#Japan #Tokyo #Protein Intake #Health Awareness #Asatanpaku

The Rise of Morning Protein Consumption

The Asatanpaku Association, established on September 3, 2025, is witnessing a substantial surge in support, as nine new organizations have joined its ranks as affiliate members. This initiative aims to promote the significance of actively consuming protein in the morning among consumers.

The newly added affiliate members include notable companies and organizations, such as Otsuka Foods Co., Ltd., Nissin Cisco Co., Ltd., Nissin Foods Holdings Co., Ltd., the Japan Adult Disease Prevention Association, House Foods Group, the National Council for Early Sleep and Breakfast, Himalaya Co., Ltd., Marine Foods Co., Ltd., and Misuzu Corporation. With the addition of these new members, the total count of supporters of the Asatanpaku Association has risen to 18, solidifying its mission to advocate for healthy morning habits.

Collaboration for Informed Health Choices

The Asatanpaku Association will continue collaborating with three expert advisors: Professor Naoko Ishiwata from Aoyama Gakuin Women's University, Professor Satoshi Fujita from Ritsumeikan University, and Associate Professor Yu Tahara from Hiroshima University. Together, they will develop evidence-based advocacy activities and disseminate vital information related to dietary choices.

The new year symbolizes a fresh start, making it an ideal time for individuals to reassess their dietary habits and lifestyle choices. Heightened knowledge about the critical role of proteins in daily nutrition emphasizes the need to make a change now. The Asatanpaku Association encourages the public to embark on the “Morning Protein Habit” journey.

Why Morning Protein Needs Attention

In recent years, there has been a growing spotlight on protein as an essential nutrient for maintaining body structure, supporting physical capabilities, and regulating the body clock. It cannot be adequately consumed in a single meal, and thus it's crucial to distribute protein intake across all three daily meals — breakfast, lunch, and dinner. However, it has been noted that protein consumption during breakfast is often insufficient, raising concerns about nutritional balance.

Introducing the morning protein routine at the beginning of the year can serve as a hearty stepping stone towards better health. Adopting a nutrient-rich breakfast is fundamental to establishing this practice. The Asatanpaku Association’s message, “Let’s Start the Morning Protein Habit,” aims to heighten awareness around the importance of consuming protein in the morning, showcasing its role in promoting better health outcomes among the general populace.

Expert Insights on Nutrition

Among the advocates are several esteemed experts. Professor Naoko Ishiwata, specializing in Nutrition and Food Sciences, extends her research on the health impacts of soybean isoflavones, addressing various age groups, especially women. Her work is instrumental in educating the public on integrating soy into modern diets.

Professor Satoshi Fujita, an expert in exercise physiology and biochemistry, has been at the forefront of various studies highlighting the correct ways to consume protein. He has authored titles like “How to Correctly Consume Protein,” guiding both students and instructors in the field of sports nutrition.

Associate Professor Yu Tahara, focusing on circadian biology and nutrient timing, draws attention to the significance of protein in aligning the body’s internal clock with nutritional intake. His published works address the health benefits of precise nutrient consumption.

Through the expertise of these advisors, the Asatanpaku Association seeks to influence public perception and instill the habit of morning protein consumption — a change that can significantly enhance one’s health.

The Asatanpaku Association remains steadfast in its mission to ensure that more individuals recognize and embrace the importance of morning protein intake as a fundamental aspect of their daily routine. For further information regarding the association and its members, visit their official website: Asatanpaku Association.