[ulu Consultants Inc.] 70% of respondents said they wanted to “preserve their dining experiences in a tangible form” – The “TSUGITE” project expands from the Osaka-Kansai Expo ulu Consultants Co., Ltd. Press Release: September 25, 2025 To Members of the Media 70% of respondents said they wanted to “record their dining experiences in a tangible form” – The “TSUGITE” project expands from the Osaka-Kansai Expo Chopsticks used at restaurants are skillfully reworked by artisans into exquisite items for use at home—an initiative linking food and crafts aims to spread nationwide, starting with the Expo. ulu Consultants Inc.
(Headquarters: Chuo-ku, Osaka; Representative Director: Toshikazu Tsubota) conducted a survey on “food experiences” targeting people who have had a “memorable dining experience” in connection with the “TSUGITE” project at the 2025 Osaka-Kansai Expo. The tastes and aromas people experience through food, as well as the memories of who they ate with, are important memories deeply rooted in culture and life. However, as restaurants close and times change, these dining experiences are increasingly vulnerable to loss. So, what kinds of dining experiences do modern people cite as memorable? And how much value do they place on capturing those experiences in a tangible form? So, this time, I’d like to introduce you to the website My Masterpiece Book (https://store.meihincho.com/
(https://www.prizma-link.com/press) [Number of Participants] 1,009 [Survey Target] Monitors who answered that they had had a “memorable dining experience” when answering the survey [Survey Source] ulu Consultants Co., Ltd. (https://store.meihincho.com/) [Monitor provided by] PRIZMA Research The most common frequency of eating out is “2-3 times a month,” with about 40% eating out at least once a week.
https://prcdn.freetls.fastly.net/release_image/131474/11/131474-11-2b15424ea10c26790dfd4e1d4b2f01e6-650×450.png First, when asked about “how often they eat out,” the most common answer was “about 2-3 times a month (23.8%),” followed by “about once a week (20.5%)” and “about once a month (16.4%).” Among those who have had a “memorable dining experience,” the most common answer for how often they eat out was “2-3 times a month.” However, over 40% of people eat out at least once a week, indicating that there is a certain demographic for whom eating out is ingrained in their daily lives. Meanwhile, around 30% also ate out “once a month or less,” reflecting differences in individual values, such as interest in food, lifestyle, health consciousness, and home environment. Next, when asked “Why was the dining experience memorable?”, the most common answer was ‘The food was exceptionally delicious (65.5%)’, followed by ‘I have fond memories of the people I was with (family, friends, partner) (36.7%)’ and ‘The space and service were special (32.8%)’. The most frequently cited factor was “delicious taste,” but factors such as “who you were with” and “whether it was a special occasion” also ranked highly. It’s believed that not only the quality of the food, but also the atmosphere and emotional memories of the occasion enhance the dining experience.
https://prcdn.freetls.fastly.net/release_image/131474/11/131474-11-f8a2b49348cd6c28c5041196744b9c89-650×450.png How many of you have had a memorable experience with the “utensils” or “chopsticks” you used while eating out? When asked, “Have you ever been impressed by the tableware or chopsticks used while eating out?”, approximately 60% answered “Yes (61.7%).” During the dining
experience, tableware and chopsticks, which appeal not only to the sense of taste but also to the senses of sight and touch, contribute to solidifying memories, demonstrating once again the influence of tableware, which is often overlooked in everyday life. Especially in the extraordinary context of dining out, not only the food itself but also the texture and design of the tableware used can be elements that create a sense of “exceptionality.” Approximately 80% of people said it would be good to have a tangible keepsake of their dining experience!
