#Japan #Tokyo #Kikkoman Soy Milk #Keiko Kitagawa #New TVCM

Kikkoman Soy Milk Takes Center Stage

On March 23, 2026, Kikkoman Soy Foods hosted an event to unveil its business strategy for the upcoming fiscal year along with a brand-new television commercial featuring renowned actress Keiko Kitagawa. This marks a significant moment for soy milk, aligning with the increasing health consciousness and rising awareness of protein consumption among consumers.

Business Strategy for 2026

During the presentation, Junichi Kamei, the head of the marketing division at Kikkoman Soy Foods, shared insights into the company's business strategy for 2026. The soy milk market is experiencing positive growth, reaching record production levels. Kamei emphasized that the primary goal for the year is to transition into what he termed the “fourth growth phase of soy milk.” The initiative focuses on establishing a habit of incorporating protein-rich soy milk into breakfast routines, promoting the idea of “Morning Protein with Soy Milk.”

To effectively communicate the advantages of soy milk, Kikkoman plans to enhance its marketing efforts, drawing attention to the essential role that protein plays in a balanced diet, especially during the morning hours when many individuals tend to lack adequate protein intake.

New TV Commercial: A Surprising Take on Soy Milk

The unveiling of the new TV commercial, titled “Actually, Soy Milk Also Offers Plenty of Protein,” captured the audience's attention. The campaign highlights the lesser-known fact that soy milk contains a comparable amount of protein as traditional breakfast staples like eggs and yogurt. The commercial is designed to blend seamlessly with the morning atmosphere, showcasing the warmth and ease of incorporating soy milk into daily routines through the charming and relatable presence of Keiko Kitagawa.

Keiko Kitagawa Talks Soy Milk

After the commercial screening, a talk session with Keiko Kitagawa provided further insight into her relationship with soy milk. Reflecting on her early career as a model at age 17, she mentioned, “I started drinking soy milk because an older model I admired said it was great for beauty and health. Since then, I’ve made it a part of my daily routine.” In recent years, she has incorporated protein powder into her morning soy milk, emphasizing its benefits for fitness and health.

Kitagawa also discussed the rise in health awareness during the pandemic, noting how she began exploring protein sources to maintain her family's well-being. She creatively integrates soy milk into her cooking, frequently using it in recipes for soups and desserts, much to her children's delight.

A Focus on Health

During the discussion on the importance of morning protein intake, Kitagawa expressed her realization of its significance during her experience with motherhood. She remarked on the convenience of having a bottle of soy milk available in the morning, especially for those busy days when preparing traditional breakfast items might be a challenge.

Her proactive approach includes customizing her morning soy milk routine, blending it with protein powder or introducing delicious flavored soy milk options to her children during breakfast. She noted, “I think offering strawberry or banana-flavored soy milk is a lovely way to make morning routines enjoyable.”

As she looks toward the new year, Kitagawa shared her personal goals, prioritizing health and self-care. “As my daughter embarks on her final year of kindergarten, I aim to cherish each day while focusing on my health. I want to ensure I’m in top shape as I approach my 40s,” she shared with a smile, emphasizing her commitment to maintaining her morning soy milk habit.

The event concluded on an uplifting note, highlighting Kitagawa’s enthusiasm towards a healthy and vibrant future.

Guest Profile: Keiko Kitagawa

Keiko Kitagawa was born on August 22, 1986, in Hyogo Prefecture. She entered the entertainment industry as a model for 'SEVENTEEN' magazine in 2003 and made her acting debut in the drama 'Sailor Moon.' Known for her roles in films such as 'Detective is BAR in,' she has received numerous accolades for her talent. Currently, she stars in the NHK drama 'Bakabake,' continuing to contribute vibrantly to the Japanese entertainment scene.