Celebrating March 12 as Marusan Soymilk Day with a Unique Popup Festival

Marusan Soymilk Day Celebration: A Unique Experience

Marusan Ai Co., Ltd. proudly hosted the event "Marusan Soymilk Day Thank You Festival 2026" from March 5 to March 9, 2026, at the Toranomon Hills Station Tower B2F Station Atrium. This engaging popup event engaged a staggering 7,160 visitors over its five-day span, reinforcing the company's commitment to making soy milk accessible and enjoyable for everyone.

The significance of March 12 was emphasized by the company having designated this day as "Marusan Soymilk Day" based on the clever numerical wordplay where "03" stands for Marusan, and "12" for soymilk (トウニュウ). The festival was crafted to not only celebrate this day but also to express gratitude to the customers and showcase the diverse flavors and benefits of soy milk.

During the festival, attendees could indulge in a unique "Soymilk BAR" featuring 31 different varieties of soy milk products including new releases and popular items. This hands-on experience allowed visitors to sample products they might not typically encounter, including exclusive online offerings. Customization options like the "Soy Latte Arrangement" enabled visitors to personalize their drinks with various ingredients, enhancing their enjoyment of the delightful soy milk.

Feedback from participants highlighted their excitement over discovering delicious soy milk varieties, with remarks such as, "I was so happy to find tasty soy milk!" and "I was surprised at the range of soy milk made from domestically grown soybeans." Many also praised the original recipe book giveaways for its creative ways to use soy milk, expressing enthusiasm for such innovative ideas.

Adjacent to the main event, popular eateries at T-MARKET showcased dishes made with organic, unflavored soy milk as part of the "Marusan Soymilk Day" collaboration. Attendees could savor five unique culinary creations across three different restaurants, emphasizing the multifaceted allure of soy milk beyond mere drinking.

- Featured Collaborating Eateries:

- Toranomon Oshima: Soy milk set with grated yam and wasabi; salmon and rapeseed sautéed in soy milk.
- AM STRAM GRAM: Soy milk mousse and blueberry tart; soy milk custard cream with strawberries topped with Marusan Boy cookies.
- dam pub: Sakura Silk Hazy beer.

Insights from Marusan's Product Development Team

Junko Ban, head of the soy milk and beverage group at Marusan Ai Co., Ltd., expressed satisfaction with the event's success in allowing customers to experience a wide array of soy milk flavors not often found in retail stores. The remarkable number of attendees who were already regular consumers of soy milk was particularly striking. "While we understood the market's growth through sales figures, experiencing the enthusiasm for soy milk firsthand filled us with gratitude. About eight years ago, when I began overseeing soy milk planning, flavored varieties were predominant. Today, it’s fulfilling to see unflavored soy milk celebrated for its taste rather than just its health benefits. We are committed to continuing this development, creating products that bring joy to our customers."

Throughout the event, a sophisticated setup showcased how versatile and enjoyable soy milk can be, successfully enhancing brand engagement with attendees, while also demonstrating Marusan's dedication to innovation within the soy milk segment.

For more information about Marusan's full lineup of products, visit their official website and explore the enticing world of soy milk.

Company Overview

- Name: Marusan Ai Co., Ltd.
- Headquarters: 1 Niki-cho Ara-shita, Okazaki-shi, Aichi, Japan, 444-2193.
- CEO: Hiroyuki Inagaki
- Established: March 1952
- Capital: ¥865 million
- 2025 Forecast Sales: ¥32.8 billion

Marusan continues to thrive on its mission to promote a healthy and vibrant lifestyle through a diverse range of plant-based products, embodying their philosophy of facilitating a wholesome and enjoyable living experience.

Stay tuned for upcoming events and innovations that expand the fascinating capabilities of plant-based foods.