From 'Buying Products' to 'Supporting Brands': Daisho and QON Launch Community for Enjoying Dining Tables on May 28
QON Co., Ltd. and Daisho Co., Ltd. launched the fan community 'Daisho Delicious Dining Table Laboratory' on May 28, 2026. With the concept of 'a comfortable life starting from food without overdoing it,' they aim to build continuous relationships with consumers amidst the rise of corporate-empathy consumption.
📋 Article Processing Timeline
- 📰 Published: May 29, 2026 at 09:00
- 🔍 Collected: June 1, 2026 at 02:21 (65h 21m after Published)
- 🤖 AI Analyzed: June 1, 2026 at 22:15 (19h 54m after Collected)
QON Co., Ltd. (CEO: Takashi Takeda, HQ: Minato-ku, Tokyo), which builds and operates online communities connecting companies and local governments with consumers, has launched the fan community 'Daisho Delicious Dining Table Laboratory' in collaboration with Daisho Co., Ltd. (President: Shunichi Matsumoto, HQ: Sumida-ku, Tokyo) on May 28, 2026.
The community is based on the concept of 'FAN&FUN: A comfortable life starting from food without overdoing it.' It serves as an online space where people can enjoy their daily dining tables comfortably. It will operate as a place where consumers can easily connect with each other while sharing small joys and tips for their daily meals.
'Corporate-empathy consumption' is expanding in the food industry, shifting towards choosing 'favorite brands' over price. According to the Ministry of Internal Affairs and Communications' Household Survey, food expenditure per household in 2025 increased by approximately 5.5% year-on-year, marking the fourth consecutive year of growth. Additionally, a survey by the Nomura Research Institute showed that 67.3% of consumers said they would 'choose a trusted brand even if it is slightly more expensive.' While inflation continues, the tendency for 'relationships with brands' to become a reason for purchase is strengthening.
Furthermore, a survey released by Meltwater Japan in February 2026 showed that 80.3% of companies plan to maintain or increase their SNS marketing budgets in 2026, and 61.8% believe the importance of 'organic SNS' (non-advertising content) will increase. The trend of prioritizing continuous relationship building with consumers over one-way advertising is accelerating.
The number of food and beverage communities supported by QON has increased by approximately 3.3 times compared to 2024. Recently, there has been an increase in consultations for community designs that include themes like 'health,' 'beauty,' and 'lifestyle' rather than just 'recipe sharing.' Daisho aims to foster 'corporate fandom' through this community and build relationships where they are 'known' and 'bought' more than ever before.
'Daisho Delicious Dining Table Laboratory' is an online community with the theme of 'making daily dining tables comfortable without overdoing it.' Daisho, a seasoning manufacturer originating from Fukuoka known for products like 'Aji-Shio-Kosho' and 'Hot Pot Soup,' celebrated its 60th anniversary in 2025. In this community, they aim to create a 'laboratory' where consumers can share daily tips and ways to enjoy food, rather than just introducing products.
In the future, it is believed that building 'brands that are continuously chosen' will become more important in the food industry than one-off purchases. Daisho aims to improve brand loyalty by utilizing the real voices of consumers obtained through this community for product development, customer understanding, and e-commerce strategies. QON will continue to support the creation of 'brands chosen for empathy' through community measures that connect companies and consumers continuously.
The community is based on the concept of 'FAN&FUN: A comfortable life starting from food without overdoing it.' It serves as an online space where people can enjoy their daily dining tables comfortably. It will operate as a place where consumers can easily connect with each other while sharing small joys and tips for their daily meals.
'Corporate-empathy consumption' is expanding in the food industry, shifting towards choosing 'favorite brands' over price. According to the Ministry of Internal Affairs and Communications' Household Survey, food expenditure per household in 2025 increased by approximately 5.5% year-on-year, marking the fourth consecutive year of growth. Additionally, a survey by the Nomura Research Institute showed that 67.3% of consumers said they would 'choose a trusted brand even if it is slightly more expensive.' While inflation continues, the tendency for 'relationships with brands' to become a reason for purchase is strengthening.
Furthermore, a survey released by Meltwater Japan in February 2026 showed that 80.3% of companies plan to maintain or increase their SNS marketing budgets in 2026, and 61.8% believe the importance of 'organic SNS' (non-advertising content) will increase. The trend of prioritizing continuous relationship building with consumers over one-way advertising is accelerating.
The number of food and beverage communities supported by QON has increased by approximately 3.3 times compared to 2024. Recently, there has been an increase in consultations for community designs that include themes like 'health,' 'beauty,' and 'lifestyle' rather than just 'recipe sharing.' Daisho aims to foster 'corporate fandom' through this community and build relationships where they are 'known' and 'bought' more than ever before.
'Daisho Delicious Dining Table Laboratory' is an online community with the theme of 'making daily dining tables comfortable without overdoing it.' Daisho, a seasoning manufacturer originating from Fukuoka known for products like 'Aji-Shio-Kosho' and 'Hot Pot Soup,' celebrated its 60th anniversary in 2025. In this community, they aim to create a 'laboratory' where consumers can share daily tips and ways to enjoy food, rather than just introducing products.
In the future, it is believed that building 'brands that are continuously chosen' will become more important in the food industry than one-off purchases. Daisho aims to improve brand loyalty by utilizing the real voices of consumers obtained through this community for product development, customer understanding, and e-commerce strategies. QON will continue to support the creation of 'brands chosen for empathy' through community measures that connect companies and consumers continuously.
FAQ
Is this community strategy effective for the Taiwanese food market?
Yes, Taiwanese consumers highly value social media word-of-mouth and brand resonance, making this strategy very effective.