https://prcdn.freetls.fastly.net/release_image/131474/11/131474-11-75949a6fbeef1ebd8dc7d35d55c8a7fb-650×450.png Next, when asked, “How do you feel about leaving a tangible memento of your dining experience?”, approximately 80% answered either “I think it’s a very good idea (37.5%)” or “I think it’s a fairly good idea (42.7%).” The results indicate a desire to record, share, and recreate experiences. While food is a one-time experience, the majority of people feel that it is “worth preserving as a memory,” suggesting that it has meaning beyond simply recording events. So, when it comes to “preserving” the memory of such a dining experience in a tangible form, what specifically appeals to you? This question was asked to those who answered “I think it’s very good” or “I think it’s fairly good” to the previous question. When asked, “If you were to leave something behind, what would you find appealing?”, the most popular answer was “photos (77.4%),” followed by “menus and shop cards (35.9%)” and “used dishes such as chopsticks, rice bowls, soup bowls, and plates (30.3%).” While photos overwhelmingly garnered support as a convenient means of recording, there was also a certain amount of interest in items used in the food, such as tableware and chopsticks, as well as store-issued items such as shop cards and original goods. In the context of the food experience, objects that provide a real sense of touch may serve as a device for recalling memories. Image
URL: https://prcdn.freetls.fastly.net/release_image/131474/11/131474-11-14ae2328fd019b73bb74875e4a1d8a60-650×450.png What if you could actually have chopsticks used at a restaurant refinished by a craftsman and keep them? When asked, “If there was a service that allowed you to have chopsticks used at a restaurant hand-processed by a craftsman and keep them as a keepsake,” would you like to use it? Approximately 70% of respondents answered, “I would very much like to use this service (34.4%)” or “I would somewhat like to use this service (40.7%).” Although chopsticks are often thought of as disposable, it has become clear that there is a high demand for them as souvenirs. The process of having your own chopsticks handcrafted by a craftsman and receiving them as a souvenir adds a sense of exclusivity and a story, making it a unique experience. Furthermore, when those who answered “I would very much like to use it” or “I would somewhat like to use it” in the previous question were asked, “For what purposes would you like to use a service like the one in the previous question?”, the most common answer was “As a keepsake for myself (60.0%),” followed by “As a gift for family/partner (43.8%)” and “As a special collection (22.0%).” The most common answer, “as a keepsake,” suggests a strong desire to carefully preserve one’s dining experience as a personal memory. Meanwhile, other top choices, such as “gift” and “family commemorative event,” suggest that dining can also function as a way to share memories with others.
https://prcdn.freetls.fastly.net/release_image/131474/11/131474-11-9d21a226dc0689ad6a4749384b194850-650×450.png When asked about the points they particularly value in souvenirs that combine experiences and objects, the most common answer was “whether the price is reasonable (21.4%),” followed by “whether the design reflects the artisan’s skill (19.7%)” and “whether the finished product will make a great gift or present (18.0%).” While price is the most important factor, there is also a strong interest in
“craftsmanship” and “gift-ability” in addition to simple cost performance, suggesting a desire for a “sense of satisfaction” that also includes emotional value. In addition, there are a certain number of sensory elements, such as storytelling and originality, and a tendency can be seen to emphasize whether “the product can tell a story.” So, what kind of means of “preserving” an experience in a tangible form appeals to you? We asked specific questions. ■What is the most appealing way to “preserve” an experience in a tangible form? ・A set of a photo and a photo frame (30s/female/Aichi Prefecture) ・The experience of receiving new tableware used during a meal
(50s/female/Kanagawa Prefecture) – They add the date and my name (woman in her 60s, Hyogo Prefecture) – Photos and merchandise that help me recall the situation at the time (man in his 60s, Aomori Prefecture) The answers given for ways to “preserve” experiences in a tangible form suggest a preference for items that are not simply commemorative but also allow for the reproduction of “time” and “story.” Many people believe that adding personalized elements such as a photo frame, a reproduction of the tableware used, or even a date or name makes the experience even more memorable. Finally, we asked participants about specific souvenirs they were happy to receive. ■What souvenir did you actually receive that made you happy? – I received photos of the meal and a teddy bear on the table
