Mitsui Fudosan Embarks on Hard and Soft Approach for Platform for Creating Food Innovation
Full-scale Launch of the “&mog by Mitsui Fudosan” in the Nihonbashi Neighborhood of Tokyo
Recruitment of partnership candidates starts upon launch of official website on March 22, 2024

March 22, 2024
Mitsui Fudosan Co., Ltd.

Key Points of this Release

• Mitsui Fudosan is setting its sights on industry creation initiatives in the food sector following on its efforts in the life sciences and aerospace sectors with respect to its involvement in the Nihonbashi Revitalization Plan. This will entail launch of the “&mog” platform for promoting creation of food industry innovation.
• The one-stop platform will facilitate food business development by providing settings and communities enlisting a tangible and intangible approach in coordinating with more than 20 different partners, in addition to enabling use of facilities operated by Mitsui Fudosan. We will seek to expand our support framework going forward, in part by opening R&D support facilities.
• We seek to enhance the appeal of Nihonbashi through the “&mog” platform, while also seeking to ensure the platform serves as infrastructure for showcasing Japan’s food industry and culinary culture to the world.

Tokyo, Japan, March 22, 2024 – Mitsui Fudosan Co., Ltd., a leading global real estate company headquartered in Tokyo, announced today that it is launching the “&mog by Mitsui Fudosan” platform (the “&mog platform”) and an official website for promoting creation of food innovation by furnishing one-stop solutions encompassing all stages of food business development. We are furthermore seeking candidates who aim to create innovative food concepts through a co-creation approach undertaken with cooperating partners.

Having designated food as a strategic category under its objective of “A Focus on Tomorrow’s Innovative Industries” set forth in Stage 3 of the Nihonbashi Revitalization Plan released in 2019, Mitsui Fudosan has been coordinating with local restaurants, food manufacturers and others to convey the appeal of food. We are accordingly launching the &mog platform for facilitating one-stop food business development enlisting the key concept of “culinary future developed in a neighborhood,” in seeking to play a part in upholding and developing Japan’s food industry and culinary culture. The &mog platform facilitates food business development by providing settings and communities in a manner that strikes a balance between hard solutions in the form of an urban location in the area encompassing the Nihonbashi and Yaesu districts, and soft solutions in the form of coordination with its partners. We also aim to help address the many social challenges encountered by the food industry, such as labor shortages and food waste.

1. The “&mog” platform for creating food innovation through neighborhood creation

■ Value and objectives provided by “&mog”

The “&mog” platform embodies a distinctive one-stop approach to facilitating food business development, such that involves solutions across five business development phases extending from business concept design to urban implementation, enlisting hard elements of neighborhoods operated by Mitsui Fudosan combined with soft solutions in coordinating with more than 20 partners such as local restaurants and trading companies. Through the platform, we seek to enable creation of innovative food concepts that originate in Nihonbashi, thereby enhancing the appeal of the neighborhood and showcasing Japan’s food industry and culinary culture to the world.

<Partners (in alphabetical order)>
Ajinomoto Co., Inc., Beyond Next Ventures Inc., Chikaba Kitchen Tokyo Yaesu, Cuisine Kingdom (JFLA Holdings Inc.), Earth hacks Co., Ltd., Kao Corporation (CuCute), KitchenTown, Kokubu Group Corp., Kuradashi Co., Ltd., MUFG Bank, Ltd., Nihombashi Miyoshikai, Nishimura & Asahi (Gaikokuho Kyodo Jigyo), Ritsumeikan University, Sapporo Holdings Limited, Shokunokai Nihonbashi, SIGMAXYZ Inc., Suntory Holdings Limited, Sustainable Food, Asia Co., Ltd., TableMark Co., Ltd., Taiyo Kagaku Co., Ltd., UNITEC FOODS Co., Ltd., UnlocX Corporation

Official &mog website: https://www.and-mog.com/en/

The official website contains the latest information and notifications. Contact us using the inquiry form available via the official website if you are interested in creating a business in partnership with &mog. Please refer to page 4 of this release for examples of alliances with &mog thus far.

