#Japan #Tokyo #Food Tech #MISOVATION #Miso Soup

MISOVATION's Remarkable Achievement at Food Tech Venture Day NEO

On April 11, 2025, the food tech startup MISOVATION celebrated a stellar achievement by securing both the Watanaya Bessou Award and the UnlocX Award at the Food Tech Venture Day NEO Vol. 2 in Tokyo. This event showcased eleven pioneering companies aiming to innovate the food industry through technology and ideas. MISOVATION, led by CEO Yuto Saito, was recognized for its innovative approach to transforming traditional Japanese food into a high-value, complete nutritional product. The company's unique business model not only revitalizes the local miso industry by collaborating with breweries across Japan but also addresses pressing challenges in marketing and distribution.

The Essence of Food Tech Venture Day NEO

Food Tech Venture Day NEO serves as an interactive pitch event designed to foster collaboration between startups and established businesses. The second iteration emphasized the theme 'Traditional Japanese Cuisine × Technology.' Participants aimed to explore how Japan's rich culinary heritage can evolve through technological advancements. MISOVATION stood out among the eleven firms, ultimately clinching the dual awards through a rigorous evaluation process conducted by a panel of esteemed judges including industry leaders from UnlocX and Watanaya Bessou.

Held at the Public-Private Collaboration Hub in Minato, Tokyo, the event attracted around 70 attendees who engaged in networking, tastings, and demonstrations, further solidifying a collaborative ecosystem focused on revolutionizing the future of food.

Comments from the Judges

The achievements of MISOVATION were warmly applauded by the judges. Yoshimoto Kobara, CEO of Watanaya Bessou, expressed his admiration, noting the importance of cultural preservation and innovation. He emphasized how the company harnesses the power of technology to craft a sustainable health culture through its robust network of miso breweries.

On the other hand, Tomoyuki Sumi, Co-Founder of UnlocX, reflected on the universal craving for miso soup, highlighting its significance in Japan's cultural fabric. He was particularly thrilled by MISOVATION’s vision to redefine miso from a traditional food into a contemporary superfood that meets modern health needs, thereby engaging the next generation in Japan’s culinary traditions.

Insights from MISOVATION's Leadership

Yuto Saito, CEO of MISOVATION, expressed gratitude for receiving such prestigious accolades. He stated that the awards inspire the company to further explore the health benefits of miso and leverage digital transformation in revitalizing its market. The startup, which began its journey focused on direct-to-consumer sales, is currently evolving into a B2B platform that supports local miso breweries in their growth.

MISOVATION aims to blend tradition and technology, creating innovative economic models that highlight the rich history and future potential of Japanese miso culture. The company’s flagship products include nutrient-dense miso soup named 'MISOVATION' and subscription-based craft miso paste delivery service 'MISOBOX.'

About MISOVATION

Founded in March 2021, MISOVATION bases its vision on enhancing health through the fusion of Japanese cuisine and technology. The startup collaborates with over 40 traditional miso breweries nationwide, employing fermentation techniques and supply chain solutions that align with its goal of high-value product development.

This company has garnered significant attention through various accolades, including selections for programs aimed at nurturing startups in Japan and beyond. Saito’s innovative approach reflects a deep understanding of the necessity for not just rapid growth, but sustainable, culturally aware market practices.

In essence, MISOVATION represents a beacon of hope for the future of Japanese food culture, one that is poised for growth through technological advancements while remaining deeply rooted in its traditions. The company remains committed to collaboration, leveraging resources to forge a sustainable future for miso and its associated health benefits.