Yuto Ishisu, Assistant Manager, Third Group, Marketing Department, Marketing Division, Myojo Foods Co., Ltd.

Marketing that creates fans, marketing that doesn't betray fans

Yuto Ishizu, Assistant Manager, Third Group, Marketing Department, Marketing Division, Myojo Foods Co., Ltd.

■ Profile
He joined Myojo Foods Co., Ltd. in 2015. He gained experience in sales to large-scale retailers in the Tokyo metropolitan area, as well as supermarkets in the Osaka and Wakayama areas. Since April 2022, he has been in the Marketing Department, where he is in charge of marketing for products such as the "Ippei-chan Yakisoba" series.

"Ippei-chan," known for its mustard mayonnaise and sauce, continues to create a variety of flavors every day, captivating many people. Ms. Ishisu, whom we interviewed this time, works in the marketing department of Myojo Foods Co., Ltd., and is involved in the product development and promotion planning of "Ippei-chan." While she is conscious of creating buzz, she says that what she values ​​most is the existence of the fans. We asked Ms. Ishisu about her approach to work.

■My encounter with "Ippei-chan" was the catalyst for joining the company.

Ishisu says that what inspired him to join Myojo Foods Co., Ltd. was being deeply impressed by "Ippei-chan Yakisoba Salt Sauce Flavor," which he first ate in high school. Looking back, he feels that he has always been involved with ramen and has continued to love it, having even worked part-time at a ramen shop during his university years.
Currently, he is involved in a job that connects him with society and brings smiles to customers' faces through marketing for "Ippei-chan Yakisoba," a product he is very passionate about. He says that this is what gives him great satisfaction every day.

■ Putting the fans of "Ippei-chan" first.

The "Ippei-chan Yakisoba" that Mr. Ishisu is in charge of celebrated its 30th anniversary last year. Mr. Ishisu says that this milestone was made possible above all thanks to the fans who have loved Ippei-chan. He then shared what he values ​​most when working on marketing.

"Our top priority is to continue being 'Ippei-chan' that never disappoints our fans."

"Ippei-chan" is developed around the concept of yakisoba sold at night markets, and it values ​​"playfulness and approachability" in its packaging and promotions. The shortcake flavor released last year was also planned as a product to celebrate the 30th anniversary milestone with its fans.

"We released the shortcake flavor as well, with the intention of celebrating our 30th anniversary with our fans. It's a product that values ​​'celebration,' 'playfulness,' 'approachability,' and above all, a fun image."

The shortcake flavor became a big topic of conversation on social media and was well-received by young people. On the other hand, there were also negative opinions such as "Don't play with food."
In today's instant noodle industry, many products are designed with publicity in mind. Mr. Ishisu himself recognizes that impact is important in attracting younger generations.

"We feel that making an impact to attract younger generations is extremely important. However, we don't want to compromise the playfulness and approachability that 'Ippei-chan' has cultivated, or the concept that has been loved for so many years. Our top priority is to create products that resonate with our fans and bring them joy."

■Important things to do when marketing

Mr. Ishisu cites communication and information gathering as essential elements in marketing.

When developing a new product, the process involves collaborating with various people, such as product development staff and designers who create the packaging. Therefore, clearly communicating requirements to each of them is fundamental to the job.

"The way I communicate can sometimes affect how a product sells. That's why I always make a conscious effort to communicate my requests clearly and concisely, always keeping a concrete image in mind."

Furthermore, gathering information from outside the company is also essential. In addition to sales figures and comparisons with competitors' products, they also reportedly visit stores in person to gather information.
While marketing is often associated with the strategic aspects, he says the ultimate goal is to get customers to buy the product.

"While developing strategies is important, I believe it's crucial to broaden our perspective to include the point of purchase itself."

I realized that what's required in marketing is a broad perspective that transcends internal and external boundaries, looking ahead to the entire process from when the customer picks up the product until they actually receive it.

■What kind of person is suited to marketing?

Ishisu says that the kind of person who is suited to marketing is "someone who doesn't mind communicating with all kinds of people."

"My job involves exchanging opinions with many people, including colleagues, people outside the company, and our customers, so I think it's important to be comfortable with communication."

Furthermore, intellectual curiosity and initiative are also required to create good products.

"Whether in a store or online, if I find a product that catches my eye, I buy it and try it out. Those experiences can sometimes spark new ideas, so I believe it's important to approach everything with curiosity and action."

■Regarding future prospects

Thanks to all the fans, "Ippei-chan" has been able to celebrate its 30th anniversary. Looking ahead, Mr. Ishisu says he wants to strengthen its approach to younger generations.

"We see low awareness among younger generations as a challenge. In the future, we plan to actively utilize social media and other platforms to increase awareness among younger generations and expand the fan base of Ippei-chan."

On the other hand, their goal isn't just to attract young people.

"While aiming for virality is important, we also want to continue preserving the playful spirit and approachability of 'Ippei-chan,' and develop products that will be loved by our long-time fans."

■Message to university students

Finally, Ms. Ishisu encouraged the students to engage in activities that can only be done while they are university students. She explained that once you become a working adult, it becomes difficult to find significant amounts of free time. That's why she urged them to broaden their horizons through club activities, travel, and other means while they are still university students.

"Not just in marketing, but in any job, I believe that the diverse experiences you gain at a young age are often directly useful in your work. I hope you'll think about what you can do precisely because you're young, and enjoy your daily student life."

Interview conducted by Student Newspaper Online on February 24, 2026: Yuki Sekiguchi, 2nd year student at Dokkyo University

Yuki Sekiguchi (2nd year, Dokkyo University) / Mayuna Yoshimatsu (3rd year, Musashino University) / Sakura Yamashita (3rd year, Tsuda University) / Mai Wakao (3rd year, International Christian University)