Creating spaces for children to discover new perspectives

Aeon Fantasy operates amusement facilities in large shopping centers. Alongside game machine corners, it runs diverse facilities catering to parent-child needs, such as "Molly Fantasy," which includes play spaces for young children. What kind of future does President Nobuyuki Fujiwara envision creating?

This series introduces the future-creation initiatives Dentsu Inc. Business Design Square (BDS) members are undertaking with partner companies. This time, Mr. Fujiwara conversed with BDS planner Mihoko Nishii.

Aeon Fantasy's Nobuyuki Fujiwara (left) and Dentsu Inc. BDS's Mihoko Nishii

We want to nurture the "learning" that comes from "play"

Nishii: The connection between Aeon Fantasy and Dentsu Inc. BDS began when President Fujiwara was still the representative of the China branch. As the representative of a company centered on "play," I was entrusted with the "+Playful Spirit Project," aimed at injecting more playful spirit both within and outside the company. I also handled the conceptual planning and office design for the headquarters office we're visiting today.

Aeon Fantasy Headquarters Entrance

Fujiwara: I remember coming to Japan on business from the China branch and instantly feeling like I was in a "forest of play" when I first saw the new office. At the same time, I thought, "This is so Aeon Fantasy," which is why we designed the China office to match the Japanese one.

Nishii: Before, the suits and the entire office had a gray image. But since the office was completely renewed, I feel the company has truly transformed into a "playful" one, reflected in the expressions and movements of the employees. "Play" is a universal concept, regardless of age. What are your thoughts on "play," President Fujiwara?

Fujiwara: What concerns me now is that children today have fewer opportunities to play alone compared to when I was a child. Back then, I'd come home from school, toss my backpack aside, and play baseball until dusk. Today's kids often spend time playing alone with mobile games, right? I think they need more chances to play with friends, connect with nature, and be physically active.

When I was stationed in China, I often heard mothers say, "It's so sad for the children," because the intense focus on education left them no time to play. They have six or seven hours of classes at school, then go straight to cram school after dinner, with no time to rest.

Experiencing that environment firsthand made me realize that the education children need isn't just academics. I wanted to nurture the kind of "learning" gained through "play" – like how baseball requires nine friends working together. With more only children in Japan too, I believe learning through communication with friends is crucial.

That's why we wanted to incorporate a park-like space within our facilities. So, alongside the game machines, we created playgrounds and "Skids Garden" – a play area where children aged 3 to second grade can enter alone. It allows them to move their bodies and also aims to facilitate interaction with friends.

 

What we want to create next for children is a facility for "discovery"

Nishii: I first visited AEON Fantasy about six years ago, and back then, the amusement business was the core focus. Since then, you've expanded into the "play" domain with playgrounds and such, and now you're moving into the "learning" domain, right?

I think Aeon Fantasy's characteristic is that the "play" it provides isn't just about fun; it also fosters children's independence, thinking skills, creativity, and social skills. What kind of facilities do you envision creating in the "learning" domain going forward?

Fujiwara: For our future growth strategy, we're focusing primarily on playgrounds and themed facilities. Since other companies handle academic learning, we want to create spaces that spark curiosity – places that become the starting point for children to become interested in learning.

For example, in China, we built a science-themed park. Through fun experiments within the park, children have "discoveries" like "Why do soap bubbles form?" From there, an interest in "learning" emerges, potentially leading to future dreams. It would be great to offer as many different types of such facilities as possible.

Nishii: It shouldn't be overly pushy; just providing hints that spark "discovery" – that's the essence of learning. As a parent raising a two-year-old myself, I truly feel that what sparks interest varies completely from child to child. As a parent, I'd be thrilled if there were many different types of these "discovery" facilities.

BDS previously proposed something called the "manju theory." The outer layer of the manju represents "play," and when you eat it, the filling inside is "learning," fostering imagination and creativity. This fusion of "play" and "learning" is quintessentially AEON Fantasy. We can add AEON Fantasy's "play" element as the outer layer to anything, and that would surely make children happy.

Fujiwara: Parents would be happy too. Beyond just safety, security, and fun, if children gain something meaningful, it leads to parental satisfaction.

As more mothers enter the workforce, there's still much we can do to create better environments. While we currently operate under the keyword "play-based learning," we could also integrate concepts like intellectual development, physical education, childcare, food education, and moral education. We might even collaborate with medical professionals from a health perspective. Under the theme of "Children's Forest," I envision creating a place where both "play" and "learning" can be fulfilled in one location.

Any industry can become a partner. People are the driving force behind creating things.

Nishii: In places like Malaysia, we've also developed "FANPEKKA," a Finland-themed playground. I recently visited the Shanghai FANPEKKA myself. My impression is that many Aeon Fantasy employees constantly think about "what to combine with play." However, for new ventures, business viability and feasibility are crucial, and I imagine there's the challenge of selecting the right ideas.

Fujiwara: Our basic approach is more about "let's try it" than endless table-top discussions. I was deeply inspired by reading books about Honda's Soichiro Honda, which made me feel we should challenge ourselves. Of course, there are many failures, but the company won't collapse from them. I believe people can only learn and grow through failure.

The "FANPEKKA" project started when Japan's new business development team visited Finland. They noticed the attractive cityscape and cutting-edge education system, which sparked the idea.

Nishii: What surprises me since working with you is your flexibility in partnering with companies across any industry.

I think going from 0 to 1 is difficult for any company, but going from 1 to 100 is something many can do. If you lack the know-how for that 0 to 1 part, you can collaborate with companies that excel in it to build it up. That's the impression I get – they're constantly challenging themselves.

Since we also want to create the future of "play," we proposed creating a private brand for "play" together. Dentsu Inc. invested, and we were able to develop a new hockey game machine called " GRID AIR HOCKEY." This case made me realize that this approach of moving projects forward through such experiments is essential for creating new value.
    
Fujiwara: People are the driving force behind creation. This applies to employees and customers alike. I expect Nishii and his team to be partners in creating a "learning through play" market that doesn't yet exist—through collaborations with other companies and entirely new approaches unimaginable within our own walls. While we bear the company name, I see them as partners in co-creation. Personally, I believe new ventures aren't about hitting every target—if one out of a hundred hits the mark, that's good enough. So bring us a hundred crazy ideas (laughs).

Nishii: Yes! Is 1,000 really okay? (laughs) Dentsu Inc. inevitably carries a strong image as an advertising agency, but I'm glad there's no advertising bias here. We also hope to continue supporting you as true partners in a parallel relationship going forward.

Dentsu Inc. Business Design Square Website
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