Doyakai

What Doyakai does

Doyakai (株式会社DOYAKAI) is a privately-held Japanese social-impact IT company founded on June 6, 2018, headquartered in Toshima-ku, Tokyo, operating with a small team of 1-10 employees. The company addresses food infrastructure gaps for dietary minorities in Japan, including people with food allergies, vegetarians, vegans, and halal-required diners, as well as inbound international visitors.

Its core platform, Japanese Heart, comprises three integrated components: an expert-reviewed restaurant search site (launched January 2020), a subscription-based coupon web app at 330 yen/month (launched March 2021), and a curated e-commerce marketplace for certified allergy-friendly, vegetarian, vegan, and halal products (launched September 2021). Content credibility is built through partnerships with the Halal Japan Association, Japan Vegetarian Association, and NPO VegProjectJapan, with restaurant verification supervised by nationally certified nutritionists and halal industry directors.

Doyakai generates revenue through three primary streams: subscription recurring revenue from the Japanese Heart web app, product sales of proprietary consumer brands (Mitsuboshi Gelato launched November 2024, Narine Smoothie launched November 2023, Mitsuboshi Latte launched March 2026) via own e-commerce and major marketplaces (Amazon, Rakuten, Yahoo, hometown tax platforms), and professional services including ARDOYA AR solutions and DESIGN DOYA web/graphic design for corporate clients. The company won Grand Prix at the 86th Japan Food Selection in April 2025 and integrated its platform with the Tokyo Metropolitan Government's GO TOKYO GOURMET tourism site in December 2025.

Name

Doyakai

Legal name

株式会社DOYAKAI

Website

https://doya-group.co.jp

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Doyakai is a Tokyo-based social-impact IT company operating the Japanese Heart platform, which provides expert-reviewed restaurant search, subscription coupons, and curated e-commerce for food allergy, vegetarian, vegan, and halal dietary minorities in Japan, alongside proprietary vegan food products.

Ownership category

akta.pro rank

Product category

Food Safety & Specialty Food Platform

NAICS

All Other Specialty Food Retailers (445298)

SIC

Ice Cream & Frozen Desserts (2024), Food And Kindred Products (2000)

akta.pro primary industry

Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK)

akta.pro secondary industries

Frozen Plant-Based & Vegetarian Meals (CRADADAF), Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG), Plant-Based & Vegetarian/Vegan Nutrition (HSADAFAJ)

Keywords

• Food safety platform
• Specialty food retail
• Augmented reality solutions
• IT consulting services
• Allergen-free products

Headquarters

HQ city

Toshima

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Japanese Heart Platform Services: Multi-platform revenue from restaurant search site (sponsored listings, featured placements), e-commerce online shop (product sales margin), and subscription web app (monthly/annual coupon plans). Platform serves food minorities with expert-verified content.
2. Proprietary Food Products: Development and sale of proprietary food products including Mitsuboshi Gelato (vegan, allergen-free gelato) and Narine Smoothie (probiotic smoothie). Products distributed through own e-commerce, major marketplaces, and specialty retail.
3. IT Services and AR Solutions: Web design, development, and IT consulting services including AR solution sales. Services provided to corporate clients for logistics, education, and foreign customer support applications.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

株式会社DOYAKAI operates the Japanese Heart ecosystem — a restaurant search site, subscription web app, and online shop dedicated to food minorities (allergen-free, vegetarian, vegan, halal) — alongside proprietary consumer food products (Mitsuboshi Gelato, Mitsuboshi Latte, Narine Smoothie) formulated with allergen-free, vegan, and Narine probiotic credentials. The company also provides IT consulting, ARDOYA augmented-reality marker solutions, and DESIGN DOYA web/graphic design services to corporate clients.

Product overview

Doyakai operates a multi-brand portfolio centered on food safety infrastructure for dietary minorities (allergens, vegetarians, vegans, halal). The core platform includes: (1) Japanese Heart — a comprehensive ecosystem comprising a restaurant search site, a social-contribution web app with daily coupons, and an online shop for certified specialty products; (2) DESIGN DOYA — web/graphic design services; (3) IT Support/ARDOYA — IT consulting and AR technology solutions. Product brands include Mitsuboshi Gelato (vegan gelato with Narine bacteria), Mitsuboshi Latte (premium at-home cafe), and Narine Smoothie (vegan gut-health smoothie). All products emphasize allergen-free, vegan, and organic credentials.

Differentiator

Problem solved

Functional benefit

Brands

• Japanese Heart: Japan's first comprehensive store search site for food minorities (vegetarians, vegans, halal, allergen-free), featuring expert-reviewed restaurants and food establishments.
• Japanese Heart Online Shop
• Mitsuboshi Gelato
• Mitsuboshi Latte
• MIND YOU
• DESIGN DOYA
• ARDOYA

