Creating a Sustainable Food Future with Gen Z: The GREEN KEWPIE Project

Uniting Gen Z for a Sustainable Food Future

Kewpie Corporation, based in Shibuya, Tokyo, has embarked on an exciting joint project with Aoyama Gakuin University, aiming to promote the plant-based food brand "GREEN KEWPIE" among the younger generation. Starting from December 2024, this collaboration will culminate in the event "Try! Plant Based Foods", scheduled for October 6, 2025, at the university’s Aoyama campus. This event will feature exclusive menu items created by the students, designed to pique interest in sustainable eating habits.

A Collaborative Vision for Sustainability

The partnership between Kewpie and Aoyama Gakuin University began in December 2024, focusing on the theme of sustainable food through the GREEN KEWPIE brand. This initiative aims to educate young people on enjoying the deliciousness of plant-based foods, responding to the global rise of concern for environmental issues and dietary diversity. The project invites students from the university's business department to conduct thorough analyses of their peers' eating habits, uncovering various personas—students who are health-focused and those who lean towards adventurous tastes.

In developing an accessible menu, participants designed entirely plant-based options alongside recipes that incorporated familiar animal-based ingredients like chicken and salmon. By doing so, they encouraged a more inclusive approach to plant-based eating, allowing individuals to choose based on their preferences and lifestyles.

Exciting Menu Offerings and Events

The event, set to run from October 6 to October 17, 2025, will sell six exclusive plant-based dishes weekly, featuring items like:

- Teriyaki Salad Chicken Sandwich
- Plant-Based Three-Color Rice Bowl
- Two-Color Sauce Pasta Salad
- Plant-Based Taco Roll
- Chilled Mixed Noodles
- Teriyaki Soy Burger

The focus will be on affordability, with each dish priced at 500 yen (approximately $4), making it easy for students to give these new foods a try.

The students behind this project are working tirelessly to achieve their goal of 100% recognition of GREEN KEWPIE among their peers on campus. Apart from menu creation, they have also implemented social media strategies involving student influencers and have negotiated persuasively for advertising within the university to raise awareness.

The Path to Promotion

The initiative was inspired by the "AMCA2024" student competition held at Aoyama Gakuin University, in which 71 teams from various departments participated. Kewpie, impressed by the innovative ideas presented by the students, chose to collaborate with two teams that performed exceptionally well. This practical partnership provides students with hands-on experience in marketing while giving Kewpie invaluable insights into preferences of the younger demographic.

Commitment to Sustainable Eating

GREEN KEWPIE, a brand dedicated to sustainable eating practices, aims to create a future where both the planet and its inhabitants can thrive sustainably. Kewpie not only promotes plant-based options but actively participates in educating today’s youth about the importance of environmentally-friendly diets.

As part of their commitment, Kewpie continues to support students' learning endeavors while working towards a sustainable society through various engaging projects. This initiative takes a holistic approach to food by exploring flavors and promoting a sustainable lifestyle through accessibility in food choices. Students, under the guiding philosophy of environmental consciousness, are set to make a notable mark on their campus and beyond.

Event Summary

Event Title: Try! Plant Based Foods
Date: October 6 (Mon) to October 10 (Fri), and October 13 (Mon/Holiday) to October 17 (Fri) 2025
Location: Aoyama Gakuin University, in front of Building 17
Menu Available: 3 unique items daily, totaling 300 servings over ten days
Price: 500 yen (tax included) per dish

The combination of Kewpie's expertise with the enthusiasm of Aoyama Gakuin students is set to forge a new path towards a sustainable food culture, inspiring others along the way.