vol.1 [Earth hacks x Mitsui Fudosan] “Decabo Food Marche” with the theme of decarbonization will be held at Coredo Muromachi Nakadori!

Kenta Ishizaki (right) and Katsuta Masuoka (left) of Earth hacks Co., Ltd., which operates "Dekabo Food Marche".
&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!
Disseminating the “new values of food” learned in Dekabo from Nihonbashi
“Decarbonization” has become a term we have heard a lot lately. This is a global effort to reduce greenhouse gas emissions and minimize the damage caused by global warming. Japan currently emits more than 1.2 billion tons of greenhouse gases annually, but the goal is to reduce this to virtually zero by 2050, which requires changes in the lifestyles of each and every citizen. ing.
“Decarbonization sounds a little formal,” laughs Kenta Ishizaki of the Marketing Planning Department of Earth Hacks Inc., which runs the Dekabo Food Marche held in Muromachi, Nihonbashi this spring. “Dekabo” is an abbreviation for the English word decarbonization, which means decarbonization.The word was born out of the desire to create a password so that everyone can enjoy working on it.
“Dekabo Food Marche”, a co-creation platform that promotes a decarbonized society, Earth hacks, and Mitsui Fudosan, is a marche that exhibits decarbonized foods. In recent years, carbon-free products have been widely available in apparel, but food-like items are likely to become more popular because they can be easily picked up and purchased.
Furthermore, this marche was held as part of the food innovation project “&mog by mitsui Fudosan” launched this spring by Nihonbashi-based Mitsui Fudosan. Even if there is a socially significant new food technology or a product that utilizes it, it is difficult for manufacturers alone to spread it among people and cities. Therefore, Mitsui Fudosan actively supports food business development and scale expansion by making use of the company’s commercial facilities, creating opportunities to promote products and services at marches, and creating business negotiations at exhibitions. There is. The idea behind this Marche event is not just to sell products, but also to “provide a new value experience of sustainable food in the Nihonbashi area.”
Choose products based on the “Decabo Score” that shows the degree of contribution to decarbonization at a glance!

Products display a “decabo score” that quantifies how low carbon they are compared to conventional products.


The pound cake exhibited by the student-led plant-based food project “◯ Shoku-Washoku-” has a cream topping made from vegetable oil.
‘This is the second time that “Decabo Food Marche” has been held.In addition to seven companies, the plant-based food project “Washoku”, which was born from the ideas of students, is participating. As you can see, we display the Dekabosu score on the products we sell so that you can see it at a glance,’ says Ishizaki.
DekaboScore is a numerical value that indicates how much the equivalent amount of carbon dioxide emitted is reduced compared to conventional products. It is a system that displays the percentage off and conveys the “contribution to decarbonization” at a glance. Because it takes a long period of several months to investigate the reduction rate of decarbonization, it is said that many companies were hesitant to do so. However, the feature of Dekabosu Score is that it can be calculated in a short period of one month.
This year’s “Decabo Food Marche” featured a variety of products on display, including Kokubu Group’s “Plant-Based Corned Beef Style” and KOME’S’ gluten-free “Rice Flour Bagels.” What attracted attention was the “〇Shoku-Washoku-” booth, which was born from “Earth hacks Deka Pumpkin Range 2023.”
“Earth hacks Dekaka Oven” issues related to decarbonization. “〇Shoku-Washoku-” is a project that was born out of this. The background lies in the experiences and worries of each student, such as having to separate meals at school lunches due to food allergies, and not being able to go out to eat with friends due to calorie restrictions. From there, he thought, “Let’s create something that people with dietary restrictions can enjoy together,” and came up with the idea of developing plant-based food.
For this year’s “Decabo Food Marche”, we worked on sweets with White Day in mind. Based on the students’ ideas, food culture researcher Ayaya Osanai supervised the creation of the “Easy Matcha Pound Cake” (400 yen), which uses rice flour. On the day of the event, the products were sold at kitchen trucks, and customers were able to choose toppings from two plant-based products: whipped cream made from vegetable oil and cheese cream. One of the roles of &mog by mitsui Fudosan is to widely disseminate next-generation ingredients, such as plant-based foods, that can help solve social issues.
“Then why don’t we start by calculating the Dekabo score and selling it at Dekabo Food Marche,” Mr.Ishizaki said. “It would also be an opportunity for manufacturers who were holding back to take a step forward.” continued Ishizaki.
I would like to continue expanding my activities in Nihonbashi.



Visitors include a variety of people who live in the Nihonbashi area, people who work there, and people who came to shop. They listened carefully to the students’ explanations and picked up the products.
“At events in places like Shibuya, the overwhelming majority of visitors are in their 20s, but at Nihonbashi, there are a lot of people in their 30s to 50s.So everyone listened carefully to the explanations, and I was impressed by the product stories. I got the impression that people were interested in it,” said Katsuta Masuoka of Hakuhodo Mirai’s business office, which operates “Earth hacks Deka Kaborange 2023”.
Indeed, looking at the people who visit Marche, there is a wide range of customer groups and ages. On weekday afternoons, it was crowded with businessmen commuting to the office area, and on the second day of the event, which was a holiday, it was crowded with local residents and people visiting for shopping. The event was held on Coredo Muromachi Nakadori, one of the busiest streets in Nihonbashi, so it’s probably a good idea for it to be so casual that people passing by can stop by.
“Nihonbashi is a city with many famous restaurants and long-established stores that go well with food.I hope to continue to use Nihonbashi as a place to spread Dekabo with food-themed events.” Ishizaki says with high expectations.
“Decabo Food Marche” aims to continue holding regular events in the future. In the future, the company is considering selling carbon-free foods at places where people can easily access them, such as supermarkets and convenience stores. There are many large products that are still in the preliminary stages, so I’m looking forward to seeing what products will be released in the future.
text:Jun Okamoto
photo:Shingo Umezu