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“300 PARMESAN Collection” refreshened the image of Parmesan Cheese among young women. It became a photogenic icon, motivating the consumers to share on social media. A giant, 5-meter-tall vending machine, a replica of Kraft Parmesan bottle appeared in Tokyo, Fukuoka, Osaka and Hokkaido. The machine had 300 buttons and by pushing these buttons, it dispensed 300 packed lunches, each also in the shape of Kraft Parmesan bottle. These lunches contained ten kinds of Japanese and Western-style meals. If you sprinkle Parmesan Cheese set inside the lid and put in a fork, you look like eating Parmesan Cheese! The consumers who attended the event discovered surprising yet tasty dishes that go well with Parmesan Cheese in addition to pastas. The tasting event became something that consumers want to experience even if they had to line and wait. A surprising taste of Parmesan Cheese spread throughout the nation by the consumers.