This concept is so unique, I was not sure I'd quite got my head round it until I visited the site.
Is the concept that one is to eat one's way round the world, like an accomplished voluptuary (sorry, I couldn't wait to use that phrase, which I read about last night here, though I didn't really agree with the article).
The thing is about the Japanese aesthetic (if it's possible to generalise so much) is that the products often have a "homey" feel to them: the scented, baked cookie, after all, brings back memories of home!
What a fun diversion this was.