A city where historic food culture and cutting-edge technology intersect

Solving social issues and creating value
from Nihonbashi and Yaesu.

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The urban development of Nihombashi and Yaesu has evolved alongside their food culture. The fish market once located in
Nihonbashi gave birth to food cultures such as Edomae sushi, and historic longstanding eateries continue to line the streets today.

Even now, a variety of restaurants flourish here, and the area has become a hub where diverse players related to food intersect, including companies developing technologies for solving food-related social issues (referred to as "foodtech") and businesses challenging themselves to create new value.

"&mog by Mitsui Fudosan" aims to generate food innovations and drive the resolution of food-related social issues and value creation starting from Nihonbashi and Yaesu, through leveraging urban assets and collaborating with partner companies.

vol.6 SKS JAPAN, the largest conference in Japan that brings together a variety of startups from Japan and abroad, will be held! Interview with the organizer and UnlocX representative Hirotaka Tanaka about the possibilities of “food✖️town” [Mitsui Fudosan✖️UnlocX]

&mog by Mitsui Fudosan is a one-stop platform that supports food business development, from concept design to urban implementation. The keyword for this project, which started in Nihonbashi this spring, is “Future food grown in the city.” Mitsui Fudosan is working with partner companies related to food to carry out a variety of activities to create new innovations. “&mog Kingdom” introduces monthly project events and the latest news. We will report on the new food trends starting in Nihonbashi! “Unlock” the common sense of food systems Why is the Smart Kitchen Summit held in Japan? In 2017, Hirotaka Tanaka launched the global food-themed conference “Smart Kitchen Summit Japan” (SKS JAPAN). He is also known as the author of “Food Tech Revolution” (Nikkei BP), and just last year started a new company called “UnlocX” that aims to create a new food ecosystem. Mr. Tanaka has previously worked with Matsushita Electric Industrial (currently Panasonic), McKinsey & Company, and Sigmaxis. “During my time […]

vol.5 “BEYOND FREE” Aiming for a future where everyone can sit around the same dining table A roundtable discussion between 5 professional chefs to learn about the current state of plant-based foods has started! [Mitsui Fudosan✖️Cooking Kingdom Academy✖️BEYOND FREE]

&mog by Mitsui Fudosan is a one-stop platform that supports food business development, from concept design to urban implementation. The keyword for this project, which started in Nihonbashi this spring, is “Future food grown in the city.” Mitsui Fudosan is working with partner companies related to food to carry out a variety of activities to create new innovations. “&mog Kingdom” introduces monthly project events and the latest news. We will report on the new food trends starting in Nihonbashi! Chefs sample plant-based products at Culinary Kingdom Academy Experience “deliciousness” by actually tasting it A tasting event for BEYOND FREE, a brand that also sells plant-based products, was held at the Culinary Kingdom Academy, which is sponsored by the food magazine, Ryori Kingdom. This academy is a practical project in which chefs and producers who are familiar with cooking and ingredients impart their skills and knowledge to cooks, and the participating cooks come up with recipes that make use of what […]

vol.4 Holding a meetup event where industry, academia, and government gather to share issues related to food and create connections

&mog by Mitsui Fudosan is a one-stop platform that supports food business development, from concept design to urban implementation. The keyword for this project, which started in Nihonbashi this spring, is “Future food grown in the city.” Mitsui Fudosan is working with partner companies related to food to carry out a variety of activities to create new innovations. “&mog Kingdom” introduces monthly project events and the latest news. We will report on the new food trends starting in Nihonbashi! What does the Faculty of Gastronomy Management bring to the food-related industry?Ritsumeikan alumni and current students gather in Yaesu Midtown! Recently, a growing trend among universities is green faculties that focus on agriculture, food, etc. The School of Gastronomy Management, established by Ritsumeikan University in 2018, was a pioneer. Until now, academic studies dealing with food at universities had focused on specialized fields such as home economics and registered dietitian nutrition. The purpose of this department is to support these individual […]

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Support for Business Development

Utilizing our facilities in the Nihonbashi and Yaesu areas, we offer direct marketing opportunities to consumers and create business negotiation opportunities through exhibitions, contributing to the development and expansion of food businesses.

