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We are thrilled to announce that we have been honored with the prestigious “Excellence Award” in the project category at the “CJPF Awards 2024,” generously sponsored by the Japanese Cabinet Office Intellectual Property Strategy Promotion Secretariat. Among a pool of more than 400 applicants, our achievement stands as a testament to our dedication and innovation.
What is CJPF Award?
Established in December 2015, the “Cool Japan Public-Private Collaboration Initiative” was created to advance the Cool Japan strategy and foster collaboration across public and private sectors and diverse industries. This initiative led to the formation of the “Cool Japan Public-Private Collaboration Platform (CJPF),” aiming to leverage Japan’s cultural and culinary strengths, particularly in “food and culinary culture.” With a focus on enhancing Japan’s soft power and brand influence for global expansion, the initiative has garnered significant attention in recent years.
In response to growing global interest in Japan’s culinary heritage, the initiative seeks to deepen international appreciation for Japan’s diverse regional cuisines and cultural traditions. By showcasing unique culinary experiences and traditions, the initiative aims to attract more enthusiasts from around the world and bolster Japan’s appeal on the global stage. The recent “CJPF Awards 2024” ceremony recognized outstanding initiatives that embody Japan’s sustainable narratives, further amplifying Japan’s cultural allure and fostering international engagement.
We’re delighted to announce that our “Natto Powder Capsules and Powdered Natto” project, has received the Excellence Award in the project category. This recognition underscores our commitment to promoting Japan’s culinary heritage and cultural richness on a global scale.
About sonomono natto powder project
sonomono Natto Capsules & Natto Powder
The sonomono Natto Bacteria Series (Sonomono Natto and Powdered Natto) is a health-conscious food product that maximizes the benefits of Japan’s traditional fermented food, “natto.” By addressing concerns such as its strong aroma and slimy texture, sonomono natto powder enhances natto’s functionality, making it appealing to a global audience.
To understand the health effects of our products, we conducted multidisciplinary research with the help of more than 200 participants from Kohoku Town in Saga Prefecture. This activity constituted an emotional milestone for our company, as the soybeans of our products are sourced from Kohoku town.
With growing awareness of natto’s various health benefits worldwide, sonomono Inc. strategically expands its presence in international markets, particularly in the United States, through platforms like Amazon and global trade fairs.
Changing the world with the power of natto bacteria!
Story
1. The Charm of Japan’s Traditional Fermented Food
Japanese cuisine, known for promoting health and longevity, has garnered global attention for its nutritional richness and wellness benefits. A landmark study published in the British Medical Journal in 2020 underscored the link between natto consumption and increased longevity, sparking a surge of interest in natto across the United States and Europe.
2. Perception of “Natto” Among non-Japanese People
Despite its reputation as a nutritional powerhouse in Japan, natto’s pungent aroma and unique texture can be challenging for foreigners. The Sonomono Natto Bacteria Series addresses these concerns head-on, refining taste, convenience, and health benefits to appeal to a broader international audience seeking functional foods with global appeal.
3. Sharing Japan’s Goodness with the World
Sonomono Natto and Powdered Natto supplements are meticulously crafted from locally sourced soybeans and authentic natto bacteria, free from additives or fillers. These products maximize the nutritional potential of natto, including the intake of spore-shaped natto bacteria, catering to the growing global demand for probiotics, plant-based alternatives, and fermented foods.
4. Collaboration with Producers and Local Governments
In February 2020, Sonomono forged a strategic partnership with Kohoku Town and the Kohoku Town Organic Research Association to launch the Kohoku Town Health Project. Through collaborative scientific research involving local stakeholders and experts, the health benefits of freeze-dried powdered natto, fermented using locally harvested soybeans and Sonomono’s proprietary “Natto Bacteria,” were scientifically validated. The groundbreaking findings were published in the esteemed peer-reviewed journal Nutrients in September 2022. Sonomono remains committed to bolstering the value of domestically produced goods and contributing to the realization of a thriving, health-conscious society.
【Overseas Sales Performance】
sonomono Corporation’s international expansion efforts garnered widespread acclaim, featured prominently on NHK’s “Ohayo Nippon” on July 24, 2023, and broadcasted globally. The “Sonomono Natto (Capsules)” and “Powdered Natto” were spotlighted as innovative natto offerings tailored to suit diverse palates worldwide. With consistent annual sales growth, they clinched the top positions in the Beauty category of the US Amazon Japan Store 2023 First Half Rankings.
