&mog KINGDOM
vol.20 New possibilities for food born from “connecting” (Part 2)
The world of food is constantly seeing the emergence of new technologies and products. However, there are many obstacles to overcome in bringing them to the world. Mitsui Fudosan’s “& mog” aims to create new value by connecting cities and people, companies and markets, and technology and the food industry. Miyako Fukumoto of Sigmaxyz , a consulting firm that supports projects from the start , and Nobutaka Yoshida of Mitsui Fudosan, We present the second part of this noteworthy conversation, in which they discuss their journey and their future. A series of trial and error attempts to tackle a problem with no right answer Fukumoto The food industry is fragmented into various sectors such as food manufacturers and the restaurant industry, and each sector has developed independently, resulting in numerous unique customs and rules. Product development must proceed while ensuring safety within these various constraints . I believe this difficulty is a common challenge for many companies. Yoshida Ultimately, the service we […]
vol.19 New possibilities for food born from “connecting” (Part 1)
The world of food is constantly seeing the emergence of new technologies and products. However, there are many obstacles to overcome in bringing them to the world. Mitsui Fudosan’s “& mog” aims to create new value by connecting cities and people, companies and markets, and technology and the food industry. Miyako Fukumoto of Sigmaxyz, a consulting firm that supports projects from the start, and Nobutaka Yoshida of Mitsui Fudosan, Here is the first part of a conversation in which they discussed their journey and their future. What was possible because Nihonbashi is a place where people both work and live. Yoshida Mitsui Fudosan has been working with various stakeholders in the Nihonbashi area to develop the city. The food industry has been an indispensable part of this effort. As their interactions with companies involved in food increased, various challenges became apparent. Furthermore, we began receiving requests from people who wanted to utilize places where people gather, including the commercial facilities we […]
vol. 18 Supporting a creative space that connects businesses and consumers: A seminar on dietary health using traditional Japanese herbal medicine and spices will be held in Nihonbashi [Mitsui Fudosan x House Foods x Tsumura]
In our busy daily lives, it’s surprisingly difficult to find time to take care of our physical and mental well-being, and when we’re constantly busy with work and household chores, self-care tends to get put on the back burner… To address this, a “Dietary Therapy Seminar” focusing on traditional Japanese and Chinese medicine and spices was held on February 26th in Nihonbashi, Tokyo, for modern working women. The event was organized by House Foods, a leading Japanese spice manufacturer, and Tsumura, a manufacturer of traditional Chinese medicine. The &mog project played a supporting role in this event, connecting companies and consumers and promoting the creation of new food value. The venue was “+NARU NIHONBASHI,” a living lab located in Nihonbashi. This facility, developed by Mitsui Fudosan, is based on the concept of “an open space in Nihonbashi that comes alive with curiosity,” and is used as a place where residents and companies can meet and create new value through experiences. […]
vol.17 As a first step to support promising food players aiming to expand overseas, &mog by Mitsui Fudosan Exhibiting at CES, the world’s largest technology trade fair！
&mog by Mitsui Fudosan is a platform that aims to create food businesses by providing one-stop support from concept design to urban implementation . Based in Nihonbashi, Tokyo, the platform works to create new food innovations, and in the future will also be fully committed to supporting overseas expansion. So, what kind of support system is specifically planned? We spoke to Nobutaka Yoshida, who is promoting the &mog project at Mitsui Fudosan. First, Yoshida explains the background to his decision to work on supporting overseas expansion: “Until now , we’ve developed products based on concepts born on a desk , and have carried out the process of test marketing and implementing them in cities within Japan. However , we also feel there is a need for overseas expansion , and there are cases where companies want to expand overseas after gaining a certain level of recognition domestically , or players who believe that overseas markets are more suitable . In […]
vol.16 “ &mog Bar – A Night of Talking About the Future, Connecting with Food ” will be held. What is Kagome’s health service business, which aims to solve social issues through food? [Mitsui Fudosan x Kagome ]
Second ” &mog Bar ” was held on Tuesday, August 19, 2025, at the dining bar “Genomic Giraffe” in Nihonbashi, Tokyo. This time, special guest was Takahiro Yuchi of Kagome Co., Ltd. , who spoke about the key points for creating new businesses and innovation , including health services, drawing on his own experiences. Around 20 people, including players in the food business, startups, and those interested in innovation, gathered at the venue and enjoyed food and drinks while deepening their connections. First, let’s introduce Kagome and Yuchi. Kagome is a food manufacturer founded in 1899 by Aichi Prefecture farmer Ichitaro Kanie. The company offers a wide range of products, including beverages and foods made from vegetables and fruits, as well as seasonings, fresh vegetables, commercial products , and mail-order products . Since 2016 , the company has adopted the vision of “From a tomato company to a vegetable company,” and is actively engaged in health service businesses aimed at […]
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 […]
