Mitsukan, a company based in Handa City, Aichi Prefecture, is experimenting with innovative marketing approaches to engage and expand its customer base. A key strategy adopted has been the incorporation of 'storytelling' into their branding, influenced by the experiences of executives from the company who previously worked at Disney. This method aims to create meaningful connections with consumers by embedding their products into relatable narratives.

Last year, Mitsukan utilized its TikTok account by launching a short drama that highlights the role of their seasoning products in everyday life situations, such as mending a quarrel between a couple through the simple act of cooking. The key message conveyed is that creativity in both love and cooking can lead to infinitely possible outcomes, thus promoting their products in a relatable and engaging manner. Collaborations with popular creator groups have enhanced the appeal of these videos, showcasing how Mitsukan’s seasonings can be central to home-cooked meals.

The efforts to modernize their marketing are led by Taro Hayashi, who joined Mitsukan in 2021 and previously worked in social media and advertising at Disney. His leadership in building a cohesive strategy that utilizes entertaining content to promote the company's culinary products marks a significant shift in Mitsukan's approach to branding, making it more aligned with contemporary media consumption patterns. Through this reinvention, Mitsukan aims not only to attract a broader audience but also to cultivate enduring relationships with existing fans of their seasoning products.