#Japan #Tokyo #High School #Meiji Milk #Project

Meiji's New Initiative for High School Students

In the hustle and bustle of high school life, Meiji's delicious milk is here to support students. Starting from June 9, the company is launching the `#今日もおつにゅ～` project to connect high school students with milk, creating opportunities for them to enjoy its refreshing taste. This initiative collaborates with creators on popular platforms like Instagram and TikTok, delivering messages about the natural goodness of Meiji’s delicious milk.

Recent trends in the dairy industry highlight an alarming issue: rising production costs and a shortage of successors among dairy farmers are leading to a decline in dairy farming. Furthermore, there's a noted decrease in milk consumption among Japanese people, particularly noted among high school students who often drink less milk after school meal programs end. This disconnection from milk is concerning, considering that milk is a vital source of calcium, necessary for bone health during their developmental years. Milk is packed with essential nutrients including proteins, fats, carbohydrates, minerals, and vitamins, making it an ideal dietary component for teenagers who may struggle with nutrition amidst busy schedules.

Recognizing these challenges, Meiji aims to expand milk consumption during `Milk Month` by engaging high schoolers through the `#今日もおつにゅ～` project. The campaign aspires to provide these students moments of respite from their intensive academic and social lives, encouraging them to enjoy the natural taste of Meiji’s delicious milk. The collaboration with various social media influencers will showcase genuine moments where students can refresh themselves with their favorite dairy drink.

The project not only seeks to increase milk consumption but also to create a solid community around it, by producing fun and relatable content. The video concept humorously illustrates the challenges high school life presents: from stressful classes to the disappointment of sold-out snacks. It's a reminder that it's okay to take a breather and try Meiji’s milk to feel rejuvenated. Participants can expect engaging posts that resonate with their everyday experiences, all while fostering a positive association with milk consumption.

As a leading brand in the dairy sector, Meiji is committed to nurturing a strong connection with young consumers, by continuously promoting initiatives that advocate for milk drinking. The goal is for Meiji’s milk to become synonymous with relaxation and enjoyment in the fast-paced life of students, providing an easy source of nutrition and comfort during essential growth phases.

Project Overview

The `#今日もおつにゅ～` project will feature themed content on popular social media platforms like Instagram and TikTok, where creators will highlight how Meiji’s delicious milk serves as a quick and refreshing break in between classes and activities. This campaign launches on June 9, 2025, at 10:00 AM.

Purpose

The initiative aims to create opportunities for high school students to engage with milk, bringing the natural goodness of Meiji's delicious milk into their daily routines, positioned as a comforting companion to their studies and social interactions.

Campaign Elements

In addition to featuring relatable content, there will be a special promotional campaign with exciting giveaways through Meiji's official social channels. High school students can win unique merchandise like large cushions, T-shirts, slippers, towels, and glass mugs that feature the `#今日もおつにゅ～` branding. This campaign runs from June 9 to June 30, 2025, where followers who repost the campaign content have a chance to win.

Delicious Milk Recipes for Everyone

Moreover, for those who might not typically enjoy milk, Meiji will share various recipes that allow everyone to savor the delightful taste. From smoothies to desserts, these recipes aim to appeal to a broad audience. Seasonal recipes like Acai Banana smoothies and traditional Almond Tofu will be shared, showcasing how easy it is to incorporate milk into diverse culinary creations.

In its 24-year journey, Meiji’s delicious milk has stayed true to its commitment to quality, freshness, and natural flavors, ensuring every glass brings joy and nutrition to its consumers. With continued efforts to connect with younger generations, Meiji is set to maintain its status as a leading name in the dairy industry.