The pandemic has impacted various sectors around the world to different extents, altering the operational models of businesses, educational institutions, and other industries. It has caused global supply chain disruptions, resulting in shortages of certain products while others became oversupplied. This phenomenon is evident in Japan’s milk production. By the end of 2021, Japan faced an excess of domestic milk production, requiring significant amounts to be destroyed. Reports indicated that up to 5,000 tons, equivalent to 5 million one-liter cartons of milk, would be discarded. In the face of this dilemma, the Japanese government and citizens united to devise creative strategies to stimulate milk sales and reduce waste.
Government Agencies and Officials Utilize Social Media to Raise Awareness
With the dairy industry facing challenges, government agencies and officials took the lead in implementing various measures to address the issue. For instance, employees from the Ministry of Agriculture, Forestry and Fisheries wore cow costumes to create videos explaining the current surplus of milk and urging everyone to drink more. The cute and entertaining videos quickly went viral, drawing attention to the problem of excess milk production. Some governors harnessed the power of social media by launching a "Milk Challenge" on their personal Twitter accounts, encouraging the public to film themselves finishing a cup of milk or any dairy product in one go to increase consumption.
The government also allocated a budget to fully support dairy farmers by donating free milk and fermented dairy products to medical institutions, schools, and welfare facilities in need across the country. This initiative aimed to meaningfully consume the surplus milk and address the livelihoods of dairy farmers.
Businesses Offer Discounts and Promote Dairy Products
In addition to the government, the business sector joined the effort to save milk. Chain convenience stores launched a promotion offering hot milk at half price, attracting many mothers to buy for their children, with total sales exceeding one million cups—about 1.5 times the usual amount of milk sold. Furthermore, some supermarket chains introduced small packaging of milk for school lunches, selling them at very low prices of 78 yen (approximately HKD 4 to 5), benefiting the public while ensuring the sustainability of dairy farmers.
The Public Promotes Milk Recipes
The public actively contributed their own solutions. Popular home cooking experts released a series of milk recipes online, including almond tofu, milk candy, and milk pudding. Well-known brands also created special websites to share simple recipes made with milk. Additionally, a recipe website initiated a "Milk Recipe Contest," inviting users to upload their "recipes using a large amount of milk," with the winner receiving a cash voucher worth 100,000 yen. The final winner was a recipe for "Spicy Sesame Dan Dan Noodles," made with a significant amount of milk.
Faced with unexpected challenges, the people of Japan came together to promote milk sales and minimize food waste. Their determination, unity, and creativity serve as an admirable attitude we can emulate when facing challenges, and their story is one worth sharing. For more exciting stories, you can visit TVNews and Chinese Master to read news and articles in English and Chinese, and participate in the Student Scheme to enhance your knowledge in various areas.