Approximately 80% of dual-income households prepare dinner daily, with 61.7% feeling a "sense of obligation." Mogumo celebrates its 4th anniversary, evolving into a "food infrastructure."

## Press Release Information
Title: Approximately 80% of dual-income households prepare dinner daily, with 61.7% feeling a "sense of obligation." Mogumo celebrates its 4th anniversary, evolving into a "food infrastructure."
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Mogumo, a lifestyle brand operated by Oxxx Inc. (Headquarters: Fukuoka City, Fukuoka Prefecture; Representative Director: Yusaku Kurose; hereinafter "Oxxx") that supports family growth, celebrated its 4th anniversary since its service launch on Tuesday, May 5, 2026.

Mogumo will continue to evolve into a presence that supports daily comfort and peace of mind through "food," while staying close to various families, including dual-income families (Tomoiku).

Food that values the smiles of everyone in the family, including moms, dads, and children.

In modern society, where dual-income households are common, many families feel guilty about "not being able to prepare proper meals" amidst their busy daily lives.

Mogumo has been providing food as an option where "you don't have to try too hard," supporting families facing such various challenges. We transform meals from mere nutritional intake into a time that creates peace of mind for families.

Mogumo will continue to aim for the realization of a society where all family members can spend time comfortably through food.

Background

While dual-income households are becoming the norm, the premise that "moms are responsible for meal preparation" at home still strongly persists.

A survey conducted by Mogumo targeting dual-income households revealed the reality that dinner preparation is perceived as "something I should take on" and has become a sense of obligation.

- "Almost daily" preparing dinner: 80.0%
- "Most burdensome" is "thinking about the menu": 77.4%
- "Feeling a sense of obligation" towards dinner preparation: 61.7%

These results show that meal preparation is not just a household chore, but is linked to "the responsibility of supporting children's nutrition and growth," and is especially perceived by mothers as "something that must be done."

In fact, we have received comments like the following, which indicate the reality that meals are internalized as "mom's responsibility."

- "There's no option not to cook just because I find it troublesome."
- "Eating out or buying prepared food every day is difficult, so I feel like I have no choice but to cook myself."
- "Compared to others, I feel lazy if I can't cook."
- "Even if I'm busy, I feel guilty if I only rely on prepared food, and I set a high bar for myself to make homemade food with plenty of vegetables."

Behind this background is the perception that meals affect children's health and growth, which is thought to lead to a sense of guilt and pressure about "not being able to prepare them properly."

Mogumo will alleviate the sense of obligation and pressure associated with meals by providing food options that support children's growth without overstraining parents.

Furthermore, by addressing the premise that meals "should be handled by moms" and transforming it into a state where they don't have to bear the burden alone, we gently liberate moms and dads, delivering quality time to families.

## Mogumo's Journey Over These Four Years

Mogumo has been providing services, with a commitment to additive-free ingredients under the supervision of registered dietitians, as frozen infant food that caters to the concerns of early childhood mealtimes, aiming to achieve both "children can eat safely" and "reducing the burden on moms and dads."

### ① Sales start at Akachan Honpo

From February 2026, sales began at approximately 115 Akachan Honpo stores nationwide (stores equipped with freezers).
https://prtimes.jp/main/html/rd/p/000000042.000079329.html

### ② Expansion to supermarkets nationwide

We are progressively expanding the number of stores handling our products, broadening opportunities for customers to easily pick them up and try them in stores.

Through these initiatives, we have expanded our reach beyond online to offline, becoming a part of the daily lives of many families.

## Future Outlook

Going forward, Mogumo will continue to promote initiatives that support daily comfort and peace of mind, while addressing social issues faced by various people, starting with "food."

### ① Support for dual-income families (Tomoiku)

We will reduce the "evening meal burden" on busy families and provide food options that offer a sense of security, allowing them to feel "it's okay to take it easy."

### ② Expansion of food experiences through IP and content

We will promote the development of food experiences linked to characters and stories, so children can enjoy engaging with food.

### ③ Expansion of introduction as employee benefits

We will collaborate with companies to promote the introduction of our services as employee benefits to support working moms and dads. Through food, we will contribute to improving employees' quality of life and companies' productivity.

### ④ Collaboration with administrative and educational institutions

We will collaborate with after-school care centers and kindergartens to address food-related issues outside the home. We aim to provide effective support for real-world problems on site, such as "after-school lunch box problems."

## Comment from Yusaku Kurose, Representative Director of Oxxx Inc.

Mogumo since its service launch