Otsuka Pharmaceutical Co., Ltd. (Otsuka) has received the Judges' Special Award in the Corporate Category of the Education-Related Organizations and Business Operators Division at the Ministry of Agriculture, Forestry and Fisheries' (MAFF's) 10th Shokuiku (food and nutrition education) Activity Awards. The award recognizes Otsuka's collaborative efforts with partner organizations to promote food and nutrition education through "MoguMogu Town," a smartphone and tablet app that makes learning about healthy eating engaging and accessible.

The Shokuiku Activity Awards recognize individuals and organizations dedicated to advancing shokuiku (food and nutrition education) in Japan. The awards aim to celebrate their achievements, raise public awareness of their work, and inspire the nationwide adoption of best practices in the field.

Drawing on expertise developed through its nutraceutical business, Otsuka has long partnered with relevant organizations to deliver food and nutrition education initiatives through seminars and events. Since 2024, the "MoguMogu Town" app has extended this work into the home, giving families an easy and enjoyable way to learn about food and nutrition together in their daily lives. The app is now used in food and nutrition education classes, primarily for elementary school students, as well as at family-friendly dining venues. Through collaboration with schools, companies, and various organizations, Otsuka continues to broaden its reach in communicating the importance of good nutrition.

A survey conducted by Otsuka of 500 third- and fourth-grade elementary school students found that after using the app, more children expressed a willingness to try a wider variety of foods, indicating a positive shift in attitudes toward foods they had previously avoided.¹ Analysis of in-app usage data also showed that over time, students tended to incorporate more food items into a single meal compared to when they first started using the app.

■About MoguMogu Town　
　Website https://mogumogu-town.jp/ (in Japanese)

MoguMogu Town is a free game app that makes learning about food and nutrition a part of daily life. When users photograph their meal with a smartphone or other device, ingredient characters called "Mogumin" appear through augmented reality (AR)². Users can encounter up to 100 different ingredients and a total of 250,000 unique Mogumin characters, each with its own distinctive features. Users take on the role of town mayor, answering food trivia questions and recruiting Mogumin characters to grow their in-app town. Along the way, they learn about balanced nutrition, the nutritional value of individual ingredients, and fun food facts.
By weaving gamification into the experience, the app keeps children engaged and coming back, helping to address common challenges such as picky eating, poor nutritional balance, and a lack of knowledge about food.

■Expanding MoguMogu Town Initiatives

When the app launched in 2024, Otsuka introduced a range of complementary home-use content, including "MoguMogu Town Karuta" and the YouTube channel "MoguMogu Town Radio," to further support healthy eating habits in children. In 2026, the program expanded again with the launch of a new parent-child food and nutrition education workshop series aimed at corporate health management initiatives and educational settings.

Based on the corporate philosophy of 'Otsuka-people creating new products for better health worldwide,' Otsuka Pharmaceutical continues to contribute to the health and well-being of people around the world.

About Otsuka

Otsuka Pharmaceutical Co., Ltd. is a total healthcare company that focuses on each individual's potential to enhance their well-being. Our medical-related business provides treatments and diagnostics for both physical and mental health. Our nutraceutical business supports daily health maintenance and improvement. Otsuka's unique products and services are based on scientific evidence, under the guidance of our corporate philosophy: Otsuka-people creating new products for better health worldwide. For further information, please visit www.otsuka.co.jp/en/