Kikkoman Holds Student Lecture on “Kikkoman and Expo” at Shanghai University
December 15, 2025
In October 2025, Kikkoman hosted a lecture at Shanghai University in China on the theme of “Kikkoman and Expo.” Kikkoman carries out a wide variety of initiatives to implement our management principle of the “international exchange of food culture” and to provide educational opportunities for young people studying Japanese culture and language. This lecture was one such example, held through the Kikkoman “紫 MURASAKI” Fund, which was jointly established by Kikkoman and Shanghai University.
The lecture was delivered by Kotaro Yamashita, Director, Kikkoman Institute for International Food Culture. Mr. Yamashita, who was responsible for public relations at the Expo 2010 Shanghai China, the event that inspired the creation of the “紫 MURASAKI” Fund, spoke about the connection and history between Kikkoman and World Expos, linking his talk to this year’s Expo held in Osaka, Kansai, Japan. Specifically, he introduced how Kikkoman participated in Expo 1970 in Osaka, Japan, operating an underwater restaurant, and in Expo 2010 in Shanghai, China, where it opened the Japanese-style restaurant “紫 MURASAKI.” Students listened with great interest when he explained that Shanghai University students had assisted at the restaurant during the Expo.
The lecture also included data-driven explanations about Japanese cuisine. Japanese food is recognized worldwide for being healthy and well-balanced, and Japan, where Japanese cuisine is mainstream, is known for its high life expectancy. However, in recent years, Japanese eating habits have been diverging from traditional Japanese food culture, raising concerns about its sustainability. Mr. Yamashita emphasized that Japanese cuisine is “a culture that combines tradition and diversity and must be preserved,” while also stressing the need to promote the fusion of food cultures and the creation of brand new culinary traditions. Reflecting this belief, Kikkoman participated in this year’s Expo 2025 Osaka, Kansai, Japan with an event titled “Connecting the World Through Deliciousness,” where chefs from both Japan and overseas proposed and shared ideas for the future of food. Mr. Yamashita also showcased photos of Japanese dishes prepared by three international chefs invited from the United States, France, and Thailand, illustrating how Japanese cuisine is increasingly fusing with global culinary traditions.
Students who attended the lecture shared positive feedback, such as: “It was meaningful to learn about the connection between Shanghai University and Kikkoman through the Expo”, “I lived in Japan for a while and realized that you don’t need many seasonings to make delicious food, soy sauce alone is enough. That’s how amazing soy sauce is,” and “I have not tried Kikkoman Soy Sauce, but after this lecture, I definitely want to.” The talk also served as a valuable opportunity for participants to deepen their understanding of our soy sauce and other seasonings.
It is truly inspiring that bonds formed through the Expo 15 years ago have led to the ongoing international exchange of food culture, as exemplified by this lecture. Kikkoman will continue to promote the international exchange of food culture and provide opportunities for young people around the world to learn about Japanese food culture.
About the Kikkoman “紫 MURASAKI” Fund
In striving to fulfill its management principle, “To promote the international exchange of food culture”, Kikkoman carries out activities to share Japan’s rich culinary heritage with the world while introducing splendid food cultures from around the globe to Japan. One such activity was the establishment of the Kikkoman “紫 MURASAKI” Fund at Shanghai University in 2010. This fund was started when Kikkoman exhibited its Japanese restaurant “紫 MURASAKI” at the Japan Pavilion during Expo 2010 Shanghai China. Students majoring in Japanese at the School of Foreign Languages Shanghai University assisted with the restaurant’s operations as cooking assistants and hall staff. This collaboration inspired establishment of the fund, for ongoing exchange with the university. Over the past fifteen years, the fund has continued to provide educational support through scholarships, opportunities for outstanding students to participate in the Japan Visit Program and the holding of special lectures with the aims of promoting the international exchange of food cultures and fostering aspiring individuals who will act as a bridge between China and Japan.
