Table for Twoモデルを(密かに)採用しています

Pure bliss! Amazing lady who can rock the world!

Pure bliss! An amazing lady who can rock the world!


Table For Two (TFT) is a non-profit organization that simultaneously addresses malnutrition developing countries by offering school meals and obesity in developed countries by offering healthy meals. Every time someone purchases TFT supervised healthy meal a portion of the profit is contributed to serve a school meal for kids.

TFT was an idea initiated at the World Economic Forum Young Global Leaders Conference in 2006 in Tronto and has been expanded since then accelerated by the team led by Masa Kogure. I personally know many people who have contributed to the expansion of the TFT including Mr. Kogure while I also got involved briefly back then around 2008, and I have always been thinking about creating a model applying key aspects of the TFT model. There are three key aspects that I think that the TFT model is uniquely brilliant.

1. Framing the global challenge in a way that everyone can easily relate to.

Buy one give one model itself is not a unique model now with some American companies like TOM’s shoes or Warby Parker being quite successful. What I like about the model is that TFT addresses issues both in the developed and developing economies. While we are not a non-profit organization that directly addresses social issues, we are offering solutions to the problem where creative talents in the developing economies (like South Africa or Kenya) and craftsmen in industrialized economies (like Japan) can combine each of their strength to offer new innovative products for the global audience. Emerging creative talents in the developing economies are lacking infrastructures to realize their creativity into tangible items while craftsmen in industrialized economies have little capability hire young people to modernize their crafts for the modern and global audience. Thus, the marriage of two can work very well.
2. Branding and marketing communication that create cool and fun vibes.

Another brilliance is branding. The success may be due to one brilliant PR manager who I have personally known to learn her work; however, I also believe that their branding and marketing communication strategies are really embedded in their operational strategy. They’ve not only been working together with the firm like Dentsu, but they have also been successfully engaging with mass media and celebrities to create fun and exciting movement that everyone wants to join. This was especially quite innovative at the time where NPO activities were considered rather as obligations or responsibilities: something that people need to do.

For us, branding is extremely important, especially because the word “Africa” or “African” can evoke certain negative to some people. We do not want “support” instead, we want “LOVE.”  We must make people fall in love with our brand. We must make people fall in love with (our) African design. We must make people fall in love with Africa’s diverse culture and stories through our brand.
3. Aiming to expand globally from the get-go by partnering with international organizations and large corporations.

Last but now least, what I love about the TFT model is that their scope has always been global. They were born global. They were not just thinking about advocating people in Japan. The name of the organization has been TFT “International” from the get-go, and I have learned that this name was reflective of TFT management’s aspiration to go global. They’ve also leveraged platforms like the World Economic Forum while aggressively involving national governments and large companies like Toyota. And they now operate in 20+ countries with various local networks of supporters while their head office members remain relatively small.

And we aspire to do the same. That’s why I take part in business competitions across the countries and get buy-in from multiple governments including Japan and South Africa. That’s why we participate in TICAD in Nairobi while presenting our work at the cultural embassy in Amsterdam.

And that’s why we are really excited about this very platform to communicate why we do what we do! (And hope you have good questions and learnings!!!!)

Table For Two(TFT)、ご存知の方も多いと思います。TFTは途上国の栄養不足を給食によって、先進国の肥満の問題を低カロリーな食事によって、同時に解決しようと活動している非営利団体です。TFT監修の健康な食事を購入することで、その利益の一部を1食分の子供の給食に回すというモデルがコアになっている活動です。



1. グローバルレベルの課題を、すべての人が自分の課題として考えられるようなしくみとして提案している点

1つ商品を購入すると、1つ寄付されるというようなモデル自体は、アメリカのTOM’s shoesやWarby Parker(眼鏡ブランド)などの成功にもみられるように、珍しくはありません。ただTFTがユニークな点は、いわゆる先進国経済と途上国経済の両方の課題に着目している点です。Maki & Mphoは、非営利団体として、特定の社会問題を直接的に発信しているわけではありませんが、私たちも同様に途上国経済(南アフリカやケニヤ)のクリエイターと、工業化した成熟経済(日本など)における職人や伝統産業が、協業することで、グローバル市場に新しい価値を提案しているという意味において、双方の課題解決に貢献しています。途上国経済の新興クリエイターたちは、そのクリエイティビティーを形あるものにするためのインフラ不足に悩んでいる一方で、工業化した成熟経済における職人たちは、伝統ある工芸やものづくり技術を、グローバル市場に対応してアップグレードするために、若者のクリエイティビティを取り入れていくキャパシティが不足しています。だからこそ、その2つの掛け合わせがうまくいく可能性を秘めています。


2. ブランディングとマーケティングコミュニケーションでクールで楽しいイメージを醸成している点


3. 設立当初からグローバル展開を前提とし、国際機関や大企業とパートナーシップを形成している点

そして最後に、TFTの好きなところは、最初からグローバル展開を前提に始まっているところです。誕生時から、グローバルで、日本人のアドボカシーだけを考えていた訳ではないという点です。組織名は、最初からTFT “International”という点も、TFT経営陣のそういったアスピレーションが繁栄されているものだそうです。また、TFTは世界経済フォーラムのようなプラットフォームや、各国政府やトヨタのような大企業を積極的に巻込んでいます。今も、本部のチームは決して大きくはなさそうですが、ローカルのサポートパートナーのネットワークは強固で、20カ国以上で展開しています。