--- description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. title: Shaping the Future of Food image: https://static.time.com/v3/assets/bltea6093859af6183b/bltf78a5feb28b08f85/6a552abb331a32831ca5d9c6/Momoya.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 --- # Shaping the Future of Food  Food and drink have always been among Japan’s highest-profile cultural exports, with renowned dishes such as sushi and ramen shaping the country's global image. In today’s ultra-competitive market, however, it takes more than just history and reputation to succeed. The food industry is playing an increasingly important role in Japan’s economy, with record exports of 1.41 trillion yen in 2023, an increase of 14.3% from the previous year. To maintain this growth, leading food and drink brands are embracing innovation and new ideas to attract more customers, drive sales and make an even greater impact overseas. Yuji Koide, president of Momoya Co., Ltd., embraces his firm’s proud history and track record while also seeking to build on that foundation with the introduction of new products and systems. “Traditional foods have evolved over centuries, shaped by the available technology and traditional techniques of their time, resulting in the taste and quality that make them so popular today,” said Koide. “We have scaled up production by using machinery where possible to mimic the old methods accurately. Our manufacturing technicians and engineers make the machines themselves, ensuring the high quality of our products,” he added.  Misuzu Corporation Co., Ltd. CEO and President Yuichi Tsukada believes that keeping up with the latest technology and customer trends is vital in the food production industry. “Daily food products may become a key focus in the future. With modern lifestyles evolving, the popularity of ready-to-eat foods continues to grow. To expand our product portfolio, we aim to learn from both our competitors and the global market,” said Tsukada. “Looking ahead, we hope to collaborate with companies that possess specialized technology and expertise to help us successfully develop these products,” he added.  According to Tokuo Sakaino, president of Sakaino Yokei K.K., the poultry and egg industry has traditionally taken inspiration from U.S. and European producers. As the sector evolves, he believes it’s vital to adopt new technologies and systems. “Today, we have implemented advanced machinery and technologies to automate processes like auto-feeding and thermal control with floor heating, alongside air and ventilation control systems,” said Sakaino. “These innovations allow us to streamline and expand our production line, keeping us at the industry forefront, in addition to ensuring the welfare of our chicks,” he added.  Such commitment to quality standards is a major factor in the success of the nation’s food and drink sector. Its diverse and inclusive nature is another. “Japanese companies have a strong commitment to quality and craftsmanship, paying attention to the smallest details and always pursuing perfection,” said J-Works Inc. President Nao Ohira. “Another interesting area is our ability to import aspects of other cultures. We are able to blend them with our own technologies, techniques and heritage to make something better. This has been a part of our culture for a long time,” he added.   In the café and bar sector, new ideas are vital for driving footfall and brand awareness. To this end, Neodelight International Inc. has been pioneering innovative promotions across Japan with “VTubing,” an animated virtual blogging craze popular with younger audiences. “One new area of our business is VTuber activities. For those not based in Tokyo or Osaka, we provide animation materials so they can engage in the VTuber business using our system,” said President Yuichiro Suzuki. The commitment to developing new technology and practices in the sector extends to related fields such as farming, horticulture and even florist businesses. Seiichi Miyoshi, President of Miyoshi Group & Co., Ltd, said that automation has become a major part of his firm’s digital transformation strategy. “Miyoshi Group began adopting automation ahead of its competitors, working together with individual farmers to remain involved in every step of production, from planting the seeds to growing the seedlings and transplanting them into the field,” said Miyoshi. “We have nearly automated this entire process and have significantly improved our efficiency rate. This has positioned us as leaders in automation compared to our competitors,” he added.  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