The unobtrusive stick-on patch turns red if it senses an allergy and prevents harm

One of the most common food allergies in Japan is soba. About 0.03 percent of people are allergic to the buckwheat noodle according to Hokkaido’s Soba Association. As it is one of the most common allergies in Japan, similar to the prevalence of peanut allergies in North America, information and knowledge about the allergy is found throughout the country. This awareness though is not common though for foreign tourists who are often not familiar with the allergy, which can cause anaphylaxis shock. To raise awareness of the allergy, a group called the 230 Soba Street Promotion developed the Soba Allergy Tattoo with the help of advertising agency J.Walter Thompson Japan.

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