Specific initiatives

Provision of workspaces and holding of mentoring events

We will provide the temporary offices on the fourth floor of Innovation Field Yaesu in Tokyo Midtown Yaesu as office space for persons involved in the project (subject to screening). We will also hold mentoring events in cooperation with partners.

Photo provided by TANSEISHA Co., Ltd. Photograph by Nacása & Partners Inc.

Creating consumer touchpoints

Through sales opportunities such as Marche, where one can easily open a shop, we create touchpoints with the diverse consumers visiting Nihonbashi. We support product concept design through test marketing.

Collaborating with the media and popular restaurants in Nihonbashi to promote consumer awareness and product development

In February 2024, we conducted recipe development using products from the Sea Vegetable Company and organized a recipe commentary event targeted at cooking class hosts (in collaboration with Chef Nakamura of La Bonne Table and Cuisine Kingdom). We will continue to collaborate with renowned chefs to expand the recognition of, and promote the creation of use cases for, ingredients that contribute to solving social issues.

Opening of R&D support facilities in fiscal 2024 (tentative)

As a component of our business development support, we will launch a study aimed at opening a kitchen laboratory in the Nihonbashi area during fiscal 2024 (tentative).
Details will be announced as they are determined.

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Promotion of business matching

From hosting international conferences to small-scale meetups, we organize various "information sharing and networking events" related to food, contributing to the revitalization of the food industry by creating opportunities for disseminating the latest information and for networking among diverse participants.

Specific initiatives

International food conference SKS JAPAN 2024 to be held in Nihonbashi

In October this year, we plan to host the global foodtech summit “SKS JAPAN 2024” in Nihonbashi, organized by UnlocX Corporation with the theme of “Food × Technology & Science.” We will invite key domestic and international players in foodtech to share cutting-edge initiatives and conduct participatory, experiential programs.

Hosting Invitation-Only Meetups

We create opportunities for in-depth discussions about the future of food through the invitation-only networking event “TOKYO FOOD MEETUP,” attended by a wide range of food-related personnel including food manufacturers, distributors, restaurants, and chefs.

Promotion of International Collaboration

We conduct exchange events with overseas incubators and companies that have already expanded internationally, supporting companies aiming for global expansion by sharing the latest information and providing know-how.

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Previous &mog

We are working to create innovation in the food industry by promoting urban implementation of various products, technologies, and services in collaboration with partner companies such as restaurants and trading companies in the Nihonbashi and Yaesu areas. The following are examples of major collaborations that have been undertaken with &mog partners to date.

Major initiatives to date

Food Tech x famed Nihonbashi restaurants

At the “SAKURA FES NIHONBASHI” event in 2022, we sold the “Connected Future Bento,” a collaborative effort between a celebrated Nihonbashi restaurant and a pioneering foodtech company. We have supported the resolution of business challenges by developing recipes using alternative ingredients with a lower environmental impact and gaining consumer awareness.

Nihonbashi × Food Waste Reduction

As part of our efforts to reduce household food waste, we sold lunch boxes at COREDO Muromachi Kadochi using the “Too Good to Waste! (TM)” recipes provided by Ajinomoto Co., Inc., creating an opportunity for consumers to enjoy recipes that reduce food waste.

Allergy Management System × Nihonbashi/Yaesu Restaurants

We released the beta version of “CAN EAT MAP,” which allows searching for allergy information on restaurant menus by area. The goal is to create an environment where individuals with various dietary restrictions, including food allergies and vegetarian preferences, can enjoy dining out with peace of mind. In addition, the CANEAT company’s services have been implemented since 2024 in “HOTEL THE MITSUI KYOTO” and “Halekulani Okinawa,” operated by the Mitsui Fudosan Group.