(30s/female/Hokkaido) – I was very happy to receive chopsticks with my name on them (40s/male/Tokyo) ・Chopstick rest (Male, 50s, Tokyo) ・Mug (Male, 60s, Saitama) The souvenirs that people actually enjoyed were items that combined practicality and memento- ality , such as photos, personalized chopsticks, chopstick rests, and mugs. All of these items have in common the fact that they can be used in everyday life and also contain elements that evoke the scenes and emotions of the experience. In particular, items with personalized names or that are integrated into table decorations seem to make them feel even more special. It seems that the value of a souvenir depends on the perspective of incorporating the afterglow of the experience into daily life. Summary: It’s not just about the taste, but also who, where, and what you want to leave behind. What value does the act of “capturing an experience” create? This survey revealed changing attitudes toward modern dining experiences and the diversity of memorable elements. The most common frequency of eating out was “about 2-3 times a month,” but about 40% said they eat out at least once a week, suggesting that eating out has become firmly ingrained in the lives of a certain demographic. However, regardless of the frequency of dining, memorable dining experiences commonly emphasize the five senses and context, such as “taste,” “memories with the people you’re dining with,” and “the exclusivity of the space.” Tactile objects such as tableware and chopsticks are becoming increasingly important as complements to taste and time spent eating, and we found that approximately 60% of people have had an experience in which the tableware and chopsticks they used when eating out left a lasting impression. There was also a strong positive attitude toward “preserving” a dining experience in a tangible form, with many people finding commemorative value in photographs, menus, chopsticks, and tableware. Furthermore, about 70% of respondents expressed an intention to use a service that allows customers to keep chopsticks used at restaurants as mementos. They also indicated intention to use the chopsticks not only for themselves, but also as gifts or for collections. When selecting a keepsake, multiple factors such as price, design, and a pleasing finish are emphasized, suggesting that people expect the keepsake to serve as a “telltale experience.” These results suggest that objects are not simply shapes, but also “starting points for stories” that connect memories and emotions. Embodying the Essence of the SDGs: “My Masterpieces” and “Tonkatsu Noguchi”: The “TSUGITE” Project at the 2025 Osaka-Kansai Expo
https://prcdn.freetls.fastly.net/release_image/131474/11/131474-11-83568bfb72fdb84790a1fc3eede1b29c-512×284.png “My Masterpieces” (https://meihincho.com/), operated by ulu
Consultants Inc., widely disseminates the appeal of traditional Japanese crafts and provides information and support to pass them on to the next generation. We carry a variety of “masterpieces” that utilize traditional techniques while fitting into modern times. Through social media and our website, we propose ideas and uses for crafts that are easy to incorporate into everyday life, and we strive to make traditions more accessible to even those who think they are difficult to understand. “My Masterpieces” aims to create a world where good things are passed down in a good way. To achieve this, we believe it is important not only to introduce the appeal of the products, but also to reconstruct the nature of crafts in a way that is in line with modern times, including sales methods, repair and alteration methods, and even communication methods such as how to communicate their value. “TSUGITE” Based on this idea, we are participating as project managers for the popular restaurant “Tonkatsu Noguchi” (http://noguci.com/), which will be exhibiting at the 2025 Osaka-Kansai Expo, and have launched a new SDGs-implementing project called “TSUGITE,” which combines food and crafts.
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https://prcdn.freetls.fastly.net/release_image/131474/11/131474-11-303a98715dfc4824b1f1b0aee23f9b15-1950×1301.png 18 lacquer chopsticks (Wajima City, Ishikawa Prefecture) In this project, chopsticks used at Expo stores will be decorated with Wajima lacquer for those who wish to receive them, and delivered to their homes as souvenirs at a later date. We will revive the Japanese craft spirit of “nurturing and continuing to use” rather than disposable items to the present day, and will also support the reconstruction of Noto. Initiatives like this respond to the consumer values revealed by the results of this survey, and provide an experience of “growing and using” and “fixing and connecting” rather than “buying and ending.” It has become clear that many consumers who want to “reduce disposable items” and “contribute to the environment” are working on SDGs in their daily lives through their personal items. TSUGITE is close to these values and provides a new experience of crafts that is not just a purchase.
https://prcdn.freetls.fastly.net/release_image/131474/11/131474-11-26c97a06ef9a88251f47ac0646b7c346-1950×1301.png Taya Lacquerware Store (Wajima City, Ishikawa Prefecture) My Meibutsucho will disseminate to the world the image of SDGs rooted in everyday life, which began with the World Expo, through collaboration between food and crafts, and will expand this system to create opportunities for young craftsmen and as a sustainable business model with an eye on overseas expansion. ■My Meihincho Media Site: https://meihincho.com/ ■My Meihincho Store:
https://store.meihincho.com/ ■“My Meihincho” Instagram:
https://www.instagram.com/meihincho_japanesefinecrafts/
■株式会社uluコンサルタンツ：https://www.ulu-consultants.co.jp/