Future Design Shibuya (FDS), which is in its sixth year since its establishment, has welcomed intern students this year, and we are inspired by each other. This time, they became the interviewers themselves and interviewed FDS Secretary General Osada from their unique perspective. We asked them to freely ask us basic and simple questions about Future Design Shibuya.
*The following article was created by the intern student himself.
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How Future Design Shibuya works/How to become a female leader who can play an active role in society
Interviewer: Rina Naganuma
Naganuma: Thank you very much for your time today. First, I would like to hear about what FDS can do and what its strengths are.
Osada is not easy to create opportunities for direct interaction between the government and individual companies and create value, so our strength is that we can communicate directly with both parties in the same language and coordinate.
In the first place, the fact that the government took the initiative to launch FDS is unique in itself, and there is a foundation for collaboration with government resources. I wonder if this is something that only the FDS, which is an organization outside the government, can do. , Our strength lies in the fact that in the field of Shibuya, public-private partnership projects are created more and more by connecting the government and companies, which improves society and proves the significance of our existence. I think so.
Another interesting thing is, have you ever talked directly with the ward office or other administrative bodies? Like my hometown.
When creating Naganuma My Number. Resident record etc.
Osada
Other than going there for errands that require such procedures, you might actually not know much about the ward office. However, in reality, all the functions related to your life are located there.
The mechanisms that generate innovation are actually very interesting, and one of the strengths of FDS is that you can see things that you don't realize when you work in a company, but you can actually use them in this way. is. This is because Shibuya City staff and residents are also part of this organization, making it a very diverse team.
NaganumaNext, I would like you to tell us about FDS's business model.
Osada: It's certainly difficult to understand. First of all, this organization doesn't have any products. That's why we don't make money by selling goods or services, and basically operate with membership fees from companies. The first option is for people who want to solve Shibuya's social issues and do something together to become partners and receive an annual membership fee.
The second is to expand the business with partner companies who will invest in the business by creating a business together and continuing to operate it.
The third type is so-called grants, such as SOCIAL INNOVATION WEEK, Next Generations in sports, and the Future Library, which is the third place for children.We receive grants from the Nippon Foundation and the government to support our projects. There are many ways to manage a project.
Thank you Naganuma. Changing the subject, I would like to ask Ms. Osada what she thinks is necessary as a "female leader" as the promotion of women's empowerment is currently a hot topic in society.
Osada of all, I believe that there are two axes: society and the environment, and the individual. Firstly, when it comes to the environment, it is important to understand that the social environment surrounding women is fundamentally different from that of men. I believe that it is already a major premise that society as a whole understands this and works to improve the environment. Otherwise, for example, if you want to get married and have a child, take childcare leave, or face health issues unique to women, you may feel that your position will be lowered or you will not be able to move up. So far, there have been many disadvantageous environments for women.
On the other hand, as an individual issue, in order to become a female leader, I believe that while it may not be necessary to "fight" against men, it is still necessary to have a mindset of taking responsibility. In order to become a leader in the true sense of the word, I believe that you should have the mindset and will to take responsibility and lead this team, so I think that I should focus on both the social and environmental axis and the individual axis. I think it's necessary.
I think the awareness of the younger generation, including Generation Z, is much higher than before. I'm sure there are some people who have a desire to change things or do things in this way, so it's important to communicate those ideas more and to have contact with society. Nowadays, adults actually want young people's opinions, and I'm sure they'll listen to them very carefully. I think we should take full advantage of this opportunity. The gap between students and office workers has narrowed, and we now live in an era where the ideas you come up with can really be put into practice in society, so I recommend making full use of them. Building a network now will definitely help you in the future.
Naganuma: I see.
Osada think that if you can make connections that allow you to call out to them or ask them for favors, there will definitely come a time when they will be able to make use of them later.
Thank you Naganuma.
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Urban development from a marketing perspective/What does Mr. Osada think of as a “good town”?
Interviewer: Mai Takagi
Thank you very much Takagi. I was curious about the kind of people inside FDS, so I would like to ask Mr. Osada about himself. First of all, what did you do when you were a student?
At Osada University, I was in something like the Department of English Literature. I've always loved English, foreign music, movies, art, and various other cultures. So, in that sense, I was a relatively overseas-oriented person who wanted to learn English and communicate in such places.
I didn't study much, but I worked a lot of part-time jobs. So my life was like having contact with adults in many different places. So, when I was a student, I studied abroad every year.
Takagi every year?
Osada every year. I spent most of my summer studying abroad, and in the end I went abroad without finding a job. I studied abroad right after graduating from university, so I didn't do what you would call job hunting.
When I came back, I didn't have a job, but while I was wandering around to language schools, I saw a notice there and went for an interview, and an American company asked me to join. So even if you quit your job, you'll probably be able to find another job, so it's okay.
Takagi: There's no need to get too caught up in job hunting or your current job. Osada heard that you worked in marketing, but what made you change your job to urban development?
Osada: Originally, I didn't work in marketing, but started as an assistant to the business manager, and then worked in sales before moving to marketing, so it all started seamlessly.
The reason I came to town development was because I wanted to contribute to something in Japan. Also, there is no concept of marketing in this kind of town development or government. But the truth is, if you think of a town as a brand, how to spread the charm of this town and how to get more fans to become fans is the same as the principle of marketing. We are thinking about how we can communicate in order to increase the number of people who live here and those who are involved with us, and to promote this brand to the world. When I think about it, I think that although there is currently no functional marketing in town development, in the future society it will be very important for each town to carry out city marketing. is.
