Fencer Ota Takes on the Challenge of Increasing Food Self-Sufficiency! ~ PR Event for the "Koku-Po" Campaign at Ito-Yokado

On October 23, Seven & i Holdings held a PR event for its "Koku-Po" campaign, a points program supporting domestically produced food products, at the Ito-Yokado Ario Kameari store in Katsushika Ward, Tokyo.

"Koku-Po" is a point program under the national movement "Food Action Nippon," which aims to improve Japan's food self-sufficiency rate. It promotes the purchase of domestic food products. Customers who buy eligible domestic products can enter a lottery to win domestic ingredients. Starting the same day, Ito-Yokado stores, primarily in the Tokyo metropolitan area, launched a "Koku-Po" campaign targeting their original brand rice products.

The PR event featured London Olympics fencing silver medalist Yuki Ota and House of Representatives member Norikazu Suzuki. At the "Koku Po" campaign launch ceremony, Ota, a supporter of Food Action Nippon, used a sword to break a balloon resembling a ceremonial paper ball, revealing a banner for the "Koku Po" campaign.

Regarding the "Koku-Po" campaign, now in its second year, Ota commented, "What athletes eat is truly crucial. What you consume directly impacts your body. I want to support this project that encourages eating domestic food." Representative Suzuki added, "I think this is a great opportunity to enjoy food. I hope people will choose domestic products because they're delicious and enjoyable. In our local area, young producers are working hard to create delicious foods. I'd be happy if people could remember those producers for even a moment when they eat rice."

The "Koku-Po" campaign will run nationwide until the end of February next year.