Photo/Illutration An umbrella that looks like a deep-fried shrimp when it is folded (Provided by Felissimo Corp.)

KOBE--Call it shellfish chic.

A Kobe-based online shopping company has netted plenty of social media attention over a mouthwatering umbrella design inspired by a deep-fried shrimp dish called "ebi furai." 

"I love ebi furai," said Momoko Tanaka, 33, a product planner at Felissimo Corp.'s division for developing miscellaneous daily goods. "I came up with the idea because I not only love eating it, but I also wanted ebi furai that could be carried around all the time."

The company promotes it as an "unexpectedly fancy" foldable umbrella, sold for 5,800 yen ($53), excluding tax.

Tanaka paid close attention to detail when designing the color gradation of the shrimp stripes for the canopy. She even peeled off the batter of a real-life ebi furai to examine the colors and pattern up close.

"It was the first time I have ever peeled off the batter. It revealed a really beautiful, faint pink, and I thought it was much paler and more graceful than I had imagined," Tanaka said. "I was convinced that it wouldn't be too showy and would blend in when it is opened in the street."

She also carefully designed the handmade wooden handle to look just like a shrimp’s tail.

"Shrimp tails have an important presence, often prompting debates between people who eat them and those who leave them on their plates. I'm one of those who leave them, but I wanted to cast a spotlight on them somehow."

The product comes with an umbrella bag, and a novel batter-shaped carrying case that looks like a deep-fried shrimp when the umbrella is placed inside.

"The batter's crispness is what matters most, so it's not rain-resistant," Tanaka said. "It is inspired by the soggy part between the shrimp and the batter, so it becomes a perfect ebi furai when the three items are brought together."

Felissimo announced the new product on its Twitter account in late April, attracting more than 10,000 retweets and 20,000 likes.

Asked why she thinks the tiny food item is making such a jumbo-sized splash, she said, "We tend to feel down now because of the novel coronavirus, but I'd be happy if this umbrella can bring fun, even if only slightly."

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