Kewpie's Interactive Event: Cultivating Children's Love for Salads in Shibuya

On August 31, in celebration of Vegetable Day, Kewpie Corporation held a delightful event titled "Fun with Salads! Kewpie and Vegetable Friends Park" at Shibuya Sakura Stage in Tokyo. This experiential event, running on August 29 and 30, aimed to instill a love for salads in children, particularly those aged three to elementary school level.

According to a survey conducted by Kewpie, around 70% of children have a distaste for certain vegetables. This aversion to veggies is often a source of stress for parents. Thus, Kewpie envisioned this event as an opportunity to transform Vegetable Day into a day for children to develop a fondness for salads. This year marked the third time the event was held at Shibuya Sakura Stage, focusing on the joy of salads and combining them with dressings and other favorite foods.

The event highlighted the allure of salads through sensory learning activities, workshops, and a scavenger hunt. Attendees expressed positive feedback in surveys, remarking that their children, who typically avoided salads, found the experience much more engaging and were willing to taste and enjoy salads by the end of the event. One parent shared how it created wonderful memories for their daughter at the end of summer vacation.

Discovering the Secrets of Salads Through Interactive Challenges

A key highlight of the event was the "Salad Secrets Discovery Rally," where children could earn special medals by participating in various quizzes and activities. Among these, they were challenged to identify different vegetables by hearing cooking sounds through headphones or by feeling the vegetables in hidden boxes. This sensory approach brought the mystery of salads to life.

Particularly popular was the "Shopping Challenge," where families simulated a visit to a supermarket to select ingredients for their favorite salads. Children tackled the challenge by recalling what ingredients were used at home, often guided by their parents sharing tips like their unique family touches to dishes like potato salad or Caesar salad. Children showed excitement in learning more about the vegetables they often consume without thought and made their own possibilities for home cooking, expressing wishes to try making coleslaw at home in the future.

Participants were rewarded with special medals upon completing all six activities. They also received a "Salad Secret Encyclopedia" and Kewpie merchandise, encouraging further exploration in the world of salads.

Enjoying Personalized Salads at the Salad Stand

Another interactive area, the "Salad Stand," showcased an exclusive line of original salads designed for the event. Children could choose their favorite from options like "Colorful Chicken and Corn Salad" or "Shrimp and Egg Salad," while adults could indulge in choices like "Roasted Chicken and Egg Salad" or "Salmon and Avocado Salad." Additionally, over ten types of Kewpie dressings and toppings such as croutons were available for guests to personalize their salads.

Feedback was also positive from parents whose children typically disliked vegetables. Many appreciated how the opportunity to self-select dressings and toppings altered their child's perception of salads, making them more desirable. One parent shared that their child, who often shies away from greens, enjoyed the chance to choose what they wanted and ended up trying more food than usual.

Creative Workshops for Family Bonding

The event featured two engaging workshops that families could participate in together.
1. Cake Salad Creation: Families could craft a colorful "cake salad," perfect for special occasions, using fun vegetable shapes to decorate. Kewpie representatives expressed hopes that families would recreate these festive salads at home for celebrations.
2. Lunch Cloth Workshop: This workshop taught children how to use the cross-sections of real vegetables to stamp patterns onto fabric, creating original lunch cloths. Children were amazed at the designs they could achieve, like stars from okra or rose-like patterns from sliced komatsuna stems, allowing them to take home a unique reminder of the event.

To improve the visitor experience, this year the event implemented a pre-registration system for indoor activities to minimize wait times while outdoor areas remained open for walk-ins, ensuring everyone could enjoy the varied activities available.

Kewpie's Commitment to Family-Friendly Experiences

Miyuki Wakamatsu from Kewpie’s advertising department expressed her personal connection to the event as a mother. She understands the challenge of getting children to eat vegetables without feeling it’s a chore. This event serves as a bridge, allowing children to interact with vegetables and salads in a fun way, ultimately creating positive associations. Kewpie continues to look forward to welcoming families year after year.

To keep the spirit of the event alive at home, Kewpie releases recipes for the salads created during the workshops and the Salad Stand on their official site. The collection includes easy and festive recipes that encourage families to explore the joys of salads together.

Enjoy a more delicious and interesting salad experience with Kewpie!

For more information, visit the event's special site at Kewpie Vegetable Day Event.