Morinaga Smile Factory Kobe Factory

At the Kobe factory, which began offering factory tours in 2007, the traditional factory tours were suspended in the fall of 2019 for a renovation of the tour facilities. This renovation transformed the facility into one where children can deepen their understanding of familiar milk and dairy products while having fun, and learn about efforts to protect food safety and environmentally conscious initiatives toward achieving the SDGs. Although online factory tours were conducted midway through due to the impact of the COVID-19 pandemic, in-person factory tours resumed in March​ ​2024. Our company provided total production services, from the facility concept to spatial concept design, displays design and production, and various content creation.

As a brand communication facility, the challenge was to make Morinaga Milk Industry's corporate activities that are close to the daily lives of consumers feel more familiar, not only through the manufacturing process and product brand, but also through awareness of the company's passion for manufacturing and its commitment to its raw materials, milk and dairy farming.In addition, content that symbolizes the Kobe Plant, where products in a variety of categories are manufactured, was required.

Aiming to create an experience that would make people want to talk about it when they get home, the concept of "a place that makes you think of your family" was born. The facility recreates a room where a family lives, with large shelves filled with books about history and a variety of fun toys related to the products. These features designed to attract visitors are scattered throughout the space so that they blend seamlessly into everyday life. In the main displays room, the focus is on "milk," the source of Morinaga Milk Industry's products. Through corners that provide explanations about dairy cows and information about the deliciousness and safety of dairy products made in collaboration with dairy farmers, we have created content that allows visitors to rediscover the "charm of milk" while enjoying it with all their senses.