Small and medium-sized enterprises are content creators that move hearts. [2]The way you shine is your choice. Hope found in the "Voices of the Soul" from 138 SMEs
The Nikkei Inc. project " SME Theater: Voices of NIKKEI Spirit ~Companies We Want to Preserve for 2030~ " (Sponsored by: DELL, JOYSOUND, WAP FILM) is an initiative to collect and share the voices of small and medium-sized enterprises (SMEs) shining brightly even during the COVID-19 pandemic. Participating SMEs uploaded "3-minute videos expressing their company's spirit" to YouTube. Screenshots of these videos and the company names were published in the Nikkei. A YouTube channel compiling videos from 138 selected participating companies was also launched.
The project aims to achieve the following three objectives:
- Strengthen corporate solidarity
- To visualize the appeal of thriving companies and foster a positive momentum
- To assist SMEs in communicating information to their stakeholders
This time, we would like to share the background behind launching this project, our thoughts, and insights gained through it, incorporating content from the submitted videos.
The appeal of being a content creator, as felt by over 1,000 SME owners
Since 2015, I have been continuously involved in planning and content development with SMEs. Through these activities, I have met over 1,000 SME owners and keenly felt the unique appeal of SMEs as "content creators that move hearts."
Combining the content power of these SMEs with Dentsu Inc.'s strengths in planning, creativity, and media partnerships could enable the development of more compelling content on an equal footing. Driven by this vision, we launched the "Mid-sized and Small Business Revitalization Project" with Nikkei Inc. This project has already realized initiatives like " Japanese Companies: Variety. 15-Second Work TV " and the " NIKKEI National Company Song Contest " (also open to large corporations).
June 2020 saw 780 bankruptcies; agile countermeasures are urgently needed
According to Tokyo Shoko Research, the number of bankruptcies in June, when this project was launched, reached 780, a 2.5-fold increase from May's 314. Amidst companies already operating with limited financial leeway, the triple whammy of labor shortages, consumption tax hikes, and a warm winter was compounded by the COVID-19 shock. In this emergency, we asked ourselves, "What can we immediately implement in the communication domain?"
Inspiration from business leaders moving forward despite COVID-19
The decisive factor for this initiative was the actions of Megumi Oyabu, Director of Daiwa Kako, a molded rubber parts manufacturer in Aichi Prefecture. Amidst the cancellation of various events due to COVID-19, she gathered five SMEs from Aichi and Gifu Prefectures to organize an online "Manufacturing Exhibition," challenging herself to create a new form of business.
We felt such proactive and resourceful initiatives needed to reach a wider audience.
What Nikkei Can Achieve
While digital technology has created a world where anyone can disseminate information from anywhere, it's also true that disparities in that ability to communicate have emerged. Precisely because of this, we believed "a platform is needed to gather and amplify the voices of distinctive companies." We proposed this concept to Shuhei Kikuhara and Keiichi Shibata at Nikkei, and they readily agreed.
Why Nikkei? Because Nikkei, which continuously raises issues about the Japanese economy through its daily articles, now also provides participatory projects that contribute to solving those problems. That is where the significant meaning lies.
Positioned as the fourth installment of the "Mid-Sized and Small Business Revitalization Project," this initiative was spearheaded by the operational team behind the "NIKKEI National Company Song Contest" – comprising Dentsu Inc. PR, JOYSOUND, the Regional Strength Revitalization Laboratory, and Passion School. With the cooperation of BIS GROUP, renowned for video production, we executed the video submission phase swiftly and efficiently. Additionally, we received support from Wap Film, which produced the interactive film "Future Shutter"—featuring numerous influential SME executives and holding Japan's longest-running theatrical record.
What We Saw in the Submitted Videos: "You Can Choose How to Shine."
After reviewing the submitted corporate videos, the catchphrase "You can choose how you shine" emerged. The ways companies shine are truly diverse. Each pours their heart into their business activities, moving their customers' hearts.
For example, "Meiko" (Gifu Prefecture), a waste collection company, has continued cleaning waste collection sites with dedication for many years. As a result, they now receive words of gratitude from customers saying, "This place has become a power spot!" and they continue their activities today.
Tatsumi Textile Works (Nara Prefecture), which manufactures socks domestically, gained recognition by pursuing its unique approach of "socks that don't get holes." Sanko (Wakayama Prefecture), a manufacturer of daily necessities, steadfastly practices its management philosophy of "making deposits in people's hearts" through its manufacturing. Toyo (Saitama Prefecture), which operates large crane game arcades, has also declared its commitment to continuing its corporate philosophy of "creating smiles" even during the COVID-19 pandemic.
