Umami at the movies: my favorite taste | Press

São Paulo, July 2017 – Cinema and gastronomy are common passions for many people. Now, imagine bringing all of that together in one place. That will be possible for those who watch the movie Despicable Me 3, in the Greater São Paulo theaters of the Cinemark chain, thanks to a partnership between the Umami Committee and the cinema network, which will show educational shorts about umami – one of the five basic tastes of the human palate – before the movie sessions in 25 theaters. The project aims to spread knowledge about the taste to parents, guardians, educators, and children.

With about three minutes, the animation playfully and entertainingly shows how the umami taste was discovered by Japanese chemist Kikunae Ikeda in 1908. The scientist also unveils the tongue map, presenting the main characteristics of this taste, with emphasis on salivation and the prolongation of flavor, which provide better food acceptance, especially for children and the elderly, and help in protein digestion.

The extended version of the video can be seen at: www.portalumami.com.br.

Check the list of Cinemark theaters where it is possible to watch the video: Atrium Shopping; Boulevard Tatuapé; Center Norte; Cidade São Paulo; Extra Anchieta; Grand Plaza Shopping; Internacional Shopping Guarulhos; Lar Center Shopping; Market Place; Metrô Tucuruvi; Mooca Plaza Shopping; ParkShopping S. Caetano; Pátio Higienópolis; Pátio Paulista; Raposo Shopping; Shopping Aricanduva; Shopping Central Plaza; Shopping D; Shopping Eldorado; Shopping Interlagos; Shopping Metrô Santa Cruz; Shopping Tatuapé; Shopping União de Osasco; Shopping Villa Lobos and SP Market.

UMAMI

It is the fifth basic taste of the human palate, discovered in 1908 by Japanese scientist Kikunae Ikeda. It was scientifically recognized in the year 2000, when researchers at the University of Miami confirmed the existence of specific receptors for this taste in the taste buds. The amino acid glutamic acid and the nucleotides inosinate and guanylate are the main Umami substances. The two main characteristics of Umami are the increase in salivation and the continuity of the taste for a few minutes after food ingestion. To learn more, visit portalumami.com.br and also follow on social media facebook.com/GostoUmami and instagram.com/ogostoumami.