#Japan #candy innovation #Setagaya, Tokyo #Senshu University #Kanro

Exploring New Candy Habits: The Kanro Collaboration with Senshu University

In a unique initiative, the Management Department at Senshu University, led by Professor Atsushi Kobuma, has teamed up with Kanro Co., Ltd. to embark on an innovative project aimed at revitalizing candy consumption among the younger generations, particularly those in the Alpha and Z generations. This partnership is poised to create a new framework for candy habits, engaging students in market research and product development that could shape the future of candy marketing.

Background of the Project

The collaboration stems from a series of research endeavors by Professor Kobuma's seminar, which has focused prominently on understanding the values and consumption behaviors of younger generations. Past projects provided a solid foundation in exploring consumer trends, enabling students to generate insights on product development and marketing strategies in partnership with established companies.

This new project, titled the "Kanro Research Institute," targets the issue of declining candy consumption among young people. Instead of viewing candies merely as sweet treats, the goal is to explore their broader value and potential in everyday life.

Phase One: Understanding Candy Consumption

As an initial step, the seminar conducted an awareness survey among university students regarding their candy consumption habits. The findings revealed that 57.8% of students had consumed candy within the last month. However, among those who had eaten candy recently, nearly 50% identified lozenges as their choice. This suggests a shift in perception—candies are often selected for specific occasions, like soothing sore throats, rather than being seen as a regular snack choice.

The results raised critical questions for the students: "How can we make candy more appealing to young people?" and "What new contexts for consuming candy can we create?" These inquiries will guide their continued research and brainstorming, ensuring that their solutions are grounded in a realistic understanding of current consumer habits.

Together with the Kanro Research Institute, students will analyze the data collected and propose new scenarios in which candies can re-enter young people's daily lives. These proposals will be aimed not only at reinvigorating the demand for candies but also at establishing new cultural contexts for consuming them.

A Commitment to Social Impact

The overarching theme of this collaboration is the commitment to social impact through education and practical engagement. By participating in this initiative, students are not only gaining valuable marketing skills but are also contributing to a project that could influence candy production and consumption trends in society. Their analyses and insights are packaged into reports that will be shared through public seminars and media platforms, thus promoting their findings on a larger scale.

The integration of academic research with real-world applications possesses the potential to influence corporate strategies and product development at Kanro. The project emphasizes how student insights can shape industry practices, highlighting the significant role of collaboration between academia and industry.

About Kanro Co., Ltd.

Founded in 1912, Kanro Co., Ltd. is renowned for its production of candies and other confectionery products. The company's headquarters is located in Tokyo. With the motto, "Sweeten the Future," Kanro is dedicated to exploring new dimensions of value in candies, ensuring they remain relevant despite changing consumer preferences. The company is publicly traded on the Tokyo Stock Exchange (Ticker: 2216) and has been responsive to market trends by adapting its product offerings since its inception.

Looking Ahead

This collaborative project presents an exciting opportunity for Senshu University students to engage directly with a long-established company like Kanro. Through continuous exploration of young people's attitudes towards candy, this initiative not only seeks to foster innovative habits but also aims to make candy an entrenched part of contemporary youth culture. The impact of this ongoing project will be closely watched as it unfolds, with the hope of reinvigorating a sweet tradition in younger generations.

With the Kanro Research Institute's foundational role, this project can lead to a cultural renaissance around candies, ensuring their place in modern society while potentially reshaping the industry landscape for years to come.