Reducing Food Waste While Enjoying “Flavor Variations”: Now Accepting Ideas for the “Leftovers Meal Challenge” Until October 8

"NoPeko Lab," a project within Dentsu Inc. (Social Design Engine) that aims to solve all kinds of issues related to "children and food," is running the "Nokosan Rice Challenge" on social media—an initiative designed to reduce food waste while letting participants enjoy "flavor transformations."

The Nokosan Rice Challenge is an awareness campaign organized by No-Peko Lab to reduce food waste, following the “Nokosan Canteen,” a free, one-day event held in Ebisu on September 9—“Guu-Guu Day”* (Wednesday). At the Nokosan Canteen, participants freely enjoyed decorating dishes with faces and experimenting with flavor variations using ingredients often left over at home. The Nokosan Rice Challenge aims to extend that experience to households.

There are two categories: (1) the “Omu-ra Category,” where participants top a meal made with ingredients they have at home with a thin omelet and freely decorate it with faces; and (2) the “Kezuru Category,” where participants shave off curry roux and use it to create new variations of various dishes. Anyone can enter.Entries can be submitted via a post on the NoPeko Lab official Instagram account or through a Google Form. Submissions will be accepted until Thursday, October 8, during “Guu-Guu Month.” The “House Award” will be presented to the most outstanding ideas (three entries per category).

The event is sponsored by the Ministry of Agriculture, Forestry and Fisheries; the Consumer Affairs Agency; the Agency for Children and Families; the Tokyo Metropolitan Government Bureau of Environment; and Minato Ward. Cooperation is provided by House Foods Group Headquarters and the Secretariat for “World Food Day” Month 2026.

*September 9 has been designated as “Guu-Guu Day” (officially recognized by the Japan Anniversary Association), a day for everyone to think about and take action regarding “Children and Food.”

■Submit entriesviathe No-Peko Lab official Instagram accountor GoogleForms

Contact: no-peco@dentsu.co.jp