Support for Urban Implementation of Next-Generation Ingredients

We realized student-generated ideas on the popularization of plant-based food from the “Earth hacks Decabo Challenge 2023” business contest. Under the supervision of the popular restaurant “Shoku no Kai Nihonbashi,” we sold plant-based lunch boxes and sweets, promoting the social penetration of “next-generation ingredients” that contribute to solving social issues.

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We have entered into partnerships with a wide variety of players and will work as one to solve social issues and create added value in the food industry.

Cooking Kingdom (JFLA Holdings Co., Ltd.)

“As a food specialist media that reaches over 200,000 domestic and international chefs and foodies through our magazine and web media activities, we at ``Ryori Kingdom'' contribute to the creation of food innovation through the creation of a new town in Nihonbashi. To do."

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Ritsumeikan University

”We will participate in the project because we share the idea of ​​creating a future for food by presenting a model for solving social food issues from Nihonbashi to Japan and the world.The School of Food Management, which comprehensively studies food, will collaborate with We will help make the world more delicious and interesting. ”

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Unitec Foods Co., Ltd.

”We at Unitech Foods, with the slogan ”Materials x Technology = Smiles 2,” utilize our materials and technology to support our customers' product development and contribute to the creation of rich lives filled with smiles through food. Utilizing the manufacturing capabilities we have cultivated over the years, we will work with various companies including Mitsui Fudosan to create a new food industry through &mog. ”

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Mitsubishi UFJ Bank, Ltd.

“MUFG sympathizes with the food innovation and urban development initiatives that Mitsui Fudosan is promoting in the historic area of ​​Nihonbashi.The social issues of food are an important theme that is closely related to our lives, and MUFG Mitsui Fudosan is undertaking a variety of initiatives with the desire to both solve social issues and improve individual well-being. Mitsui Fudosan's goal in this project is to create food innovation and create cities at the same time. As a financial institution, we not only support financing and consider new business models, but also support a wide range of players from industry, government, and academia. By connecting, we create value and contribute to the “power of advancement for companies and the region.”

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Beyond Next Ventures Co., Ltd. Partner Akizumi Arima

“I believe that food and agriculture will become core industries that Japan is proud of.I hope that Nihonbashi will become a city where the latest technology and traditional food culture are fused, and I will continue to be the leading agri-food tech lead capitalist. I will contribute on the front lines.”

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Nihonbashi 344-kai

“Nihonbashi Sanshishikai was established in April 1950 as the youth wing of the Nihonbashi Food and Beverage Industry Association.Since then, we have continued to carry out activities rooted in Nihonbashi while preserving and nurturing the traditions and tastes inherited from our predecessors. I would like to actively participate in local activities."

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Nishimura & Asahi Law Office/Gaikokuho Joint Venture

“I feel it is of great significance to be able to participate in the creation of an attractive Nihonbashi town through the creation of food innovations and problem-solving.In our Agri-Food Practice, we draw on our experience in building food-related businesses and implementing them in society. We hope to support various food-related businesses in their challenges, mainly from a legal perspective.

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Tablemark Co., Ltd.

“We would like to thank you for allowing us to participate in this project.We hope that our new venture “BEYOND FREE” will contribute to the creation of a new food culture from historic Nihonbashi and efforts to solve food issues. I'm honored."

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Chikaba Kitchen Tokyo Yaesu

“At Chicaba Kitchen Tokyo Yaesu, our mission is to deliver food information to many people through the real experience of delicious and fun food. We will work to transform issues and new initiatives that create added value in food into "delicious" and "fun," and to become a bridge with consumers.

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Taiyo Kagaku Co., Ltd.

