Ajinomoto AGF Collaborates with Students in the Mirafan Project for Future Value Creation
In a bid to engage younger consumers and create new value for the future, Ajinomoto AGF, led by CEO Kenji Shimamoto, has initiated the "Mirafan Project" in collaboration with Earth Hacks Inc. Based in Shibuya, Tokyo, under the leadership of President Sumito Sekine, this innovative project aims to co-create new marketing strategies with university students. Scheduled for implementation between May and June 2025, this marks the project's second year following its launch in 2023.
The Mirafan Project focuses on collaboration between two departments within Ajinomoto AGF: the Fan Marketing Promotion Department and the Sustainability Promotion Department. In the 2025 iteration of the project, the Fan Marketing Promotion Department sought ideas for social media content targeting Generation Z. Students brainstormed how products could provide value to this demographic, presenting their concepts in a showcase where employees rated their ideas. The best proposals will be transformed into videos to be shared via the official TikTok account of Ajinomoto AGF.
Meanwhile, the Sustainability Promotion Department explored sustainable business ideas that resonate with Generation Z, emphasizing both economic and social value. Employees reported that this interaction helped them better understand the values and perspectives of the younger generation. Simultaneously, student feedback from post-event surveys revealed a strong sense of personal growth and a deeper comprehension of the food industry. Comments highlighted the evolution of analytical and communication skills, with a satisfaction level reported at a remarkable 100%. Furthermore, students noted how the frameworks developed during the Mirafan Project were beneficial in other activities, showing its broad applicability in their learning journey.
The project also enabled students to gain insights into the workings of a food manufacturer, sparking greater interest in the food industry. They expressed that the experience allowed them to sense the passion of employees and develop a deeper attachment to the products, paving the way for future brand loyalty.
Background of the Mirafan Project
The initiative was designed to strengthen engagement with younger demographics while co-creating value with future fans. Since 2022, Ajinomoto AGF has participated annually in the Dekabou Challenge hosted by Earth Hacks, which involves collaboration between businesses and university students on projects that address decarbonization.
Launched in November 2023, the Mirafan Project allows Ajinomoto AGF to collaborate with students from the Dekabou Challenge, establishing a platform for co-creation with these potential future fans.
Future Outlook
Between 2023 and 2024, insights gained from the younger generation through this project have been shared internally at Ajinomoto AGF. Notably, it has been observed that older consumers tend to want coffee during moments of transition from 'on' to 'off,' while younger consumers prefer coffee as a way to shift from 'off' to 'on,' perhaps as a means to re-energize. Additionally, insights reveal that young people are adept at transforming negativity into positivity. In 2025, plans are in place to further evolve the project, utilizing student-generated ideas to bring them to fruition. The Business Creation Department is evaluating 57 ideas from this project and intends to explore the business feasibility of the most favored concepts within the coming fiscal year.
Simultaneously, Ajinomoto AGF aims to integrate diverse perspectives from Generation Z and students—audiences that inherently possess values absent in the company—to search for the seeds of innovative ideas for the future.
About Earth Hacks Inc.
Earth Hacks is a co-creation platform focused on developing decarbonized products, services, and business models based on consumer input. They provide companies and organizations with the unique "Dekabou Score," showing the reduction rate of CO2 emissions compared to traditional products. Through practical business challenges, Earth Hacks promotes cooperative initiatives between companies and the younger generation, facilitating the co-creation of businesses that contribute to a decarbonized society.
The Mirafan Project focuses on collaboration between two departments within Ajinomoto AGF: the Fan Marketing Promotion Department and the Sustainability Promotion Department. In the 2025 iteration of the project, the Fan Marketing Promotion Department sought ideas for social media content targeting Generation Z. Students brainstormed how products could provide value to this demographic, presenting their concepts in a showcase where employees rated their ideas. The best proposals will be transformed into videos to be shared via the official TikTok account of Ajinomoto AGF.
Meanwhile, the Sustainability Promotion Department explored sustainable business ideas that resonate with Generation Z, emphasizing both economic and social value. Employees reported that this interaction helped them better understand the values and perspectives of the younger generation. Simultaneously, student feedback from post-event surveys revealed a strong sense of personal growth and a deeper comprehension of the food industry. Comments highlighted the evolution of analytical and communication skills, with a satisfaction level reported at a remarkable 100%. Furthermore, students noted how the frameworks developed during the Mirafan Project were beneficial in other activities, showing its broad applicability in their learning journey.
The project also enabled students to gain insights into the workings of a food manufacturer, sparking greater interest in the food industry. They expressed that the experience allowed them to sense the passion of employees and develop a deeper attachment to the products, paving the way for future brand loyalty.
Background of the Mirafan Project
The initiative was designed to strengthen engagement with younger demographics while co-creating value with future fans. Since 2022, Ajinomoto AGF has participated annually in the Dekabou Challenge hosted by Earth Hacks, which involves collaboration between businesses and university students on projects that address decarbonization.
Launched in November 2023, the Mirafan Project allows Ajinomoto AGF to collaborate with students from the Dekabou Challenge, establishing a platform for co-creation with these potential future fans.
Future Outlook
Between 2023 and 2024, insights gained from the younger generation through this project have been shared internally at Ajinomoto AGF. Notably, it has been observed that older consumers tend to want coffee during moments of transition from 'on' to 'off,' while younger consumers prefer coffee as a way to shift from 'off' to 'on,' perhaps as a means to re-energize. Additionally, insights reveal that young people are adept at transforming negativity into positivity. In 2025, plans are in place to further evolve the project, utilizing student-generated ideas to bring them to fruition. The Business Creation Department is evaluating 57 ideas from this project and intends to explore the business feasibility of the most favored concepts within the coming fiscal year.
Simultaneously, Ajinomoto AGF aims to integrate diverse perspectives from Generation Z and students—audiences that inherently possess values absent in the company—to search for the seeds of innovative ideas for the future.
About Earth Hacks Inc.
Earth Hacks is a co-creation platform focused on developing decarbonized products, services, and business models based on consumer input. They provide companies and organizations with the unique "Dekabou Score," showing the reduction rate of CO2 emissions compared to traditional products. Through practical business challenges, Earth Hacks promotes cooperative initiatives between companies and the younger generation, facilitating the co-creation of businesses that contribute to a decarbonized society.
Topics Consumer Products & Retail）
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