The Science of Sweet: Oishii X MOFAD
Last week, I found myself immersed in an experience that tantalized not just my taste buds but also my curiosity. I spent an evening at the Museum of Food and Drink [MOFAD], a place where the worlds of flavor and science intersect in the most delightful ways. The exhibit, a new, interactive Oishii Berry pop-up at MOFAD, “Oishii x MOFAD: The Science of Sweet,” was unlike anything I have ever encountered.
Table of Contents Show
It was not just about tasting strawberries—it was about exploring how these little bursts of sweetness light up our brains in ways we might never have imagined.
As I stepped into the exhibit, I was greeted by the subtle, intoxicating scent of strawberries—an aroma that instantly took me back to summer afternoons in my aunt’s garden. But this was not just a nostalgic journey. It was an exploration of the very science behind that sensory experience. The premise of the exhibit was simple yet fascinating: to see what happens in our brains when we taste something as familiar and beloved as a strawberry. It was also about experiencing the taste of vanilla, of fire—it was about combining the scents of so many flavors to arrive at something delightful and decadent in smell.
The Main Event at The Science of Sweet exhibit
The first step of the experience involved donning an EEG headset—something that felt both futuristic and oddly intimate. The headset was carefully placed behind my ears and on my forehead, and I was instructed to stand still as I took my first bite of the strawberry. What followed was a 15-second countdown, where I had to remain perfectly still as the headset captured the electric pulses in my brain—my very thoughts, in a way—translating them into what the exhibit called a “Bloom.”
The Bloom, a visual representation of my brainwaves, appeared on a screen in front of me. It was mesmerizing to watch as the colors and patterns shifted and changed, a reflection of the neurons firing in response to the flavors dancing on my tongue. The exhibit explained that faster brainwaves, like Gamma, often result in more vibrant, intense blooms, while slower waves like Theta create softer, more subdued patterns. Each bloom was a unique and personal snapshot of how my brain was processing the sweet, juicy strawberry.
But the experience did not stop there. It was an exploration of flavors, from the rich taste of vanilla to the fiery warmth of spice, and beyond. And about blending these diverse scents into something utterly delightful, a decadent aroma that lingered long after the experience ended. It was a reminder of how nuanced and complex our sense of taste truly is, and how deeply it is intertwined with memory, emotion, and even creativity.
An Evening to Remember Oishii x MOFAD: The Science of Sweet
After the exhibit, we were treated to an evening of culinary delights, including sake, sushi, and a stunning strawberry shortcake from Lady M’s collaboration with Oishii. It was a fitting end to an evening that was all about savoring the sweetness of life, in every sense of the word. The conversations flowed as freely as the sake, with everyone exchanging their thoughts and experiences, reflecting on how something as simple as a strawberry could become a portal into the intricate workings of the human brain.
Do not miss this two-week-long exhibit—it is a must-visit.
MOFAD at Night + Oishii
- August 15th: 5 PM to 9 PM
MOFAD Regular Admission
- August 9th – 11th: 1 PM to 6 PM
- August 16th – 18th: 1 PM to 6 PM
About the Museum of Food and Drink [MOFAD]
Food is a universal element that helps us understand ourselves, others, and our world. MOFAD uses this power to drive cultural change, aiming for a more mindful, equitable, and flavorful future.
MOFAD brings the world of food and drink to life with immersive exhibits that engage all your senses—taste, touch, and smell. As the leading food museum and a global educational hub, they inspire curious eaters of all ages and backgrounds.
Visit them at their new Dumbo location at 55 Water Street, on the 2nd floor of the Empire Stores building. Enter through Water Street or the courtyard in Brooklyn Bridge Park.
About Oishii
Oishii, the world’s largest indoor vertical strawberry farm, is transforming the produce industry by raising the standard for fresh fruit in America.
Inspired by Japan’s rich fruit culture, Oishii aims to bring this tradition to the U.S., where fruit symbolizes celebration. In Japan, premium fruit is a cherished gift or a treat for special occasions. With the Omakase Berry, Koyo Berry, and Rubī Tomato, Oishii has made this cultural practice a reality in the U.S.
Using cutting-edge innovation and advanced farming techniques, Oishii has redefined traditional agriculture. The Omakase Berry, named after the Japanese dining concept “Omakase” (meaning “I leave it up to you”), reflects trust in the chef’s creativity. The Koyo Berry, meaning “elated” in Japanese, offers a burst of joy in every bite.
Plan your Visit to MOFAD
Instagram
55 Water Street, 2nd Floor—Dumbo
MOFAD
(201) 371-3550
Hours Of Operations
Summer Hours
- Thursdays: 5 PM – 9 PM
- Friday – Sunday: 1 PM – 6 PM
Final Thoughts
As I left MOFAD that evening, I could not help but feel a deeper appreciation for the everyday experiences we often take for granted. Tasting that strawberry was not just about enjoying a piece of fruit. It was about understanding how we connect with the world around us, through the simple act of eating. And in that moment, the strawberry became more than just a flavor; it became a story, one that was as much about science as it was about sweetness.
