Yoshikazu Azuma, CEO of Tokyo’s 2Food, is expanding soon Japan’s number one, 100% plant-based fast-casual and CPG brand is bringing its award-winning products to the US.Amen, Japanese curry, gateau, cheesecake and donuts, to American consumers through newly established arm 2Food US.
“We believe there is a lot of potential for a plant-based diet in Japan,” says the serial entrepreneur.
Ongoing plant-based evolution in Japan
By Yoshikazu Azuma
The plant-based food industry has been growing at an unprecedented pace in recent years, with Europe and the United States leading the way. However, Japan is still in the early stages of development in the plant-based market, and there is much potential for growth and expansion.
Despite an increase in the number of restaurants serving plant-based foods and new businesses entering the market, Japan’s industry still lags behind that of Europe and the United States. A notable example is the way supermarkets and grocery stores retail plant-based products. In the West, plant-based options are usually found alongside animal-based protein foods. In Japan, they are often placed in a separate area, making them less visible and accessible to consumers.
Another notable factor is that Japanese cuisine is already considered quite healthy, so marketing plant-based foods purely as a healthy option is not enough to drive consumer demand.
Attitudes are changing
Data shows that Japanese consumers are still not as ethically conscious as their Western counterparts, making it challenging to promote plant-based alternatives based solely on their sustainability credentials. However, attitudes are changing, and consumers are becoming more aware of their impact on the environment.
At 2foods, we’re leading Japan’s plant-based food industry with our fast-casual restaurants and retail locations that offer 100% plant-based products that are just as good as traditional junk food, like our delicious Ever Chicken Nuggets. We partnered with Kagome, Japan’s top fruit and vegetable product manufacturer and distributor, to create a new plant-based egg alternative called Ever Egg.
“Attitudes are changing, and consumers are becoming more aware of their impact on the environment”
2foods has rapidly expanded to operate five fast-casual/retail locations in Tokyo in less than 3 years, with plans to open a sixth location later this year as well as franchises throughout Japan. Our unique marketing approach includes social media, music and sustainable fashion to make plant-based foods part of consumers’ lifestyles, emphasizing their deliciousness and cultural value rather than just sustainability.
As we continue to grow and expand, we are committed to maintaining our values ​​of sustainability and social responsibility by leading the Japanese industry in driving change. We are proud to pursue B Corp certification, held by only 19 companies in Japan, and to promote an equal and comfortable work environment for women and LGBTQ team members.
We believe that plant-based food has great potential in Japan, and we look forward to leading the way in creating delicious, sustainable and culturally valuable products.