Intercultural Communication Center (ICC)Waseda University

【Registration Period:Sep. 28th 〜 Nov. 9th,9:00AM】ICC Online Talk Session: Product Development of “KIRIN Sekai-no-Kitchen-Kara” ~What approach to intercultural understanding can bring us closer to the people of the world?~ (Nov. 16)
Guest: Keiko Sugaya (Sales Department, Vending Machine Equipment Deputy Supervisor, Kirin Beverage Company, Ltd.)


The hint is the wisdom and workings of food which are handed down through the kitchen’s of the world. The brand was made with the aim for the “delicious home made taste”. This phrase is unfamiliar among the most soft drinks you pick up in a supermarket or convenience store. In this environment, KIRIN Beverages have aimed to introduce a new concept in product development that challenges regular methods.

Beginning with “Salty Lichi” the “Sekai-no-Kitchen-Kara” brand has given birth to a number of hit products. After its introduction in 2007, the brand’s development team traveled to numerous homes around the world to find creative hints for their products. On their travels, they haven’t just been looking for food knowledge or preparation techniques but also the different characteristics of the country’s lifestyles in their quest to develop new products with an outlook that gives first regard to an “intercultural” experience.

At this talk session, the brand manager of “Sekai-no-Kitchen-Kara” Keiko Sugaya has been invited by the ICC to give a talk about this brand that gives people a taste of the charms of other cultures. From the birth of the brand and supporting the setup team to the actual experiences of taking charge of trips to collect data in the field, there are sure to be some behind the scenes stories you’d usually never be able to hear!

If you’re interested in marketing, intercultural understanding or the mind of someone who can carefully craft new ideas, then come along and take this great chance to hear the various aspects of KIRIN Beverage’s “Field Research Based Product Development”.

This event will be held on Zoom. Pre-registration is necessary so please apply on MyWaseda.
The event will be held on a screen on the day, however there will be time scheduled during the event for you to ask the guest questions directly.

Don’t miss it! We’ll be waiting for you!

Date & Time

November 16, 2020 (Mon). 6:15pm – 7:45pm
(You can enter the Zoom meeting room from 6:00pm. If you try to enter earlier than this time you will be directed to the “waiting room”, in that case please wait patiently for the event to start.)


Zoom (the Zoom URL will be sent to you by email the day before the event)


Waseda Students, Faculty and Staff


Japanese(Q&A in both English and Japanese)




Required. Please register through MyWaseda. Click here to register!


Around 80 people. (If there are a large number of applications a lottery will be held to decide participants. Results sent by email on the deadline day.)


November 9th (Mon.) 9:00am

Guest Profile

◆Ms. Keiko Sugaya◆

Sales Department, Vending Machine Equipment Deputy Supervisor, Kirin Beverage Company, Ltd.
Born in Nagasaki in 1975. Entered Kirin Beverage Company, Ltd. after graduating from Keio University Faculty of Environment and Information Studies. After working at the production management unit, in 2001 she entered the marketing department. Since then she has been in charge of the brand marketing of “Afternoon Tea” and brand startup and marketing of “Sekai-no-Kitchen-Kara” brands. After the 2nd maternity and childcare leave she became in charge of the “Nama-cha” brand in 2014, and then brand manager of the “Sekai-no-Kitchen-Kara” brand in 2017.
Appointed to current position in April 2020.



◆Mr. Yoshio Koiwai◆

Managing Director / Producer, TNC Inc.
Born in Ibaraki prefecture in 1973. After graduating from university, he spent 5 years working in Indonesia and in 2004 he became a founding member of a PR and Marketing company TNC, engaging in advertising and marketing business. In 2008 he was inaugurated as the Managing Director of the company. Currently he produces overseas research, marketing and PR business centered on “Life Style Researcher”; a network of over 600 Japanese women living in 100 different regions and 70 different countries around the world. In September 2014 he opened the tasting salon “Maison de Tsuyuki” in Kagurazaka, Tokyo, a place to connect Japan with other countries through the central theme of “food”. (Website:


Kirin Beverage Company, Limited

TNC Inc.


ICC TEL: 03-5286-3990 E-mail:[email protected]

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