On August 29th, the "Industry-Government-Academia-Citizen Co-Creation Forum," an event aimed at local governments, companies, educational institutions, and others, was held by Future Design Shibuya and Commune Co., Ltd.
The "Industry-Government-Academia-Citizens Co-Creation Forum" is an event where people from various organizations, such as local governments, companies, and educational institutions, come together to discuss ideas for tackling social issues from a variety of perspectives and the potential of the region, and think together about how to strengthen collaboration and turn it into action.
Here we report on what happened on the day.
"Industry, Government, Academia and Citizens Co-Creation Forum"
https://co-creationforum2408.studio.site/
Special Session 2
Connecting the Future through Industry-Government-Academia-Citizen Collaboration: Challenges and Prospects of the Shibuya Smart Drinking Project
Mr. Osamu Motoda (CEO, Sumadori Inc.)
Shinko Osada (Director and Secretary General Future Design Shibuya General Incorporated Association)
In January 2022, Motoda Osamu started an in-house startup called Smart Drinking Co., Ltd. at Asahi Breweries. He says the company's primary mission is to popularize the idea of "smart drinking."
Smart Drinking is "an activity to create a society where people who can drink, people who can't drink, or people who don't drink, can all enjoy their time and space together." Asahi Breweries conducted a survey on drinking among about 90 million people aged 20 to 70 across Japan, and found that about 20 million people answered that they "drink alcohol frequently." In addition, about 20 million people were so-called light users who "don't drink that much alcohol." "About 50 million people answered that they don't drink alcohol, or that they "can't drink because of their constitution." In fact, these figures show that people who can't drink alcohol are by no means a minority, which surprised us," says Motoda.
Motoda also said that up until now, even in drinking situations, people who wanted to drink were the main participants, and those who couldn't would end up saying, "Sorry, I can't drink," and that "even people who can drink don't always want to drink. The ideal for smart drink activities is for people who drink and those who don't to respect each other and be able to enjoy the same space whether they drink or not."
Motoda adds that smart drinking is a global trend. "In 2010, the World Health Organization (WHO) set out a global strategy to reduce the harmful use of alcohol. The third goal of the UN's SDGs is 'good health and well-being for all,' and its target includes preventing harmful alcohol use. There is now a global movement to promote this. Recently, we have also started to hear more about the concept of responsible drinking, and the sober curious lifestyle, where people are able to drink alcohol but choose not to."
Against this background, Motoda explained, Sumadori was founded as a company that focuses on people who cannot or will not drink alcohol, and promotes the value and understanding of smart drinking culture. He went on to introduce the specific activities that Sumadori has undertaken so far. For example, in addition to marketing research, they hold seminars and workshops, including patch tests to measure alcohol tolerance. Many of these are carried out in collaboration with universities or companies, for example, they have collaborated with Tokyu Real Estate Co., Ltd. to hold an educational seminar titled "Coming of Age Ceremony for Alcohol" as part of their training for new employees.
In addition, a safe non-alcoholic bar called "Smart Bar Shibuya" has opened in Shibuya Center Street. To launch the bar, in collaboration with Future Design Shibuya, the "Shibuya Smart Drink Project" was launched, which aims to promote "smart drinking" and contribute to solving social issues in Shibuya Ward (such as inappropriate drinking and the problem of drinking on the streets on Halloween) and to create a society where diversity in drinking habits is respected.
Motoda says that these efforts may be a model for CSV (Creating Shared Value) management, which focuses on both corporate and societal issues and aims to balance social and economic value.
"Many of the university professors involved are also interested in this kind of CSV. I would like to exchange information and discuss with them to create a good form of CSV through the activities of Sumadori."
Shibuya Smart Drinking Projecthttps://shibuya-smartdrinking.jp/
