Embark on a journey of global digital and local culture.

Back in my student days, I went on what you'd call a graduation trip, traveling all over Europe. It was a whirlwind route, hopping trains and relentlessly touring different countries. A laid-back journey only possible in youth—constantly on the move yet strangely leisurely, as if time flowed endlessly. Even after 20 years, I can still vividly recall the smallest details: little kiosks, station buildings... a distant dream I'd love to revisit someday.

...Honestly, I never imagined I'd end up doing a similar trip at this age. It's a business trip in November. Starting in London, then by train to Paris (beautiful Christmas decorations were already up, but only a 20-hour stay). Then Wiesbaden, Germany (a small, pretty town near Frankfurt... but nothing much there), Madrid (the city has real class, the Prado Museum is amazing), Milan (um, cobblestone streets and the Duomo, I guess...), and finally Moscow (characteristic feature... cold). Roughly two nights at each place. A full day of presentations and meetings, then moving on the next day – a bullet-style schedule. The difference from my student travels was the relentless pressure of time. As you can see, even the comments in parentheses got progressively shorter and more perfunctory—it was that grueling, 14-night, 16-day journey packed with nonstop travel... Being an adult, I buy stamina and efficiency with money. No local trains or buses—I travel by car. No hunting for hotels on foot—just big chains. Same approach in every country. Maybe that's why, compared to before, my travels feel somehow... bland.

Why did I undertake such a trip? To visit our group company offices in various locations and initiate various collaborations. My specific mission was to find partners to collaborate with on digital and new creative ventures. While the trip lacked the thrill of adventure, the meetings in each location were very fulfilling. I believe I've mentioned this before, but digital creativity can transform Japan's unique appeal into something the world finds interesting. With digital media like social media and smartphones emerging and growing simultaneously worldwide, what people find "interesting" tends to be similar regardless of borders. That's why Japanese creativity is also easy to export. There's an opportunity for us to make our mark outside Japan.

Meeting so many people has me sensing the start of various collaborations. In every country, brands are now seeking ways to establish clear social purpose and stay close to users long-term, rather than being vague objects of aspiration. Digital and new-frontier creativity can foster deep mutual understanding between brands and users, connecting them on equal footing not just through expression but through experience. I sense our accumulated experience and methodologies can be applied in many countries.

To the wonderful seniors who traveled Europe with me on this trip. A commemorative photo before dinner in Milan. I took it, so it's a bummer I'm not in the shot.

 

But if we're not careful, the kind of digital experiences that are universally interesting across countries might end up as bland as this adult trip. Today's digital world is dominated by technology, aiming for the greatest common denominator—things that are fun, convenient, and efficient for everyone. Things that can be offered the same way regardless of country. But I also think we need to create things that are deeply rooted in culture, things that stick with you even 20 years later, things that really resonate emotionally. In that sense, I'm hoping for a "collaboration" approach, working together with local staff, rather than just exporting Japanese digital technology. I know it won't be easy, but I want to try my best to achieve this blend of global digital and local culture.

And now, suddenly, this column by Sasaki comes to its final installment for now. Thank you for reading all this time. Writing this made me feel connected to someone, and it was enjoyable. I hope to gather more topics about digital and global matters and meet you all again somewhere.

So for now, see you, au revoir, tschüss, adios, ciao, dasvidaniya. See you later!

Titled: "London's Precious Sunny Break, the Usual Jet Lag." Thought a weird photo like this might be fitting for the final installment.