useless garbage. Above all, I thought that the customers who received it would be happy with the surprise, they would get a sense of value, and it would also help improve the company’s image.”

Wada’s idea was to package the popcorn in a transparent plastic bag that had “not edible” printed on it, only with the ‘not’ crossed out, and then use the bags as cushioning material in the packages they sent all over the country. People loved the idea and before long, photos of the bags started going viral on Japanese social media.

Azechi Foods filed for a trademark registration and soon started receiving orders from all sorts of businesses, like a company that sells used video games, a greengrocer, a wine seller. etc. As photos of its unique cushioning material went viral online, the number of orders increased and they even got requests for coverage from national TV outlets.

Although the bags of popcorn are more expensive than conventional cushioning materials like styrofoam or cardboard, they also come with a few definite advantages: they can be eaten, and thus eliminate the risk of waste, which can’t really be said about other cushioning or filler materials, most of which end up in the trash after one use.

Azechi Foods currently offers two package sizes – 40g and 13g – but Azechi Foods hopes to start offering it in other sizes, as well as other styles of packaging to keep customers entertained.