Products and services

• Japanese Heart Store Search Site (Japanese Heart 店舗検索サイト) Japan's first comprehensive restaurant search platform dedicated to food minorities (allergen-free, vegetarian, vegan, halal), with expert-reviewed restaurant listings and curated food safety information. Aimed at individuals with dietary restrictions and inbound tourists.
• Japanese Heart Web App Subscription web app (10 yen/day) that provides unlimited coupons at Japanese Heart listed restaurants, supporting food-minority-friendly establishments with an SDGs and food-loss-reduction focus.
• Japanese Heart Online Shop E-commerce platform specializing in certified vegetarian, vegan, halal, and allergy-friendly products, curated and approved by food safety experts.
• Mitsuboshi Gelato (三ツ星ジェラート) Vegan-friendly gelato made with organic soy milk and Narine probiotic bacteria, available in vanilla, chocolate, and matcha. Certified allergen-free, gluten-free, organic, with no additives or white sugar. Won Grand Prix at the 86th Japan Food Selection (2025).
• Mitsuboshi Latte (三ツ星ラテ) Premium at-home café latte product positioned as a luxurious everyday experience for dietary minorities, formulated as vegan-friendly and aligned with the Mitsuboshi Gelato product line.
• Narine Smoothie (ナリネスムージー) Vegan smoothie formulated with Narine probiotic lactic acid bacteria, free from 28 allergens, lactose-free, and gluten-free; targeting gut health and beauty with 6,800 mg dietary fiber and 50 kcal per serving.
• MIND YOU Health care information platform for women featuring expert nutritionists and culinary professionals providing health-related guidance and lifestyle support.
• ARDOYA (AR Consulting & Marker Solutions) Augmented Reality consulting and AR marker solutions for corporate clients, supporting logistics, maintenance, education, and multilingual customer service applications via a cloud-based multi-marker detection platform with 3D spatial coordinates and translation capabilities.
• DESIGN DOYA Web and graphic design services including website creation using WordPress CMS, promotional materials, printing services, and multilingual translation support for corporate clients.
• IT Support / IT Consulting IT consulting services providing personnel support, IT business development, and technology consulting for various industries, leveraging the team's accumulated IT expertise.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and secondary.

• Narine Japan Co., Ltd. (Narine Japan株式会社)coreStrategic or Co-development Partner · 1 November 2023Product development partnership for Narine probiotic smoothie and Mitsuboshi Gelato products. Narine Japan provides proprietary Narine bacteria strains; DOYAKAI handles product formulation and commercialization.
• Eatreat Co., Ltd. (Eatreat株式会社)secondaryStrategic or Co-development Partner · 1 February 2021Business partnership to support registered dietitians and nutritionists through information dissemination and networking. Provides professional community platform for nutrition experts contributing to Japanese Heart content.
• NPO VegProject Japan (、特定非営利活動法人ベジプロジェクトジャパン)coreStrategic or Co-development Partner · 1 March 2020Partnership to expand vegetarian and vegan food options through collaboration with enterprises, educational institutions, government, and international organizations. Supports Japanese Heart platform content for vegetarian/vegan restaurant verification.
• NS Labo (一般社團法人NS Labo)secondaryStrategic or Co-development Partner · 1 March 2020Health maintenance and preventive medicine partnership focused on food-related wellness. Collaboration for health food product development and nutrition expertise.
• Halal Japan Association (一般社團法人ハラル・ジャパン協会)coreStrategic or Co-development Partner · 1 February 2020Business partnership for halal business development. DOYAKAI leverages the association's expertise for restaurant verification and halal compliance, while providing a platform for halal-certified establishments to reach international Muslim visitors.
• Japan Vegetarian Association (一般社團法人日本ヴィーガン協会)coreStrategic or Co-development PartnerListed as major client/partner. Association chairperson serves as contributor to Japanese Heart platform content. Supports expert supervision for vegan restaurant verification.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• HappyCow: Global vegan and vegetarian restaurant review and discovery platform with a strong Japan presence. The closest international counterpart to Japanese Heart's expert-reviewed, community-driven directory model for plant-based dining.
• Vegewel (ベジウェル): Japanese vegan and vegetarian restaurant search and booking platform with multilingual support, focused on the same food-minority diner as Japanese Heart. Operates the most directly comparable directory model in Japan for plant-based dining discovery.

Broad incumbents

• Ben & Jerry's (Unilever): Global ice cream brand with a non-dairy/vegan product line distributed widely in Japan. Competes in the same plant-based frozen dessert retail set as Mitsuboshi Gelato.
• Akagi Nyugyo (赤城乳業): Listed Japanese ice cream manufacturer known for mass-market novelty and budget frozen desserts. Comparable as a domestic Japanese frozen dessert CPG competing for retail freezer space against Mitsuboshi Gelato.
• Kewpie (キユーピー): Major Japanese food manufacturer known for mayonnaise and dressings, with a growing plant-based and egg-free product range. Comparable as an established Japanese packaged-food CPG extending into allergen-friendly SKUs.
• Kagome (カゴメ): Major Japanese food manufacturer with a significant plant-based vegetable, juice, and plant-protein portfolio listed on the Tokyo Stock Exchange. Comparable as a large Japanese packaged food CPG with growing plant-based offerings.
• Yakult (Yakult Honsha): Japan's leading lactic acid bacteria probiotic drink brand and the dominant functional dairy probiotic in Japan. Directly comparable to DOYAKAI's Narine probiotic positioning in Narine Smoothie and gelato, though Yakult operates at vastly greater scale.
• Häagen-Dazs Japan (General Mills): Global premium ice cream brand with non-dairy and vegan SKUs in Japan. Directly comparable in the frozen dessert category where Mitsuboshi Gelato competes for shelf space and food-service listings.

Emerging players

• Eat Just: U.S.-headquartered plant-based alternative protein food-tech company with global distribution. Comparable as an emerging plant-based CPG innovator pursuing similar premium, functional positioning to DOYAKAI's Mitsuboshi and Narine lines.
• TABETE (Kuradashi): Japanese food-tech marketplace app rescuing surplus meals from restaurants and bakeries. Comparable as a consumer-facing food platform in Japan that pairs B2B supply partners with end-user mobile app distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/veganfestjvs
• Facebookfacebook.com/japaneseheart.project

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Doyakai