Takagi: I see. Marketing is also necessary for urban development. Mr. Osada, who is currently working on urban development as the executive director, what exactly does a "good town" mean to you?
Osada:I think the best thing about a city is that there are many people who care about the city. What I really felt when I came to Shibuya was that there were so many people saying things like, ``This is what Shibuya should be like, this is what Shibuya wants to be like.'' I call it city pride, and I think a city where there are many people who have that kind of feeling is a very happy city.
Takagi: That's right. I'm also proud that my university is located in Shibuya, so I feel like I can kind of understand that. By the way, besides Mr. Osada, there are many other members of FDS, but is there anything they have in common despite the diversity?
Osada I think that what everyone has in common is that they all want to change Shibuya, do something about Shibuya, or make society even better. FDS is not an organization specifically focused on making money, so I honestly don't think it will continue unless it has a desire to do something for society. So, I think everyone probably likes Shibuya and wants to do something from here.
Takagi: There are a lot of people who love Shibuya.
Osada you don't love Shibuya, you won't come to Future Design Shibuya.
Takagi: That's right. Honestly, I didn't know what kind of people were actually trying to change Shibuya and what their thoughts were when I just looked it up on the internet, so I'm glad I was able to hear from them today.
Everyone, including Osada Nagata, is already a member of that group. Therefore, I think it would be fun if you could utilize the experience you gained here in your job hunting and future activities.
Takagi will do his best. thank you very much.
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Micro and macro, real and metaverse...A cross-sectional perspective that fosters the culture of the city
Interviewer: Takumi Hanada
Hanada: I joined FDS as an intern, and the work involved was much more cross-sectional than I had imagined. On the one hand, I was concerned with parks and how we should achieve carbon neutrality by 2050. I would like to ask how much of a microscopic perspective do you have?
Osada Neutral projects are of course progressing based on a big vision, but when it comes to what we actually do on a day-to-day basis, they are often quite microscopic.
For example, in a project like Sasahata Hatsu Town Lab, we co-create with the citizens and specify how we will change the town, so we hold steady events and communication, etc. We are experimenting with the idea of changing the mindset of residents and changing the environment, even if only a little.
While doing this, it is important to set up a big vision, and as you put that vision into practice, you will accumulate activities from a micro perspective, which is relatively common in all projects. I think it's about being there.
In terms of changes in the consciousness and environment of Hanada residents and visitors, the culture that Shibuya creates is also constantly changing. For example, in the old days of Shibuya, especially places like Center Gai, there was a dirty atmosphere in a sense, but I also feel that back then there was a more unique culture, but today's clean... I would like to hear how Osada san feels compared to Shibuya.
Osada the old days, Shibuya had a dangerous atmosphere, and people who found it attractive gathered there, but the trend of the times was moving towards safety and security, and that was also a part of the times. I think it's a natural part of the flow. However, what I think must be lost is that up until now, Shibuya has had an atmosphere where young people and people who want to achieve something can take on challenges freely, and if that disappears, it will be difficult for other people to I think there is a possibility that the city will become no different from the other cities. If everything is banned and nothing can be done, I don't think culture will be born from there.
At Hanada, what can we do more to continue to create culture from Shibuya?
Osada think it's difficult to define culture because it's not just music or fashion that is culture in itself, but culture that also includes the actions of the many people surrounding it. I feel like a community, or rather a whole gathering of people as a movement progresses, becomes a culture.
Osada:I heard an interesting story the other day, but isn't it true that gals are a part of culture?
Hanada is the so-called Shibuya gal?
Osada 's right. Gyaru was originally in Shibuya, right? However, I thought that there weren't many gals anymore, but I was told that that's not the case, and that there are a lot of them on social media. But I've heard that gals like Shibuya, but they can't communicate enough with SNS alone, so if they ever come to the city, it's Shibuya. After all, human communication is not limited to the online world. So ideas may come from the internet, but in order to develop them, I think it's necessary to get together with people and create something together in real life.
Hanada: Speaking of the real world and the online world, I think Osada has been working on the Metaverse from an early stage. What kind of possibilities do you see in the Metaverse?
All Osada people have a dual personality, and I don't think it's too difficult to have one personality as your real self and another as an avatar. Those who are already enjoying themselves in the Metaverse are very active and active. There are quite a lot of men who spend their time in the form of women. I think it's great that life can be enriched by having new communications and experiences in the Metaverse that you wouldn't be able to do in your daily life.
Another point of view from a diversity perspective is that people with whom it has been difficult to communicate until now, such as people with disabilities or shut-ins, can learn and experience things together in the metaverse. I feel there is great potential in this area. In the Metaverse, everyone can communicate with each other equally. I hope it will continue to develop as such a space.
Hanada:Finally, this is a question from the three of us interns, but I have the impression that Mr. Osada not only makes use of existing things, but also continues to create new things. What are your thoughts on that?
Osada:In this day and age, I don't think anything new can be created by just one company or organization. In that sense, I think there is a growing need for organizations like ours that bring together companies and organizations from various positions to create innovation. There are many ways to create something more interesting by combining the things that individual companies have. I'm really interested in creating more and more things like that.
Our goal is to do this from Shibuya and to have the role model of Shibuya installed in other areas.
Of course, it's not just me, but the things that everyone feels uncomfortable about and the things that they wish things could be more like are the seeds that will change society. SOCIAL INNOVATION WEEK, which will be held in November this year, is a place to bring such ideas together and discuss them.
That's why I want the students here to share with each other what they feel is strange or what they would like to make more interesting, and the three of us here to continue to sow seeds.
Hanada: I see. I feel like there's a lot of potential in what can come out of this. thank you very much.
Thank you very Osada!
