Episode Details

This examines Ajinomoto's "Goki Sousama Project," an innovative marketing strategy that addresses the prolongation of summer due to climate change in Japan.

By recognizing a "fifth season" called "Madanatsu" (still summer season), the company sought to counteract a decline in sales of its flagship product, "Hon-dashi," traditionally used in autumn and winter dishes. It outlines how Ajinomoto developed new recipes and cultural initiatives to encourage the use of "Hon-dashi" and other autumn ingredients during this extended warm period, creating new value for consumers, retailers, and society by transforming a challenge into an opportunity for enjoyment and adaptation.

The initiative serves as a case study for identifying new societal shifts, understanding emerging problems, and crafting innovative solutions that extend beyond mere product sales to foster new habits and cultural norms.