#Japan #Shibuya #Kewpie #HOBOTAMA #Iijima Award

Kewpie’s HOBOTAMA Achieves Notable Recognition

Kewpie Corporation, known for its innovative food products, has recently made headlines with the achievement of winning the prestigious 2025 Iijima Toju Food Technology Award. This accolade was presented by the Iijima Toju Memorial Foundation, recognizing significant advancements in food-related science. The award marks a historic moment as it is the first time Kewpie has received this honor, further establishing the company’s commitment to enhancing food culture and health through scientific innovation.

About HOBOTAMA

At the heart of this achievement lies HOBOTAMA, a remarkable plant-based egg substitute that mimics the taste and texture of traditional eggs using unique technology developed by Kewpie’s research team. This product serves as an innovative response to the growing dietary preferences towards plant-based foods, catering especially to those who cannot consume eggs due to allergies or dietary choices. The Iijima Award recognized HOBOTAMA for its potential to improve food lifestyles, enhance culinary diversity, and contribute to the advancement of the food industry.

The award ceremony was held on April 10th, 2026, at Yamazaki Baking Co.’s Comprehensive Creation Center, where Kewpie representatives proudly accepted the honor.

A leader in egg production

Kewpie’s long-standing history with egg products has solidified its reputation in the industry. The company is responsible for producing approximately 250,000 tons of eggs annually, which accounts for around 10% of Japan’s domestic egg production. Kewpie holds the world’s largest number of egg-related patents, totaling 125, showcasing their deep commitment to egg-related research and product innovation. The HOBOTAMA project embodies Kewpie’s dedication to bringing the deliciousness of eggs to everyone, including those who typically avoid them.

Technological Innovations

HOBOTAMA was launched initially as a product for commercial use in 2021, featuring a resemblance to scrambled eggs both in appearance and texture, with a soft, homemade feel. Crafted from a unique blend of soy milk derivatives and enhanced with Kewpie's patented emulsification technologies developed over years of culinary innovation, HOBOTAMA underwent a two-year development phase before receiving its well-deserved patent. The product has been widely adopted in restaurants and educational institutions, especially as a safer alternative for children with food allergies.

In response to consumer demand, Kewpie expanded HOBOTAMA’s availability to retail markets in 2022, offering two variants: the HOBOTAMA Scrambled Egg Style and the HOBOTAMA Cookable Liquid Egg. The latter incorporates defatted almond powder, further expanding the product's capabilities into culinary versatility. This innovation replicates the properties of traditional eggs where the liquid solidifies when heated, thus enhancing culinary possibilities.

Menu Examples

Restaurants employing HOBOTAMA include creative dishes such as Soy Scramble with Vegetables Wrap, showcasing the product's flexibility and appeal.

Commitment to a Sustainable Future

Through the development of HOBOTAMA, Kewpie aims to create a more inclusive society where everyone can enjoy delicious food. The company believes that every individual deserves the joy of eating, contributing to a healthier and happier daily life for all. Kewpie’s ongoing research and development efforts in plant-based technologies align with global trends toward healthier eating habits and sustainability.

Understanding the Iijima Toju Award

The Iijima Toju Award is given to researchers or research groups that have made significant advancements in food science, particularly in the processing, safety, and nutritional aspects of staple foods. This prestigious accolade emphasizes contributions to the development of new food technologies, with the award category divided into food science and technology awards.

As Kewpie continues to pioneer in the realm of food technology, products like HOBOTAMA are paving the way for future innovations, catering to diverse consumer needs while ensuring enjoyable and nutritious eating experiences.

For more information on HOBOTAMA and Kewpie products, visit Kewpie’s Official Site and learn about their latest endeavors.