#Japan #Tokyo #Aoyama Gakuin #Kewpie #GREEN KEWPIE

Kewpie and Aoyama Gakuin University Collaborate

Kewpie Corporation, based in Shibuya, Tokyo, recently concluded a year-long collaborative project with Aoyama Gakuin University, culminating in an outcome presentation held on November 12, 2025. This partnership aimed to enhance the marketing initiatives of Kewpie's plant-based food brand, GREEN KEWPIE, through active involvement from students.

As the awareness of sustainable food options becomes increasingly vital, this project tackled the dual challenge of raising brand recognition among students on campus while promoting diversity in diet choices. Notably, a food event held at the university in October 2025 saw a staggering sale of approximately 3,000 meals over just ten days. Prior to the event, the recognition rate of the GREEN KEWPIE brand among students skyrocketed from 28% to 76% post-event, marking an impressive growth of nearly 2.7 times, thereby establishing a strong foothold among the emerging Generation Z consumers.

Bold Discoveries: Offline Engagement Matters More

During the final presentation, students reported a surprising insight: over half of the purchasing decisions during the event resulted from offline interactions rather than digital platforms. Specifically, sales were significantly driven by the physical sales booth (24%) and posters (23%). This observation led students to surmise that, in an age marked by information overload, real-world touchpoints perhaps resonate more with students and lead to actual purchases. Kewpie's representatives were equally intrigued, acknowledging that authentic experiences resonate deeply with digital-native youth.

The project prompted students to recognize the necessity of breaking away from preconceived notions. Initially, they assumed that health-conscious students would prefer salads. However, the reality was different; staple foods like bread and noodles sold out much faster. This empirical evidence illustrated the importance of observing consumer behavior without biases, a critical lesson for marketing in today’s evolving dietary landscape.

Encouraging Results and Future Opportunities

The survey conducted by the student team revealed that not only did brand awareness expand dramatically, but 92% of participants expressed a favorable purchase intent following their tasting experiences. Prior to the event, there were concerns regarding potential preconceptions about plant-based food being bland. Fortunately, the real-life tasting experience effectively dispelled these myths, enabling students to experience delectable plant-based cuisine firsthand.

Among attendees, Keita Kitamura, a second-year student majoring in marketing, stated, "This project has given me valuable insights into concept creation and execution, aligned perfectly with my academic path in marketing. I am thankful to Kewpie and the supportive faculty for providing this exceptional opportunity."

Associate Professor Nobuhiko Kubota from the Aoyama Gakuin business faculty echoed these sentiments, highlighting the enriching experience of partnering with a wonderful brand like GREEN KEWPIE and involving students in real-world operational planning. Similarly, Kewpie's Executive Managing Director, Nobuya Hamasaki, emphasized the unexpected success of offline marketing strategies in reaching younger consumers and showed appreciation for the collaboration with the university, which is also located in Shibuya.

About Aoyama Gakuin University and Kewpie Corporation

• - Aoyama Gakuin University has approximately 21,510 students across various faculties and is recognized for its commitment to innovative education.
• - Kewpie Corporation, a leading manufacturer renowned for its mayonnaise and other sauces, boasts annual revenues exceeding ¥483 billion and employs over 10,500 personnel. Both organizations are committed to fostering sustainable food solutions for the future.

To learn more about GREEN KEWPIE, please visit GREEN KEWPIE Special Site.