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 fact, we are receiving an increasing number of inquiries about business development with an eye on overseas markets, such as cultured meat, which is difficult to bring to market in Japan due to unclear legal regulations, and startups working on sustainable products that are attracting interest in Europe and the United States. This led us to consider what kind of support we at &mog could provide.”

As a first step, the company has decided to participate in CES (Consumer Electronics Show), the world’s largest technology trade fair, which will be held in the United States in January 2026. The company will provide full support for the exhibits of two companies: COLDRAW Inc., which creates premium non-alcoholic beverages, and Kinish Inc., which develops dairy alternatives using rice .

“Participation in CES is also one of the initiatives based on the MOU (Memorandum of Understanding) signed between Mitsui Fudosan Co., Ltd. and MUFG Bank to accelerate innovation in the food sector. CES is a highly anticipated conference attended by a large number of startups , major companies , and investors from a wide range of fields from around the world. We believe that exhibiting at CES will not only create opportunities for business negotiations but also lead to increased contact with a variety of players and an increased presence in Japan.”

COLDRAW Co., Ltd. , one of the exhibiting companies , is a startup that uses patented cold and vacuum extraction technology to bring out the natural aroma and flavor of plants , creating unprecedented premium non-alcoholic beverages called “nature cocktails .

From February 2025 , the company will be based in Nihonbashi, occupying the &mog Food Lab , a food research and development support facility operated by Mitsui Fudosan . At CES , the company will have a booth as a company symbolizing a cutting-edge approach in the food industry , and will be promoting the potential of plant materials and the value of environmentally friendly extraction technology to the world, centering on its next-generation plant extract extraction machine, the COLDRAW Extractor.

“We are considering various forms of support beyond just exhibiting at exhibitions like this one, such as test sales using Mitsui Fudosan’s overseas commercial facilities and conducting surveys of overseas visitors to international events held in Tokyo,” says Yoshida.

We look forward to keeping an eye on the future of the &mog project as it expands on the global stage, including collaboration with partner companies based overseas and startups that are already expanding overseas .

text : Kimiko Honma
photos : Yoshiko Yoda