New Year's Eve Celebration: Hot Milk Service at Tsukiji Hongwanji

As we bid farewell to the old year and welcome the new one, a unique event is set to take place at Tsukiji Hongwanji in Tokyo on December 31. Coordinated by Kyodo Milk Industry Co., Ltd., in partnership with the National Agricultural Cooperative Federation (JA), this event aims to promote milk consumption during the holiday season.

In recent years, winter milk production peaks, yet demand significantly drops, especially during the New Year's festivities when households tend to prepare special dishes that do not require milk. The school holidays further contribute to decreased milk consumption, resulting in a critical drop during this period. Despite the reduced demand, dairy cows must be milked daily. Thus, finding ways to sustain milk consumption during this time is essential for maintaining a steady supply throughout the year.

To tackle this issue, Tsukiji Hongwanji has introduced the “New Year's Eve Gathering” (Joya no Tsudoi), serving hot milk made from agricultural cooperative milk for the third consecutive year. This initiative supports sustainable dairy consumption and encourages the public to enjoy the local product.

The event promises warm hospitality, offering delicious hot milk and corn soup prepared with dairy milk to warm up attendees waiting in line. Hot milk not only comforts but also brings smiles, aligning perfectly with our