A society that looks toward possibilities

While I've focused on introducing the potential of London, the latest hub for social design, this inspection trip has also reaffirmed my belief in the potential of the Japanese people and given me tremendous courage. In Cannes, people from around the world repeatedly told me, "The Japanese are cool." Indeed, I believe there are many talented Japanese individuals who can compete at the global level. At Cannes Lions, I witnessed numerous instances where Japanese presentations were met with thunderous applause from an international audience.

Japan has long cherished the philosophy of "sanpo-yosi" (beneficial to all parties), originating in the Edo period, which emphasizes living by helping others for the greater good. Japanese athletes active on the world stage are valued not just for their play, but for this very spirit. During the Great East Japan Earthquake, the world was deeply impressed by the Japanese people's mutual consideration and the absence of looting or rioting. The Japanese have possessed this globally valued social nature since ancient times.

I believe that contemporary Japanese society is not fully utilizing this inherent social foundation. An education system overly focused on standardized test scores and a society with intense social pressures tend to stifle individuality. This is an immense waste.

Meeting top creators worldwide, I sense a common thread: the immense human capacity they possess. Even without conscious awareness, they naturally consider society. I feel this depth of character. Manga artist Takehiko Inoue, whom I interviewed for the book Creating Hope: Social Design, truly embodies this way of life.

Social design doesn't come from forcing yourself to acquire what you lack. It naturally emerges from looking inward and pursuing your own way of life. In Japan, there's a strong tendency to evaluate job candidates based on immediate skills and technical abilities. However, assessing a person's potential from a human perspective—such as "what kind of interest do they have in society?"—might also be key to enhancing a company's fundamental value.

Most of this year's Cannes Lions award-winning works centered on social themes. Globally, social is undeniably becoming the driving force of business. The world will undoubtedly shift further in this social direction. That's precisely why I believe now is the time of opportunity. Meeting people active on the world stage reaffirmed my belief that social design is work that creates hope. Carrying the inspiration gained in London and Cannes, I am determined to work on creating a system where social design can emerge from Japanese society.