vol.15 Connecting traditional craft tableware with restaurants through subscriptions. Spreading a new relationship between food and tableware from Nihonbashi [Mitsui Fudosan ✕ CRAFTAL]

I want to contribute to the preservation of traditional industries by expanding opportunities for using crafts. CRAFTAL is a subscription service that rents out Japanese tableware made by potters and ceramic artists from all over Japan to restaurants and other businesses for a fixed fee . Established in 2019 as a new platform connecting traditional craft makers with the restaurants that use the tableware, the service has a gallery in the Nihonbashi area, which has developed as a wholesale district . The biggest feature is that you can easily rent Japanese tableware carefully selected by professional stylists to match the restaurant’s concept and cuisine. You can rent for as little as one month, and if you like the tableware, you can continue to use it or purchase it. Currently, the service is being used in about 80 Japanese restaurants in Tokyo, including one-star Michelin restaurants . These achievements were recognized, and the company won the & mog Award at the […]

vol.14 Research and development at &mog Food Lab is a driving force behind new business development. Taking on the challenge of creating a new food culture based in Nihonbashi, the “ holy land of food culture ” [Mitsui Fudosan x Food Club]

Centered around “ &mog Food Lab ” Co-creation with other companies is also happening one after another Shoku no Kai Nihonbashi is a restaurant located in Muromachi, Nihonbashi. Its theme is the period from the end of the Edo period to the Meiji period, when food changed the most in the history of Japanese food culture. At lunchtime, they serve Western cuisine , which was born as Japanese cuisine during the Meiji period, and at dinnertime, they serve the finest home cooking from that time. The store is run by Shokunokai Co., Ltd., a startup founded in 2019 by Osanai Ayae , a food culture researcher. In February of this year, the company moved into &mog Food Lab, Mitsui Fudosan’s first food research and development support facility, which opened in Nihonbashi . Here, the company is steadily expanding the scope of its business, supporting product development for food manufacturers , promoting gastronomy tourism in collaboration with the government , and […]

vol.13 Supporting families with children with daily dinner specials and a take-out station. Strengthening menu and new product development based at ” &mog Food Lab ” [Mitsui Fudosan x Matilda]

Combining online and offline Developing a new style of ready-meal service that connects families with children with society Mitsui Fudosan’s first food development center, &mog　Matilda Inc., which is located in the Food Lab , is a startup company that supports families raising children in the food field , with the mission of “creating a society where children can be innocent .” The company offers a new style of ready-meal service where you can order and pay online for a homemade dinner, which you then pick up at a “station” near your home. There are currently around 30 stations, mainly in the Tokyo Bay area, and they say that 3,500 to 4,000 meals are served per day . This time, we interviewed Matilda’s co-founder, Yuzuki Fukuzawa, about the business concept, detailed service content, and ” &mog　We spoke to them about their goals for moving into Food Lab . The company launched its service in May 2021. The impetus for commercializing the […]

Vol.12 The second “Tokyo Food Meetup Global” is being held. The keyword for globalizing food is “clustering” [Mitsui Fudosan]

&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 this spring in Nihonbashi, is “cultivating the food of the future in the city.” Mitsui Fudosan is working with food-related partner companies to carry out various activities to create new innovations. &mog Kingdom introduces monthly events and the latest news about the project. We will report on new food trends starting from Nihonbashi! On Monday, April 28, 2025, the second Tokyo Food Meetup Global was held at the Innovation Field on the 5th floor of Yaesu, Tokyo Midtown. 62 people participated on this day, including representatives from companies aiming to expand overseas in the food industry and companies that support them. The moderator was Hirotaka Tanaka, CEO of UnlocX Co., Ltd., and two panel discussions were held, focusing on the latest efforts of Tokyo Food Meetup Global and &mog by Mitsui Fudosan, and the […]

Vol.11 Inheriting tradition and creating the future, &mog by Mistui Fudosan resonates with us. Creating and disseminating the luxurious experience of premium non-alcoholic beverages from Nihonbashi [Mitsui Fudosan x COLDRAW]

Aiming to create a new food culture with non-alcoholic drinks, driven by the trend of “Soba Curious” The COLDRAW Nihonbashi Extraction Plant opened in February this year inside &mog Food Lab, Mitsui Fudosan’s first food research and development support facility. COLDRAW Inc., which operates the plant, is a startup company that develops and provides premium non-alcoholic beverages with fresh and deep flavors by extracting multiple plant materials such as tea leaves and herbs using its own low-temperature decompression technology. We spoke to Maeda Yuzu and Nishimura Asuka, who work in beverage development at the company, about the company’s business activities and the purpose of establishing a base at &mog Food Lab. First, Maeda mentioned the word “sober curious” as the background to the decision to commercialize the business. This is a portmanteau of “sober” and “curious,” and refers to a lifestyle and value system in which people who are able to drink alcohol choose not to drink, or only drink […]

Vol.10 One year has passed since the project started in spring 2024. The past and future of “&mog by Mitsui Fudosan” as it enters its second year [Mitsui Fudosan]

“&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 this spring in Nihonbashi, is “cultivating the future of food in the city.” Mitsui Fudosan is working with partner companies involved in food to carry out various activities to create new innovations. “&mog Kingdom” introduces monthly project events and the latest news. We report on new food trends starting from Nihonbashi! It has been exactly one year since the launch of “&mog by Mitsui Fudosan,” a platform aimed at creating food businesses, in March 2024. We have introduced various initiatives in this series, but this time we spoke with Nobutaka Yoshida, who has been promoting the project, about its results and future challenges. “Looking back on it, I realized that it perfectly matches the vision I had a year ago. Being the first year, we had two major goals. One was to raise awareness […]
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