What's this about Dentsu Inc.'s secret, never-before-seen food report?

Cookoo, a mysterious creature born from a famous chef's hat.
Cookoo, whose culinary skills are second to none and who possesses boundless curiosity about food,
has come to Dentsu Inc. today!

...Wait, Dentsu?
Not a famous chef's restaurant, nor a charismatic homemaker's kitchen,
but an advertising agency? Dentsu Inc.? I came to learn about food!
Cookoo is a bit of a mystery, after all.

But apparently, there are lots of people here doing "delicious work" related to food.
If you meet these people and hear their stories,
you might find hints for a "delicious everyday life" from a slightly different perspective than usual.
Cookoo seems to be thinking about that sort of thing.

Cookoo: Nice to meet you. I'm Cookoo. Are you Mr. Oya?

Landlord: Wow! Cookoo can talk! Nice to meet you.

Cookoo: I'm so happy to meet you! I learned to speak from the chef I used to work with.

Oya: Really? Welcome to Dentsu Inc.

Cookoo: Actually, my friend, the Food Researcher, told me that at this place called Dentsu Inc., there are lots of people doing "delicious work"... but it doesn't look like anyone is cooking here.

Oya: Hehehe, at Dentsu Inc., we don't actually cook food. But actually, a lot of people work on food-related projects.

Cookoo: Really? What kind of things do they do?

Oya: We think about how to best convey the deliciousness of food manufacturers' products, or research what kinds of foods people want to eat right now. Some people plan and run events related to food, too.

Cookoo: Hmm, that sounds delicious and interesting! What kind of "delicious work" do you do, Mr. Oya?

Oya: I run the "Food Lifestyle Lab" at Dentsu Inc. It's commonly called the "Food Lab."

Cookoo: Food Lifestyle Lab?

Oya: In a nutshell, it's a one-stop shop for all things food-related business. My job involves conducting research and analysis on "food" to understand the values people hold today and explore potential new products or business development opportunities. So, visiting trendy cafes is part of the job too (laughs). We don't just look at "now"; we also predict future trends. We publish an internal report called the "Food Lifestyle Lab White Paper," commonly known as the "Food Lab White Paper," about three times a year.

Cookoo: Huh? I'd love to read that!

Oya: I can't show you the whole thing because some parts are confidential.

Cookoo: Aw, that's too bad!

Oya: But we use it as a basis for lectures and joint development projects with companies, so it does get out there in various forms. Since it's the foundational report, how we use it and the flavor we add changes depending on the project.

Cookoo: That sounds a bit like the base soup used in cooking. Like dashi in Japanese cuisine, or fond and bouillon in French cooking...

Ōya: Exactly. Not a secret soup, but a secret report. Actually, these internal reports have been done at Dentsu Inc. since 1983, long before the Food Lab was even established. We've been collecting and analyzing photos of people's dining tables since then. Based on these unique surveys, annual reports analyzing consumers through the lens of "food" from various perspectives were produced. When I handled food-related clients in the field, I often referred to them. For those in food-related roles, these reports were like a bible. The "Food Lab White Paper" carries on that tradition.

Cookoo: It really is a secret recipe.

Oya: The key isn't just conducting surveys and looking at the size of the numbers. It's about deciphering the "true feelings of consumers" or "the flow of the times" from those results. When you consciously focus on that kind of analysis, you can see not only the "current" trends but also the "next" ones. That allows you to take the initiative. Take "detox," for example. For several years before that, ingredients and foods said to be good for the body—like "black vinegar," "nigari," and "soy milk"—were booming. But looking at the survey results, I sensed people were starting to get tired of "putting" good-for-you things into their bodies. Right then, I met a doctor advocating "detox," and I hit it off with the editor-in-chief of a health magazine. We got really excited, thinking the next trend would be "getting rid of" (laughs).

Cookoo: So that's what you were thinking!

Ōya: Since then, we've moved beyond just reports and survey data. We're now developing unique projects and content that only Dentsu Inc., with its wealth of such information, can create. We're also collaborating not just internally, but with a wide range of food specialists. One example is "Tabe Aru King," run by the Food Curator Association. Here, Japan's top food explorers and powerhouse food bloggers—all with incredible influence—have gathered under the motto "Revitalize Japan through food!"

Cookoo: Oh! These are the people who came to eat my home cooking...

Oya: Well, they'll show up anywhere they hear there's good food (laughs).

Cookoo: Did they hear somewhere that my cooking is delicious? That makes me so happy.

Oya: "Tabe Aru King" members are exceptionally sensitive to "delicious information." The Food Lab's network also spans academic societies, chefs, culinary researchers, registered dietitians, vegetable sommeliers, food magazine editors, food writers, and charismatic buyers from product fairs. Clients aren't just food and beverage manufacturers; we also talk with distributors and wholesalers. Our collaborative media now extends to websites and smartphone apps.

Cookoo: Wow, so you're connected not just to the people in this building, but to all kinds of "delicious work."

Oya: Yes. Cookoo, you were introduced by a culinary researcher, right?

Cookoo: That's right! By the way, how did you get into the food business, Oya-san?

Oya: Ah, that's a loooong story...

Oh dear, Cookoo and Oya seem to be getting deep into conversation. Cookoo's story of searching for "delicious jobs" at Dentsu Inc. continues next time.