A collection of copy by Hiraga Gennai, the greatest idea man in Edo. The full text of his famous copy, “Toothbrushing, Soseki Fragrance” is included.

Hiraga Gennai was a versatile idea man and a first-rate copywriter. It’s widely believed that the catchphrase “Doyō-Ushi no Hi is Eel Day” was Gennai’s idea. The copy featured in this installment of “Furai Rokujūshu” is the advertising copy found on a flyer for the release of a toothpaste called “Sōsekikō,” which Tsutae and Hananoi (later known as Segawa) read in the second episode of the historical drama “Berabō.” The advert reads, “Put your teeth in a box, brush your teeth with Sosekikō, and your mouth will smell fine.” The Ukiyo-e Cafe has a permanent exhibition of “Furai Rokujūshu,” created in 1884.

A portrait of Hiraga Gennai. He has a Bunkin-style topknot, popular among connoisseurs. He was also famous as a homosexual, but he was also blessed with many talents, including the correction and sale of electric kettle bells, mining development, and the practice of Kyoka poetry. However, he ultimately died in prison.

In 1769 (Meiwa 6), Hiraga Gennai was asked by Ebisu-ya Hyōsuke to write the promotional text for the Hikifuda (a type of advertising card) “Sōsekikō.” Gennai was famous, but as he was a ronin (masterless samurai), he did not have a fixed income from the domain. To earn an income, he started by developing mines, put on shows with an electric kettle, and wrote comic stories, all at the request of publishers.

It is said that Hiraga Gennai was the first copywriter in Japan.
There is a collection of advertisements called “Furai Rokujibushu Tobika Rakuba.” This was compiled in 1783 (Tenmei 3) after Gennai’s death, collecting only the advertisement texts, and the copy for “Misekko” is included in this collection.

The full text of the tag on the Usekikou (Ushio)

Ukiyo-e Cafe Book Collection

[Story]
“Come on, come on”… I’m planning to build a storehouse on all four sides, with eight roofs on each side, and eight storehouses on all four sides. However, I’ve been suffering from a string of business losses and am in a difficult position. Then, someone told me about selling toothpaste, which requires no capital investment.

It would be rude to hide it, so I’ll be frank. I scented Boshu sand, carefully selected the medicinal ingredients as instructed, and mixed it carefully. I heard that it not only whitens teeth, but also has benefits comparable to those of Mount Fuji. However, I don’t know if it works or not. But it’s just toothpaste, so it won’t do any harm even if it doesn’t have any other benefits. This time, I’m putting 20 packets in one box. It’s easy to use, so I’m planning to sell a lot of it cheaply and make a profit. To be honest, I decided to sell it early because I wanted money. Even if you use it and it turns out to be no good and you have to throw it away, it will be a small loss. For me, every little bit counts. If it proves to be a good product, I’ll open a store on the main street, shine a gold sign, and make this current predicament a thing of the past.

Resident of the back store in Teppomachi: Kawai Sosuke Motono (anonymous, as Gennai used it); Salesperson: Ebisu-ya Hyosuke

By revealing his true feelings, Gennai wrote several well-paced hikifuda (drafts) that appealed to the witty sense of Edoites.

Tsutaju must have seen these spirited and interesting hikifuda often. It’s easy to see why he asked Hiraga Gennai to write the prologue at Yoshiwara Sasami.

[Title] Furai Rokuroku Bushu (Collection of Wandering Tales), Part 1, Part 2: Flying Flowers and Falling Leaves
[Author] Furai Sanjin (Hiraga Gennai)
[Editor] Ota Shusanjin
[Publisher] Tokyo Uchida/Yohbei
[Publication Year] Collected and edited works from the preface of 1777 to the 3rd year of Tenmei.
The Ukiyo-e Cafe collection includes a reprint of the 1884 edition.
[Specifications] Woodblock print, 17.3 x 11.6 cm, 60 pages total
[Summary]
A collection of mad prose from the late Edo period. Comprised of six pieces in two volumes. Written by Furai Sanjin (Hiraga Gennai). Published in 1780. This book is a collection of six humorous pieces published during the Meiwa and An’ei eras (1764-1781). “On Flatulence” and “The Story of the Hiding of Luyin” are some of his works.