The evolution of nattoーNHK WORLD-JAPAN NEWS
Press release [Amazon.com JAPAN STORE 2023 first half ranking]
CJPF Award Judge Comments
Lauren Rose Coker Judge
Vegas PR Group Representative
Natto is a Japanese superfood that can be difficult to eat every day overseas, but it is an amazing development that it has achieved first and second place in the US Amazon Japan store rankings as a high-quality supplement. Personally, it took me about three years after I moved to Japan to be able to eat natto, so this supplement is a big help.
Please continue so that people all over the world can experience the power of natto while contributing to domestic soybean producers with sales! Congratulations!
[Project (business) division judge]
- President
- Tsuyoshi Natsuno (Director, Institute of Informatics, Kindai University, Special Invited Professor)
- Judges
- Takaaki Umezawa (A.T. Carney, Chairman of Japan Corporation/Chairman of CIC Japan)
- Shujiro Kusumoto (Café Company Co., Ltd./ZEROCO Co., Ltd. President and Representative Director)
- Lauren Rose Coker (President, Vegas PR Group)
- Kochu Oya (President, Oyraa Co., Ltd.)
- Sakiko Yamada (Japan representative of the International Society of Gastronomy/President of FOOD LOSS BANK Co., Ltd.)
【CJPF Award 2024 Implementation Structure】
- Sponsor
Cool Japan Public-Private Collaboration Platform
- Sponsors
Japan Overseas Demand Development Corporation / Japan External Trade Organization (JETRO), Japan Chamber of Commerce and Industry / Tokyo Chamber of Commerce and Industry / Visual Industry Promotion Organization (VIPO) / Japan Travel Agency Association (JATA)
- Secretariat
Cabinet Office Intellectual Property Strategy Promotion Secretariat
【Cool Japan Public-Private Collaboration Platform】
- Co-chairman
- Sanae Takaichi, Minister in charge of Cool Japan Strategy
- Yoshiki Tsuji, Chairman and Principal, Tsuji Culinary Institute, Tsuji Culinary College
- Tsuyoshi Natsuno, Kindai University, Special Invited Professor, Director, Institute of Informatics
- Related ministries, etc.
Deputy Chief Cabinet Secretary / State Minister for Cool Japan Strategy / State Minister of Internal Affairs and Communications / State Minister of Justice / State Minister of Foreign Affairs / State Minister of Finance / State Minister of Education, Culture, Sports, Science and Technology / State Minister of Health, Labor and Welfare / State Minister of Agriculture, Forestry and Fisheries / State Minister of Economy, Trade and Industry / Land, Infrastructure, Transport and Tourism Deputy Minister/Deputy Minister of the Environment/Parliamentary Vice-Minister for Cool Japan Strategy/Deputy Minister for Digital Garden City and Nation Initiatives/Deputy Minister for International Expos/Deputy Minister for Regional Revitalization
Our Heartfelt Gratitude for Your Support
We are truly touched by the recognition bestowed upon sonomono through this recent award, and we cannot express enough gratitude for the support of our loyal customers, soybean producers, manufacturing partners, the local government of Kohoku Town in Saga Prefecture, our collaborators, experts, and all others involved. It is thanks to your collective support that we have received such a prestigious and honorable award.
Moving forward, we are inspired to continue our mission of sharing the benefits of natto with the world. Together, we aim to spread awareness and appreciation for this traditional Japanese staple, fostering connections and enriching lives globally.
From the bottom of our hearts, we extend our sincerest thanks for your continued support and encouragement.
Warm regards,
The sonomono team
For media coverage, please see the latest press release. (Japanese)
https://prtimes.jp/main/html/rd/p/000000027.000045905.html
CJPF Awards 2024 Award Ceremony Site (Japanese)
https://cjpf.jp/award/
Cool Japan Public-Private Collaboration Platform (Japanese)
https://cjpf.jp/
Cool Japan Public-Private Collaboration Platform (Japanese)
https://www.cao.go.jp/cool_japan/platform/platform_member.html