It began with this tweet:

@CurdNerd 47 different specialties using Meiji Hokkaido Tokachi Cheese.

It lead to a strangely beautiful site from Japanese cheese manufacturer Meji. I have no idea what's going on, or what I'm supposed to do, but clicking around the map seems to pull up regional dishes prepared with Meji's products.

Honestly, I get a very "Everything goes better with Jell-o 1965" vibe from the site: here we have some clear soup, spiked with tiny white cheese cubes. Here it's pieces of fish and pickles interleaved with cheese. Pretty, but sometimes dubious combos, put out by a company trying hard to find new niches for their product.

To deepen the mystery, the url of the site contains /tabeawase, a word that seems to have to do with the proper combination of foods, and which shouldn't be eaten together, like pickled plums and eel. Click through the site a little deeper, and there are pentagonal pop-out charts. Are these graphs of how cheese and squid's tabawase interact?

But you don't need to speak Japanese to enjoy the site. Actually, it'd probably inhibit your enjoyment, turning a kind of dazzling puzzle into a humdrum marketing exercise. Just click around and enjoy the mystery.

Warning: it comes with some very mellow jazz.