Kao Corporation, a member company of Future Design Shibuya, and Next Generations have started this initiative.
In Shibuya, our philosophy is to create a place for the next generation of human resources to "meet," "learn," and "shine" through sports, and to design a city they can be proud of.By working with Next Generations and Kao, which supports connections between people and society through the skin, we will foster vertical and horizontal connections for the next generation.
As the first initiative, “Next Generations” held an “Urban Sports Experience Session”at “Kumin no Hiroba Furusato Shibuya Festival 2023” held on November 5, 2023.
We provided Biore products to the children who participated in the trial sessions, and exhibited photos of them experiencing sports, allowing them to enjoy the sun without worrying about the discomfort of sweat and stickiness caused by sunburn, temperature, humidity, etc. Below, you can experience a moment of "real connection" through sports.
We were also able to see participants smiling as they tried new sports and smiling as they spontaneously high-fived each other.
In addition, at the social innovation festival "SOCIAL INNOVATION WEEK 2023" held from November 6th, we held a session on the topic of innovation that accelerates the joy of "real connections" in an era of diversity.
Masahide Nishida, General Manager of Skin Care Division, Health & Beauty Care Business Division, Kao Corporation,along with other Next Generations members and current athletes, will transcend the boundaries of generations and genres to realize a future where we can connect both vertically and horizontally. We had a discussion.
The session report can be viewed at https://social-innovation-week-shibuya.jp/report/11678/.
Kao Corporation and Future Design Shibuya will continue to engage in various activities, starting with the SIW2023 activities at Citizens' Square.
About Next Generations
Focusing on the "next generation" who will be responsible for expanding the possibilities of Shibuya and the city, we will create a place where the "next generation" can "encounter" sports, "learn" from sports, and "shine" in their favorite sports, and be proud of them. This is a "next generation" sports scene creation project launched in 2018 through collaboration between industry, government, academia, and the private sector to design a city that supports people's lives. Shibuya is a hub of fashion and culture, and is also a city where our predecessors pioneered street sports and their culture. We will recreate the playgrounds that were lost with the development of the city, promote street sports and educate people about etiquette, and aim to foster a sports culture unique to Shibuya and revive Shibuya as the mecca of street sports.
Next Generationshttps://nextgenerations.jp
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