Kenji Yoshinari, Food Marketing Department, Marketing Division, Morinaga & Co., Ltd.

2025.11.10

■ Profile
He graduated from Kwansei Gakuin University (Faculty of Economics) in 2013 and joined Morinaga & Co.
He started his career in sales in the Shikoku area, then worked in the New Business Development Department, Sales Strategy Department, and Frozen Dessert Marketing Department before assuming his current position in 2024. He is currently in charge of strategy planning and product development for the entire cocoa category, including "Milk Cocoa" and "Pure Cocoa."

Morinaga & Co. is known as a leader in Japan's confectionery industry. Cocoa, in particular, has a long history, having launched the first domestically produced cocoa drink, "Milk Cocoa," in 1919. The company's marketing department is conscious of modern needs and develops a wide variety of products. We spoke to Yoshinari Kenji, who is currently in charge of strategy planning and product development for the entire cocoa category, about the appeal of cocoa, the ingenuity behind product creation, and marketing.

■Please tell us why you decided to join Morinaga & Co.

I had a strong desire to work in the food industry. It all started with a part-time job I had at a restaurant during my student days. I was impressed by the way food is essential at all times, whether happy or sad, and how it can bring a smile to people's faces. That appealed to me. Furthermore, during my job search, I focused on finding a company in the food industry that had a brand or product I particularly liked. I felt that because I loved it, I would be able to communicate its value to others, and that even if I faced difficulties at work, I would be able to persevere and overcome them. In that sense, Morinaga has always been familiar to me. My father often ate their "Potelong" product, and I often ate it after work, so it's not just delicious, but also holds fond memories for me. Also, when I studied abroad as a student, I thought it would be great if sweets could be enjoyed by many people, regardless of age, religion, or nationality, and naturally bring a smile to everyone's faces. For these reasons, I wanted to work at Morinaga, and applied.

■Please tell us about your career history since joining the company

This year marks my 13th year with the company. After joining, I worked in sales in Kagawa Prefecture for four years. My main job was to communicate and propose the value of Morinaga's products to local supermarkets, and to get them displayed in stores and featured in flyers. After that, I worked for three years in a new business division at a corporate venture launched by Morinaga. There, I was involved in launching a plant-based food business, including soy meat and plant-based cheese (market development and promotion). I also experienced a separate project, collaborating with a venture company. After that, I spent a year and a half in a division that planned sales strategies, and then transferred to the marketing division, where I was in charge of the ice cream category, including the "Crispy Sandwich" and exclusive products for convenience stores. I am currently in charge of cocoa.

■Please tell us what you are conscious of in your current job and what is attractive and interesting about it.

Many people make unplanned purchases of snacks and food products because they "look delicious" when they see them on the shelf, so I try to make sure that the product's features and deliciousness are conveyed instantly when they see the packaging. In addition to in-store communication, I also place importance on off-site communication and contact points, such as through social media. For example, I carry out promotions tailored to each product's purchasing demographic, such as by running targeted ads on YouTube. Many Morinaga products are popular with retailers, so it's very rewarding to see the products I'm in charge of being seen by so many people. For example, I feel happy when I see strangers putting products in their baskets at the supermarket, or when I see comments on social media expressing their appreciation for the products.

■Please tell us about the efforts you make in creating your products and your marketing.

Morinaga & Co. offers a wide variety of cocoa products, but to create or improve such products, market and customer analysis is essential. We analyze data such as sales of our own products and competitors' products to identify opportunities and challenges. We also pay attention to trends in the overall market. For example, with diluted drinks becoming increasingly popular, we thought there might be a similar need for cocoa, and so we created diluted cocoa.
Also, because there are some things that cannot be read from market data alone, we also conduct customer surveys. From the birth of an idea to commercialization can take as little as six months, or as long as one to two years. We are particular about taste, and work with members of our research lab to consider improvements on a daily basis. For example, with our "Milk Cocoa," we place great importance on the "flow of flavor."
The aroma before drinking, the smoothness and richness when it enters the mouth, the aroma and satisfaction after drinking... We are constantly improving our products to keep up with the changing times so that you can enjoy our products from start to finish.
We also place importance on the experience value, not just the taste. Many of our main customers for Milk Cocoa are women raising children, so we are conscious of communicating with them in a way that makes them see the value in Milk Cocoa as a way to spend time with their children and family, and as a way to communicate with their children. We believe that a product will be chosen not only if it tastes good, but also if it can provide memories and experience value. We feel that this image also helps us differentiate ourselves from our competitors. Morinaga & Co. has the longest history and tradition of selling cocoa in Japan, and is a brand that is recognized and loved by many customers, from children to adults, across generations, so we strive to create branding that makes the most of these strengths.

■Please give us a message for university students　

I hope you will have the courage to take a half step forward, try various things, and gain as many experiences as possible. Taking a step can be difficult, but taking a half step is easy. For example, you could see a movie that catches your eye, or try a part-time job that interests you. You could also go on a trip, and no matter how small it may be, it's important to see and experience things with your own eyes, rather than just relying on what you hear from others or information you get from the internet.
I think many university students have a lot more free time than working adults, so I encourage them to make good use of that time, and I'm sure the various experiences they have will lead to new self-discoveries and personal growth. Personally, my experiences working part-time and studying abroad as a student led to new hobbies and self-growth, and even now I feel that the accumulation of small challenges leads to greater fulfillment in both my work and personal life.
If you can muster up a little courage and proactively take on various challenges, it may be the catalyst that will make your life more enjoyable and fulfilling in the future.

Student Newspaper Online Interview August 28, 2025 by Shimada Takakazu, 8rd year student at Hosei University

Shimada Hisakazu, third-year student at Hosei University / Erikawa Ayuki, first-year student at the University of Information, Management and Innovation / Watanabe Waka, third-year student at International Christian University / Abe Rurika, second-year student at Showa Women's University / Shinoda Hinano, second-year student at Tokyo Kasei University