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Press Release Jun 30, 2022 Fresh fish cold chain demonstration experiment from Japan to Thailand-Maintaining high freshness and enabling traceability through the use of electronic tags and monitoring software-

KDDI Thailand Ltd.

KDDI Thailand, an overseas subsidiary of KDDI CORPORATION (Headquarters: Chiyoda-ku, Tokyo, President: Makoto Takahashi, hereafter KDDI) and M.SOFT CO., LTD. (Headquarters: Taito-ku, Tokyo, President: Keisuke Satou, hereafter M.SOFT), in collaboration with the "High Freshness Exports Promotion and Production Area Cooperation Council for Southeast Asia", which promotes the FY2020 marine products export expansion cooperation project issued by the Japan Fisheries Agency in Fiscal 2020, will conduct a study and demonstration experiment (hereinafter referred to as this demonstration) of a cold chain of fresh fish from Japan to the Kingdom of Thailand in Bangkok, the capital of the Kingdom of Thailand, on June 30, 2022.

In this demonstration, fresh fish shipped from production areas in Japan (Amakusa City, Kumamoto Prefecture and Toyama City, Toyama Prefecture) will be placed in advanced special cold storage boxes until they arrive at a restaurant in Bangkok, and electronic tags will be used to monitor their temperature. By maintaining high freshness and IT-controlled quality, we aim to increase the quality of Japanese fresh fish shipped to Southeast Asia, increasing the experience of customers and helping to realize an intelligent cold chain in the future.

About this demonstration


  • Fresh fish (yellowtail, sea bream, white shrimp, firefly squid, etc.) brought ashore in Amakusa City, Kumamoto Prefecture and Toyama City, Toyama Prefecture, will be placed in cooled boxes made of a special material that does not easily change temperature together with plastic bottles containing 3℃ water.
  • Electronic tags for temperature monitoring will be placed in the cooled boxes, and traceability information (temperature/position) will be acquired every 3 hours through dedicated software, allowing transportation management and proof of quality and history for the fish on its journey to Bangkok, Thailand.
  • After conducting multiple test shipments between Japan and the Kingdom of Thailand and verifying the results, we will hold a tasting party and an introduction to this initiative in Bangkok.

- Demonstration overview -

2.Freshness preservation and temperature monitoring using electronic tags and special cooled containers

  • The electronic tags are equipped with batteries and memory, allowing temperature information to be recorded for some time even when wireless transmissions are not possible, such as during air transportation.
  • The specialized cooling boxes are made of a material that can keep a temperature of 5 degrees Celsius or lower for 4 days.
    Additionally, there is no need for specialized cooling materials; the substitution such as frozen PET bottles can be used , so it can be used as an alternative cold insulation method regardless of the region.
  • Electronic tags are enclosed in the cooling boxes. A special, miniature transmission device inserted into a smartphone or tablet is used for receiving tracing information (temperature, location).
  • The stationary transmitter is equipped with a mobile transmission card and GPS. It automatically adds location information to the temperature information transmitted from the electronic tags and sends it to the cloud, enabling real-time monitoring.

3.About the tasting party

  • Date and time: June 30, 2022 (Thu) 13:00
  • Location: Japanese restaurant "Kitaohji"(
    212 Thonglor Soi 8, Sukhumvit Soi 55, Wattana, Bangkok

4.Company roles

  • M.SOFT: Representative for the Fisheries Agency's business, software development and overall management
  • KDDI Thailand: Electronic tag creation and technical support

Through this demonstration, both companies aim to create a new cold chain solution by verifying that a high freshness level is maintained and that traceability technology using electronic tags and monitoring software is successful in exports from Japan to Thailand.

In the future, by expanding the technology to Vietnam and other Southeast Asian countries and promoting the development of the network infrastructure to support it, the companies aim to enable transport of products from Japan with high freshness, improving the experience of customers.

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KDDI Thailand

+66(2) 075 8888

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