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Celebrating Dairy Excellence at the 2025 Milk for Smile Project Report Meeting

On March 24, 2026, the Japan Milk Association (J-milk) held the "2025 Milk for Smile Project Exemplary Case Report Meeting" to celebrate notable contributions from its 1,121 registered members nationwide. The event highlighted 26 exemplary initiatives that demonstrated innovative ways to increase the appeal of milk and dairy products, ultimately awarding recognition to seven outstanding projects.

From Points to Lines, Then to Surfaces: Expanding the Milk for Smile Project

During the opening remarks, J-milk President Yoichi Onuki emphasized the ongoing challenges in milk supply and demand but noted that each initiative emerging across the country serves as vital support for the dairy industry, stating, "Efforts are expanding from points to lines and eventually creating a vast network of support."

Progress and Developments of the Project

The meeting also included a report from the J-milk secretariat on the project's progress. This year, it was revealed that the number of registered members had reached 1,121, with approximately 230 events listed on the project's portal site. The project achieved over 1 million views for its promotional videos and enhanced communication through social media. Efforts to develop an information platform included the expansion of AI chat features and matching capabilities, further strengthening visibility and transparency of initiatives across the nation.

Diverse Initiatives: 26 Exemplary Cases

The exemplary cases from this year were categorized into seven distinct areas, showcasing the project's diverse activities. These included:
1. Timely Demand Generation: Responding to supply-demand issues.
2. Experience Value Creation: Utilizing local characteristics through real events and interactions.
3. Approaching Youth: Engaging the next generation with digital content.
4. Cross-Sector Collaborations: Creating new connections and value.
5. Expanding Consumption Scenes: Promoting the allure of milk recipes.
6. Health Promotion through Sports: Enhancing understanding of dairy in relation to health.
7. Co-Creation Activities: Engaging consumers and stakeholders in collaborative consumption expansion efforts.

Each of the 26 notable projects demonstrated innovation, sustainability, and potential for growth. Examples included tasting events at local inns, demand stimulation campaigns during winter, student-developed milk recipes, PR synergy with sports events, and social media campaigns that engaged the community in creative ways.

Honoring Excellence: Award Recipients

Subsequent to the introduction of exemplary cases, the report meeting recognized seven award-winning projects. These were selected based on criteria of novelty, usability, creativity, sustainability, versatility, and growth potential. J-milk’s Executive Director Watanabe then offered insights into the evaluation process.

Key Award Recipients:

• - Consumption Promotion Initiatives by Governmental Bodies: Recognized for avoiding supply-demand imbalances during peak seasons, resulting in enhanced national consumption.
• - The "Post-Bath Milk Future Conference" Event: Involving milk tasting sessions to modernize the onsen culture.
• - Web Media by Morinaga Milk Industry Company: Simplifying dairy connections for users and instilling curiosity through engaging content.
• - Morning Milk Project by Kyushu Dairy Federation: Targeting breakfast habits through effective sampling strategies.
• - Student-Created Recipes Broadcasted on Local Media: Showcasing innovative ideas for home cooking using milk.
• - Milk Promotion at Mazda Stadium 2025: Combining sports with milk advocacy efforts.
• - Local Milk Trading Cards Project: Creating engaging collectible experiences to boost interest.

Recipient Presentations: Effective Strategies and Responses

Following the awards, the honored recipients delivered presentations detailing their implemented strategies and the commitment shown within their communities.

Spotlight on Recipients:

• - Post-Bath Milk Future Conference: A talk event proposed by students leading to a successful tasting initiative highlighted consumer preference changes toward milk understanding.
• - Milushi Web Media: Aimed at bridging gaps between dairy and consumers while encouraging participation in discussions about the milk supply chain.
• - Morning Milk Project: Focused on significant behavioral changes regarding milk in breakfast habits across various demographics.
• - Student Recipe Innovations: Leveraged media exposure to inspire at-home cooking, evolving public perception on milk utilization.
• - Mazda Stadium Promotions: Cultivated continued engagement through events that drew families and youth towards the health benefits of milk.
• - Milk Trading Cards: Used creative packaging to enhance collectability and engage families with milk products.

Future Expansion of the Milk for Smile Project

As the meeting concluded, attendees were optimistic about the continued growth and outreach of the Milk for Smile project, recognizing the essential role that dairy plays in fostering connections within communities and the necessity for ongoing innovation in the industry.

About Milk for Smile Project

Launched in June 2022 by the Ministry of Agriculture, Forestry and Fisheries and J-milk, the Milk for Smile project aims to expand milk and dairy product consumption through collaborative efforts across public and private sectors. Various enterprises, organizations, and municipalities utilize a common logo to promote this mission.

Conclusion

The success stories showcased at this year's report meeting exemplified the dedication and creativity that various stakeholders bring to the dairy sector, thereby energizing the movement to encourage milk consumption nationwide.