#Japan #Shibuya #Aoyama Gakuin #Kewpie #GREEN KEWPIE

Kewpie and Aoyama Gakuin University Join Forces for a Sustainable Future

Kewpie Corporation, headquartered in Shibuya, Tokyo, in collaboration with Aoyama Gakuin University, has initiated the "Changing the Future with 'Delicious'! Kewpie × Aoyama Gakuin University Project." This initiative, which begins in December 2024, aims to educate students and enhance the visibility of Kewpie's GREEN KEWPIE brand. It emphasizes sustainable dietary practices to benefit both people and the planet.

The GREEN KEWPIE brand integrates plant-based food products to address rising health consciousness and environmental concerns. Among its offerings are innovative products like "HOBOTAMA", which mimics the taste and texture of eggs, and a mayonnaise-type product made from plant ingredients that maintains the rich flavor profile of traditional mayonnaise. This project is a response to growing consumer interest in sustainable food products.

Background of the Project

The idea for this collaboration originated from the Aoyama Marketing and Creative Award (AMCA), a contest that fosters innovative marketing ideas among students. In 2024, students proposed using GREEN KEWPIE as their focus, asking, “How can we communicate the deliciousness of GREEN KEWPIE?”

A total of 161 students from ten departments participated in the competition, and several companies, including Kewpie, provided insights into brand marketing and business strategies. Following enthusiastic presentations and a high level of proposal development, Kewpie expressed interest in turning two award-winning projects into reality. This led to the establishment of the current collaboration.

Early Project Activities

In the early stages of the project, the two student teams began by understanding the origins of the GREEN KEWPIE brand and the significance of plant-based foods. Each team presented their marketing strategies, receiving feedback from Kewpie’s professionals on challenges and opportunities for execution. After several months of refining their concepts, the proposal titled "Green Campus" was selected. Led by a student named Keita Kitamura, the team plans to implement this initiative at Aoyama Gakuin University's Aoyama Campus in the fall of 2025.

Kewpie’s vision for the project is not only to expand student knowledge of marketing but also to access fresh perspectives that can innovate approaches targeted at the younger demographic. This collaborative effort seeks to promote the delicious aspects of GREEN KEWPIE widely.

Goals and Ambitions

Kewpie Corporation's executive officer, Shinya Hamazaki, emphasizes the energy and creativity that students bring, believing it will dissolve barriers to expanding the recognition of GREEN KEWPIE. He remarks, “This collaboration offers a valuable opportunity for the students while allowing Kewpie to explore new food possibilities.”

The Dean of the Business School at Aoyama Gakuin, Professor Nobuhiko Kubota, also highlights the significance of this partnership. He notes how it represents a commitment not only to the brand but also to the growth and development of students, thanking Kewpie for facilitating this unprecedented project.

Students from Aoyama Gakuin expressed excitement about this collaborative process or ‘co-creation,’ recognizing the practical marketing education they're receiving and aspiring to spread awareness of GREEN KEWPIE's delicious flavors among their peers.

Conclusion

The partnership between Kewpie and Aoyama Gakuin University illustrates a dynamic model for integrating business with educational experiences. As they work together over the coming year, both parties aspire to cultivate a shared understanding of sustainability while promoting plant-based food options, ultimately setting a precedent for future collaborations in social action and environmental responsibility.
For more information, check out the GREEN KEWPIE special site here.