#Japan #Social Marketing #Oisix #Noto Peninsula #Fujisawa

Understanding Oisix's Initiative: 'EAT and SEND for Noto Peninsula'

In March this year, Oisix, a leading subscription-based food service provider based in Shinagawa, Tokyo, made headlines by winning the prestigious 'Grand Prize' at the Social Products Award 2026 (SPA2026) for its initiative 'EAT and SEND for Noto Peninsula'. This initiative, which focuses on disaster recovery following the Noto Peninsula earthquake and torrential rains, serves as an ideal case for the students enrolled in the Social Marketing course at Keio University’s Shonan Fujisawa Campus (SFC), led by Professor Masatoshi Tamamura.

On May 25, the final lecture of the course witnessed students presenting various project proposals aimed at furthering societal impact through the initiative, alongside infomercial creations illustrating their ideas. The classroom buzzed with creative energy as students engaged with a real-world application of social marketing strategies aimed at addressing societal challenges while achieving commercial success.

Context of the Lecture

The integration of social marketing into corporate strategies requires companies to navigate the delicate balance between generating sales and addressing social issues. The ongoing transformations in societal conditions and customer demands must shape business practices, product development, and marketing processes. This course provides an analytical framework, examining the intersection of social change and business, thus nurturing students' ability to devise innovative solutions to persistent social challenges.

In total, 92 students participated in the spring semester course, dedicating their efforts to understand Oisix's award-winning project, 'EAT and SEND for Noto Peninsula'. Employees from Oisix delivered detailed presentations about the initiative, after which students engaged in hands-on exercises to propose sustainable future approaches and develop infomercials to present their creative solutions.

The Collaboration Efforts

To equip students with an understanding of real-world impacts, Oisix collaborated with the university in several ways:

• - Introduced the 'EAT and SEND for Noto Peninsula' project, a support initiative that has been active since 2024.
• - Provided samples of their products that come with donation features.
• - Offered constructive feedback on the students’ created infomercials.

Students' proposals included innovative co-creation campaigns alongside producers from Noto and suggestions for sustaining long-term support through subscription services. Through this engagement, the initiative seeks to demonstrate to younger generations how regular delivery services can facilitate ongoing support for disaster recovery, establishing a new model for supportive consumption.

Infomercial Presentations

The students shared their reflections during the infomercial presentations, highlighting the powerful message that effective communication can enact change in society. One noted, “Not only making good products but also presenting them in a relatable manner is crucial for societal transformation.” They were particularly impressed by how the project shifted from a simple outreach to crafting a new food culture that emerged from recovery efforts.

Another student commented on the complexity of aligning social problem-solving with business activities but emphasized the importance of centering proposals around relatable values, expressing their determination to develop ideas that inspire behavioral and attitudinal shifts within the community.

About 'EAT and SEND for Noto Peninsula'

Despite noticeable progress in business resumption and infrastructure repair two years post-disaster, the region is still grappling with long-lasting economic challenges. The initiative recognizes the ongoing need to respond to vulnerable populations and address specific local needs with tailored approaches. Oisix has actively supported the area since the onset of the disaster, ensuring that assistance is aligned with the voices and requirements of the local community.

Starting from January 4, 2024, Oisix implemented 'EAT and SEND for Noto Peninsula', facilitating easy customer contributions through a donation feature associated with selected products. For every purchased item, ¥50 will be donated toward ongoing support efforts, with Oisix matching contributions to double the impact.

Understanding Social Products

Social products refer to goods and services designed with social responsibility in mind, including elements like eco-friendliness, fairness, and community engagement. The overarching goal is for consumers to connect their purchasing habits with building a sustainable society.

The Social Products Award (SPA) exemplifies Japan's commitment to promoting social products, aiming to reward businesses that contribute to sustainable practices and address social issues through innovative products and marketing strategies.

About Oisix

Founded in 2000, Oisix operates as a subscription-based food delivery service, focusing on organic and minimally processed foods. With a growing membership base of over 361,000, Oisix is dedicated to merging convenience with responsible consumption, directing customers towards sustainable purchasing that supports not only their needs but also those of communities in need.