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Introducing enjoyable cooking with seasonings through TV cooking programs and cooking schools
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From the third decade to the fourth decade of the Showa Era, Takara Shuzo proposed new lifestyles to consumers and contributed to enriching Japanese cooking by sponsoring TV programs and cooking seminars.
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A scene from “Takara Oryori Techo”, one of our pioneering TV cooking programs
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Japan dramatically changed during the high-growth period. People’s lives became richer and the role of meals changed from simply allaying people’s hunger to enjoying the taste of food. At that time, mirin was a luxury seasoning used only in fancy Japanese restaurants. However, Takara successfully brought mirin into Japanese cooking, while capturing the needs of consumers who were seeking a new lifestyle.
“Takara Oryori Techo,”(cooking book) a TV program sponsored by Takara Shuzo in 1954 and cooking schools conducted nationwide brought great public response. A spoonful of mirin was used on some occasions and lots of mirin was poured into the pan on other occasions. People gradually showed a greater interest in mirin. Moreover, the 1.8-liter glass bottles mainly used at that time were converted to stylish smaller bottles. The new containers manufactured at the Fushimi Factory were given the nickname “dressing bottles.” The bottles became popular as a symbol of a modern lifestyle. In this way, Takara Shuzo came up with new ideas to change the Japanese lifestyle. |
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Dealing with Alcohol Properly
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| A reasonable amount of drink relieves stress and facilitates smooth communication. On the other hand, drinking brings certain other problems such as disruptions to health from overdrinking and underage drinking. Shouldering the responsibilities as a company that produces and sells alcohol, we are among the first to encourage activities that will instill proper drinking habits. |
 Through advertisements
In 1985, Takara launched their “Say No” Campaign, with a full-page advertisement in the newspapers on New Year’s Day. We called for good manners and proper drinking habits and encouraged consumers to say no in situations where drinking is not allowed. With its catchphrase of “good day, good drinking, good manners,” Takara spread the message in a variety of forms.
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 Distribution of pamphlets
In 1986, we published our first pamphlet, the “Say No Reader,” to educate consumers on proper drinking habits, and we are now publishing and distributing a new version of the pamphlet. Our goal is to spread knowledge on the correct use of alcohol in accordance with the rules of society. We updated the publication in 1995 to the “Say No! Press” pamphlet.
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 Consideration for advertising expressions and labeling
To prevent underage drinking, we have imposed self-regulation on inadequate advertising expressions and images, TV airtime and publicity activities. In July 2004, we started to include a warning label for pregnant women on our alcoholic beverages.
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