Co-Creation Platform 'Minna no Ethical Food Lab' Launches RSPO Certification Campaign at Shonan T-SITE with WWF Japan, Sharyo, and Taiyo Yushi Starting June 17

Culture Convenience Club Co., Ltd. (Headquarters: Yokohama, Kanagawa; President & CEO: Einosuke Takahashi; hereinafter “CCC”) has inherited the co-creation platform 'V Minna no Ethical Food Lab,' previously promoted by CCCMK Holdings Co., Ltd. (now V Point Marketing Co., Ltd.), and officially launched 'Minna no Ethical Food Lab' as a CCC business starting April 2026.

'Minna no Ethical Food Lab'

'Minna no Ethical Food Lab' is a co-creation platform aiming to deepen public understanding of the significance of ethical food—produced with consideration for the 'environment,' 'animals,' and 'people/society'—and the social issues behind it. By naturally incorporating ethical food into daily life, the platform seeks to spread sustainable food choices across society.

Until now, CCC has proposed lifestyles centered on individual 'preferences' and 'comfort' through space creation initiatives such as 'Tsutaya Bookstore' and 'T-SITE.' The new 'Minna no Ethical Food Lab' expands this lifestyle curation into the domain of 'food,' launching a project to re-examine the sustainability of daily living from the consumer’s perspective, with 'food' as the starting point.

Rather than simply presenting social issues as matters of 'correctness,' the platform translates them into everyday values such as 'delicious,' 'comfortable,' and 'support-worthy.' By delivering these as experiences that naturally resonate with and inspire consumers to choose, CCC aims to create a society where ethical choices seamlessly integrate into daily life.

As the first initiative, CCC, together with the World Wide Fund for Nature Japan (WWF Japan), Sharyo Co., Ltd., and Taiyo Yushi Co., Ltd., will host an event themed around the 'RSPO Certification'—an international certification system for sustainably produced palm oil that respects tropical forests, wildlife, and human rights—at Shonan T-SITE from June 17 (Wed) to June 30 (Tue), 2026.

Event Concept at Shonan T-SITE

Everyday 'choices' can help protect forests and animals

This initiative focuses on 'palm oil.' Palm oil is a vegetable oil derived from oil palm trees grown in Indonesia and Malaysia. It is used in a wide range of everyday products, including detergents, soaps, snacks, bread, and instant noodles. While highly efficient to produce and one of the most widely used vegetable oils globally, its increasing demand has raised various social concerns, such as deforestation, loss of wildlife habitats, child labor, and labor rights issues. In particular, the destruction of tropical forests and its impact on ecosystems of wild animals like orangutans have become global concerns, prompting us to reflect on how our 'convenient and affluent lifestyles' are deeply connected to the natural environment.

'Minna no Ethical Food Lab' does not aim to simply 'educate' about this issue. Instead, we believe that helping people discover and empathize—on a natural extension of daily life—that choosing detergents, soaps, or favorite foods every day can impact the future of forests, animals, and people’s lives, embodies CCC’s unique approach to 'food sustainability.'

Communicating 'RSPO Certification' as a 'better choice'

RSPO Certification is an international standard for sustainably produced palm oil, ensuring consideration for tropical forests, wildlife, and human rights. At Shonan T-SITE, RSPO-certified products will be featured alongside informative POP displays and book recommendations that clearly explain environmental issues and biodiversity. Under the theme 'Every wash protects forests and animals,' the space will be designed to naturally spark visitors’ interest, encouraging them to pick up products and deepen their understanding.

CCC has previously used 'Minna no Ethical Food Lab' to explore how best to communicate ethical products to gain consumer empathy and drive purchases. In 2022, at Daikanyama Tsutaya Bookstore, an ethical food campaign themed on 'chocolate (cocoa)' and 'coffee' successfully increased consumer understanding and purchase intent by explaining issues such as environmental destruction, child labor, and fair trade.

Furthermore, findings from the 'Food Sustainability Forum,' launched in 2024, revealed that Japanese consumers do not choose products solely based on 'social correctness.' Instead, interest and purchase intent for ethical products rise when they are linked to lifestyle values such as 'taste,' 'enjoyment,' 'quality,' 'trust,' and 'brand affinity.' Based on these insights, CCC will continue to propose new choices to consumers through curated content and experiential design that connects 'social issues' with 'comfortable daily living.'

List of RSPO-Certified Products

Taiyo Yushi Pax NaturaLON Hand Cream Yuzu 70g Taiyo Yushi Pax NaturaLON Hand Cream Yuzu 210g Taiyo Yushi Pax NaturaLON Body Soap 500ml

Taiyo Yushi Pax Happy Skin Hand Soap 330ml Taiyo Yushi Pax Baby Full Body Shampoo 300ml Taiyo Yushi Pax Olive Body Soap 450ml

Sharyo Yashinomi Detergent for Vegetables & Dishes Sharyo Yashinomi Detergent Premium Power Sharyo Yashinomi® Laundry Detergent Sharyo Yashinomi Fabric Softener

RSPO Certification Campaign at Shonan T-SITE: Event Overview

· Period: June 17 (Wed), 2026 – June 30 (Tue), 2026

· Venue: Shonan T-SITE (6-20-1 Tsujidō-Motomachi, Fujisawa City, Kanagawa Prefecture)

· Organizer: Culture Convenience Club Co., Ltd.

· Co-organizers: World Wide Fund for Nature Japan (WWF Japan), Sharyo Co., Ltd., Taiyo Yushi Co., Ltd.

· Content:

· Introduction to RSPO Certification and certified products

· Awareness-raising on environmental issues related to palm oil

· Sales of RSPO-certified products

· Book recommendations on food, environment, and ethical living

· Visitor questionnaire survey

Comment from Nori Taki, Leader of 'Minna no Ethical Food Lab'

Nori Taki, Leader of 'Minna no Ethical Food Lab'

CCC has long operated under the mission of 'Building Cultural Infrastructure,' proposing lifestyles that enrich connections between people and society.

With 'Minna no Ethical Food Lab,' we aim not only to inform people about social issues through food but also to create enjoyable experiences that allow them to participate through 'personal choices.'

Small daily choices in shopping and lifestyle can lead to a richer future.

Going forward, CCC will continue to propose 'sustainability worth continuing' together with consumers, companies, and organizations.

About 'Minna no Ethical Food Lab' (https://ethical.ccc.co.jp/)

'Minna no Ethical Food Lab' is a co-creation platform launched in 2021.

In response to the social challenge of 'sustainable food,' it collaborates with diverse stakeholders across industries—including consumers, manufacturers, retailers, and organizations—to promote 'ethical living through food' across society.

Moving forward, CCC will use this initiative to propose food-centered lifestyle sustainability as part of everyday life, with an eye toward the future.

Shonan T-S