Mitsui & Co., Ltd. ("Mitsui", Head Office: Tokyo; President and CEO: Kenichi Hori), dot.me Co., Ltd. (a Mitsui subsidiary which is engaged in the D2C business), and Ajinomoto Co., Inc. have won the Runner-up Grand Prix at the 15th Japan Marketing Awards for their joint project Kayu Kayu Koujitsu®, a type of cup porridge which is marketed at Generation Z. The product was put on sale as a limited offer only in June 2022.

In the project, the three companies focused on the eating habits of Generation Z. Using AI predictive analytics based on social media data, they developed the concept of a healthy meal that can be consumed easily. Creating the DX value chain from concept development to sales enabled them to achieve the product's development in a remarkably short period of time, responding to changes in consumer behaviors and diversification of values. In addition, through direct dialogue with consumers, they developed product packages and e-commerce sites that incorporate consumer insights and trends, creating a new communication style that combines face-to-face and virtual platforms utilizing social media services.

Mitsui will continue to strive to develop lifestyle brands and products and address consumer lifestyle needs.