■ Sentiment embodied in the name “&mog (and-mog) by Mitsui Fudosan”

The name “&mog (and-mog)” combines the Japanese onomatopoeic expression “mogu mogu,” which represents the sound of eating, with the acronym for “Mirai Of Gastronomy,” which conveys the notion of creating a better culinary future. The logo design draws inspiration from the concept of interconnected bridges in conveying an image of various players joining forces to carry out projects. The ampersand symbol (&) embodies our desire for various companies to join forces in seeking a future of abundance through a co-creation approach.

2. Support provided by &mog

(1) Facilitating business development

Drawing on Mitsui Fudosan’s facilities in the Nihonbashi and Yaesu area, the &mog platform helps bring about food business development and expansion by providing opportunities for marketing capable of reaching consumers directly and creating opportunities for business dialogue through initiatives that include holding exhibitions.

■ Specific initiatives

	Providing workspace and arranging mentoring events We provide those involved in this &mog project with workspace in the temporary offices located in the Innovation Field facilities on 4F of Tokyo Midtown Yaesu (subject to review). We also arrange mentoring events in cooperation with partners. Photo provided by TANSEISHA Co., Ltd.; Photo taken by Nacása & Partners Inc.
	Creating consumer touchpoints We create touchpoints with various consumers who visit the Nihonbashi neighborhood through sales opportunities such as those made available through Marché events that readily enable merchants to set up booths. We also facilitate product concept design through test marketing.
	Support for heightening consumer awareness and developing products in cooperation with the media and popular restaurants in Nihonbashi In February 2024, we engaged in efforts to develop recipes using products from Sea Vegetable Company and also organized a recipe commentary event targeted at cooking class hosts (in collaboration with Chef Nakamura of La Bonne Table and Cuisine Kingdom). We will continue to work with renowned chefs in creating scenarios involving use of ingredients that help address social challenges and in promoting greater awareness of such ingredients.

(2) R&D support facility opening in fiscal 2024 (tentative)

We will establish an R&D support facility in the Nihonbashi area, featuring commercial kitchens and specialized equipment necessary for food development such as steam convection ovens and constant temperature and humidity chambers. We plan to set up retail space suitable for test marketing and a studio for conducting photo shoots of product packaging and other subject matter. We will establish an R&D support facility that makes it possible for tenants to engage in food research and development while curbing upfront investment.

* Conceptual images for illustration purposes only.

(3) Arranging events that serve as opportunities for information sharing and networking

We host various information sharing and networking events related to food, encompassing everything from international conferences to small-scale meet-ups. The events help to stimulate the food industry by creating opportunities for disseminating the latest information and networking among diverse participants.

■ Specific initiatives

	SKS JAPAN 2024 international food conference to be held in Nihonbashi In October 2024, we plan to host the SKS JAPAN 2024 global foodtech summit in Nihonbashi, organized by UnlocX Corporation enlisting the theme of "Food × Technology & Science." We will invite key domestic and international foodtech players to share cutting-edge initiatives and conduct participation-based experiential programs.
	Hosting invitation-only meet-ups We create opportunities for in-depth discussions about the future of food through the TOKYO FOOD MEETUP invitation-only networking event attended by a wide range of food industry professionals including food manufacturers, distributors, restaurants, and chefs.
	Promoting international alliances We provide support to companies seeking global expansion by arranging networking events with overseas incubators and companies that already have an international presence and by providing the latest information and expertise. TOKYO FOOD MEETUP GLOBAL is to be held at Tokyo Midtown Yaesu on Tuesday, March 26, 2024, enlisting the theme global expansion of Japanese foodtech startups. (Organizers: &mog and UnlocX Corporation; Contributors: KitchenTown, SIGMAXYZ Inc., and MUFG Bank, Ltd.)

