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 developing and manufacturing its own reproduction confectionery brand, Bunmei Kaika .

“Nihonbashi once flourished as the starting point of the five major roads, and was a city where local specialties from all over the country gathered. Even today, it is a ‘ holy land of food culture ‘ that continues to evolve, lined with long-established food establishments that preserve their long history and flavor. For me personally, it is a place I have always dreamed of in order to advance my research into food culture, and I am truly happy to be able to establish a new base here,” says Osanai.

Osanai has served as an ambassador for &mog by Mitsui Fudosan since 2023 , and is also a co-owner of Fermectes Inc., a company supported by &mog . The company focuses on natto bacteria, which are rich in protein, and the traditional Japanese food technology of fermentation , and has developed Kin-pun , a powdered food product that makes use of natto bacteria itself as a fermented protein food . The company decided to move into &mog Food Lab in order to develop recipes using this and to test sell products .

“In recent years, food-related issues have become increasingly serious, including food shortages due to global population growth, greenhouse gas emissions, and food waste. Kin -pun was created with the aim of creating a new, sustainable food culture to address these issues . Natto bacteria double in volume in 15 to 30 minutes, making it possible to produce it efficiently without using large amounts of land. In the future, it could be made from corn, sugarcane, rice bran, sake lees, soybean oil residue, and other ingredients, making it an upcycled, environmentally friendly food.”

Furthermore, by making it into a powder, it can be incorporated into a variety of foods and dishes, and can accommodate a variety of eating habits. The company is also focusing on developing secondary processed foods such as pasta, bread, and udon noodles.

&mog provided us with a great deal of support, including asking culinary experts for recipe suggestions and conducting test sales at events . The &mog Food Lab is equipped with full-scale kitchen facilities and a social space where we can hold tastings and business meetings, which will likely be a major boost to our new product development.”

The food group led by Osanai has been in &mog Food Lab for about six months. In addition to researching and developing new products and prototypes, they have also deepened their connections with long-established manufacturers and restaurants in Nihonbashi through participation in events hosted by Mitsui Fudosan.
“We’re also grateful for the increased opportunities to come into contact with consumers. For example, we conduct surveys of attendees at events, and we’re seeing concrete results, such as using the data and opinions we gather to develop new initiatives. We feel that being able to receive support from both the hard and soft aspects is a unique strength of & mog Food Lab .”

&mog Food Lab is also collaborating with other companies located within the facility. One such project is the development of a special drink to commemorate the 100th anniversary of the Nihonbashi Food and Beverage Association. The project focuses on tempura, sushi, and eel, three of the great Edo cuisine specialties, and involves commercializing non-alcoholic drinks that complement each of them. The recipes were proposed by COLDRAW , which has a brewery on the second floor of the facility , and development is proceeding in close consultation with the Nihonbashi Food and Beverage Association under the direction of Shoku no Kai.

“The Nihonbashi Restaurant and Food Industry Association is a group of food professionals who have revitalized Nihonbashi while preserving the traditions of its food culture that date back to the Edo period. Meanwhile, COLDRAW Co., Ltd. is a startup that uses its own low-temperature, low-pressure technology to extract multiple plant ingredients, such as tea leaves and herbs, to provide premium non-alcoholic beverages with a fresh, deep flavor. This project marks the 100th anniversary of the Nihonbashi Restaurant and Food Industry Association, and aims to widely disseminate new initiatives for the next 100 years.”
Three completed drinks will be sold at the Food Collection on the first basement floor of the main building of Nihonbashi Mitsukoshi Main Store for a limited period of seven days from Wednesday , October 29th to Tuesday , November 4th .

In addition, &mog Food Lab has collaborated with companies and organizations that use the shared kitchen on the fourth floor. In May of this year , Shoku no Kai set up a stall at the Nihonbashi Kusare Market, held in Nihonbashi Odenmacho, and supported the sales of vegan muffins that a startup company had prototyped at the facility.
“The Food Association is also in charge of running and managing &mog Food Lab , and we interact daily with various companies and chefs who come to preview and tour the facility. We have many opportunities to talk about our respective businesses and the development of food in Nihonbashi, and these interactions are a great source of nourishment for us,” says Osanai.
Food Association has been exploring food in Nihonbashi , an innovative town where the past and future blend together , and has created a new food culture through social implementation. Expectations are rising for its future developments.

■Profile
Osanai Ayame

food culture researcher
Food Association Co., Ltd. Representative Director
Fermectes Co., Ltd. Co-owner

“The clash between Japanese and Western food cultures ,” and recreates it from historical documents. He aims to create a sustainable food culture. While studying at Keio University’s School of Policy Management, he founded Shoku no Kai Co., Ltd. In 2019 , he opened “Shoku no Kai Nihonbashi” as a place to create and serve re-created dishes.

■Credits
Text : Kimiko Homma
Photography : Yoshiko Yoda