[2026 Edition] Mizkan, Calbee, Tamachan Shop... Analysis of Instagram Operational Strategies of 50 Successful Food E-commerce Accounts

## [2026 Edition] Mizkan, Calbee, Tamachan Shop... Analysis of Instagram Operational Strategies of 50 Successful Food E-commerce Accounts

GOAT Inc. has released a free report for e-commerce businesses titled, "[2026 Edition] Analysis of Instagram Operational Strategies of 50 Successful Food E-commerce Accounts." This document surveys 50 official Instagram accounts of food and beverage brands, listing followers, post counts, posting frequency, account characteristics, e-commerce operational status, and brief comments.

The content is structured for both e-commerce businesses aiming to strengthen their Instagram operations and those who are already operating but struggling to achieve growth, allowing them to learn from actual success stories.

The report is currently available for free distribution on the official GOAT Inc. website.

■ 'Just posting' no longer attracts customers on Instagram

"Posting 2-3 times a week" or "uploading beautiful product photos"—the era where these actions alone could increase followers and lead to e-commerce sales is coming to an end.

Mizkan (370,000 followers) earns followers by contributing to daily meal planning through recipe videos, while Godiva shares brand experiences with customers by utilizing UGC (User-Generated Content). Tamachan Shop realizes co-creation with customers under the concept of "wanting to be Japan's mom." What they have in common is not "posts that sell products," but a "design that blends into the followers' daily lives."

■ Key contents included in the report

- Major food manufacturers (Mizkan, Kikkoman, Kewpie, Morinaga, Calbee, etc.): Comparison of operational strategies (recipe video type, new product announcement type, character utilization type, UGC campaign type) and the reality of follower numbers and posting frequency.
- Beverages and Coffee (Suntory, Coca-Cola, Red Bull, UCC, Tully's, etc.): Differences between influencer collaboration, lifestyle proposal, and brand world-view types. Strategies like Suntory focusing on vertical videos (Reels).
- Sweets and Specialty Food E-commerce (Mr. CHEESECAKE, Cake.jp, HOUKIBOSHI, etc.): UGC utilization, 'Oshi-katsu' (fan culture) cakes, and nationwide expansion of regional brands. How brands that compete only with their own e-commerce sites use Instagram.
- For food e-commerce operators (Tamachan Shop, Saitoham, Kanetsuru Food, etc.): Tamachan Shop’s customer co-creation operations, unique messaging from additive-free ham brands, and designs by long-established nut companies that foster familiarity through employee daily life.

Representative comment

"Instagram for food e-commerce is not a place to sell products, but a place to make people want them. It is important to consider not just the number of followers, but what kind of content is used to create what kind of relationship with customers. Looking at 50 accounts, what successful operators have in common is 'consistency in brand concept' and 'mechanisms for customer participation.' Start by selecting three accounts in categories close to your own and compare their content strategies."
— Jun Yoshinaga, CEO of GOAT Inc.

■ Food e-commerce businesses that need this report now

- Those who are managing Instagram but not seeing follower growth and are unsure about content.
- Those who want to understand what major food manufacturers and successful food e-commerce sites are doing on Instagram.
- Those who want to refer to e-commerce integration examples in the same genre (seasonings, sweets, beverages, etc.).

[Consultation for e-commerce operations is also available]

- 'I want someone to monitor what my current support company is doing.'
- 'I want to talk to a person with specialized knowledge of food e-commerce.'
- 'I am running advertisements, but I am not seeing results.'

If you have such concerns, please consult GOAT Inc. They support operations on Rakuten Ichiba and Amazon, advertising management, and sales growth.