Exploring Kakao’s Journey & Its New Possibilities at the 28th National Confectionery Fair in Hokkaido

Dive into the World of Kakao at the 28th National Confectionery Fair

The 28th National Confectionery Fair, known as SMILE SWEETS HOKKAIDO, will take place from May 30 to June 15, 2025, at the Northern Arc Daisetsu Arena in Asahikawa, Hokkaido. This significant event, organized by the Asahikawa City Confectionery Association and others, will serve as a platform for visitors to explore the rich world of cacao, the primary ingredient in chocolate.

Learning About Cacao

Meiji Co., Ltd., represented by President Katsuya Matsuda, aims to enhance public understanding of cacao’s production processes and its potential. Over the past 20 years, Meiji has actively supported cacao-producing countries, addressing critical social issues such as child labor and deforestation. The company’s exhibition will showcase the journey of cacao from bean to chocolate, alongside discussions of the challenges faced in cacao-producing regions. Visitors can gain insights into cacao production methods through firsthand experiences, such as handling the weight of cacao harvest baskets and viewing videos demonstrating cacao fermentation.

Interactive Exhibition Features

The exhibition will feature a special 360-degree video tour of cacao farms in Tomé-Açu, Pará, Brazil, highlighting sustainable farming practices. Participants will have the chance to engage with various experiential displays that illustrate the complexities of cacao production. Meiji believes that understanding these processes will help raise awareness about the social issues linked to cacao farming.

Emphasizing Cacao’s New Value

In line with its ongoing campaign, “Open Cacao,” launched in 2022, Meiji aims to redefine cacao as a versatile ingredient with untapped potential. This initiative focuses on increasing cacao's economic value and ensuring that benefits return to cacao-producing communities. As part of this effort, Meiji will present products crafted from cacao husk, developed through upcycling, offering a unique chocolate-like aroma in non-food applications. Furthermore, attendees can explore cacao-derived beauty support ingredients, including the world's first cacao ceramide, which will be unveiled in January 2024, expanding the contexts in which cacao can be utilized beyond confectionery.

Addressing Food Sustainability

Moreover, Meiji will introduce the “Food Circle” project, a collaborative effort aimed at reducing food waste, promoting food donations, and ensuring food accessibility, emphasizing a holistic approach to food sustainability. Guests will learn about innovative strategies and initiatives that contribute to these significant goals.

Exciting New App Launch: Honobono Kakao育成ゲーム

Adding an interactive element to the exhibition, Meiji is excited to unveil its debut mobile app, the “Honobono Kakao育成ゲーム” (a nurturing game featuring Teoteo the cacao fairy), which will launch on May 7, 2025. This game invites players to engage with the world of cacao through various informative activities. Users can explore topics ranging from cacao basics to fun facts, while participating in playful elements that enhance their understanding of cacao. Notably, the app includes features such as a “Chocolate Gacha” recommending random chocolate selections and a “Chocolate Log” for users to track their favorite chocolates. Those attending the fair will have an exclusive opportunity to complete special missions to earn limited edition in-game outfits.

Event Details

Join us at the 28th National Confectionery Fair from May 30 to June 15, 2025. The fair will be open from 10:00 AM - 6:00 PM daily, and until 5:00 PM on the last day. Located at the Northern Arc Daisetsu Arena in Asahikawa, Hokkaido, this event represents an exciting intersection of education, innovation, and enjoyment for anyone interested in cacao.

Conclusion

The 28th National Confectionery Fair provides an in-depth exploration of cacao, a journey of production, and a celebration of the possibilities that lie ahead for this beloved ingredient. Meiji’s commitment to sustainability and education ensures that attendees will walk away with a greater appreciation for cacao’s role, not just in chocolate, but in creating a positive impact on communities and the planet. For more information, check out the official fair website here.

Stay tuned for updates on our sustainability efforts at the Meiji Group by visiting Sustainability Page.