3. Alliances thus far in the Nihonbashi and Yaesu area

	FoodTech × esteemed Nihonbashi restaurants At the Sakura Fes SAKURA FES NIHONBASHI event held in 2022, we sold Connected Future Bento meals through a collaborative initiative between an esteemed Nihonbashi restaurant and a foodtech company. We have been providing support for addressing business challenges by developing recipes using eco-friendly alternative food ingredients and raising consumer awareness. Collaborating companies: Gryllus Inc., greenase Inc., Green Culture Inc., Janoichi Honten, Takashimaya, Nihonbashi Yukari, Bistro Sablier Implementation: April 2022
	Nihonbashi × Food waste reduction Our efforts to reduce household food waste have involved engaging in sales of lunch boxes at the COREDO Muromachi Kadochi location using “Too Good to Waste!™” recipes provided by Ajinomoto Co., Inc. In so doing, we created opportunities for consumers to try out recipes that reduce food waste. Collaborating companies: Earth hacks Co., Ltd., Ajinomoto Co., Inc., Shokunokai Nihonbashi, Chikaba Kitchen Tokyo Yaesu Implementation: October 2023
	Allergy management system × Nihonbashi/Yaesu restaurants We released the beta version of "Can Eat Map" for enabling people to perform searches of restaurant menu food allergy information by geographic area. The objective of the map is that of ensuring those with food allergies, vegetarian preferences, and other such dietary restrictions are able to enjoy a stress-free dining experience when eating out. In 2024, CANEAT Co., Ltd. began providing its services to HOTEL THE MITSUI KYOTO and Halekulani Okinawa hotel locations operated by the Mitsui Fudosan Group. Collaborating companies: Omusubi Stand Andon, CANEAT Co., Ltd., Shokunokai Nihonbashi, Chikaba Kitchen Tokyo Yaesu Implementation: From November 2023
	Supporting urban implementation of next-generation ingredients The “Earth hacks Decabo Challenge 2023” business contest inspired student-generated ideas related to popularizing plant-based foods. We accordingly sold plant-based lunch boxes and sweets under the supervision of the popular Shoku no Kai Nihonbashi restaurant, thereby promoting society’s adoption of next-generation ingredients that help to address social challenges. Collaborating companies: Earth hacks Co., Ltd., ADEKA Corporation, Glico Nutrition Co., Ltd., Kokubu Group Corp., Shokunokai Nihonbashi, Deats Food Planning Co., Ltd. Implementation: February 2024

