BBC has spotted a new trend: creating food faces. But the trend is not just about creating food-faces for your own amusement or to persuade kids to eat their dinner. People are theming their Instagram accounts to share photos of food-faces. And where does this trend boom? – in Asia of course and Japan in particular. It’s so kawaii!

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A Google search on Character Bento gives you a surprisingly creative and colorful result. A bento box is a Japanese lunch box usually containing a homecooked meal of rice, meat, fish and vegetables. Often carefully arranged to look appetizing. The food face trend is taking this tradition to a new level.

And yes food that looks like characters is common in Japan, and a lot of other places:

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Me eating cake in Tokyo.

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Character macarons

But it’s not a new thing to combine food and faces – and publishing the result. In the renaissance the Italian artist Guiseppe Arcimboldo specialised in the same concept when he excelled in painting faces made out of fruit, vegetables etc.

archimboldo arcimboldo

When we are seeing faces in the food like that, artists and foodies are relying on a phenomenon called pareidolia.

Wikipedia defines pareidolia as:  a psychological phenomenon involving a stimulus (an image or a sound) wherein the mind perceives a familiar pattern of something where none actually exists.

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This is not a gif-animation of a face talking – it is a gif-animation of two fried eggs!

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And so this trend is yet another example of how obsessed we are with faces and how powerful the face is as an archetypical image. We simply can’t help seeing the  familiar pattern of the face. It is almost compulsive.

And of course a lot of food branding is relying on the combination of food and faces

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Mel the Milk-Bite from Kraft

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Heinz Tomato man

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