Maeda Housing (Hiroshima Prefecture), in the housing business, expresses its desire to "bring good smiles to Hiroshima" through song. Twenty small factories in Aichi, Gifu, Osaka, and Toyama Prefectures have united to host the "K-1 Grand Prix," a contest to determine Japan's "most ridiculous thing," organized by "Ore-ra FactoryMan." Vocal studio "Lavoc" (Tokyo) returned to its roots of "energizing Japan through the power of music" and launched online lesson services.
Get It (Tokyo), an IT hardware specialist, visualized the message "Awareness is the power of change" using figures like "5,200 hours/3 months of reduced commuting time during the COVID era." Astem (Osaka Prefecture), which provides total production for events and more, communicates its stance of "cherishing connections even with physical distance" by incorporating sign language—a unique approach reflecting its commitment to accessibility for the hearing impaired, seniors, and foreigners.
Watching the many videos gathered, one senses that what truly moves people is not just the expression techniques, but the companies' own strong convictions.
Participating companies shared positive feedback: "We're thrilled Nikkei created this initiative," "It strengthened employee unity," "We supported the concept," and "It prompted us to learn about video and YouTube, marking our first step toward IT adoption, albeit belatedly."
Meiko, Tatsumi Textile Industries, Sanko,
Toyo, Maeda Housing, 20 small factories (K-1 Grand Prix participants),
Lavoc Vocal School, Get It, Astem
Another company that left an impression on me was the HR tech company "Ashita no Team" (Tokyo). Their video depicts a drama about a company driven by the desire to help build the best teams for businesses and realize a "tomorrow" where workers find fulfillment in their jobs.
My hometown of Osaka also had an entry: "Rikuro," famous for "Rikuro-san's Cheesecake."
The sincere way employees speak about their philosophy of "wanting to increase delicious smiles" is impressive. Hearing the "sound of the bell ringing at the storefront" scattered throughout the video will likely bring back nostalgic, comforting memories for many.
Additionally, the "Yonecho Office" (Osaka Prefecture) received an entry directly from Master Katsura Yonechō himself. He is performing "The Song of the Yonecho School," composed by Katsura Yonechō in the 1980s, for the first time to energize society. The fact that rakugo performances avoid crowded stages and laughter boosts immunity is also a major characteristic of rakugo.
Ai Kawashima provides the support song "Hecchara"
We explained the project's purpose to singer-songwriter Ai Kawashima, who has collaborated with us on the company anthem contest since 2016, asking, "Could you create a song to energize Japan?" She gladly accepted. The song "Hechchara" was born as the theme song for two Nikkei projects: the "Mid-Sized and Small Business Revitalization Project" and the "Company Song Contest." The full version was released on YouTube on the day the song was featured in the "Soul's Voice" section.
The lyrics include the line: "Even on a pathless road, walking keeps your heart beating." While the road ahead is currently unclear, we will continue exploring corporate participation initiatives that inspire people to "take that first step," just like this song does.
【Comment from Ai Kawashima】
This time, I had the honor of writing "Hecchara" as the theme song for two projects: the "Nikkei Mid-Sized & Small Business Revitalization Project" and the "NIKKEI National Company Song Contest." Since 2016, I've been involved in the company anthem project, experiencing firsthand the unique corporate cultures, the energetic faces of hardworking employees, and the powerful philosophies of many companies. This theme song was born by distilling each of those elements.
Times change moment by moment. Living in this chaotic world, I wanted to envision words that, when chanted like a mantra in one's heart, could restore energy, bring a sudden smile, or help relax the shoulders...
I don't know how many hearts this word "Hecchara" will reach right now.
If even one person's heart encounters this "Hechara," and it sparks just a tiny bit of hope—a desire to peek at tomorrow, to move toward tomorrow—then nothing would make me happier than for that small but precious hope to take root in the hearts of everyone who hears it.
May these two projects be like the sun, brightly and gently illuminating the hearts of all working people across Japan.
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Author
Kōhei Morimoto
Dentsu Inc.
Focusing on solving management challenges through "content that moves the heart." Launched the "Company Song Contest" in 2016. Numerous initiatives leveraging unique connections with small and medium-sized business owners. Also responsible for project development centered around IP, major corporate purpose initiatives, and startup ventures. Former Koshien baseball player (Captain of Chiben Wakayama High School / Vice-Captain of Keio University).