4. Comments from &mog partners (in Japanese alphabetical order)

	Earth hacks Co., Ltd. Earth hacks serves as a consumer co-creation platform for promoting a low-carbon society through self-initiated action of individual consumers through service offerings that include Decarbo Score (short for decarbonization score). Going forward, we will pursue a future filled with joy and abundance working together with &mog by prompting more decarbonization actions that can be seamlessly and optimistically incorporated into vital everyday dietary routines.
	UnlocX Corporation Amidst a scenario of ever-accelerating food evolution worldwide, there has been a mounting significance of neighborhoods in achieving social integration of such food innovations. As such, we seek to work together through our initiatives in creating venues where change-makers and innovators gather from around the world in order to unlock untapped culinary possibilities in Japan.
	Kao Corporation (CuCute) When it comes to our CuCute brand dishwashing detergent, we have been committed to environmentally sound manufacturing practices for many years. For instance, we achieved lower CO₂ emissions with our launch of the “Future Eco Peco Bottle,” which has resulted in approximately 40% less plastic consumption than conventional bottles. We are very pleased to be involved with this &mog project, which is very significant in terms of creating a better culinary future. We will strive to create opportunities for considering sustainability solutions when it comes to our CuCute brand and its role in daily food preparation with respect to the vital household chore of dishwashing.
	KitchenTown KitchenTown supports the efforts of Mitsui Fudosan to provide a boost to Japan's food tech startups and would like to offer our support. In particular, KitchenTown is equipped to provide one-stop support for Japanese food tech startups looking to expand into the U.S. market. Initially we are happy to create opportunities for connection through TOKYO FOOD MEETUP GLOBAL and then discuss opportunities to support global expansion.
	Kuradashi Co., Ltd. Kuradashi is a company that engages in the business of reducing food waste. Co-creation and innovation play a crucial role when it comes to addressing food waste and other social challenges involving food. Through our partnership with &mog, we will strive to create new value with our sights set on a better culinary future.
	Kokubu Group Corp. Kokubu Group, which is based in the Nihonbashi neighborhood where it engages in business involving food products and alcoholic beverages, is honored in having the opportunity to increase the pace of food innovation in a manner that involves combining the experience, knowledge, and expertise of itself, Mitsui Fudosan, and various other enterprises involved in this &mog project. We will join forces with these enterprises in seeking to help prompt development of the community and companies by promoting new culinary value originating from Nihonbashi.
	Sustainable Food Asia Co., Ltd. Sustainable Food Asia deems that sustainable food encompasses the elements of environmental improvement, nutritional access, and social justice. We are enthusiastic about promoting the &mog project through neighborhood creation of the historic Nihonbashi neighborhood by enlisting various players and consumers in efforts that involve spurring momentum in the creation and expansion of sustainable food, thereby addressing food-related issues worldwide and also making progress in resolving global challenges.
	Sapporo Holdings Limited We are taking part in this &mog project underpinned by our belief that there it offers ample potential when it comes to the possibility of leveraging synergies derived from new business initiatives centered around the prospect of addressing societal food challenges and creating added value through neighborhood creation of the Nihonbashi neighborhood as envisioned by &mog, combined with our UchiRepi app that provides support for family meals. By coordinating efforts involving the &mog platform and our UchiRepi app, we will develop food tech services that result in less food waste and smart living solutions, while also taking on challenges of addressing issues encountered by the various food product companies that engage with the UchiRepi app.
	Suntory Holdings Limited We are keenly aware of the significant possibilities inherent in creating food innovation through neighborhood creation. Our Future Development Department will spearhead efforts in taking on challenges of creating a better culinary future through its involvement in this &mog project.
	SIGMAXYZ Inc. We will take part in promoting projects given the great significance in creating and implementing food innovation in a manner that is integrated with neighborhoods. Moreover, we will furnish support for community formation and new business development by connecting various players leveraging the insights and network we have developed through our consulting operations in the food industry.
	Shokunokai Nihonbashi We are full of hope and anticipation regarding the prospect of taking on challenges in helping to bring about a better culinary future in the historic culinary neighborhood of Nihonbashi. As such, we will strive to help give rise to an abundant culinary culture of the future by developing and co-creating a gathering place for those taking on challenges in the food sector. We are fully committed to the task of creating a better culinary future going forward.
	Taiyo Kagaku Co., Ltd. Taiyo Kagaku has developed functional ingredients such as dietary fiber derived from guar beans as well as food quality improving agents such as emulsifiers with the aims of helping people achieve better health and prosperous lifestyles. In the process of extensively exploring possibilities with respect to culinary value, we aim to serve as a company that is capable of making contributions from the perspectives of nutritional functionality and sustainability, as well as palatability. We will strive to help create innovative food concepts through our involvement in the &mog project.
	Chikaba Kitchen Tokyo Yaesu At Chikaba Kitchen Tokyo Yaesu, our mission is that of furnishing many people with culinary information drawing on our genuine experience in regard to the distinctive nature of delicious and enjoyable food. Working with &mog, we will strive to serve as a bridge to consumers by taking on various social challenges and transforming new initiatives for creating added value with respect to food into delicious and enjoyable culinary experiences.
	TableMark Co., Ltd. We are grateful to have been given the opportunity to participate in this &mog project. Moreover, we are honored that our new BEYOND FREE initiative will enable us to facilitate efforts geared to creating a new culinary culture originating from the historic Nihonbashi neighborhood and addressing challenges in the food sector.
	Nishimura & Asahi (Gaikokuho Kyodo Jigyo) We recognize the profound significance of being able to take part in neighborhood creation of the appealing Nihonbashi neighborhood through efforts to create innovative food concepts and address challenges in that regard. In our agrifood legal practice, we seek to furnish support in helping various food-related business operators take on challenges primarily from a legal perspective, drawing on our experience involving establishment and social integration of food-related enterprises.
	Nihombashi Miyoshikai Nihombashi Miyoshikai was established in April 1959 to serve as the youth division of the Nihonbashi Culinary and Restaurant Business Association (nihonbashi ryori inshokugyo kumiai). Since then, we have sought to actively engage in community activities looking toward the future, while upholding and developing the traditions and distinctive culinary offerings handed down to us by our predecessors while building on activities that are integral to the Nihonbashi neighborhood.
	Beyond Next Ventures Inc. (Akito Arima, Partner) I believe that food and agriculture are poised to become core industries of Japan in which the nation takes pride. While embracing hopes that Nihonbashi will develop into a neighborhood where modern technologies and traditional culinary heritage coalesce, I also seek to continue taking on a leading-edge role in serving as a lead venture capitalist in the agrifood tech domain.
	MUFG Bank, Ltd. MUFG embraces Mitsui Fudosan’s initiatives involving food innovation and neighborhood creation in the historic Nihonbashi neighborhood. Given that societal food challenges serve as key conceptual issues that are integrally related to people’s lives, MUFG engages in various initiatives underpinned by its desire to simultaneously strike a balance between addressing such challenges and enhancing the wellbeing of individuals. The dual pursuit of creating innovative food concepts and taking on neighborhood creation as set forth under this &mog project aligns with our vision of the food sector to which we aspire, as set forth in our corporate Purpose of being “committed to empowering a brighter future.” As a financial institution, we are “committed to empowering companies and communities,” which involves creating value by connecting various players across industry, government, and academia, above and beyond our role of assisting with fundraising and exploring new business models.
	UNITEC FOODS Co., Ltd. At UNITEC FOODS, we contribute to creating abundant lifestyles filled with smiles through food by supporting our customers in their development of products using materials and technologies, underpinned by our “Material × Technology = Smile2” slogan. Leveraging the manufacturing expertise we have amassed thus far, we will do our utmost to help create a new food industry through the &mog platform in conjunction with various enterprises including Mitsui Fudosan.
	Ritsumeikan University We will take part in projects embracing the desire to create innovative food concepts by presenting models for addressing societal food challenges to Japan and the world from the Nihonbashi neighborhood. We will support initiatives enlisting our “Beyond Borders of Gastronomy” concept in coordinating efforts with the Department of Gastronomy Management, which offers a comprehensive food studies curriculum.
	Cuisine Kingdom (JFLA Holdings Inc.) We will help create innovative food concepts through new neighborhood creation in the Nihonbashi neighborhood, enlisting our Cuisine Kingdom culinary media platform with a reach encompassing over 200,000 chefs and foodies both in Japan and abroad through magazines and online media engagement.

