CSR communication in Japan: the case of Kikkoman

Abstract

PurposeThe purpose of this paper is to examine Kikkoman’s corporate social responsibility (CSR) communication with public schools associated with a new food education law in Japan. It describes how an internationally recognized soy sauce maker, Kikkoman, effectively entered a previously untapped market, public schools in Japan, and improved its corporate image using the vehicle of CSR activity.Design/methodology/approachThree traditional qualitative data sources were utilized: documents, interviews, and observations.FindingsSocial, political, economic, and environmental factors pushed Kikkoman to create a soy sauce lesson as a new CSR activity, which created challenges in corporate communication. The company, with the help of government, overcame the difficulties and was able to effectively communicate its CSR and improve its corporate image while promoting its signature product to children. This case presents a successful public relations strategy using a stakeholder approach as a framework.Research limitations/implicationsIt is difficult to generalize the findings to CSR communication in Japan because this is a single case study with interviews with one company representative and observations at two schools.Practical implicationsFirst, collaboration between business people and public schools teachers is on the rise. This may open new opportunities for socially responsible corporations to engage in effective public relations activity through CSR in Japan. Second, human resource development in CSR activities is strategic and employees can play a pivotal role in Japanese CSR.Originality/valueThis paper examines the unique activities of a Japanese food industry leader from multiple data sources including observations of actual corporate behaviors in schools.