Yuka Imamura, PARM Manager, Frozen Dessert Division, Marketing Headquarters, Morinaga Milk Industry Co., Ltd.

2026.01.28

Giving shape to the love for Palm. As a conductor guiding the overall optimization of the brand.

■ Profile
Graduated from Kwansei Gakuin University (School of Commerce) in 2011 and joined Morinaga Milk Industry
After working in sales in the Tokai area for 1 year, she was in charge of beverage marketing for 8 years, and after taking childcare leave, she has been in charge of frozen dessert marketing since 2022. She is currently involved in strategy planning and product development for the "PARM" brand.

PARM has attracted many fans with its melt-in-your-mouth chocolate and ice cream. Imamura, who is in charge of marketing, has worked in sales before being entrusted with steering the beloved brand. We spoke to him about the strategy behind making it a brand that people will buy by name, and the sensibility he values despite his busy schedule.

I am currently in charge of marketing for PARM, but I have been a fan of Mount Rainier and PARM since my student days, enjoying them almost daily. During my university days, I was a member of a marketing seminar at the Faculty of Commerce, where I was immersed in proposing a rebranding for a cosmetics manufacturer as part of an industry-academia collaboration project. During serious discussions with professional staff, I developed a strong interest in pursuing a career in marketing. I was attracted to the field of a food manufacturer, which can reach people of all ages and genders and bring small joys to everyday life, and decided to join Morinaga Milk Industry. I thought that if I could work on a product I loved, I would be able to devote maximum energy to my work.

■ Utilizing sales experience in marketing work

After joining the company, I was in charge of sales to mass retailers in Nagoya for about a year. During my time in sales, I experienced the frustration of products I wanted to sell not being adopted by buyers and not being put on the shelves. Products only gain value when they are put on the shelves and picked up by customers. The experience I gained at that time is a great asset to me today.
After that, I was transferred to the Marketing Division at the head office, where I gained experience in the beverage department, and now I'm in charge of Parm in the frozen dessert department. The on-site perspective I gained through my sales experience is useful in my current job. For example, I'm always conscious of providing information that makes it easy for on-site sales staff to negotiate.

■ A leader who connects various related departments and leads the overall optimization of the brand

I am currently in charge of Parm, a historic brand that will celebrate its 20th anniversary in 2025. My mission is to consolidate all information related to Parm, develop a brand strategy, and help it grow.
The specific tasks are wide-ranging. In addition to product development, we are involved in advertising strategies such as television commercials, investment in production facilities, and even supply and demand management. We believe that marketing personnel's role is like that of an orchestra conductor, coordinating with all relevant departments to create a single "music."
Each department has its own position, so it's not easy to come up with an answer that everyone can agree on. In times like these, I make my decisions based primarily on "what is optimal for the Parm brand as a whole?" The best part of my job is leading discussions to find the best solution for the brand's future, rather than simply finding a compromise.

■ Capturing the customer's emotional state behind the data

When planning a project, analyzing market data and purchasing behavior is essential. However, I feel that data alone is not enough to generate enthusiasm. I place great importance on getting in touch with primary information, such as going out into the city to experience trends for myself, observing customer behavior, and closely monitoring reactions on social media.
Parm is currently ranked third in the ice cream market. Our goal is not to be a brand that people choose because they notice it while shopping, but to be a brand that people will buy by name, making them think, "I want to buy Parm" even before they leave the house. As a measure to achieve this, the "Great Parm Exhibition" event held in 2025 was themed on "Excessive Love for Parm."
By focusing on the experience value of the event, such as the chocolate dipping experience and the object that allows you to experience the temperature at which Parme chocolate melts, we received such a positive response that numbered tickets sold out immediately. We will communicate with customers in both directions and increase "loyalty" to the brand. This is what we value as a brand right now.

■ Preserving the essence of Palm while venturing into new territory

On the other hand, there are some things about Parm that must not be changed. These are the texture you get when you take a bite, and the sense of unity as the chocolate and ice cream melt together. No matter how trend-conscious a new product may be, it is pointless if this "Parm-ness" is lost.
We are constantly discussing with our research department what is appropriate for a Parme product. Even in difficult times such as rising raw material prices, we remain committed to quality. At the same time, we are also challenging ourselves to develop new food scenes, such as our "Gelato" series, which allows people to enjoy chocolate even in the summer. Assets that need to be protected and changes that need to be pursued. Achieving the perfect balance between these two is both the challenge and the fun of marketing.

■Message to university students

University life is a precious time when you can spend as much time as you like pursuing your interests. I hope you can find something that you can become so passionate about that you forget to eat or sleep.
I myself became engrossed in my university seminars and devoted myself to the point of having daily discussions with my classmates. The experience of thinking things through to the limit at that time has helped me develop my concentration and critical thinking skills since entering the workforce.
I also read a lot of books when I was a student. I can't do the same now due to time constraints, but the experiences I gained back then are still useful in various aspects of my work, such as product planning and document creation.
It doesn't matter if it's for study or a hobby. Knowing what moves you and what you can immerse yourself in will be a great help when choosing a career in the future. Make the most of the free time you have now and try a variety of different things.

Interviewed by Student Newspaper Online on December 25, 2025 by Toyo University 4th year student, Ota Fuuka

Sophia University, 4th year, Imaizumi Yusei / Rikkyo University, 2nd year, Tsukamoto Haruka / Toyo University, 4th year, Ota Fuka / Tsuda University, 3rd year, Yamashita Sakura / Josai International University, 2nd year, Watanabe Yurie / Tokyo Kasei University, 2nd year, Shinoda Hinano / Tokyo Woman's Christian University, 2nd year, Ukita Risa