■Mitsui Fudosan Group’s Initiatives for SDGs

https://www.mitsuifudosan.co.jp/english/esg_csr/
The Mitsui Fudosan Group aims for a society that enriches both people and the planet under the principles of coexist in harmony with society, link diverse values and achieve a sustainable society, and advances business with an awareness of the environment (E), society (S) and governance (G), thus promoting ESG management. By further accelerating its ESG management, the Group will realize Society 5.0, which the Japanese government has been advocating, and contribute significantly to achieving the SDGs. Additionally, the Group formulated the following Group guidelines related to “Realize a Decarbonized Society” and “Diversity & Inclusion Promotion” in November 2021, and “Biodiversity” in March 2023. The Mitsui Fudosan Group will continue to work toward solving social issues through neighborhood creation.

References
・Group Action Plan to Realize a Decarbonized Society
https://www.mitsuifudosan.co.jp/english/corporate/news/2021/1124/
・Diversity & Inclusion Promotion Declaration and Initiative Policy
https://www.mitsuifudosan.co.jp/english/corporate/news/2021/1129_02/
・Mitsui Fudosan Establishes the Mitsui Fudosan Group Biodiversity Policy
https://www.mitsuifudosan.co.jp/english/corporate/news/2023/0413/

* The initiatives covered in this press release are contributing to four of the UN’s SDGs.