"Taiyo Kagaku has developed functional materials such as guar bean dietary fiber, and food-modifying materials such as emulsifiers in order to contribute to people's health and enriching lifestyles.The value of food will be deepened. We aim to become a company that contributes not only in terms of taste, but also in terms of nutritional functionality and sustainability.By participating in &mog, we will work to contribute to the creation of food innovation.

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Shokunokai Nihonbashi

“I am full of expectations and hopes to be able to take on the challenge of creating the future of food in Nihonbashi, a city with a long history of food.We will foster a gathering place for challengers to solve food issues, and we will co-create and create a prosperous future. We will do our best to contribute to the food culture of the future.We will do our best to create the future of food starting from here.

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Sigmaxis Co., Ltd.

“I will participate in the promotion of the project because I feel great significance in creating and implementing food innovations that are integrated with the city.I will also use the knowledge and networks in the food industry that I have cultivated through my consulting business to connect diverse players and create communities. We support business formation and new business development.”

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Suntory Ltd.

“I feel it is extremely meaningful to create food innovation through urban development. The Future Development Department will take the lead in participating in this project and taking on the challenge of creating the food of the future. ”

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Sapporo Holdings Co., Ltd.

"&mog's goal is to solve social food issues and create added value through urban development in Nihonbashi, and there is potential for synergies between new businesses centered around our company's app "Uchirepi," which supports family meals. Through the collaboration between &mog and Uchirepi, we will develop a food tech service that reduces food waste and realize a smart life at home, and will participate in Uchirepi. We will continue to take on the challenge of solving problems for diverse food companies.”

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Kuradashi Co., Ltd.

"Kuradashi is a company that works to reduce food loss as a business. Co-creation and innovation are essential to solving social issues related to food, including food loss. Through our partnership with &mog, we will create new value for the future of food. We will do our best to create it.”

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KitchenTown

“KitchenTown supports the efforts of Mitsui Fudosan to provide a boost to Japan's food tech startups and would like to offer our support. In particular, KitchenTown is equipped to provide one-stop support for Japanese food tech startups looking to expand into the U.S. market. Initially we are happy to create opportunities for connection through TOKYO FOOD MEETUP GLOBAL and then discuss opportunities to support global expansion.”

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UnlocX Co., Ltd.

“With the evolution of food accelerating around the world, the existence of cities is becoming more important than from the perspective of social implementation.Through this initiative, we hope to unlock the hidden potential of food in Japan. I would like to work with you to create a place where change makers and innovators can gather!”

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Sustainable Food Asia Co., Ltd.

“We believe that sustainable food is food that combines the elements of “environmental improvement,“ "nutrition access," and "social justice." I am excited that by promoting this initiative, we will be able to involve various players and consumers, accelerate the creation and expansion of sustainable food, and advance the resolution of not only the world's food issues but also global issues."

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Kokubu Group Headquarters Co., Ltd.

“We will combine the experience, knowledge, and know-how of our company, which is based in Nihonbashi and has been involved in the food and alcoholic beverages business, with Mitsui Fudosan and other companies involved in this project, and work together to bring about food innovation. I am honored to be able to accelerate this process. By working together to spread the value of new food from Nihonbashi, I hope to contribute to the development of the region and the company."

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Kao Corporation (Cucute)

"CuCute has been manufacturing products that are environmentally friendly for many years, and last year we achieved a reduction in CO2 emissions by releasing the "Mirai ni Eco Peco Bottle,'' which uses approximately 40% less plastic than before. We are very happy to be participating in &mog, a very meaningful project to "create the future of food." As a brand that supports "dishwashing", a household chore that is essential to daily life, we will work to create opportunities to think about sustainability. ”

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Earth hacks Co., Ltd.

“Earth hacks is a consumer co-creation platform that promotes a decarbonized society through the independent actions of each consumer, and is developing various services including the provision of ``Dekabo Score''.In the future. Together with &mog, we aim to create a prosperous future filled with smiles by increasing the number of decarbonizing actions that can be taken comfortably and positively in the daily ``food'' lifestyle.

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