Ajinomoto's Fifth Season Marketing Adapting to Climate Change

This examines Ajinomoto's "Goki Sousama Project," an innovative marketing strategy that addresses the prolongation of summer due to climate change in Japan. By recognizing a "fifth season" called "Madanatsu" (still summer season), the company sought to counteract a decline in sales of its flagship product, "Hon-dashi," traditionally used in autumn and winter dishes. It outlines how Ajinomoto developed new recipes and cultural initiatives to encourage the use of "Hon-dashi" and other autumn ingredients during this extended warm period, creating new value for consumers, retailers, and society by transforming a challenge into an opportunity for enjoyment and adaptation. The initiative serves as a case study for identifying new societal shifts, understanding emerging problems, and crafting innovative solutions that extend beyond mere product sales to foster new habits and cultural norms.