#Japan #Tokyo #Kikkoman Soy Milk #Yamauchi Suzu #Kaminari

Kikkoman's Soy Milk School 2025 Launch Event

In an exciting initiative to promote the joy and benefits of soy milk, Kikkoman Soy Foods Corporation held the opening ceremony of "Kikkoman Soy Milk School 2025" on April 9 in Tokyo, featuring special appearances by popular comedy duo Kaminari and talent Yamauchi Suzu. The event aims to enhance public awareness of soy milk through an interactive learning experience, bringing together enthusiasts and newcomers alike.

During the opening, Junichi Kamei, manager of the Marketing Promotion Department at Kikkoman, provided insights into the soy milk market's recent trends. He noted that despite rising prices, soy milk production remains robust, forecasted to grow by 103.1% in 2024 — marking a "fourth soy milk growth phase." Unfiltered soy milk is particularly on the rise, projected to achieve an all-time high production level in 2024. Kamei credited the increasing health consciousness and the rising use of soy milk in cooking as significant drivers for this growth.

To cater to evolving consumer demands, Kikkoman has also launched new commercials and redesigned packaging, aiming to simplify product information. Kamei emphasized the company's initiative to encourage healthy eating habits through its campaign "Start Your Day with Soy Milk," promoting a breakfast habit that incorporates a serving of soy milk to help meet the nutritional needs for protein intake.

The event itself was a delightful blend of education and entertainment. Kaminari's Takumi Ishida and student-dressed Yamauchi Suzu created an immersive school atmosphere, where they humorously reflected on their school days. Takumi, in his teacher costume, exclaimed, “I’m a soy milk fanatic!” and reminisced about his nostalgia-inducing school experiences. Yamauchi shared her own unique high school journey, highlighting the challenges of commuting through rural routes and the joys of youth.

As part of the event's activities, they conducted a morning check on participants' breakfast, emphasizing the importance of protein; Yamauchi shared her healthy meal, while her partner, Akanabe Manabu, humorously admitted to skipping breakfast. This interactive segment encouraged the audience to consider protein-rich options, including the convenience of soy milk.

Another highlight was an informative quiz segment where participants had to answer questions about Kikkoman's soy milk products. From identifying current items for sale to estimating the annual production volume, the trivia sparked excitement and friendly competition among the guests, showcasing the knowledge and fun surrounding soy milk.

The unique taste-test session involving three different soy milk varieties marked a first-time experience for many, introducing them to various flavor profiles. Yamauchi expressed her appreciation for the discovery, while Manabu recognized the versatility of soy milk in culinary applications.

As the event concluded, participants shared their enthusiasm and a desire to integrate soy milk into their daily routines. Takumi, drawing on his teaching background, passionately advocated for making soy milk intake part of everyday life.

This event not only celebrated soy milk but also underscored the joy of learning and engagement, encouraging all to explore the diverse world of soy milk. Kikkoman continues to strive to make soy milk an iconic component of healthy eating habits, leaving a lasting impression on both the fans and newcomers alike.

Guest Profiles

Kaminari

• - Manabu Takeuchi (Left): Born September 16, 1988, in Ibaraki Prefecture.
• - Takumi Ishida (Right): Born July 6, 1988, in Ibaraki Prefecture. A popular comedy duo known for their dynamic performances and humor.

Yamauchi Suzu

• - Born October 3, 2001, in Kobe City, Hyogo Prefecture. Rising star in the entertainment industry, known for her diverse engagements across digital and television platforms.