Global youth media company Vice has followed up on its Viceland deal with *Sky TV by going to Tokyo to shoot a new video series exploring cultural similarities between Japan and NZ across tattooing, art, and food.
The groundbreaking new three-part show, The Other Side, features traditional Maori tattooist Paitangi Ostick, illustrator Toby Morris, and chef Josh Barlow of midtown Auckland’s award-winning The Grove restaurant. The series is sponsored by Steinlager’s newest offering Tokyo Dry, launched last week.
From the bustling streets of Tokyo, the series features three respected Kiwis as they meet Japanese experts who share their passion.
The series kicks off with The Other Side of Food, featuring rising NZ chef Josh Barlow (The Grove), in a Tokyo restaurant kitchen, taking a look at the differences and similarities between Japanese and New Zealand cuisine, whilst exploring the culture of the famously tiny restaurants that line the city’s laneways.
“We were so lucky to have been allowed access into the restricted area of the Tsukiji fish markets,” Barlow said. “Getting invited to cook and talk food at Shitorasu with Chef Nori was a real highlight. The whole trip was a once-in-a-lifetime experience.”
Tattoo you
In episode two, The Other Side of Ink, traditional Ta Moko tattoo artist Paitangi Ostick meets Japanese tattoo artist Megumu Kamata. The pair embark on an exploration and comparison of the historical, spiritual and cultural significance of ink in each of their cultures.
Paitangi Ostick said: “My visit to Japan exceeded my expectations and really gave me quite a personal insight into their tattoo culture, in comparison to our Maori tattooing culture here in Aotearoa.
“I learnt that although we are from different countries, our traditions in terms of the history and methods of tattooing have a lot of similarities.”
Comics & manga
Wrapping up the series is The Other Side of Art with Auckland-based illustrator and comic artist Toby Morris (Pencilsword comic) investigates the vibrant and complex art scene in Tokyo.
“It was pretty amazing to get the chance to go to Japan and check out the world of comics and animation there,” Morris says.
“As an illustrator and comic fan Japan is talked about as this mythic place where comics are everything, so it was really cool to get to go and get a sense of how mindblowingly massive it is in person.”
Steinlager and Vice will also hold a special screening event in Auckland tonight (Thursday 10 November) with a contextual food menu curated by Josh Barlow, Toby Morris illustrating displayed alongside a special behind the scenes glimpse through photographic works and, of course, Tokyo Dry.
Beautiful collision
Steinlager Tokyo Dry marketing manager Michael Taylor sees Japanese mastery meeting New Zealand’s integrity of ingredients as “a beautiful collision between two cultures”.
“Working with Vice to create this series has helped us bring to life our product idea in a different way which I think will really resonate with consumers,” Taylor said. “The content is compelling, authentic, and genuine.”
Sydney-based Vice ANZ sales & marketing director Jamie Brewer said: “Vice is in the business of telling stories that are compelling and engaging to Kiwi millennials.
“It’s a beautiful thing to partner with a brand like Steinlager Tokyo Dry, where the obvious audience synergies allow us to create a meaningful partnership that delivers outputs complementary to the two brands.”
- View Ep 1 of The Other Side of Food here
- Steinlager Tokyo Dry launch here
- Pencilsword comic strip here
- www.vice.com/NewZealand
- Vice email contact: lucy.brown@vice.com
About Steinlager Tokyo Dry
Steinlager Tokyo Dry, is a perfectly balanced New Zealand premium lager in the refined style of Japanese beer, which mixes the best of New Zealand’s ingredients with the tried and true Japanese style of brewing. A bold step away from the iconic green bottle, it’s brewed using a traditional Japanese approach to achieve a “Super-dry” beer style and has just five ingredients: NZ Pilsner Malt, NZ Green Bullet Hops, NZ Purified Water, NZ Yeast and Rice Extract. The extra refreshing lager is a clean and crisp drinking beer with a light dry taste, pale golden colour and a tight head of white foam. Available in 12 pack bottles (rrp $26.99) it will also be available on tap and in 500ml cans (rrp $3.99) through selected bars across the country.
About Vice Media
* www.mad-daily.com/sky-to-launch-viceland-in-nz
Vice is the world’s preeminent youth media company and content creation studio. Launched in 1994, it now operates in over 30 countries and distributes its programming to viewers across digital, linear, mobile, film and socials. Vice includes an international network of digital channels; a television and feature film production studio; a magazine; a record label; an in-house creative services agency; a book-publishing division; and a newly launched US and Canadian TV network, Viceland. Vice’s award-winning programming has been recognised by the Academy of Television Arts & Sciences, Peabody Awards, Sundance Film Festival, PEN Center, Cannes Lions, Frontline Club, Knight Foundation, American Society of Magazine Editors, LA Press Club, James Beard awards, and Webby Awards.
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