Frozen Gyoza Frying Pan Challenge:
A Brand Activation Based on ‘Continuous Improvement’ Starting from One Social Media Post and Over 3,500 Frying Pans

It all started with a social media post stating that “Ajinomoto frozen gyoza stuck to the frying pan.” The post included a photo showing gyoza stuck to the bottom of the pan, along with a comment questioning the product’s claim that it wouldn’t stick.

Ajinomoto Frozen Foods responded immediately to the post and launched a campaign to collect frying pans that had caused frozen gyoza to stick. Users submitted over 3,500 frying pans. Based on the data gathered from these pans, Ajinomoto launched a new and improved “Gyoza.” The continuous updates shared publicly throughout the process helped convey the company’s transparency and its commitment to “Continuous Improvement.”

THonda Office oversaw the overall management of the project. The “Frozen Gyoza Frying Pan Challenge” became a major topic, earning high praise both domestically and internationally as an excellent example of brand activation success.