J. Walter Thompson Japan develops soba allergy tattoo checker to keep foreign tourists safeWhen it comes to food allergies, soba is the peanut of Japan: About 0.03% of people are allergic to the buckwheat noodle, and it is one of the most common allergies among Japanese schoolchildren. While people in Japan, where soba is popular, are aware of this, foreign tourists are not. Many tuck into soba while on holidays, unaware that it’s one of those foods that, like peanuts, can bring on anap
